On the 1st of May, a brand new street-smart PR communications agency opened for trading. Danni Vos, Kim Blakemore and Carly Plunkett, all ex TBWA group employees, recognized the gap in the market for a highly skilled brand PR agency with big brand leadership thinking, but with small agency delivery, along with the need to rejuvenate PR's creative execution - and hence The RedCube Agency was created.
From their new offices in Illovo Boulevard, Johannesburg, Managing Director Danni Vos says, "The three founder members have varied backgrounds in the communications industry. Whilst (Kim and Carly) are from traditional PR agency background, my experience is more on the corporate marketing side, giving me an excellent insight into what Clients and brands really need from an agency. With a combined 20 years communications and marketing industry experience between us, we've worked on many of South Africa's top brands across many industries - ranging from banking, FMCG, tourism, music, media and healthcare."
Although focused on brand communication, the Agency does offer the full spectrum of PR services within all industries. Says Danni Vos; "We want to be able to identify our contribution to the creation of leading brands and that can only be achieved by following the 'RedCube' philosophy. When working on any client's business we first contribute strategically thus ensuring we understand the brand requirements. Then it is vital that we are a key partner in the Client's integrated communications plan, which enables us to develop driving PR ideas and messages that links consumers to the brand campaign by using the right communication tools (alternative tools like events, media sponsorships, promotions, road shows, media coverage and more, instead of only using above-the-line advertising to build the brand equity). That being followed, delivers campaigns that communicate the brand consistently, efficiently and effectively".
Vos goes on to say "It's all down to the execution. Brand leadership is about delivering a campaign that breaks out of the clutter and creates impact over time. That impact can be anything from being noticed, to changing perceptions, to creating lasting customer loyalty".
The team is also turning the traditional industry account management structure on its head. Says Client Service Director Kim Blakemore, "We recognised that more often than not, one person or a small team would be managing all aspects of a Client's account, hence diluting their specific skills which may only focus on one or two areas of the communications spectrum. In terms of our structure, we are each highly skilled within certain areas, hence we all work on the Client's business, with each of us covering the aspect in which we are most skilled."
Danni Vos develops the strategic communication framework for the Client's business, whilst Kim Blakemore is the key point of contact for the Client and is focused on overseeing the implementation and roll out of the Client's strategy. Carly Plunkett, the Media Director, drives the Client's Communication plan. Expansion on the core team is on the cards with the fourth member starting 1st June 2002.
Another key focus for The RedCube Agency is trendspotting and keeping its ear to the ground in order to identify changes in consumer behaviour. "Recognising how South Africa and the world is changing in how we work and play, is key for us, as the only way our Client's brands will develop lasting relationships with their consumer is by intimately knowing what triggers their response to that brand. We spend a great deal of time getting to know our Client's target market in order to deliver the right message to the right people in the right medium and the right time," says Carly Plunkett, Media Director.
Vos concludes "The RedCube Agency will differentiate themselves by delivering strategic, creative and measurable campaigns that surpass traditional PR. We will know we've come of age when leading brands spend more on alternative media than conventional advertising. And in today's economy, this reality can be realised sooner that we think".
