Branding the Castle Cup

Castle sponsorship manager Monde Africa says: "Brand Activation is passionate about the Castle brand. Their presentation was fantastic and the use of the 360-degree approach was particularly impressive. I feel comfortable that we are in safe hands.

"Most importantly Brand Activation understands the brand, the consumers and where the brand needs to go. The agency is also proactive with solutions to challenges facing the brand."

Brand Activation MD Howard Smiedt says: "We are delighted to have been awarded this account, especially in light of our three year relationship with a brand that we have great passion for. Our approach to building the brand over the duration of the contract will be uniquely South African, as we tap into the growing trademark way in which South Africans approach life."