IDC Retains FCB Africa As Marketing & Communication Partner
The Industrial Development Corporation (IDC) has retained FCB Africa as its marketing and communication partner.
It had first awarded the agency the three-year account in 2013. This contract ran to full term at the end September 2016, and the business was put out to tender. FCB Africa participated in the tender process, was short-listed and finally reappointed after a comprehensive pitch.
The current appointment is for a calendar year, with an option to renew.
In terms of the new contract, FCB Africa’s responsibilities have been increased. In addition to providing a full agency service, digital has been added to above- and below-the-line campaign strategy and creative execution, through-the-line production, media planning and buying, internal communication and change management, and consumer behaviour change.
As the catalyst for industrial development, the IDC’s primary aim is to contribute to sustainable economic growth in South Africa through financed solutions that open up industrial development and the building of competitive industries and enterprises, especially in sectors where job-rich outcomes can be attained.
Over the past three years, FCB Africa has rolled out a number of campaigns to support these objectives, including several highlighting the IDC’s financing options for businesses operating in the targeted sectors such as renewable energy, agro-processing, manufacturing and mining beneficiation.
FCB’s behavioural and brand insights, deep knowledge and understanding of the politics and policies of the sector in which the IDC operates, as well as its strong creative skills, ensured it was able to develop, design, produce and execute the innovative campaigns for the company.