Edgars goes to M&C Saatchi Abel, Foodcorp to Joe Public

Edgars, part of Edcon, was previously handled by The Jupiter Drawing Room Johannesburg, and Foodcorp by morrisjones. Edcon is a leading clothing, footwear and textiles (CFT) retailing group in southern Africa, with 10 retail brands trading in over 1200 stores in South Africa, Botswana, Namibia, Swaziland, Lesotho and Zambia.

"Depth of experience"

Says Edgars marketing executive Belinda Godfrey, "It is a key appointment for Edgars, given the role this partner needs to play in supporting Edgars' role as one of the leading fashion retailers, bringing fashion, choice and value to its customers. We are impressed with M&C Saatchi Abel's depth of experience in the retail sector, both locally and internationally."

The Independent Agency Search and Selection Company facilitated the tender process on behalf of Edgars.

"With Edgars being one of South Africa's most admired companies and a brand with significant heritage, it is an honour for us to be awarded this business," comments Mike Abel, chief executive partner of M&C Saatchi Abel South Africa.

"Strong cultural fit"

Joe Public, which recently won the Jet account which is also part of Edcon, will assist Foodcorp in growing its business and brands, including Pieman's, Nola, Bobtail and Ouma Rusks, among others.

Morris Jones had the account prior to Joe Public.

Says Joe Public CEO Gareth Leck, "Foodcorp has a very strong stable of iconic market-leading brands. To be working with such a dynamic company that is creating great inroads into the South African market, is both a privilege and a challenge that all of us at Joe Public are very excited about."

"The decision to partner with the team at Joe Public was an easy one. With a track record that undeniably places the creative team at the forefront of brand communications development in South Africa, together with a strong cultural fit, leaves us with no doubt that our brands will benefit and our market position will strengthen as a result," says Julliette Morrison, Foodcorp group marketing director.

Updated at 4:44pm on 7 March 2012.