TBWA/FUSION launches in Cape Town

The new venture, headed up by Ewan Veitch, former Managing Director of TEQUILA\Cape Town, is the synthesis of the above- and below-the-line disciplines, and it sees the TBWA Group manifesting their 'Fusion' philosophy in structure. TBWA\FUSION represents a new business model with the potential to roll out from Cape Town across the globe.

"It was the next logical step for the Cape Town operation," states Veitch. "And it's, undoubtedly, a bold step for the TBWA Group. We've taken two very well established brands and put them together to maximise those strengths. The very nature of fusion is to mix two reactants to create a special energy that is greater than the parts."

And, that greater energy that Veitch is referring to is the potent output of fused creative and strategic teams coming up with a Big Idea for a brand that can be leveraged across a variety of media channels to effectively connect with the target market through both traditional and non-traditional advertising disciplines.

TBWA\FUSION has effectively removed the territorial boundary between above- and below-the-line advertising in order to deliver better results to clients.

TBWA\FUSION'S unique approach meets the increasing demand of clients for holistic brand management and marketing solutions that are both effective and cost-efficient. In order to make good on these promises, Veitch believes that transformation within advertising agencies is long overdue.

"TBWA\FUSION represents a quantum leap in the evolution of agencies," he says, "We're now structured as an agile, multi-disciplined team which is idea-centric and faster in response - this enables us to think and deliver in new and more effective ways."

It is a shift that both employees and established clients have welcomed. Cape Town, as an over-traded and fiercely competitive market, is ideal for this pioneering model. TBWA\FUSION aims to redefine the way that clients think about and relate to agencies.