DraftFCB is the third largest advertising company in South Africa. It is known for completing tasks in the most simple way possible.
What is DraftFCB's approach: "Delivering the 6.5 Seconds That Matter"
The company feels that there is no time to waste in the advertising world. They developed a process that is designed to get what matters to the customer and do it fast. After drastic amounts of research, DraftFCB found that today consumers are increasingly selective and demanding when dealing with marketing messages. Consumers, now more than ever, have a choice to engage with a marketing message (or not). Their study found that 6.5 seconds is the amount of time consumers give marketers to get their attention and allow the message they are portraying to have an impact. This is true across all medias.
How is DraftFCB structured?
In a formation they call, "The Wheel". The company thrives itself on its ability to work in unison rather than as separate entities. They developed this procedure to ensure that every phase of development from strategy to execution stays in unison. With such a demanding market of consumers today, efficiency is an important aspect that takes lots of research to get just right and they believe they have figured it out.
DraftFCB's idea of success?
Success is measured in terms of how they change the decision making process of the consumer in favor of their client. In doing so, they focus on three key areas: Consumer Attitudes, Brand Metrics, and Sales.
Clients/Ads
Oreo
Sharpie
Honda
Other American known clients:
Taco Bell
Coors light
DockersKFC
KY lubrication
Awards 2011 (South Africa Office):
D & AD award: Lexus
Loeries award: Vodacom, TV on Demand, Toyota
-Julie Jensen
I have looked into this agency before and I love their work! The Sharpie and Oreo ads have to be two of my favorite ads they ever created! By using only image with just the logo is such a powerful thing that I think more people should start using.
ReplyDelete-Niki Feld
Many things from this company stood out to me. Many companies know that it is very difficult these days to catch a viewers attention and have them actually engage and look at an ad, commercial, website, etc. but I particularly like the way DraftFCB has decided to go about in their way of doing things by working as a team in everything they do. It seems as if they have a stronger concept of unison than many other agencies seem to have and actually execute. I really liked the Oreo ad, and the Honda one as well because it caught my attention right away, asking myself what is that for?
ReplyDeleteSara Hughes
I didn't really realize that there were ad aagencies even in Africa until this class. I absolutely loved learning about this one in particular. I think their ads are so visually intriguing, not to mention extremely effective in a short period of time. Within moments of viewing the ads you can understand what they are about. I also admire their approach because I have a short attention span especially with advertisements, but these were able to peak my interest.
ReplyDelete