We’re an independent marketing consultancy doing things a little differently.
Effectively merging a client’s marketing department and advertising agency into one, we provide a full-service integrated offering that delivers the goods.
With over 24 years of combined experience on some of the world’s biggest brands, Watson Ferguson can definitely help your brand grow.
After all, if you grow, we grow.
This is our bread and butter, and something we are both highly experienced in and enjoy doing. We believe that a brand strategy is the ‘true north’ and the foundation from which all brand and marketing decisions are made. It also helps to clearly define a brand and isolate its target market, to better connect brand to customer.
Establishing a brand identity ensures brand consistency which is essential to customers. It can be undertaken once a brand’s strategy is well-defined and dictates how a brand looks, speaks and behaves. Watson Ferguson can help to identify and refine the visual aspects of the brand including logo design and usage, colour palette, typography, use of imagery and overall design, as well as the brand voice, outlining how the brand speaks and sounds.
Here we ready your brand to take it out there. This could be assets like websites, brochures and company stationery. Or hiring the right talent, moving into a new office, attending a trade event and creating new advertising. At Watson Ferguson, we only recommend what is absolutely necessary and achievable, and provide advice and guidance throughout implementation.
Getting your product in front of potential customers often requires the role of sales professionals, more commonly known as Sales Reps. We empower and guide your sales reps to work better together and achieve sales excellence. By incorporating what’s best-practice from SAB, Distell, Cadbury, Mars and Johnson & Johnson sales teams, we’ll help you get the very most out of your vital brand custodians.
To showcase a new or newly refined brand, business stationary is an important marketing tool. Watson Ferguson can assist in producing everything from business cards, email signatures, letterheads and compliment slips to notepads, branded stationery and PowerPoint templates.
Websites often act as the ‘store front’ of a brand, but unfortunately many brands get this wrong and miss opportunities. We can assist brands in building simple, well-designed, SEO compliant and cost effective websites where the user experience is carefully considered, turning an ineffective website into a hard-working lead-generating tool.
Once a clear brand strategy, brand identify and marketing strategy is locked down, Watson Ferguson can help you connect with customers. We’re experienced in direct channels like Digital Media and Social Media, CRM and Trade Events as well as broader channels like Point-of-Sale, PR, Print, Radio and TV. What we recommend depends entirely on your brand’s lifecycle, nature of business, budget and target market.
If your communication strategy requires a digital component, and once your website has been built and optimized for SEO and lead conversion, we will then develop a Digital Media Strategy and a Social Media Strategy. A Digital Media Strategy defines the optimal approach using core digital channels, including: Google search advertising, Google display banner advertising (and remarketing) and paid social media. A Social Media Strategy determines which social media properties should be used and details how best to do so. We offer clients an integrated package: campaign calendar development, creative development, community management and reporting.
Whether you are launching a brand, a new product or just driving general brand awareness, Watson Ferguson can help develop an integrated creative campaign that gets the job done. From broad campaign conceptualisation to crafting individual elements and the final material experienced by customers, we will develop and manage your full campaign from start to finish. This could include channels like TV, Radio, Press, Outdoor, PR, POS, CRM, Digital Media & Social Media.
“As a Sydney based mobile tech company, we engaged Andrew and Dylan to help us develop a new brand and corporate styling. You might be able to imagine as technologists that it was with a degree of skepticism and hesitation we committed to their Free Dive Workshop kick-off and process to develop our Brand Blueprint which lead ultimately to a new Brand Constitution, Tone of Voice and Corporate Identity Guideline and Website.
Turned out it was one of the best investments of time we’ve ever made.
Andrew and Dylan really, REALLY listened to us talk them through what we are about, our vision, our product and what we were trying to achieve. Then somewhat amazingly came back a week later with a clearly articulated, succinct distillation of the essence of our being and purpose as a company. After walking us through their strategic thinking, I turned to my long-standing business partner over three successful startups and commented, “I wish we’d done this 20 years ago in our first business!”
