Issued by: Lowe Bull


The incorporation of this division means that longtail now offers a full 360 degree service, from researching client needs and developing a sound online strategy that supports and enhances offline strategy, to translating and incorporating that strategy into an integrated and targeted campaign, media buying and – crucially – measuring and reporting on the return on client investment to stated objectives.

The division, which officially opens for business on November 19, will be headed up by Nic van den Bergh, who most recently served as business manager on wheels24.com and Fin24.co.za. Van den Bergh earned his stripes in the online arena with the launch of one of the most successful brands in the local online social networking and entertainment industry, Thunda.com. Since then, he has also dabbled in the online gaming industry as the brand and casino manager of an international casino company.

“Nic is a perfect fit for longtail, with his comprehensive understanding of and passion for the digital environment,” comments longtail MD Ingrid Rubin. She adds that, like Strategic Director Japie Swanepoel who recently published a book entitled "The e of Marketing", Van den Bergh's on-the-ground experience is complemented by in-depth theoretical knowledge – with an MBA dissertation titled “Defining e-commerce strategies for SA Business”.

The division has already been confirmed as the official online media partners for OMD, Initiative Media and Lowe Bull and campaigns for clients already include the likes of SMART, Nivea and Phillips. Other longtail clients include Southern Sun Waterfront Cape Town, Dulux, Johnson & Johnson, Tswalu Kalahari Reserve, Stork and Homemakers Fair.

“Our aim at longtail is to ensure that clients get the best out of the digital environment for their brands – whatever that may involve. It's an incredibly fast-paced and fickle environment, but because we live it and love it, we understand it, and we're committed to sharing that understanding with clients so that they too will learn to live it and love it.

“So many people – particularly marketers – are afraid of the digital space, when in reality it is a space that should be embraced, because the opportunities are limitless,” says Van den Bergh.

Visit our PRESS OFFICE: Lowe Bull Group is an advertising agency, specialising in the creation of through-the-line strategic and creative advertising campaigns. They search for the big idea, which is translatable into sustainable, relevant and effective communication. The Lowe Bull Group also incorporates Initiative Media, O.I.L (Original Insight Learning), longtail (e marketing) and Mick&Nick (below the line specialists).- more....

[4 Dec 2007 16:08]

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