Draftfcb dominates 'Tiger School of Magic' awards

Draftfcb Johannesburg has dominated the annual ‘Tiger School of Magic’ awards with three out of a possible four wins.

An internal initiative in the Tiger business, the competition is used as a crucial training process for the company’s junior marketers. Each year, Tiger divides its marketing executives and product gurus into three teams, each led by a senior business head. They are briefed to develop a new product as well as the marketing campaign addressing everything from packaging to pricing to distribution to advertising to take it to market. To pull this off, each team pairs with one of their incumbent agencies (Draftfcb, Hunt Lascaris and Metropolitan Republic). The client-agency teams are then pitted against one another in a competition which culminates in a gala evening and awards ceremony.

This year, there were four categories – Best Product and Packaging, Best Strategy, Best Advertising Campaign and The Grand Prix; this is awarded to the campaign judged most likely to succeed in the market place.

Draftfcb’s team walked away Best Strategy, Best Advertising Campaign and The Grand Prix proving, says Group Chief Creative Officer Brett Morris, the agency’s thorough understanding of its clients’ needs as well as what makes South African consumers develop and build a strong affinity to a brand.

“The team from Draftfcb Johannesburg performed with professionalism and creative flair; it’s an honour to work with each and every team member,” he says.

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