FCB Africa is proud to announce an account win with Bonitas Medical Fund, a leader in the medical scheme sector in South Africa. This win marks a significant milestone for FCB Africa, as it will showcases the agency’s expertise in the health category.
“We are excited to welcome back Bonitas into the business. Re-establishing this partnership will redefine how marketing can create a continuous performance for clients within the health segment and sustain the brand ‘top of mind’ for consumers. Bonitas’ return to FCB reiterates our position as business that strives to deliver timeless and timely brand communication solutions that not only people but brands esteem. Beyond this, we are excited and survey forward to the prospect of working closely with Bonitas as a client under FCB, while also pulling on the strategic expertise in creating impactful work”, said Reagen Kok, acting MD at FCB Africa.
Bonitas was awarded the ‘Medical Scheme of the Year’ early this year at the inaugural News 24 Business Awards – with a perfect score for their product offering and how easy it was understand.
“As the medical scheme for South Africa, we offer a wide range of plans to meet the needs of South Africans from all walks of life. Our objective is to design quality healthcare more accessible and more affordable – while acting in the best interest of our members. We believe the renewed collaboration with FCB as our above-the-line agency partner will harness speciality skill that will dovetail perfectly with our brand strategy rollout and bolster our brand positioning. Partnering with FCB, with their proven track record of building South Africa’s favourite brands, makes this a very exciting current chapter for us”, says Lee Callakoppen, Principal Officer of Bonitas.
Over the past few months, FCB Africa has remained resilient through changing market dynamics, by delivering value for its clients. Bonitas’ re-entry as a client, reinforces the trust in FCB’s capabilities to increase market performance while delivering on creative ingenuity in a timeless manner for the brand. In an ever-evolving economic climate, this will serve as a cornerstone in building a growing health client segment under FCB.
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Campfire Mama
It doesn\’t matter what word we use, if it has the same content, it will be treated in the same way. There are other words – there\’s \”womanist,\” there\’s \”mujerista,\” there\’s \”women\’s liberationist\” – all mean the same thing and they get the same ridicule. I think we just need to choose what word we feel comfortable with that says women are full human beings, and whatever that word is, it will get a lot of opposition. But it will also attract a lot of support. But this is a revolution, not a Public Relations movement. – Gloria Steinem
Tall Honey
The Father of PR: We’d be remiss if we didn’t mention Edward Bernays, known as the “father of Public Relations.” Some of his (in)famous work included promoting cigarettes to women by branding them “Torches of Freedom” and… toppling the Guatemalan government? It’s true! The United Fruit Company hired Bernays to run a PR campaign against Guatemalan president Jacobo Arbenz Guzman, ultimately resulting in the CIA-orchestrated overthrow of the Guatemalan government in 1954. (Source: PR Watch)
Highway
Successful Public Relations campaigns typically share a few key characteristics, including a focus on long-term relationship building, two-way communication, and consistent messaging.