JWT, the world’s best known marketing communications brand, has acquired a majority stake in The Hardy Boys, a leading independent brand building and activation agency in South Africa.
Photo: Dale Tomlinson, CEO of The Hardy Boys
Announcing the deal today, Dale Tomlinson CEO and founder of the The Hardy Boys described it as exciting news for JWT, The Hardy Boys and their respective clients.
“As part of the global JWT Network we’ll have the opportunity to develop our business across Africa and give our talent the scope to tap into the extensive knowledge and global expertise JWT represents. It also gives us access to broader strategic and specialist skills with physical space to work out of in key regions. This is particularly exciting for our clients looking to grow their brands into Africa,” Tomlinson said.
Roy Haddad, the chairman of JWT Middle East and Africa, said the agreement adds fully integrated activation capabilities to the JWT Group in South Africa and beyond.
“JWT has always been an early mover, whether in emerging markets or leveraging emerging technologies and disciplines. Boosting our capabilities in the important fast-developing African markets will help our clients to leverage the opportunity Africa offers. The Hardy Boys’ innovative outlook and passion for driving effective solutions compliments JWT’s pioneering spirit,” Haddad said.
Tomlinson concurred. “JWT may be a global powerhouse, but it’s an excellent cultural fit for the Hardy Boys. We are both passionate about marrying consumer insight with great strategic thinking to produce world-class ideas.”
He said The Hardy Boys would not be changing its name, but would be a distinctive new brand in the JWT group as it extends across Africa. “The staffing and management structures, including my own role, remain unchanged, along with the individuality and unconventional thinking our clients have come to expect from us.”
This deal has been in the works for several months and comes as The Hardy Boys celebrates its 20th anniversary and JWT marks its 150th year in business.
Established by Tomlinson in 1994, The Hardy Boys is a multi-disciplinary agency based in Durban, with a complete suite of offerings for highly effective, through-the-line campaigns. Winners of two Diageo Marketing Brilliance Awards for their work in Africa, and a Global Best Innovation Agency Award for the launch of Diageo’s Snapp brand in Kenya and Nigeria, the local team brings strong insight and strategic thinking to their inspiring campaigns.
The Hardy Boys believe in being channel agnostic, tailoring ideas for the rich cultural and communication diversity of the fast-developing markets in Africa. The effectiveness of their work has been recognized by a strong list of both international and regional clients including Unilever, Diageo, SA Home Loans and RCL Foods to name a few.
JWT is one of the key companies in the WPP Group and is headquartered in New York. It has more than 200 offices in over 90 countries and employs nearly 10 000 marketing professionals.
Milestones for JWT in Africa include establishing an office in Alexandria, Egypt in 1927 and in Port Elizabeth the following year.