Sony Digital Rapids Pixel Power calrec Sony

Digital veterans launch new data-driven creative agency

15/05/2018

-- --

Facebook

Twitter

Google

Pinterest

A group of digital agency veterans have come together to found Hoorah, a data-driven creative agency which aims to deliver real business value to its customers through people-based marketing. The four founders have each been part of some of the biggest names in the South African digital spaces.

CEO Shaune Jordaan was, together with Chris Corbert, the former co-founder of search marketing specialist agency Synergize, which was bought out by Publicis in 2013 and merged with Saatchi & Saatchi to form Saatchi & Saatchi Synergize. One of his final acts while there was to move agency's operations into Performics, one of the world's biggest media businesses.

-- --

Taking on the CSO role meanwhile is Jay Thomson, who co-founded Liquorice with Miles Murphy. At the time of its 2014 acquisition by Publicis' DigitasLBi, it was one of the biggest independent digital agencies in South Africa.

Head of Media, Tamsin Kingma previously built one of the first programmatic teams in South-Africa and, while working at a major media agency, led a team of 15 media specialists with a client portfolio ranging from Africa to Europe.

Neil Pursey, who's heading up Hoorah's in-bound marketing operations is also the founder of digital training academy Webgrowth, meaning he's no stranger to the startup space.

While the four founders believe that the wave of digital agency acquisitions by the likes of WPP and Publicis were important, they're hoping to bring something new to the party with Hoorah.

The agencies which were bought out by the big holding companies were pioneers, says Jordaan. They were doing things that no one else in South Africa was doing at the time and were often tasked with bringing big brands into the digital space.

According to Jordaan, things have moved on since then. Almost everyone now has a digital presence and has the basics nailed down.

What we're looking to do at Hoorah is make use of a new blend of technologies to deliver the kind of data-driven marketing that produces tangible business outcomes, he says.

While data is important to the work which Hoorah does, the founders are at pains to stress that it must be blended with creativity in order to be effective. Here too, Hoorah's approach will be different to most other agencies.

In a lot of agencies, you'll be given a creative concept and asked to make it work with the programmatic and data tools at your disposal, says Thomson. We think that's the wrong way around. Instead, you should use data to create interesting and unique experiences for your potential customers.

By adopting this approach, the Hoorah team believes it'll circumvent some of the criticisms that have been levelled at programmatic marketing in the past.

There's a sense, especially among the general public, that programmatic advertising means you'll buy something online and continue to see ads for it for the next three months, says Kingma. It doesn't have to be like that at all. Done properly, it can anticipate your needs and make your customer journey more pleasant .

Despite having only just opened its doors, Hoorah already has clients onboard including the World Wildlife Foundation (WWF)'s South African office and Rawson Property.

The fact that we had clients from the get-go was a massive validation of what we're doing, says Pursey. It shows that our focus on data-driven, people-based marketing resonates with businesses, especially as they start to see the results roll in .

Those results, Jordaan says, are because Hoorah's approach allows digital marketing to reach its full potential.

In today's marketplace, you need to talk to a consumer online as if they're standing right in front of you, the Hoorah CEO says. But this is only possible if you understand your consumers. To understand people - their habits, their browsing patterns, their likes and dislikes - you need to dig deep into the data to uncover golden insights.

Once you've got those insights, he points out, you might leverage existing technologies or build new ones from scratch.

One thing's for sure though, it definitely doesn't mean using the spray and pray methods of old.

Facebook

Twitter

Google

Pinterest

-- --
LINK: http://www.screenafrica.com/2018/05/15/digital/business-digital/digita...
See more stories from screenafrica

Africa Stories

25/05/2018

'Monster Hunter' film gets $60 million budget

25 May, 2018 - 08:10 A film adaption of Capcom's long-running video game [VIDEO] series, Monster Hunter, will go into production this September in Cap...

25/05/2018

Cape Town wins SundanceTV prize

25 May, 2018 - 08:07 Cape Town filmmaker Ian Morgan has won the Jury Prize in the SundanceTV Shorts competition for his short film Good Mourning. This win t...

25/05/2018

A successful trip for the South African delegates at the 71st Festival de Cannes

A successful trip for the South African delegates at the 71st Festival de Cannes The National Film and Video Foundation (NFVF), an agency of the Department of ...

24/05/2018

RED Digital Cinema returns to Cine Gear Expo

-- -- Facebook Twitter Google Pinterest RED Digital Cinema will be at Cine Gear Expo this year in Los Angeles at The Studios at Paramount from 1 to 2 J...

24/05/2018

PlayBox Technology powers new broadcast channel in Ghana

-- -- Facebook Twitter Google Pinterest PlayBox Technology announces the completion of a major project for Citi TV by systems integration partner TV & ...

24/05/2018

Leader to demonstrate HDR test and measurement at Media Production Show

-- -- Facebook Twitter Google Pinterest Leader Electronics will demonstrate the advanced HDR measurement capabilities of its LV5490 4K multi-screen vid...

