How do you advertise advertising?

Veracity's foray into self-branded, focused advertising is a South African first and, says managing director Michelle Carey, will serve not only to brand the agency, but demonstrate Veracity's methodology of Brand Navigation.

"In today's competitive environment, a service industry like advertising should focus on branding its products and services in a similar fashion as the function that is provided to their clients. It is important to communicate one's brand and its values per se to the community within which one does business. In the past, advertising agencies have not, it seems, given much thought to self promotion. However, I feel that a simple message, well executed and conveyed, could only positively influence agency profile and, ultimately make a difference on an agency's bottom line."

The advertising campaign signals the completion of a transformation within Veracity's strategic focus to its proprietary methodology of Brand Navigation. It allows for comprehensive strategic planning and execution through the line, while maintaining focus on the client's bottom line. Says Carey: "With media clutter and a legion of competing products and services, it is vital that any brand communication, whether PR, advertising or any below the line activity, positively influences a client's bottom line through ensuring that the consumer's attention is drawn to the message effectively.

"By applying combined strategic thought through Brand Navigation it is possible to construct a comprehensive marketing, advertising and communication plan married to effective creative, which in turn would, of course, ensure message penetration as well as impact on consumer cognitions and behaviour."

Veracity Incorporated's advertising campaign can be viewed on selected DSTV channels, including the History channel, BBC, National Geographic and Discovery among others.