The directors of Watson Ferguson Marketing Consultancy, Andrew and Dylan, have over 24 years of experience working for global ad agencies like Ogilvy & Mather and BBDO, working on accounts like Volkswagen, Johnson & Johnson, SAB, Distell, Cadbury, Mars, Adidas and Red Bull.
Wanting to offer clients an alternative, they launched the business in early 2016. Utilising a low overhead model and a curated network of freelance talent, Watson Ferguson are able to offer clients high quality work at value that’s hard to beat.
For most of our clients, Watson Ferguson acts as their very own CMO, marketing director, ad agency and production house, all rolled into one. This ensures expediency, consistency, value and overall marketing integrity. They’re also a bit fanatical about strategic marketing that works for brands both big and small, old and new.
Click here to read an article about us on Mark Lives.
Having obtained a BCom Honours degree in Business Management from Rhodes University, Andrew worked as an investment accountant at The Bank of New York in London. Returning home to Cape Town, he decided to change course and joined Ogilvy & Mather working on the Cadbury and Volkswagen accounts. Soon BBDO spotted his potential and hired him to run a portfolio of clients accounting for half of the agency’s annual income. Within a year, he joined the management team and was promoted to Head of Account Management. A few years later, Andrew returned to Ogilvy & Mather to work on the new SAB Castle Lite business. Under his leadership, the brand experienced double digit growth.
Dylan has a BCom Marketing degree from the Nelson Mandela Metropolitan University and a post graduate diploma at The Red & Yellow School of Advertising. He started his working career at Ogilvy & Mather, spending 4 years on the Volkswagen account. He went on to join Instant Grass gaining valuable consumer insights for a year before joining BBDO. There he spent 2 years working as the Brand Strategist responsible for the big Distell portfolio, before being promoted to Head of Strategy and serving on the BBDO Management Team.
Amidst a tough economic period when consumer spending was at its lowest, Spec-Savers briefed us on their most important communications piece of the year. We were asked to develop the 2017 Summer Campaign from a creative and production perspective.
Watson Ferguson developed a compelling campaign message and then rolled it out across TV, Radio, Point of Sale and Digital elements. The high production value of each element, complemented by a brand new website we built, resulted in Spec-Saver’s best Summer yet.
The HouseME team had a bold business idea to change residential rental for the better, and a lot riding on the launch of their idea. If they were successful in launching and hitting targets, investment would come pouring in allowing the business to expand. They sought Watson Ferguson for help.
We helped HouseME define their brand, refine their identity and develop a communication strategy and advertising campaign to launch in the Western Cape. Targets were met within a few short months and investment arrived. Now acting as their marketing department, Watson Ferguson created business stationery, a new website and a host of advertising material for HouseME’s national launch. This resulted in more significant growth with HouseME now boasting more properties that most letting agents and plans to take their business global.
Mitchell’s has been brewing delicious craft beer in Knysna since 1983, but many did not know that they, in fact, had started the craft beer revolution. Under new ownership, Watson Ferguson were asked to help ‘wake the sleeping giant’.
Getting to the core of the 34 year old brand was foremost. The first objective was to make the most of the upcoming peak December period so Watson Ferguson quickly developed a point-of-sale campaign for stores, bars and restaurants. This resulted in Mitchell’s best December yet and kick-started the next phase. To bring the brand into the 21st century and make the craft brewery that started it all compete with new rivals, we developed a new logo and range of packaging, followed by a new website and point-of-sale elements. The ‘new pack’ launch was bolstered by events, social media and PR, and as a result the Mitchell’s brand continues from strength to strength.
Unfortunately, most businesses don’t use their websites effectively. Often confusing customers with too much information and a poor call to action which results in low lead generation.
Watson Ferguson has developed a number of websites for brands using a proven linear approach and global best practices. Built around a clear marketing objective, a fluid user experience, considered design and brand-centric copy, these websites have become hard-working tools for our clients.
To view a few examples of our work, please select the links below.
Please get in touch to discuss your brand, to see how we can help. After all, if you grow, we grow.
17 Prince Street,