SA direct marketing company goes global with BBDO

proximity#ttp will operate independently of The Tipping Point and Net#work BBDO. However, the offering is intended to synergise the acknowledged strengths of both companies - Net#work's creative edge and The Tipping Point's in-depth customer relationship marketing (CRM) expertise.

CEO of proximity#ttp Nici Stathacopoulos explains: "Shifting TTP to the next level and into a market leadership positioning required two strategic moves and that was to offer global best practices and the most strategic creative. This joint venture offers me both by linking to one of the world's most dynamic marketing service networks (BBDO) and to one of the most creative local advertising agencies (Net#work). My respect for Mike Schalit's creative leadership stems way back to 1988 when he was the copywriter on the Diners Club Account. Aligning with Net#work is a major coup."

Net#work BBDO has consistently performed well creatively in the direct marketing discipline in both local and international award shows. BBDO South Africa CEO Keith Shipley said that he was looking to add strategic muscle and insights to the existing and inherent Net#work creative strength. "I have long admired the strategic ability of Nici Stathacopoulos. A few years ago BBDO had tried unsuccessfully to snare Nici. This time I was not willing to accept no for an answer. I wanted the best. Our breakthrough in negotiations came after Nici attended last year's Cannes awards as the South African judge. She visited the London Proximity operation and at Cannes met the senior Proximity principles from a number of countries. It was their unwavering ambition to be the best, remain at the cutting edge of a rapidly developing digital era and their global creative number one ranking that made her realise that Proximity Worldwide was the ideal match."

The new management team will comprise Stathacopoulos as CEO and Davina Wertheimer as Business and Development Director. Net#work BBDO's deputy MD, Boniswa Pezisa, is the Executive Director of the new company. She is charged with making sure that Net#work's creative DNA is transferred to proximity#ttp. Two of Net#work's highly awarded senior copywriters, Stuart Stobbs and Michele Pithey, are joining the new venture as Creative Directors. A proximity#ttp creative node will be set up at Net#work's offices to enable Pithey and Stobbs to continue to collaborate with and draw on Net#work's creative energy.

Creative leader of all of BBDO's South African operations, Mike Schalit, commented in his usually outspoken manner: "It's high time South African marketers demanded creative excellence at an international level from their direct marketing agencies. Net#work has consistently outperformed the local so-called direct marketing specialists in their own creative awards. proximity#ttp will wrap this creativity in strategic suss and set new standards."

Proximity Worldwide was launched by BBDO in 2000 and now employs over 2100 people across 44 countries. From a global creative ranking perspective, it has been placed number one for the past two years. Its major global clients include Shell, Pepsi, Hewlett Packard and Masterfoods among others.

The empowerment component is broad based and includes Net#work directors, management and a staff PDI Trust. Black held equity will total 40% and HDI equity currently sits at 55%.

Says Stathacopoulos, "We are hugely excited to launch proximity#ttp because frankly I don't believe any other direct marketing company in South Africa will be able to match the balance that we will achieve in terms of our creatively focused and strategically directed campaigns. Added to this are the diagnostic and planning tools, which are proprietary to Proximity Worldwide. I guess what we are trying to do is offer direct marketing campaigns with a dash of Tabasco. Creating an effective and rewarding dialogue with customers is becoming paramount for marketers. I am thrilled to be able to offer our clients an additional winning edge."