Carat SA wins Kraft Foods South Africa account
Marketing 93
Carat SA MD, Quinton Jones, described the win as an honour and ascribed the achievement to the depth of the agency’s strategic insights, as well as the chemistry between the parties. Jones noted that, while all buying will be centralised through the Cape Town office, the strategic side of the business will be split between Carat Cape Town and Carat Johannesburg.
“We are extremely proud to have won the Kraft Foods business, which clearly demonstrates that Carat is now a serious contender for big business and best of the best brands," says Jones.
“I believe we won the business primarily on the strength of our strategic revert. Understanding the consumer and having insight into their lives is absolutely critical in delivering a strategy that makes sense, resonates with client and moves the brand forward," he says.
“In addition I think that chemistry played an enormous role in the final decision. In many ways Carat and Kraft Foods South Africa have both gone through significant change in recent times - both are young and hungry and embarking on a new business journey,” he says.
“I have no doubt that Kraft will demand from us an improvement in the strategic thinking on their business, improved client service, better pricing and media innovation, as well as partnership in and ownership of their communication strategy. We look forward to meeting and exceeding our client’s expectations,” he concludes.
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