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Below-the-line can be sexy, says Grey
Grey Worldwide SA's new below-the-line business unit seeks to do away with the myth that below-the-line advertising is boxed into promotions or an extension of event-related briefs, is uninspired, and remains the ugly stepchild of 'real' advertising.
Headed by Wendy Bakewell and Dawn Franke, the unit will not operate in isolation, but create synergies between itself and the above-the-line unit.
A winner of the of the New York Festival Gold for the Palace Hotel ad, a Loerie Craft Finalist for Savanna Light and a LIAA Finalist for Standard Bank, Franke previously worked for the New York and Madrid agencies of O&M before coming to South Africa.
Bakewell, who has 11 years experience as a designer, has been Grey's creative director since August last year. She has worked on a number of leading brands including Standard Bank, MTN, the SABC and, during a four-year stint in London, Lloyds of London.
Bakewell says Grey will focus on finding innovative solutions by employing a whole array of new media innovations, non-traditional media and new BTL activities.
