A Durban founded agency, The Hardy Boys, surges forth into Africa.
Now an advertising agency that makes 40-50% of its turnover in Africa, The Hardy Boys (THB) journey into the continent was a challenge. “We were pitching to Barclays along with 10 other agencies. We were the only South African stand alone agency and made it to the final two – with a multinational,” Tomlinson explains.
Barclays was looking for a company that had networks in 11 countries around Africa and THB had none. “We went back to our agency of 60 and planned our next move. We approached the leading agencies in the countries where Barclays was and also got help from Unilever – to see which agencies they rated the highest. We contacted these agencies and asked them if they would partner with us if we got the pitch: nine out of ten said yes”.
With networks built mainly on trust, THB have been running this account for nearly 7 years and have received accolades from Dublin. “Barclay’s has been looking better and is more cohesive in Africa than Italy and Spain”, Tomlinson says.
Since then, The Hardy Boys have been doing work for Unilever and Diageo throughout Africa and “… would like to grow even bigger. Here’s to the next 36 years,” Tomlinson comments.