Group expands its Joburg footprint

Johannesburg – On the back of being awarded a three-year Standard Bank contract as an official activation agency of choice, Matriarch is continuing its phenomenal growth trajectory with a primary focus on expanding its footprint in Gauteng.

  The company has established itself as an independent pioneer in the experiential space over the last 20 years and their latest strategy will see its Johannesburg executional hub grow to a full-service brand activation agency in the form of Matriarch Marketing Johannesburg, that will take the business into the future.

  The Johannesburg expansion will be headed up by marketing industry heavyweight Billy Lascaris, the son of legendary adman Reg Lascaris.

  Having initially started his career in the legal profession, Billy went on to work at below- and above-the-line agencies in South Africa, the USA and UK before beginning his career in the experiential and sports/entertainment space.

  Since 2000 he has worked at the world’s leading experiential sports agency, Octagon, and co-founded two specialist agencies in the form of Matchworld and RE Experience Architects/Openfield. With 22 years of experience he is one of South Africa’s leading practitioners in this space.

  Lascaris says: “I am excited to join this vibrant, creative agency that shares the same values as me in delivering captivating and effective work. The experiential marketing space is an amazing field which provides the real-world anchor for digital interaction. With the further expansion of digital platforms and channels, experiential will be crucial in physically connecting with consumers to develop deeper more meaningful brand relationships. These relationships can then be sustained and nurtured further via digital to convert customers and entrench loyalty.”

  Matriarch’s managing director Leanne Pechey said she is also excited about Billy’s new role in heading up the Johannesburg Matriarch team.

  “Being in the experiential space means we are constantly evolving and innovating to meet the needs of our clients’ customers and the millions of consumers we engage with annually. This growth and evolution are also intrinsic of our own brand and company. We believe that within the Gauteng region there are multiple opportunities where we can assist brands and clients to reach the consumer within modern and traditional channels. I believe Billy is the right man for the job with his through-the-line background matched with our history of collaborating with above-the-line (ATL) and digital agencies,” Pechey added.

  Matriarch has earned themselves a formidable reputation when it comes to delivering impactful activations on time and within budget. Clients who have benefitted from the expertise and experience of Matriarch’s services include Woolworths, Beiersdorf, Pioneer Foods Standard Bank and Unilever.

  The enhanced Johannesburg Matriarch offering has been active from 1 September 2019 to meet client objectives in a disruptive, engaging and effective way.

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