Type of agency Advertising
Telephone (011) 463-2252
Key person Susan Napier, MD
Ownership Mamalu Investments 60%; directors 40%
Black equity 60%
Accounts gained 4
Accounts lost 0
Biggest clients - BMW SA, Indian Premier League, Investec, Scooters, Core Group (Apple/Nintendo)
This agency continues to punch above its weight. Its core BMW SA account came to the end of its three-year contract last December and was promptly renewed. There was never much doubt, given that ID had beaten four international agencies to produce a campaign on behalf of the global BMW group. Production ended in June and was due to launch shortly after.
New accounts won last year included Glo Mobile, Sparletta and the National Arts Festival. The biggest challenge came with the IPL cricket tournament. The agency had two days to develop a concept and produce the campaign's first phase.
The Glo Mobile account, covering Nigeria, Ghana and Benin, requires ID to, for the first time, create partner networks in those countries.