IDC first awarded FCB Africa a three-year contract in 2013. This contract ran to full term at the end of September, and the business was put out to tender. FCB Africa participated in the tender process, was short-listed, and finally reappointed as partner to IDC after a comprehensive pitch. The current appointment is for a calendar year, with an option to renew.
In terms of the new contract, FCB Africa has new responsibilities in addition to providing a full agency service. Digital has been added to above- and below-the-line campaign strategy and creative execution, through-the-line production, media planning and buying, internal communication and change management, and consumer behaviour change.
As a catalyst for industrial development, the IDC’s primary aim is to contribute to sustainable economic growth in South Africa through financed solutions that open up industrial development and the building of competitive industries and enterprises.
Over the past three years, FCB Africa has rolled out a number of campaigns to support these objectives, which highlight the IDC’s financing options for businesses operating in sectors such as renewable energy, agro-processing, manufacturing and mining beneficiation.
FCB Africa’s behavioural and brand insights, knowledge and understanding of the politics and policies, as well as its strong creative skills, ensures it is able to develop, design, produce and execute the innovative campaigns for IDC.