Iconic Lucky Star appoints JWT Cape Town as lead creative agency

20 May, 2014

JWT Cape Town

JWT will drive advertising and communication business across African continent

CAPE TOWN, SOUTH AFRICA — Lucky Star, the marketers of the iconic South African canned fish brand and Lucky Pet cat food, appointed JWT Cape Town as its lead creative agency. From June JWT will drive all advertising and creative across markets in the African continent to increase Lucky Star’s share of the consumer food basket.

Integrated campaigns will leverage JWT Cape Town’s prowess in brand design and architecture, above and below the line services, digital capabilities including social media, public relations and campaign analytics. Markets initially will include, though not be restricted to, South Africa, Mauritius, Mozambique, Tanzania, Zambia and Zimbabwe.

Commenting on the appointment Andrew Plastow, Lucky Star’s head of marketing and sales said, “We are very excited about this new appointment as we believe JWT have the insights, creativity and skills to help take Lucky Star to new heights, both locally and across Africa. We are confident that Lucky Star brand has chosen the best of partners in JWT.”

Lucky Star is part of the Oceana Group, the largest and most diversified fishing group in the southern hemisphere and the second most empowered company on the South African stock exchange. Over the past 5 years the Lucky Star brand has achieved top ten status in the Sunday Times overall most favourite brand category, and is ingrained in the lives of most South African consumers. The highly competitive pitch involved a rigorous 3-stage process, with 20 agencies being progressively narrowed down to the final 2, which were selected for a full strategic and creative pitch.

Under the leadership of Jim Faulds, Chief Operating Officer, JWT South Africa, the team have scored a number of successful account wins over the last 12 months, and have been developing their multi-disciplinary offering across the network. “Real GDP growth in Sub-Sahara African markets continues to rise, boosted by strong household spending. We are thrilled to be chosen by Lucky Star to partner with them in achieving their various business objectives over the coming years, through our communication-based business solutions” Faulds noted.

About JWT
JWT is the world’s best-known marketing communications brand that has been inventing pioneering ideas for the past 150 years. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge — from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. For more information, please visit www.jwt.com and follow us @JWT_Worldwide.

JWT Middle East and Africa is one of the leading communication agencies in the MEA region with 27 offices in 24 markets. JWT MEA is structured to deliver communication based business solutions across all channels needed to deliver the marketing plan driven by a matrix that combines the strength of its competencies and the know how of its practices. For more information, please visit us www.jwt.com/mea and follow us @jwtmea

Philippa Clayre - Head of Corporate Communication, JWT MEA

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