Penquin celebrates an impressive milestone in 2023: 23 years of being at the forefront of the South African marketing landscape.
Penquin's CEO Veronica Moleele says that the agency's journey tells a story, which began with a team of creatives managing motor racing teams and hosting events.
This happened while balancing communication with media owners, casinos and racing teams.
According to the agency, in a post-pandemic, technologically advanced world, Penquin understands how to cut through the noise as a fully-fledged through-the-line ad agency.
Penquin says that its speciality lies in producing and strategising stories and adding elements of creativity to each brand.
The agency tackles everything from:
above-the-line and below-the-line media and activations
social and digital media, and
Penquin's secret superpower
According to the agency, the secret of its success lies in discovering the meat and bones of each brand they work with. It's about what happens behind the scenes.
The agency says that it unpacks each campaign and how it happens. They get to know and understand what every brand and product offer, as well as how, what and where the heart beats strongest.
Click here to watch our brand video
Moleele adds, "Penquin's creative journey spans 23 years, growing exponentially both in clients and team members."
The agency now has a team of over 60, which according to the Moleele, is a far cry from the original six-man operation they once were, servicing top global and local brands.
A look back at some memorable campaigns
Moleele says she is celebrating 15 years at Penquin this year and has worked on several memorable campaigns. One of her most notable campaigns was the 'Suzuki Swift Sport' launch. This campaign showcased a rent-a-crowd TV commercial with the current Suzuki owners in a Braveheart-style call to arms.
The agency adds that another memorable campaign was the 'You Make Joburg Great' campaign, which had fans reaching for the tissues, uniting people from all walks of life before the FIFA World Cup.
Finally, for Xbox's 'Light Up The Leo' campaign, Penquin says it lit up the Leonardo building in Sandton — the tallest building in Africa. During this campaign, the more entries they received, the more the Leonardo building in Sandon lit up in green.
What to expect for the next 23-plus years …
Moleele adds that she is excited about the future of Penquin and is looking forward to breaking boundaries in the industry by delivering exceptional results in the years ahead.
"At Penquin, we see ourselves as the forerunners of brilliance, and we want to create even more unforgettable campaigns in the future. Our vision is one of growth, including clients and team members," says Moleele.
Moleele believes that enriching the lives of all concerned is important and that the more the merrier is where the future of Penquin lies.
"Our dream is to create more job opportunities for the people of South Africa and to enrich our teams' lives," Moleele concludes. "We would like to expand deeper into the continent and possibly even globally. Who knows, maybe the agency will one day become a listed business. It's all about longevity, telling stories, and dreaming big."
as seen on www.mediaupdate.co.za on the 6th of June 2023