The Brief: to profile Magauta Mphahlele and announce her move to SACRRA as the new Executive Director.

Solution: As this was essentially ‘appointment’ news we aligned this news with South Africa’s consumer credit crisis — which was in the news at the time, providing a stronger media angle. The success of this targeted campaign can be attributed to pitching the news with this tie-in which allowed us to pitch much wider than the traditional ‘profiling’ platforms. We also amplified Magauta’s reputation as a `consumer champion’ in her former role as Consumer Goods & Services Ombud,

Results: We generated 8 pieces of coverage across broadcast, digital and print over the 2-week campaign, across top tier platforms like Moneyweb.co.za; SAFM, OFM, Businesslive.co.za, Engineeringnews.co.za and Daily Maverick, reaching an audience of over 4 million across all media channels.