Construction & Engineering Trends

SAA - destination Jupiter

The Jupiter Drawing Room (Johannesburg) (TJDR) has been appointed as the advertising agency for South African Airways (SAA). The account, worth more than R100 million in billings, was won in a pitch involving some of the country's largest agencies. Meanwhile, Two Tone has been awarded the airline's design agency account.

SAA's GM, sales and marketing, Rushj Lehutso, says the airline was looking for an agency that could understand the complexities not only of its business, but its industry as a whole. "The industry in which the national carrier operates is highly complex and competitive, and many factors can change in a very short space of time. Some of these factors are beyond our control, so we needed a strategic partner who could cope with market influences quickly".

Global reach

According to Lehutso, SAA applied strict and non-negotiable criteria from a corporate governance point of view, and the tender process was rigorous. "Our past experiences taught us valuable lessons in handling creative briefs, billing and performance, so we had high expectations. We also wanted an agency with a global reach that could provide an international network and coverage, not just a strong local base."

TJDR's BEE credentials were a major plus for SAA, but Lehutso says the agency's creative pitch provided its cutting edge. "Our decision to appoint The Jupiter Drawing Room involved a variety of important factors, but we were extremely impressed with their understanding of our industry.

"In a highly changeable environment such as ours, the agency demonstrated the ability to deliver in extremely short turnaround times. The Jupiter Drawing Room's creativity, allied with an understanding of our business and what we wanted, made us confident of our decision".

Realise true potential

TJDR's Graham Warsop says, "We set out asking one simple question: how could we use our strategic and creative expertise to help SAA realise its true potential to be one of the most admired airlines, not just in Africa, but in the world? We sense that SAA is ready to move to the next level. We'd like to ensure that the advertising and communications are at the forefront of its ascendancy, both locally and internationally, in the run-up to 2010."

Mohale Ralebitso, executive deputy chairman, says the agency's local flavour played a large part in its victory. "As a 100% South African-owned agency we couldn't be more elated or honoured to be on the team with SAA and its other communications partners". TJDR (Johannesburg) is South Africa's most empowered large agency and the partner of choice for many leading local companies. We have demonstrated a commitment to our local environment, while also looking to further the South African brand overseas."

The Jupiter Drawing Room (Johannesburg) is 56% owned by MSG Afrika Rimani, which comprises Given Mkhari, Simphiwe Mdlalose and Mohale Ralebitso (former group marketing director of Liberty). Jupiter's clients include Edcon, Business Connexion, Discovery, Investec Asset Management, PPC, Peermont Global (Emperor's Palace) and The Coca-Cola Company.

Design agency

Two Tone won the design agency account after numerous tender submissions, a four-agency short-listing and a lengthy adjudication period. The results were released on 29 September 2006.

"We have benefited from the last three years on the South African Tourism account, which taught us a vast amount about the markets in which both SAA and South African Tourism operate. At the same time, we were able to establish our international partnerships, the majority of whom have worked on airline and tourism accounts. This allowed us to compete against the global agencies, despite our shareholding being 100% South African," says Carlo Murison, executive creative director of Two Tone.

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