Wetpaint Advertising
For the next industry profile in South Africa, we're going to take a little different approach. Wetpaint Advertising is a small, boutique agency in South Africa that caters to clients such as Epson, Sony, Philips, Huawei, and other companies. What struck me most interesting about Wetpaint is that they almost completely run by women. Check out their homepage here: http://wetpaint.co.za/index.php you can see from the "About Us" section that Wetpaint's employees have a lot of personality an fun with what they do.
Here is their mission statement: "Our mission is simple: create successful branding and manage the growth process of our clients whilst keeping all of their creative elements bright, impactful and innovative"
I really love the website's overall design and spunky-ness. It really gives Wetpaint an edge and makes me as a visitor want to learn more about what they do. Above that, Wetpaint claims that this: "Wetpaint Advertising is the only Boutique advertising agency in South
Africa that offers you the comprehensive service of a full scale agency,
with all the benefits of a small dedicated team, at a fair price."
I think this is a clever strategy and likely offers Wetpaint more flexibility and customization with what they do instead of having to go through so many channels and departments that larger agencies like Ogilvy deal with. And, judging from their list of clients, their strategy is attracting big time companies.
The Campaign Sample
I have chosen Wetpaint's Sony campaign to analyze here. Here's the link: http://wetpaint.co.za/sony.php
Basically, Sony was rolling out a bunch of new surveillance cameras, medical devices, printers, projectors, and other business support products. Wetpaint went in and (if you click "Go To Campaign", you can see it), created some catchy web and print ads to drive traffic to the Sony website, prompting inquiries about the product. I really liked the layouts and high-resolution photos of the products being used as they were intended in the ads. While there is some lengthy copy, it only supports what Sony is trying to get across about their product and adds value to the ad. This campaign was pretty similar to a few others that Wetpaint has worked on, and I think it's good work.
-Dave Larmann
-Dave Larmann
Right after reading that Wetpaint is run mainly by women, I immediately went to their website. In class, we learned about women and the industry, and basically that men have the positions of power. It was interesting to see that the top positions are women, and there are five of them, and one man. It also made me interested and curious if there is a reason that the male is on the very bottom, photographed looking as if he’s looking up to all of the women. Wetpaint states that they are, “the only Boutique advertising agency in South Africa that offers you the comprehensive service of a full scale agency, with all the benefits of a small dedicated team, at a fair price.” I think this appeals to many businesses because for your campaign, you want someone that is fully dedicated and motivated on your specific product or service, and this is what Wetpaint seems to offer. From the print ads, the campaign Wetpaint did for Sony seemed pretty clever. I really liked the tagline used, “make.believe,” because it was so simple, yet applied to every single ad in a really touching way. I also thought that with this campaign, it was tied together very nicely, even though in each ad it was a different scene/scenario where Sony was used. All in all I would like to see more work from Wetpaint!
ReplyDelete~Sara
I found it very interesting that this agency is run by mostly women. It shows that women are making a big step in the advertising world and it should be carried over to American agencies and abroad.
ReplyDeleteAlso, I liked that this group incorporated a campaign sample. It was a great example of what the agency does and clients that they work with.