Yellowwood was established in 1997 by Andy Rice, the former director of strategic planning at Ogilvy& Mather, and in 2004 merged with Future Architects. BEE shareholding, added with the flow-through from TBWA, now stands at 35%.
“We bought [a] controlling interest in the best firm of market strategists in South Africa. They have a proven highly successful business model and we will be at pains to preserve their capacity for total objectivity and independence,” stated Derek Bouwer, COO of TBWA\South Africa.
Maintaining independence was of paramount importance to Yellowwood, said Nash. “We are happy with the terms and the opportunities that come with a deal of this nature. We will maintain our own distinctive brand identity and operational autonomy. We still keep our own clients, and have our own targets.”
Five of Yellowwood's senior management team will remain in the same positions. The business will also maintain its own distinctive brand identity, as well as operational independence.
“We are excited by the opportunity to remain independent and participate in developing the local and global Disruption offering. The partnership offers as an opportunity to develop and hone our skills, challenge our talented people and provide our local clients with access to the best practices,” added Nash.
Echoed Yellowwood group MD Ivan Morake, “The deal is an excellent opportunity for us to expand our offering to other markets where TBWA has a presence, be it on the African continent and beyond.”
TBWA\South Africa comprises advertising agency TBWA\Hunt\Lascaris, with offices in Johannesburg, Cape Town and Durban. Also in its stable are digital communication company Tequila\, PR division Magna Carta, print production consultancy eGraphics and brand activation business Osmosis. There is also a strategic partnership with mobile media company Nxt.
