The former global PR networks MS&L and Publicis Consultants - along with a number of speciality communications agencies - are united in a single vision and identity in a network-wide approach that places engagement and communications that are unbounded by traditional divisions, at the centre of the group's offering. Leveraging the network's rich and diverse heritage in PR, corporate and financial communication, public affairs, events and digital, the group seeks to help clients build stronger brands, manage their reputation and evolve their organisations into the relationship development and response engines that will become the hallmarks of the conversation economy.
Recent investments by the network underline its central commitment to growth in two key areas: the digital space, and emerging markets. Last month, Publicis Groupe announced it was to acquire 2020Social (India's first and leading social media strategy agency) and 20:20 Media, making it, already owner of Hanmer MSL, reportedly the largest PR network in that rapidly growing market. More recently, it named renowned social media evangelist Gaurav Mishra in the new role of director of digital, Asia.
Conceptualised with its long-term strategic and creative partners, TBWA\Hunt\Lascaris Durban, the new brand positioning reflects the intimacy between Spar and its customers and kicks off with a series of TV commercials, press inserts, in-store point of sale and social media. The repositioning of the brand aims to refresh the conventional approach to retailer marketing and advertising, beyond just focusing on the functional attributes of price, quality, freshness and range.
Justin McCarthy, MD of the agency, says, "Spar is all about people. Of the millions who shop there every day, many of them refer to the local store they frequent as 'My Spar'. As a result, the repositioning of the brand has focused on the personal experience. We saw value in using real stories and insights into the brand from the everyday communities it serves."
"Customers from across the country were approached to tell us their stories of how the store has made a difference in their lives. We found thousands of wonderful, powerful stories, stories that authenticated the experience and needed to be shared." The repositioning is not about the store advocating itself but rather customers talking to other customers, which authenticates the brand.
The new TV ads are based on the real life stories of customers like Lindsay, whose staff at his local Spar watch and hold his horse while he shops, and the Matcheke family who established a family-run waste business after being offered an opportunity by their local retailer. Then there is Frans, who elected to use his local store to propose to Natasha.
"These everyday stories were selected to be used for the new lead TV commercials featuring actual people, telling real stories about their store within their community. Creatively this has allowed the group to engage with its customers on a personal level, talking about the things which are important to them not just functional attributes like convenience, price, and range," says McCarthy.
"The customer sits at the core of our business and is integral to how we operate both within our internal structures and our external operations. Our business model allows retailers to support local businesses, to fashion their store around the community's needs and to provide personal service," says Mike Prentice, group marketing executive of Spar Group Ltd South Africa. "This has resulted in a campaign that we feel talks to the customer and not at the customer."
