"We look forward to our partnership with Wavemaker to collaboratively drive a consumer-first approach in media strategy within South Africa and Rest of Africa," says Becky Opdyke, chief marketing officer at Tiger Brands
Tiger Brands is one of the country's largest manufacturers and distributors of packaged goods, including brands such as:
- Cross & Blackwell
- All Gold
- Spray & Cook
- Black Cat
- Mrs. H.S. Balls Chutney
- Peacefull Sleep
- Golden Cloud
- Fatti's & Moni's
- Beacon Sweets
- Jelly Tots, and
- Jungle Oats.
Sadika Fakir, integrated media and digital director for Tiger brands, says, "With the Wavemaker and Tiger Brands partnership, we are excited to challenge media conventions to take our media approach to the next level — thereby driving relevant and contextual consumer engagement."
The account win is the result of a pitch process that started in December 2020, with final presentations taking place end of January. Wavemaker says that it was up against sister agency Mindshare, Dentsu and Mediashop (incumbent).
The remit covers all online and offline strategy, planning and buying for the FMCG giant, with a media spend value of R300-million, according to Nielsen Ad Spend Data. The account will be led from Wavemaker South Africa's Johannesburg office that conveniently neighbours the Tiger Brands head office in Bryanston.
"Tiger Brands is an exciting business with a provocative ambition to revolutionise the way FMCG brands operate," says Lwandile Qokweni, CEO at Wavemaker South Africa.
"We will bring our experience and expertise in this category to bear to support this goal and look forward to connecting more consumers across Africa to the company's portfolio of well-known brands," concludes Qokweni.
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