In response to complaints in local newspapers, from competing Cape Town agencies that were unhappy about the account being awarded to an agency outside the province, Cape Town Routes Unlimited CEO Nokhuthula Dube said: "The Agency's creative concepts and designs had been far superior to any other offerings and the interpretation of the brand had been spot on in terms of the regional and national brand positioning for South Africa's tourism industry."
"Clearly some agencies thought because they were CT-based they should automatically receive preferential treatment, but this was definitely not the case. Business decisions must be made on sound business principals - there is no substitute for quality workmanship and accurate interpretation - irrespective of your geographic location and perceived preference," states Khotso Tilo, Managing Director of The Agency.
The Agency also handles the prestigious SA Tourism account and Tilo adds that it makes strategic sense to have an agency that understands the entire brand, as well as the sub-strategies for each of the regions.
"It's about aligning the regional brand with the national brand to achieve common objectives.
"The job creation issue was bandied about a little simplistically by the disgruntled parties. While the aims and objectives of the job creation aspect are vital, it does not make business sense to award an account to an agency that has not interpreted the brief or presented client with quality work and creative that serves the client's ultimate objectives.
"If the selected agency fails in its efforts to effectively understand and promote Cape Town Routes Unlimited, or facilitate the required thoroughfare of local and international tourists, then absolutely zero job creation and community upliftment will take place. Ultimately Cape Town Routes Unlimited will be accountable for the multi-million Rand spend. They will be hard pressed to justify this to their stakeholders if they fail in their attempts to create jobs within the local community simply because they felt obliged to award the business to a Cape-based agency," Tilo emphasized.
"Jupiter Drawing Room's Kevin Aspoas' quote that, 'Local agencies know the product better because we know what the relevant issues are' is somewhat simplistic. They have had no exposure to SA Tourism's broad strategy. That's like saying because I am a South African I should understand all the nuances of South African cultures."
Tilo concluded, by saying that the fact that Cape Town Routes Unlimited has also chosen to work with one of the most empowered agencies within the advertising industry, is a strong statement to the rest of the industry. The Agency is 75% black-owned.
"The industry currently faces a crisis as far as the lack of transformation progress and Government is giving the issue its serious attention. The more companies that support the objectives of BEE within the advertising and marketing industry the better - the fact that they are voting with their feet, is sending a powerful message to multi-national agencies that have avoided addressing the issue in a genuine and transparent manner."
