The return of Peter Vundla

Having exited the advertising industry as chairman of HerdBuoys in 2005 to better focus on his role at AMB, Vundla has been enticed back into the game by the model created by his new business partners, aimed at providing a quicker route from marketing problem to marketing solution.

Says Vundla of the new concept, “Spa.za is a really interesting idea because it challenges some of the outmoded functions and processes which, quite surprisingly, are still practiced by some marketers. It focuses upon the changing relationships between brand and consumer and our objective is to manage these changing relationships at the rate at which they are changing instead of reacting to the change.

“This is not something easily achieved through the cumbersome traditional agency model with its clearly defined roles and departments, but one which spa.za in its simplicity has been able to do well for our clients thus far.”

Smeddle elaborates on what it is that makes spa.za unique: “In effect we are helping agencies to better service their clients by providing brands and services that are need of assistance with some essential brand sustenance through the vast branding experience of the four members of this business. In terms of the services that spa.za offers – in some instances this may involve traditional advertising and in others it may not, but the end result is always to make sure that the brand is pushed in a positive direction with a positive outcome.”

Virtual agency model

The virtual agency model within which the four partners work also allows them to function independently while focusing upon their key area of expertise without the unnecessary overheads and expenses incurred through office rental, additional staff salaries, security etc.

“It's an important aspect of what us work smarter – we get in and get the job done without having to worry about many the administrative issues that most consultancies need to focus upon. It affords us flexibility, a rapid turnaround and streamlines the entire process and means the client doesn't have to pay for our overheads,” emphasises Robinson.

Urban Brew's Ferreira believes spa.za has ultimately been successful due to the relationships that have been formed with clients. Current spa.za clients include Absa, Dubai-based telecommunications company, Du, Soweto Community TV, Annique Cosmetics, soon-to-be-launched DStv channel, One Gospel, and global chocolate and confectionery producer Ferrero.

Says Ferreira, “Our clients are relieved to finally be getting what they are paying for. They get the experience of four experience players who have more than earned their stripes at what they do and have a thorough understanding of the client's needs. Then, as we work on a project basis, our clients are encouraged to constantly evaluate our performance on every job. This keeps us on our toes and keeps the relationship honest and trusting because we are continuously under audit.”

Vundla is happy to have his hand back in the marketing arena and believes spa.za has a lot to offer: “We are four experienced players who no longer need to shout loudly in this field. Instead we hope to speak out in a strong, mature but quiet voice.”