Y&R South Africa recently announced strategic appointments and role enhancements within team Pick n Pay in Johannesburg and Cape Town to further maximise the already talented staff complement, reflecting the retailer’s momentum as it continues its drive to become the ‘Retailer for every South African.’
The agency, which has been servicing Pick n Pay for almost five decades, produces incredibly high volumes of work on behalf of the client including press, TV ads, supplements, point-of-sale as well as distributing nationally to stores. It is in the spirit of even further streamlining processes that the new duo of creative directors, Ilse van der Walt and Kendal Smith, will be leading the conceptual team at Y&R SA’s Johannesburg office.
Ilse, a former Group Head: Art Direction, took up her new title of Creative Director earlier this year following a 17-year tenure at Y&R South Africa. According to Kassie Naidoo, Executive Creative Director for Team Pick n Pay, Ilse has demonstrated an unwavering passion, knowledge, commitment and stubborn determination – all of which are the key characteristics that make her perfect for this new, well-deserved role.
Kendal is also not a stranger to Y&R and Pick n Pay as she recently rejoined the team after she began her career at the agency in 1993. Since then, she has worked extensively on retail accounts that led her to ‘fall deeply in love with the frenzy of retail’, including brands like Nedbank, Vodacom, Unilever, Tiger Brands, Clover SA, Edgars and Jet. Not one to be discouraged, she believes that creative problem solving is key in today’s challenging retail landscape. ‘The state of the retail industry forces us all to remain agile, to keep thinking of fresh ideas and to trial new ways of engaging,’ she explains.
What’s more, in the Y&R SA Cape Town office two other exciting developments within in the Pick n Pay team include new roles for Karen Saville and Werner Marais.
Karen’s existing Client Service Director role was recently enhanced to Client Service Director: Brand. During her own significant tenure at Y&R, Karen has been closely involved with mammoth undertakings like the launch of Pick n Pay’s first retail concept store on William Nicol in Hurlingham, Johannesburg, and consequent flagship store openings at the V&A Waterfront and Cavendish Shopping Centre in Cape Town and Little Falls Pick n Pay in Roodepoort. This enhancement will see Karen exert influence across, and engage with all Pick n Pay portfolios.
Werner Marais, former Group Head on Caltex and Wellington Brandy, recently took up his new title of Creative Director on Pick n Pay. As one of the few bilingual copywriters in the business, he has been an invaluable asset to the brands he serviced, including Canal Walk, Spur, Weylandts, Jordan Shoes, KKNK, Land Rover, Protex and Playboy. His experience, commitment and quiet resolve will be greatly valued on this retail account.
Y&R aims to keep momentum of its already radically grown expertise in the retail space through in-store design, messaging, consumer behaviour insights and shopper marketing though key role enhancements. According to Alan Schreiber, Managing Partner for Team Pick n Pay, servicing a leading retailer like Pick n Pay ‘demands talent, teamwork and processes that are put to the test almost daily. Our job at all times is to mirror our clients’ business needs and to not only embrace, but enjoy the fast-paced and time-sensitive nature of delivery on a day-to-day basis.’
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Y&R South Africa is a community of creative minds who come to work to constantly challenge and reinvent; to find better and more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. In a phrase, we come to work to help our clients’ brands Resist the Usual. To be clear, this is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of all successful brand building. Our community use the power of insights, ideas and impact to deliver work that is impossible to ignore.This is what binds us together. This is what fires us up in the morning. This is who we are.