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Distell names FCB Electric Ocean as main online agency

South Africa's biggest producer of wines and spirits, Distell, has named FCB Electric Ocean as its principal online partner ahead of the eight other agencies asked to present credentials to a core group of its marketing and information technology professionals.

While Distell's offline marketing communication activities are currently divided between five agency groups, the company had expressed a desire to rationalise the number of online suppliers, and appoint a maximum of two companies to handle its online business. 33 Degrees, Berry Bush BBDO's online agency, has been selected as the other preferred online partner.

According to Distell Consumer Insight and Strategy Planning Manager, Cobus Visser, FCB Electric Ocean's responsibilities as the company's principal online agency include developing, implementing and monitoring an overall online marketing strategy for the company with the help of 33 Degrees and a Distell task team; ongoing developments regarding the Distell corporate web site; and strategising and implementing an online presence for all brands not handled by the second preferred partner. In addition, the two agencies have been tasked with overseeing the seamless integration of brand, category, and segment strategies, as well as back-end technology.

"This was, without doubt, the most hotly contested online pitch of the year," said FCB Electric Ocean MD, Diane Ritchie. "And we are extremely excited to have been appointed as Distell's principal partner ahead of strong competition. Despite a depressed market, we have notched up a number of successes in the past few months, including Deloitte & Touche (Human Capital Corporation), Spescom, the IDC (Independent Development Corporation), TV Africa and Investment Solutions. Winning of the Distell account is the cherry on top and we are extremely honoured to be working with a formidable marketing team and with some of the most exciting brands in the country."

Ritchie added she felt that that Distell's move to rationalise their online partners is indicative of a web market that is finally starting to mature. Gone are the days where companies can afford to use a proliferation of web companies whose credentials are sometimes questionable, she said.

"Corporates need to choose one or two credible online partners that can put in place an overall web strategy for the company and all its' brands. They also need to maximise efficiencies and ensure synergy between all online initiatives. I believe we are going to see more corporates following Distell's lead and going through a proper partner selection process. Web companies are going to have to be able to show a track record of success if they are to survive in this highly competitive industry," Ritchie said.

FCB Electric Ocean's appointment is the latest of several successes notched up by FCB South Africa on the Distell account and proves that the group's innovative integrated communications approach to its client's business is highly valued. For many years, traditional full-service agency, FCB Cape Town, had handled a number of Distell's leading brands. Last year, when Distell decided to downsize the number of agencies working on its brands, this lengthy and mutually beneficial relationship paid dividends and FCB Cape Town increased its portfolio.

More recently, other younger agencies within the FCB South Africa group, including FCB Impact, FCB Design, FCBi and FCB Africa, demonstrated their ability to add value to their clients' business performance and secured additional pieces of Distell business.

"Given Distell's lengthy and beneficial relationship with FCB Cape Town – and more recently FCBi, FCB Impact, FCB Design and FCB Africa – we know we are ideally positioned to contribute significantly to its online presence," said Ritchie. "I am certain the FCB South Africa integration model will ensure we continue, as a cohesive unit, to develop and implement strategies that will add to Distell's business success."



Editorial contact

C-Cubed Communications
Petra Peacock
(011) 462-2596

23 Jul 2002 10:42

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