Between them, the Watson Ferguson duo has more than 20 years’ collective experience working for global ad agencies like Ogilvy & Mather and BBDO, handling clients including Volkswagen, Johnson & Johnson, SAB Miller, Distell, Cadbury, Mars, adidas, and Red Bull.
However, the duo says that only a small percentage of businesses were large enough to employ internal marketing teams and advertising agencies and that there was a need for accessible strategic marketing services in the mid-tier, SME, and entrepreneur sector as well.
"Based on our experience, and learned methodology, we know how to build sustainable brands and then connect them to customers," says Watson.
Watson Ferguson’s clients include Spec-Savers, Cape Union Mart, Mitchell’s Brewing, Inverroche, HouseME, Frankees, Hudsons, Black Key Diamonds, Jurumani Solutions, Propell Finance, and The Chelsea Group, among others.
"There’s a large segment of incredible businesses out there, which are being overlooked by the more traditional, corporate-focused marketing fraternity, for whom Watson Ferguson presents an accessible alternative," adds Ferguson.
The two say their appeal lies in the fact that, while traditional advertising agencies deal primarily with marketers and marketing departments, most of their clients are CEO’s, MDs, and business owners who are looking for professionals to manage their full marketing function (and, often, budget), from brand strategy through to customer-facing ad placements.
"We develop the brand and marketing strategy, and then meticulously manage a curated network of the best freelancers around to deliver on the work – the guys building the websites, writing the radio ads, and designing the logos," adds Watson. He says this approach allows small businesses and entrepreneurs to get their brands off the ground within more modest budgets.
Watson says, "We don’t want our clients to feel locked into working with us. We are more than happy if a client 'goes quiet' for a few months, implementing our work or focusing on other elements of their business."
Hein Swart, managing director of Mitchell’s Brewing, says, "What a pleasure to work with two seasoned professionals who understand the dynamics and challenges of my business and brand. They were able to craft a clear strategy with hard-hitting deliverables, on time, in full, and of excellent quality. Watson Ferguson goes the extra mile. Working with them feels like having your own marketing director on your team."
Ben Shaw, CEO of HouseME, adds, "They generated our brand and marketing strategy from scratch, which has seen our company grow from an unknown entity into one of the most recognisable players in our industry. We have benefited from world-class advice, such that the position of CMO has become redundant for our company."
For more information, visit www.watsonferguson.co.za. Alternatively, connect with them on Twitter.