Agencies

The Creative
Counsel
WE GO BY THE NAME OF
The Creative Counsel
OUR CORE SPECIALITY IS
Creating and executing consumer experiences
around brands that get consumers to act or
transact
OUR BIG PIECE OF WORK IN THE
PAST 12 MONTHS
Knorrox’s reality TV Show ‘SA Kitchen
Queens’, Sunlight 30 000 Plate Challenge,
Provita Dumb Ways To Diet campaign
OUR BIG CLIENTS
Unilever, Clover, Vodacom, Nokia,
Brandhouse, Standard Bank
ACCOUNTS WE’VE WON OVER THE
PAST 12 MONTHS
Knorrox, Rama, Aromat, Rajah, Ricoh, AVI,
KIC, DStv, OVHD, Mpact, Momentum,
Wellingtons, General Mills, Loads of Living,
Tiger Brands Enterprise
ACCOUNTS WE’VE LOST OVER THE
PAST 12 MONTHS
Ran Neu-Ner and Gil Oved, Joint CEOs of The Creative Counsel
Vital
WHO OWNS US
30.1% black female trust, 48.99%
With a dedicated team of over 650 are all redefining the way communication “We believe that change is critical for
management shareholders, 21% private equity
permanent employees and thousands of works, and balancing the daily challenges of progression and that holding onto how things
consortium
on-the-ground staff running over 300 running our businesses,” Eckstein observes. were, causes you to miss the opportunity of
FINANCIALS WE CARE TO SHARE
campaigns annually, there can be no doubt “Recessions and their effects come and go. how things are or how they will be,” he says.
Turnover approx: R600m
that ‘frenetic’ is at least one word to describe What matters most is how we adapt and “Rigid, dated structures, methodologies,
THIS IS HOW YOU GET IN TOUCH WITH US change to ensure we survive and grow into revenue models and processes are making
The Creative Counsel, which started as a
Tel: +27(0) 10 492 9900
two-man agency in Parktown in August the future. At TCC we have consistently businesses slow and cumbersome, and have
Email: info@creativecounsel.co.za
2001. Within the space of a few years, the sought out new ways to drive revenue, the potential to make them completely
Website: www.creativecounsel.co.za
Twitter: TCCZA agency had mushroomed into the largest strategically support our clients, and connect irrelevant in the future. Being as flexible as
Facebook: The Creative Counsel marketing, media and advertising group in with their consumers.” a contortionist is the only way to win in this
South Africa, as rated by AdReview in 2013. ever-changing market and world.”
THIS IS HOW MANY PEOPLE WE HAVE Strategising closely with clients is a principal
650 permanent staff, thousands of temporary reason TCC has managed to succeed in the Through the company’s unique model that
“Budgets, macro and socio-economic factors,
staff combines a ‘thinking’ layer with an ‘execution’
skills and ever-increasing competition are difficult climate and, in fact, improve the
WHO’S THE BOSS quality of its creative product, he argues. layer in a constant communication loop - and
ensuring that we stay at the cutting edge of
Gil Oved (Joint CEO), The conceptualisation and production of which is managed overall by a ‘client service’
Ran Neu-Ner (Joint CEO)
strategy and creative so that we can deliver
not only for our clients but for every single an 11-episode reality TV series for Knorrox layer – Eckstein concludes that TCC is well-
OUR BUSINESS IN 140 CHARACTERS – SA’s Kitchen Queens – which flighted poised for growth across the spectrum.
person within the TCC family as well,”
We are the biggest fully integrated brand on e.tv earlier in the year and became the
experience agency in South Africa with comments Jarrod Eckstein, MD of Unit 5, “This approach, the diversification of our
the creative agency behind the TCC Group. number one reality show in the country, was service offering and our constant dedication
an unparalled ‘owned’ national execution
infrastructure
a particular triumph, as was the Sunlight to ‘brilliance or nothing’ ensured that TCC
The past year was one of the most challenging campaign that fed over 30 000 people across
OUR KEY MOMENT IN THE PAST had a good year, and we are working hard
for the industry, as agencies and clients alike the country, and the Sunlight dishwashing
12 MONTHS and looking forward to our biggest year yet
grappled with the reality of having to achieve activation that enabled the washing of
Being named AdReview’s largest marketing, in 2014/15,” he concludes.
more with substantially fewer resources; but thousands of dishes with only one bottle of
media and advertising group in South Africa.
it is for that reason that he describes it as detergent.
We created an 11-part reality TV Show for exhilarating and the best time to be in the
industry, with constant influence from “Coupled with lessons from Cannes
Knorrox, SA Kitchen Queens. It challenged six
– embrace the new conversation with
determined women from around the country emerging technology, social platforms, new
consumers who are sharing, collaborating
to impact their communities and change media channels and consumers at the heart
their own destinies. SAKQs became the No.1 and co-creating brand communication,
of the turbulence.
Reality TV Show in SA and improved the lives and find ways to remove the clutter from
of countless people across the country. Each platform is fighting for its own consumer conversations and build authentic
supremacy, and within this mix are a number stories around the brand – TCC feels
of opportunities for innovative agencies. “We equipped to move forward,” he reveals.

74 – The Annual 2014/15