FoxP2 (@FoxP2laB) has a successful relationship with brandhouse that dates back to the launch of the agency six years ago. The Captain Morgan brand adds to a significant portfolio of brandhouse brands handled by FoxP2, including Strongbow, Foundry and the brandhouse Drive Dry initiative, which was the most-awarded campaign at the 2011 Loerie awards and also won internationally at Cannes and D&AD.
"Share the same approach to communication"
Says brandhouse marketing and innovations director Gavin Kresnki, "FoxP2 was the ideal partner to join us in taking the iconic Captain Morgan brand to new heights. We share the same approach to communication; one that is rooted in consumer insight and recognises that great ideas that truly engage and positively influence consumer behavior need to resonate across multiple channels in taking account of the way our consumers connect and communicate in the world of today and tomorrow."
According to Mohammed Jassat, brand manager for Unilever's Caucasian hair category, "FoxP2 won the pitch to work on Clear Anti-dandruff Shampoo for three reasons - they display a strong passion for winning, they keep the consumer at the heart of all the work that they do and they delivered a unique strategic approach from which they developed a phenomenal campaign to drive awareness, trial and purchase of a new brand."
"Repeated ability to develop fresh creative thought"
Commenting on the Primedia gain, Geoff Whyte (who handled the appointment on behalf of Ster-Kinekor) says, "FoxP2 have developed an enviable reputation in the last few years. Their repeated ability to develop fresh creative thought - often in tired product categories - made them the standout choice when we were looking for a new creative partner."
According to FoxP2 group MD Charl Thom (@charlthom), the agency is satisfied with its 2011 performance. "It's been great to welcome a mix of global and local brands to the lab over the last few months. We value our partnership with brandhouse, and the Captain Morgan appointment has been a real vote of confidence in our work.
"Ster-Kinekor, KWV and Unilever are also all blue-chip category leading clients that we have been keen to work with for some time."
