Krenski had known and respected The Hardy Boys CEO Dale Tomlinson for many years and Unilever had announced plans to broaden its Sunlight brand into Africa, the Middle East and Turkey. The campaign would be driven by The Hardy Boys with London-based Bartle Bogle Hegarty (BBH) landing the global account and partnering with the Durban-based agency on the Africa, Middle East and Turkey component.
Tomlinson regards this as a huge coup. “In Africa alone it involves raising Sunlight’s presence across the continent. Growth in western and European markets is nothing near the exponential growth that can be achieved in emerging markets and we will be taking BBH’s thinking and making it relevant across a huge diversity of consumers, right down to the shopper in local retail or their equivalent in Nigeria or Ghana,” he said at the time.
Krenski says in the previous two years, The Hardy Boys had gained “serious credibility” as a staid player in the advertising industry, while internationally South Africa was gaining the reputation for having world-class leadership and talent.
“I wanted to make a contribution outside corporate, but still doing something I love. Brand communication, of which I am passionate, is an essential part of advertising and the risk of accepting a new challenge linked to my previous experiences was hugely appealing,” he says.
Committed
Essentially, Tomlinson has committed The Hardy Boys to growing the business into a world-class brand communication company with a clear focus on Africa, the Middle East and Turkey. These regions are accessible, falling within a manageable time zone, and have the potential for leveraging off consumer insight. Modern communications including video conferencing, Skype and laptops means the company can manage the brand developments from anyway in the world (specifically Durban) without being disconnected.
In returning to South Africa, Krenski says he was wholly aware of the issues happening in the country. However, the experience of international exposure has also given him a reality check – countries such as Vietnam, Philippines and Argentina have experienced their own political, social and development issues and survived.
“South Africa has the same scope and opportunities for growth, possessing far more resources than other countries that have succeeded in the global environment. The major challenge remains discounting the hot air, removing the constant politicking, to reveal the underlying wealth, potential and passion,” he concludes.