Y&R’s consumer insight and media offering is Joekels’ cup of tea

Posted: February 26, 2015

26 January 2015

Joekels logoY&R South Africa’s Durban office was recently awarded the entire media portfolio for existing ATL client, Joekels Tea Packers, and serves as another business showpiece for the agency’s blossoming strategic media offering.

The Joekels Tea Packers media account, comprising of brands including Laager Rooibos, Laager Tea 4 Kidz, Tetley Tea and Laager Cappuccino, signals a strengthening of the synergy between brand and media channels.

“What excites me about this brand is that tea is a product that is so universally loved, while it’s also a proud Durban export that strongly resonates with the local community,” says Consumer Insight Strategist, Cristina Viegas.

Y&R Durban, initially set up as a satellite office to service the Pick n Pay account in the region, has in recent years evolved to a full service advertising agency with a variety of accounts. The strategic consumer insight and media offering, as newest addition to the list of services, has grown in leaps and bounds since Cristina’s appointment in 2014. Initially coming on board to assist with strategy implementation for the Willowton Group and The Sunfoil Dolphins, she now also manages media for International Hotel School in addition to the new Joekels business.

“The consolidation of the Joekels Tea Packers portfolio is one that we welcome ­– not only as Y&R SA’s Durban office, but also as an agency in the KZN-region,” adds Lindsay Leppan, Managing Director of Y&R Durban. “Here in Durban, we have the second largest business and industrial base in SA, and it provides many new opportunities for the region’s advertising and marketing industry. Being awarded the Joekels media business proves that we are a leader in this highly competitive, albeit small local industry.”