South African tourism to get a new branding in UK with Omnicom’s Critical Mass winning its digital creative brief

Published on : Thursday, December 26, 2013

South-AfricanOmnicom-owned global digital agency Critical Mass has won a digital creative brief with South African Tourism in the UK following a competitive pitch.

The win will allow Critical Mass to bring in a new phase to South African tourism with its digital creative strategy, design and development, all looking forward to attract more UK visitors to South Africa. The agency will begin work immediately, with new campaigns and
digital experiences planned to break early next year in the UK.

Juan Herrada, UK marketing and communications manager, South African Tourism, said:

“What stood out for us most was that Critical Mass wasn’t afraid to point out the challenges facing our brand for attracting long-haul tourists. Critical Mass proved its understanding by developing big brand ideas that resonated strongly with our culture and values.”

Critical Mass CEO Dianne Wilkins added: “Critical Mass has been known for large-scale, long-term relationships with global corporations and South African Tourism adds a key local market client to build out our roster in the UK.”

Critical Mass has a 700-strong staff count across eight countries including Europe, North America and Latin America. It counts Goodyear Dunlop, HP and Citi among its clients.

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