The Red Phone officially re-launched as “brand campaigners” on Friday, 5 June. A new positioning and logo were revealed to a group of approximately 100 clients and associates at Summer Place in Johannesburg.
Founded in April 2003, The Red Phone initially focused on public affairs and corporate communications. But its service offering grew rapidly as more clients came on board. Today, the agency designs and manages brands holistically. In-house capabilities include research; strategy; advertising; design; media relations; events; and promotions. In addition, brand promises/experiences are conveyed through architecture; art; cuisine; fashion; interior design; landscaping; music; user-friendly business processes; and more.
Given The Red Phone's significantly evolved scope, made possible by many years of brand campaigning experience, a decision was made to re-launch the agency. Gordon Cook, co-founder and National School Navigator of Vega, the Brand Communications School, provided advice.
Speaking at the re-launch function, agency founder and Managing Director, Lauren Winchester, confirmed that all Red Phone brand campaigns are 100% tailor-made and unique. In this regard, the agency has adopted a “market of one strategy”, which uses the most appropriate strategic methods, models, and theories for a particular challenge or situation, as well as freestyle thinking and creativity. In her address, Lauren promised no cut and paste, modular templates or tick-boxes. Originality is guaranteed.
“As far as we know, we're the only agency that designs and manages brands in this way.”
She emphasised The Red Phone's “HI-IMPACT” values of hands-on leadership; independence; initiative; media neutrality; passion; pride and partnership; accountability; commitment; and the ability to think critically. She said, “These values underpin our service offering and define our 'not so agency' agency credentials.”
“Our new logo reflects our unconventional approach and attitude. A contemporary rendition of 'The Thinker' by the French artist, Auguste Rodin, our logo is African and urban. Dreadlocks add creative flare. The red megaphone links to our name and core business of communicating brand messages.”
The main benefits of The Red Phone's offer are strategic synergy; more choice; image and message consistency; complementary media; operational efficiencies; and affordability.
Former DA Leader, Tony Leon, added that The Red Phone's principals embody the “10 000 Hour Rule”, described in Malcolm Gladwell's book, Outliers. According to the rule, the key to success in any field is a matter of practising a specific task for a total of 10 000 hours. “In my experience of The Red Phone, they live and work this rule every day.”
Vega's Gordon Cook concluded that an agency of brand campaigners was long overdue in South Africa. He stressed the value of professional campaign management, particularly in terms of supplier coordination and programme logistics.
The Red Phone's portfolio was showcased.
Among the agency's key clients and associates were representatives of Absa Capital, Charka, Chaywa, Coca-Cola, Jenna Clifford, MicroFinance South Africa, Nando's and Sasol.
To celebrate The Red Phone's re-launch, it's exhibiting in the Ad Agency Village at Markex. A life-size ice sculpture of the new logo is on display.