By Darren Gilbert
The new name comes on the back of a rebranding event held in Durban on Friday, 15 April where Pechey announced the news as well as a few other changes to the agency.
“Over the years, we have grown and evolved as a company, and so too has our identity,” explains Pechey, who is the managing director, “so the name ‘Hotstuff’ had become a little too lightweight for us.” In its place was needed a name that not only had more gravitas but also embodied the agency’s core values and service offerings, continues Pechey.
According to Pechey, MATRIARCH, fit the bill perfectly.
“At this agency, we don’t merely service brands,” points out Pechey. “Instead, we nurture and shape a brand’s success.” In fact, as Pechey points out, one of their greatest assets of the agency is the personal care that it offers its clients. MATRIARCH is the protector, the custodian and the guardian of any brand it represents. “It’s why it’s the perfect fit because we play a motherly role for any brand we look after.”
This isn’t the only change though. Along with the new title comes a few changes, including a dedicated Cause Related Marketing division.
“Today, doing good is good for business,” says Pechey. However, that isn’t why MATRIARCH started such a division. Instead, it was to formalise what has always been important to Pechey and inherent to the agency she built. “We have a history of being a ‘Do Good’ agency, so the establishment of this division was not a far cry from our current values and ethos,” says Pechey.
Under the MATRIARCH brand umbrella, the agency can now offer their clients a multi-disciplinary approach that is unique, powerful and takes advantage of the trend of consumers who have high expectations of the companies they do business with.
“Customers who visit a brand or company’s website and see their advertising want to know that there is a shared desire to make the world a better place by supporting an important cause,” says Pechey. “So if a business or brand doesn’t stand for a cause, consumers may turn to their competitors.”
On the other hand, a well-conceived and well implemented cause marketing campaign that is authentic, transparent and integrated can have a significant impact on perceptions of your company. And don’t expect this to fade away, says Pechey. “I believe this evolution in incorporating Cause Related Marketing into agencies is one that will replicate that of the digital trend.”
And as the demand by consumers and clients increases, so too will the need to bring in experts that can add real value and insights. When that happens, Pechey and MATRIARCH will be there waiting.
For more information, visit matriarch.co.za. Alternatively, connect with them on Facebook or on Twitter.