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New digital/experiential hot shop ends 2010 on high

Mesh, the digital and experiential agency spun out of Draftfcb South Africa earlier this year, has ended its first six months trading as an independent entity on a high with a handful of prestigious awards including taking first place in the inaugural digital category in the Creative Circle's Ad of the Month Awards for 'The Kiss' campaign for Vodacom.
Also in its trophy cabinet are:
  • A Gold Assegai for Lexus 'Pie Charts'
  • A Silver Loerie for Vodacom 'Catch Out Your Friends'
  • A Silver Loerie for Toyota 'Buddy' (shared with partner agencies as this was for an integrated campaign)
  • A Bronze Loerie for Vodacom 'The Kiss'
  • A 2nd place from the Creative Circle's digital judging team for Vodacom 'Nowology'
  • A Bronze Bookmark for Vodacom 'Nowology'
In addition to being recognised for delivering interactions that count for its clients, the digital hot shop has also contributed to several new account gains within the Draftfcb partnership.

But, it is the agency's business successes for clients that make its head, Prakash Patel, most proud. The most successful and high profile of these was for Lexus. 'Pie Charts', a tactical campaign devised to take on Lexus competitors in a weekend blitz.

"This campaign used a series of pie charts to compare the costs of extras charged for by competitor brands in comparison to Lexus's policy of including extras as standard," he said "in an experiential campaign that included street handouts, digital executions, television and print.

"The somewhat controversial campaign was referenced on over 300 local and international sites, including all three of Lexus' competitor forums; a very gratifying achievement."

Much of Mesh's work this year as come to it through its partner agencies in the Draftfcb South Africa network.

"We're very proud of our association with Draftfcb South Africa, and the opportunities it gives us to deliver interactions that count as part of holistic integrated campaigns. However, we're looking outside of the partnership for new clients seeking specialist digital and experiential expertise.

"I'm exceptionally pleased with our progress this year, and look forward to the challenges and opportunities that 2011 will undoubtedly present us with."

15 Dec 2010 12:12