AGENCY PROFILE

Bletchley Park
NAME OF AGENCY
Bletchley Park

TYPE OF AGENCY
Creative Marketing Agency

CORE AGENCY DISCIPLINE

Solving Beautiful Problems

by the work, the journey and the results. An example of this is the in-store activation they did for Hi-Tech running shoes, whereby they built a virtual system enabling aspiring athletes to attempt the Otter Trail on a treadmill, tracking their progress on a plasma screen increasing footfall in the store and generating massive online and ofine awareness. One accolade they are really chuffed about is that Hennessy cognac was voted top alcoholic spirit in the 2011 Sunday Times Top Brands Survey beating the likes of Johnnie Walker, Jameson and Chivas Regal. Its massive; its a real win for us, beams McCoubrey. Especially considering its a smaller brand. This creative marketing agency sees itself as fresh and different: the maverick player on the block, the edgy wild card, the adventurous interloper, the ideas-driven wunderkind who will crack the code of any brand. And they rmly believe they have a gorgeous solution to any beautiful problem.

% OF TIME DEVOTED TO ABOVE/BELOW THE LINE

40%/60%

PREFERRED MEDIA AGENCY

Page 3

NUMBER OF ACCOUNTS/CLIENTS
26 Clients, inc 7 groups

BIGGEST SPENDING CLIENTS

Medshield, Ceres Fruit Juices, Hennessy, Fruit and Veg City Group, Jordan Group

ACCOUNTS WON IN 2011

Ceres, Turner Broadcasting, Addis, Careers 24

B i g br an d pr o bl e m s o l v e r s M c C o u br e y, P u tte r an d Fi s h e r

ACCOUNTS LOST IN 2011

Touchline

COMPANY OWNERSHIP
Dean McCoubrey, Jonty Fisher, Kelly Putter

CONTACT DETAILS
Tel: +27 (0) 21 425 7111 E-mail: dean@bletchleypark.co.za Website: www.bletchleypark.co.za

KEY AWARDS IN 2011

Sunday Times Top Brand for Hennessy; Gold PRISM for Veuve Clicquot Yellow by Design BTL Campaign; Gold PRISM for consumer and trade launch of Womens Health Magazine; Loeries Digital Craft Shortlist for Hi-Tec

Apparently, when walking into Bletchley Parks Cape Town ofces some people do a double take and exclaim under their breath: I want to work here. Thats not only due to the funky decor. Its also because, like Winston Churchills famous wartime codecracking centre after which its named, this agency brings together the brightest, sharpest minds under one roof to solve what they call beautiful problems. Previously known as Trafc, the agency recently rebranded and is now forging ahead with a new name and a freshly minted model of doing business as brand and marketing strategy specialists. We formed the original business in a pub, and came up with the new name in a different pub, quips executive chairman Dean McCoubrey. He explains: We started up in 2000 as an integrated marketing agency, focusing on strategy, creative, PR and digital picking up well-known brands and learning a lot in each channel in the process. Through practical experience, we came to understand what works and what doesnt. From that vantage point, we realised that the real problems that needed solving are the ones that lie behind the brief. We have both the people who can look up to the marketing and business needs, and down into the actual channel execution. Together, they smack the nail right on the head. Interestingly, this sea change came about not just in response to changing client and consumer needs, but also as a personal

challenge: We decided to have some fun and roll the die on our own terms. To help the agency breathe life into their realigned venture, McCoubrey and managing director Jonty Fisher have brought in some big hitters, including creative director Kelly Putter, son of the late, great Robyn Putter and a respected industry heavyweight in his own right. New heads of client services and digital are also on board, making Bletchley Park an agency with unique minds who also happen to be a really down-to-earth bunch of people. We want to have tight relationships with our clients and travel a journey with them, says McCoubrey. Its not easy to really love and live a clients problem, but weve instilled that culture and woven it into our fabric. The guys are motivated by the heart of the brief and whats behind it. By trying to understand the problem, a bucketload of solutions are unlocked. This could vary from above-the-line creative and strategy to traditional and non-traditional publicity, from social and digital marketing to analytics. Over the past year, they have consolidated their business with existing clients such as Jack Daniels, Hennessy, Medshield and Mot & Chandon, and have picked up the Ceres Group, Turner Broadcasting (UK), Cartoon Network, Fruit & Veg City, Freshstop and the Petroleum Industry Association. McCoubrey says Bletchley Park is motivated

NUMBER OF STAFF
32

NUMBER OF STAFF LOST / GAINED

+6

KEY AGENCY STAFF

Dean McCoubrey (Exec Chairman); Jonty Fisher (MD); Kelly Putter (Creative Director); Sharon Keith (Strategy Director); Lucy Kenny (PR / Earned Media); Donae Hurst (Events); Lee Ann (Client Service); Dan Myburgh (Digital)

KEY MOMENT IN 2011

Hennessy coming from unranked to top the Sunday Times Top Brands in Alcoholic Spirits category, ahead of Jameson, Johnnie Walker and Chivas

DESCRIBE YOUR AGENCY IN A TWEET

A group of unique minds deeply invested in solving problems, possessing the actual craft to crack the solutions in any channel. #wildcard

TOP 15 CLIENTS
Medshield, Ceres, Cartoon Network, Turner Broadcasting, Moet & Chandon, Jack Daniels, Hennessy, Veuve Clicquot, Woolworths, Fruit & Veg City, Food Lovers Market, Addis, Careers 24, Bronx Shoes, Cape Union Mart, Hi-Tec