Newly launched AC Massive affiliates with Arctic Circle

Karabelo Mokoena

Working with some of the leading brands in South Africa, the agency consults to a variety of clients, offering insights from its virtual network of strategic alliances and on-the-street insights into the main market.

Recently signed on as clients, the agency is working with the Parliament's Department of Education and Communication, adidas, the Tea Association of South Africa, Distell's below-the-line collective brands such as Oude Meester, Klipdrift Premium and Gordon's London Dry Gin to increase their national footprint within the main market and connect, whilst strengthening brand perceptions.

"Cultural nuances"

"The agency takes appreciation of cultural nuances and advises clients on how to go beyond simply communicating to consumers and meaningfully connecting with them," says Mokoena. "Just as a speech can't be the same to two different audiences, cutting and pasting ads from one medium to another doesn't work."

Understanding the subtleties of communication required to reach the majority of South Africans, most of whom do not have English as their first language, Mokoena describes himself as a "voice of reason" in the cultural mix that is modern day South Africa.

AC connection

Although it will function as a stand-alone agency, it will also complement Arctic Circle's increasingly integrated offering. "The agency will effectively function as in-house outside counsel to us, adding more depth and breadth to the insights behind our strategic campaigns," says Reghard Goussard, CEO of Arctic Circle,

"The advertising industry in South Africa needs to get beyond the clichéd chatter about so-called 'Black Diamonds' and ensure that campaigns don't, from a culture and language perspective, get lost in translation. There is a bounty of data about the main market in South Africa, but how these insights are interpreted and applied is critical to developing strategies that significantly resonate across different cultures."

Recognising that the vast majority of South Africans are colloquial speakers and that the local communication industry remains predominantly English-based, the main aims of AC Massive are to:

• Truly understand: Develop creative work based on a thorough appreciation of the main market and not re-apply the same old thinking and approach.
  
• Tackle language: Originate. Do not translate. No more, 'one size fits all'.
  
• Appreciate cultural nuances: Do not offend with blanket communication.
  
• Challenge perceptions: Educate the industry about what is the main market and what drives them.
  
• Be South African: Cater communication needs, appreciating the diversity of 'the masses'.

About KB

Part of the team that was responsible for the rebranding of PEP, KB is a specialist in main market communication. After winning a scholarship to the Vega School of Brand Communication, he went on to co-found a couple of agencies, including Dona Communications with Mpumelelo Zondi.