#WomensMonth: Putting your clients first

I caught up with Brigitta Annegarn, client services manager at the agency to find out more about the new account, and her thoughts around Women's Month and making it big in the industry.

Brigitta Annegarn

Tell us more about Blowtorch Advertising...

Annegarn: Blowtorch Advertising is 14 years old. We are a small and agile agency with big agency thinking. Similar to a 14 year old teenager, we are rebellious in our thinking. We like to push boundaries with our creative ideas. We are full of ideas, energy and persistence to do good work.

Blowtorch Advertising were recently appointed as lead creative agency for Tata. What does this mean to the agency?

Annegarn: Being lead creative agency for Accordian Investments, the authorised distributors for Tata passenger and light commercial vehicles in South Africa, is a privilege. It is an exciting account to be involved in as the company embarks on a new era in their marketing and advertising activities.

This is a great affirmation of our ability to grow the agency, a huge feather in our caps. Originally we only looked after the Tata Bolt brand, but after proving that we are able to deliver consistently excellent work, we have taken over all the Tata vehicle brand accounts. Even though we are a little spark in the great fire of the advertising community, we are planning on being red hot.

What will your first order of business be with the new account?

Annegarn: After the celebrations, comes the hard work. The first task is always to ensure that the whole agency is knowledgeable about the company’s strategy, the brand and the products we are advertising. We aim to collectively know more about the brand and products than the client. In the motor vehicle industry, attention to detail and correct specifications and financial deals are critical.

What will your core strategy be?

Annegarn: Constant communication with the client is critical. Keeping the client updated on progress ensures that problems are picked up and dealt with swiftly. Nothing should come as a surprise. We are willing to ‘walk on water’ for our clients every day.

Give us some background about yourself, and how you got into the role you're in now?

Annegarn: I started out in management consulting. After completing an MBA in Cape Town and spending some time doing brand development in China, I realised that advertising was my calling. I thrive on solving business problems with creative solutions. Blowtorch Advertising is my family’s business so it made sense to start my career in advertising here. I’m now client services manager at Blowtorch Advertising.

As it's Women's Month, do you think it is important having a month dedicated to women?

Annegarn: I think it’s a wonderful reminder to take stock of the role women play in business and the community. I was lucky enough to be raised in an environment where men and women are regarded as equals and there was nothing I couldn’t do simply because I am a woman. But this is not the case everywhere and anything that works to address this inequality is important.

Based on your experience, what advice would you give to women pursuing a career in your field?

Annegarn: I would advise them to get experience in business or industry first. Understanding how a business operates and moves and ticks makes supporting their business with advertising a lot easier. I find my business background and consulting experience invaluable in dealing with the everyday advertising problems.

In winning this account, I learnt that you need to give your best to every client, even the small ones for whom you don’t do much work. This is how we got the opportunity to pitch for this vehicle account. We walked on water every day for a small client and they in turn recommended us.