Ideas that move PEOPLE

TALENTED, PASSIONATE, CREATIVE, AND NOW BIGGER, BETTER AND WITH A BROADER SET OF RESOURCES TO OFFER CLIENTS, ESPRESSO HAVE GROWN INTO AVATAR DBN AND ARE READY FOR THE FUTURE, WRITES SHIRLEY LE GUERN

The local advertising agency landscape is inordinately competitive and highly territorial and we believe that the landing of a major, black-owned and award-winning network agency in Durban’s economy is new evidence that we can grow and compete strategically and creatively with the best in the country.”

That’s according to Mount Edgecombe resident Antony Ellis, managing director of Avatar DBN which emerged after the acquisition of a 51% stake in Durban’s leading integrated independent agency, Espresso, by Avatar Agency Group, the largest fully black-owned agency group in South Africa. Antony co-founded Espresso with Natalie French in 2001.

A major, black-owned and award-winning network agency in Durban’s economy is new evidence that we can grow and compete strategically and creatively

“We still feel the same way, and the move to Avatar is essentially about us walking that talk, taking the critical steps to evolve and advance our offering. This is of tremendous importance to us, both personally and professionally.

After spending time at major global advertising networks respectively, the partners created Espresso to fulfil their belief that there was a better way of producing great brand work across ever-changing consumer needs and communication channels.

FROM LEFT: Veli Ngubane, Group Chief Creative Officer, Zibusiso Mkhwanzi, Group CEO, Antony Ellis, Managing Director, Durban, and Natalie French, Executive Creative Director, Durban.

“Firstly, to know that what we have built over 19 years of commitment to our code has value outside of our immediate ecosystem is both emboldening and humbling. Secondly, to know that as a part of the group we have a dynamic new set of resources to offer our clients in both online and offline spaces is extremely exciting,” he explains.

The rationale behind the move during one of South Africa’s most difficult economic times was not only a decision by the highly entrepreneurial Avatar to spread its wings into a new region but also a move towards developing integrated skills offering through partnerships.

“While we see the continued pressure of Covid-19 on media and advertising spend in general, research indicates an upsurge in food brand investment. Espresso’s FMGC expertise, combined with Avatar’s digital pedigree and broad market insight will bring something truly unique for our clients,” says Zibusiso Mkhwanazi, Group CEO of M&N Brands.

Antony described the new partnership as a step-change. “For us as an agency, it is about diversity, inclusion and growth in a modern South African business context. We are committed to embracing, nurturing and growing our local skills, talents and attitudes. As our partners say, we improve and try harder every day because, beyond our nation, there’s still the rest of Africa and the world!”

“Quintessentially South African and at the very forefront of global communication trends through the line, there’s no group that understands our country’s consumers as Avatar does. The work we’re doing as a group is insightful, relevant and smart, challenging both our clients’ expectations of agency output and our target consumers’ brand affinities across the board,” he added.

He pointed out that Avatar was, without doubt, the most exciting player in South Africa’s broad agency landscape. The acquisition is also likely to have a domino effect on the broader KZN advertising landscape which is largely overtraded with shops of all sizes, disciplines and capabilities.

Antony believes there’s a need for change, improvement and a higher level of creative performance from Durban agencies with Avatar spearheading this by challenging themselves to adopt new processes, new skills and new thinking.

He says Avatar DBN’s first “collaborative” projects have already proved highly successful.

“After a tough start to the lockdown, we’re fortunate to have cultivated a talented, passionate team of professionals to drive the agency forward. To be leading this agency into the future is a serious responsibility that I’m delighted to shoulder. I feel it’s the renewed sense of purpose for which we’ve been waiting,” Antony says.

"The work we’re doing as a group is insightful, relevant and smart, challenging both our clients’ expectations of agency output and our target consumers’ brand affinities across the board”

The acquisition also gives the newly resourced Durban office access to a base of over 100 employees across different agencies in three major hubs including Cape Town and Johannesburg.

“We’ve had a few important challenges to overcome in recent seasons, both internal and external. Becoming an Avatar agency is a wonderful way to kick-start a mind-shift towards a new trajectory of strategic and creative excellence in our amazing city. We’re invigorated, inspired and very excited about what lies ahead for us and our clients,” Antony concluded.