27 November 2009
	PROFILE THIRTYFOUR

Type of agency Brand activation Telephone (021) 480-3400 Website www.34.co.za Key person Andrew Sutcliffe, CEO Ownership 100% local (Mvelaphanda Group 25,1%) Black equity 25,1% Accounts gained 9 Accounts lost 1 Clients 14 Staff 29 Biggest clients - Castle Lager, Vodacom, Powerade, Picit, Shoprite Brands are slowly waking up to the fact that they can get more return for their rand by looking beyond traditional advertising and marketing channels, says Sutcliffe. His agency is doing its utmost to cash in on this shift. Last year it attracted accounts worth R129m in business billings. Clients included Vodacom, Huggies, Distell Wines, Castle, Redd's, Energade and Shoprite. The agency won business from 13 of 15 pitches. The one account lost was Ster-Kinekor. Thirtyfour launched two new divisions during the year: 34Sport to find activation prospects leading up to 2010 and beyond; and 34Woman, run by women for women. The high point for Sutcliffe was the Redd's "get chatting" promotion, which led to 29m entries and Redd's sales going 55% over forecast during the period.