New MD for Halo agency

Minnaar (@MelanieMinnaar) has spent the past six years heading Standard Bank's IMC division, planning strategically across traditional and new media channels to build a consistent brand message and proposition.

Described as a brand-led communications agency that creates the platforms for brands to connect with their consumers, Halo has Tsogo Sun, Montecasino, Bonitas, Medscheme, Varsity Cup and the Commercial Bank of Africa in Kenya as clients.

"Chris is still MD of Interbrand and a non-executive director of Halo," explains Oelschig (@deanoelsch), whose role is creative director. "We partner with Interbrand on many clients, because of our brand focus but Chris is not involved in the day-to-day management and ops at Halo."

The nine-man team understands that each brand is unique and requires its own creative execution to attain that connection. They understand how to make a brand known, loved and, most importantly, memorable.

Oelschig says, "Although IMC itself isn't a new concept, we're breaking new ground with our approach to executing the philosophy. Melanie's experience and vision will enable us to take it to the next level. Bringing her in to lead the business forward is yet another step on our growth path and one that we see being mutually beneficial."

"The coming together of minds"

"It is the coming together of minds," says Minnaar. "The philosophy here is simple, yet compelling: the brand dictates the what and the how of brand communication and this is best achieved when executed by a single team. There is undoubtedly higher value for the client in having a single view and custodian of its brand communication."

Oelschig says South Africa lags considerably behind international practice in adopting an integrated, media-neutral approach to brand building. He adds that the days of award-driven rather than brand-driven campaigns are numbered, although the trick is to really try achieving both.

"We focus on delivering disciplined and consistent work that remains true to a brand strategy. This requires a fundamental shift in thinking, and we have built a core team that buys into that philosophy. It also means that each team member is multi-skilled and able to keep the creative execution true to that strategy," he concludes.

For more, go to www.brandhalo.co.za.