28 November 2008
	PROFILES INSTANT GRASS

Type of agency - Specialist Ownership - 100% local Key person - Ian Calvert Revenue - R10,1m Accounts gained - 11 Accounts lost - 0 Total clients - 20 Number of staff - 17 Equity - 0% Biggest client - Kimberley-Clarke Since 2003, Instant Grass has sought to connect brands with SA's youth market. In view of the fact that many young people are suspicious of conventional marketing activity, the agency has patented a process called Colab. This allows young consumers to design the products, packaging and promotions they would like to see from leading brands. Clients using this insight include liquor and tobacco companies. Instant Grass's top five clients are Kimberley-Clarke, Distell, SABC, Johnson & Johnson and British American Tobacco. New clients last year included Standard Bank, Pernod Ricard, Flight Centre and Tiger Brands. The agency also entered a strategic partnership with the Human Sciences Research Council on its youth policy initiative.