Young advertising agency 12 Past Midnight wants to become more independent of its parent, but without cutting the apron strings.
The agency was launched at the beginning of 2011 to service brands imported and distributed by the Fore Good Group. These include Canderel, Pringles, Kraft Mayonnaise, Miracle Whip, Kodak, Tampax, Old Spice and Bioplus.
12 Past Midnight — whose name conveys the thought that creative ideas can come at any time of the day or night — is one of several group agencies. Others include experiential agency XP Squared, Twique Digital, PR agency Livewired and shopper marketing specialist ForeShare.
12 Past Midnight creative director Roy Weisz says the agency’s desire to secure outside business does not mean it wants to separate from the Fore Good Group. “The group is who we are and part of our identity,” he says. “But we want to grow.”
The agency recently completed an above-the-line campaign for Canderel and won the account for Canova, a brand of immune-boosting supplements produced by the Pretoria-based Pharmachem pharmaceuticals company. The deal involves a complete rebranding of Canova with an extensive advertising and marketing campaign that includes public relations, in-store advertising, print media, billboards, taxi and radio advertising.
Weisz says: “Canova was a great departure for us and allowed us to get [work on] something of our own. We’re now on a big business drive to grow our client list and over the past two months we’ve been in a pitching frenzy.”