With the increase in black ownership from 25.1% to 51%, ID has not only reformed and transformed, the agency has fittingly been renamed Collective ID.
The new name builds on the agency’s award-winning creative heritage, while harnessing the capabilities, insights and talents of a new group of market-leading entrepreneurial black executives.
“Collective ID acknowledges and recognises where we have come from, and clearly defines who we have grown into,” says new managing partner and executive client services director Brenda Khumalo.
“A collective is a group that shares common values and interests, and works together to achieve a common objective, and that’s exactly what Collective ID does,” adds recently appointed managing partner and executive creative director, Qingqile “WingWing” Mdlulwa.
“We’re a visionary collective - transformation has united us and sits at the heart of everything we stand and strive for.”
John Davenport, founder and executive director, adds: “This is an incredibly exciting new era for the agency. Our new structure and new additions to the leadership team make the agency genuinely relevant to SA as a society, which is vital, because if an agency isn’t relevant it struggles to craft messaging that resonates with consumers. As a team we are just as committed as ever to the creative excellence for which the agency is known. Relevance and excellence are the two things that drive everything we do.”
Transformation runs through every strand of Collective ID, extending to the way they want to work with each other and their clients.
“Gone are days of the power of one, we believe in the power of all and by tapping into the resources of everyone we’ll create a valuable competitive advantage,” said Khumalo.
-Content supplied by Vuma Reputation Management