New shopper agency launched by Tradeway
Cart Agency, a new shopper agency, is positioned as a fully integrated, specialist-led shopper marketing and creative consultancy, and is being supported by Tradeway Brand Activation and Experiential. It is the brainchild of former The Creative Counsel executive creative director, Joash Daniel.
Daniel is joined by Tradeway agency head, Caity Parmenter, who has headed up the Tradeway creative division for the past three years. Daniel will serve as managing director and Parmenter as ECD. Cart enjoys Level 1 BBBEE status.
“While our solutions are creatively focused, they are also strategically led,” explains Daniel. “We ask questions the whole way. How do we create real impact for our clients and their consumers? What will it take to change behaviour to the point of profit? We ask questions because questions lead to answers.”
Says Michelle Storey, CEO of Tradeway, “An independent creative agency was the next logical step for Tradeway. We cut our teeth on simple, in-store campaigns but have seen our offering (and client base) grow exponentially since the introduction of a creative department in 2014. The acquisition of major accounts — including Samsung Activation, MTN Activation and MTN Events, in addition to longstanding clients like Nestle, A-B Inbev, Tiger Brands and Parmalat — has afforded us the opportunity to introduce a creative offering aligned to our mission of always exceeding our clients’ expectations.”
The team’s vision for the agency is to be a hybrid of strategic consultancy, on-the-ground research and insight, and front-of-wave creative concepts. The business will not be classified as traditional ATL or BTL but rather a media-agnostic agency that solves brand problems.
“Before we even look at the brief, we critically-assess the brand challenge. We believe that blindly following a client brief without understanding the core problem is naïve and dangerous. Cart will become a strategic partner for our clients — someone you can call in the middle of the night to chat about ROI,” explains Daniel.