For the second consecutive year, our relentless focus on long-term partnerships is recognised with the win of Partnership of the Year at the 2020 Financial Mail Adfocus Awards for our work with South African favourite Takealot.com. The recognition follows last year’s recognition for our partnership with Nando’s, which this year took the top spot in innovation and communication in Kantar’s BrandZ Top 30 Most Valuable South African Brands report.
The 2020 Partnership of the Year award is the culmination of a decade-long relationship started by the two companies’ founders, Mike Abel of M&C Saatchi Abel and Kim Reid of Takealot.com. Takealot.com, which had another name and was operating from a small storage facility a decade ago, has walked the path with M&C Saatchi Abel over the course of its 10-year journey from a start-up with little furniture to the decorated large agency it is today.
“Belief, honesty and trust. Those are three pillars that underpin our relationship,” says M&C Saatchi Abel Group Managing Director Jason Harrison. “We both shared the singular belief that Takealot.com had the potential to grow.”
“Achieving this required brutal honesty - even if something isn’t pleasant we commit to hearing a diversity of opinions. Then, there is an implicit trust that all decisions that are made and everything that is done is premised on a single proposition: our shared belief that Takealot.com should be the leading eCommerce retailer in South Africa.”
Harrison says that, much like the award the agency received last year for Nando’s, the recognition is validation for the agency’s focus on developing long-term, trust-based relationships with its partners through its unique partner-led model, which placed M&C Saatchi Abel in the top spot for agency performance in the 2019/2020 Scopen research report. “We are not in this game for the quick wins. Our unrelenting orientation is to build long-term partnerships that result in achieving what we set out to achieve while making a tangible difference to the bottom line, brand equity and market share of our clients.”
Abel said that the consecutive win demonstrates the relationships the agency has been able to cultivate with clients. “Winning is always great, but winning with a client like Takealot.com is an incredibly proud moment for me and the agency. Our vision as a creative company has always been to unlock the most value for our clients based on long-term relationships and this nod is validation of that.”
Find out more about our partnerships with these two iconic brands on Business Live: