YDx, a youth consultancy in South Africa and Sub-Saharan Africa formed ten years ago, and Intshona Investments, a South African based company creating partnerships through businesses, launched Line Dynamix last week to facilitate and create a difference in the lives of the youth through brand connections and empowerment.
The new title and CI for the agency focuses on 'Line', as the entity defies the traditional below, above and through the line communication models. The word 'Dynamix' has been successfully entrenched in the marketplace and so remains, also representing dynamism, proactivity and forward thinking. Colours used in the new rebrand represent steadfastness, boldness and strength [black] as well as growth, vitality, youthfulness and sustainability [green].
Four key disciplines
The agency will be underpinned by four key disciplines that are each built around a speciality:
- Youth Dynamix - the youth element of the business that encapsulates on-going commitment to gathering insight and a better understanding of the youth. The agency will continue to grow the hub of youth insight and information and the quest to understand the drivers, attitudes and lifestyles of the youth market.
- Ground Dynamix - this division represents various communication channels, platforms and opportunities 'on the ground' allowing for direct, tactile, interactive and relevant consumer interactions. This will tactically link brands with the youth market through guerrilla, one-on-one interactions and activations in relevant lifestyle spots.
- Cyber Dynamix - this is the social/mobile, digital and viral channel of the business providing integrated and holistic solutions that are fluid, fast, real and provide relevant content with the market.
- Broadcast Dynamix - this is media and communications arm of the business tackling classic media in manners relevant to the new consumer through media partnerships and content creation.
The board of directors in the new agency include Christa van Louw, executive chair; Francois van Louw, marketing director; Jean van Louw, sales, distribution and business development director; Jane Lyne, MD of the new agency; Andrea Kraushaar, research and strategy director; and Duane D'Oliviera, financial and investment director.
Line Dynamix will continue to work with a range of blue chip clients across a diverse background of industries, which includes clients such as Standard Bank, Nedbank, Clover, Avon Justine, YES!, Nestle and King Pie.
