SAB appoints social media agency

South African Breweries (SAB) has recently appointed Liquorice as its social media agency, following a four-way pitch for the account. The agency's role will include social media for SAB corporate communications plus the flagship responsible drinking programme, Reality Check.

This is the first time SAB has appointed a specialist digital agency to develop and execute a corporate social media strategy. The agency's support to SAB will extend to a social media strategy, content planning, interactive community management, online campaigns and online reputation management.

"The agency demonstrated great insight into how people engage with social media and its strategic thinking will help us package our message in a way that engages key stakeholders online," says SAB's head of media and communications, Robyn Chalmers. "This is a key step in driving the group's communications objectives."

Managing partner at Liquorice, Miles Murphy, says that consumers are increasingly talking about brands online and in social media, whether brands like it or not. "Our job is to help empower our clients to know what's being said about them in the digital world and then engage with these consumers, turning them into loyal stakeholders and harnessing their viral power."

The agency's key areas of expertise are web, mobile, social media, CRM and search marketing. For more information, go to www.liquorice.co.za.