"We felt an immediate connection with the agency and our brand," says Swastika Juggernath, national marketing manager for Bata South Africa.

"[The agency's] insight into our market and understanding of our ambitions was impressive. They far exceeded our expectations during the pitch process, which made our decision a very easy one," Juggernath adds.

"From strategy to creative execution, the depth and breadth of skills across the agency group is exactly what we need to elevate our brand positioning and to produce the kind of category disrupting work that is going to keep us at number one," adds Juggernath.

Lesego Kotane, MD at King James JHB, says, "Toughees has been taking generations of [children] to school for over 65 years. There is just so much power in their story, just waiting to be told, and we’re looking forward to partnering with them on their next chapter of growth," Kotane concludes.

King James Group JHB will be responsible for driving through-the-line strategic and creative brand communication for Toughees, with an immediate focus on digital communications.

For more information, visit www.kingjames.co.za. You can also follow King James Group JHB on Facebook, Twitter or on Instagram.