24/05/2018

AfricaCom 2018: Africa Video Forum launched

-- -- Facebook Twitter Google Pinterest TV Connect Africa, an event previously co-located within AfricaCom, has grown in recent years around distributi...

24/05/2018

ICASA partners with Wireless World Research Forum to host the 5G...

-- -- Facebook Twitter Google Pinterest The Independent Communications Authority of South Africa (ICASA) is supporting the Wireless World Research Foru...

24/05/2018

Add blazing-fast 10GBASE-T 10GbE network connectivity for content creation

24 May, 2018 - 08:02 Get a faster network connection with Sonnet's new Solo 10G - Thunderbolt 3 to 10 Gigabit Ethernet Adaptor, at 10x faster than Gigab...

24/05/2018

NFVF call for Production and Development cycle 1 funding applications is open

24 May, 2018 - 08:04 The National Film and Video Foundation (NFVF), is pleased to announce that the call for Production and Development cycle 1 funding appl...

23/05/2018

The National Film and Video Foundation (NFVF) call for Marketing and Distribution cycle 1 funding applications is open

The National Film and Video Foundation (NFVF) call for Marketing and Distributio...

23/05/2018

Talents Durban participants announced for DIFF 2018

-- -- Facebook Twitter Google Pinterest The Durban International Film Festival (DIFF) will welcome 19 filmmakers from 13 African countries to the 11th ...

23/05/2018

TVU Networks to provide reliable equipment and top-tier connectivity for international...

-- -- Facebook Twitter Google Pinterest TVU Networks, a global technolo...

23/05/2018

JHB home to new blockchain firm

Riccardo Spagni, Naveen Jain and Dan Teree -- -- Facebook Twitter Google Pinterest TechCentral reported that a consortium co-founded by Riccardo Spagn...

23/05/2018

Help Save Encounters

23 May, 2018 - 08:02 Encounters South African International Documentary Film Festival is running from 31 May-10 June 2018 and we need your help to make it h...

23/05/2018

M-Net adds another historical drama Shaka-Ilembe

23 May, 2018 - 08:07 M-Net has added a historical drama series, Shaka-Ilembe, produced by Bomb Productions, that will explore the precolonial Southern Afric...

23/05/2018

CALL FOR PRODUCTION AND DEVELOPMENT CYCLE 1 FUNDING APPLICATIONS IS OPEN

The National Film and Video Foundation (NFVF) call for Production and Development cycle 1 funding applications is open The National Film and Video Foundation (...

22/05/2018

DISCOP Johannesburg 2018 to spotlight independent producers

-- -- Facebook Twitter Google Pinterest The organisers of the Johannesburg edition of the DISCOP market have unveiled plans to welcome all under one ...

22/05/2018

Massif partner's with newly-launched Braille Films

-- -- Facebook Twitter Google Pinterest Commercial film production company, Massif, has recently partnered with newly-launched indie film production co...

22/05/2018

May 2018 Issue

-- -- Facebook Twitter Google Pinterest Facebook Twitter Google Pinterest -- --...

22/05/2018

Industry Heavyweights Reunite with Massif-Braille Partnership

22 May, 2018 - 08:01 Massif has recently partnered with indie film production company, Braille Films. Owned and operated by industry heavyweight Prenneven G...

22/05/2018

Singing The Praises Of Debonairs Pizza's Beef Almighty

22 May, 2018 - 08:04 Debonairs Pizza has launched the Beef Almighty, a new premium quality beef steak topping range comprising three variants (Double Beef &...

21/05/2018

Sony adds to its IP Live Production ecosystem the new HDCU-3100...

-- -- Facebook Twitter Google Pinterest Sony is expanding the offering of its IP Live Production system with the introduction of a new camera control u...

21/05/2018

Botswana Television employs TSL Products' advanced broadcast solutions

-- -- Facebook Twitter Google Pinterest SCREEN AFRICA EXCLUSIVE: Botswana Television (BTV) became Africa's first fully digital TV station when it f...

21/05/2018

Southern Lighting Solutions lights up Germany's biggest reality show

On the set of Deutschland Sucht Den Superstar (DSDS) -- -- Facebook Twitter Google Pinterest SCREEN AFRICA EXCLUSIVE: December 2017 saw some 100 plus ...

21/05/2018

Canada-based Nubiamancy Studios partners with SA's Ziya Pictures

-- -- Facebook Twitter Google Pinterest A cinematic, co-production agreement has been signed between South African-based content production company Ziy...

21/05/2018

South African children join the #MeToo movement

-- -- -- Facebook Twitter Google Pinterest A collaborative campaign between McCann Worldgroup Johannesburg, Picture Tree and the TEARS Foundation is...

21/05/2018

Obama Foundation selects Tshimologong's CEO Lesley Williams

Lesley Williams, Tshimologong CEO -- -- Facebook Twitter Google Pinterest Johannesburg's leading digital innovation hub, Tshimologong Precinct, ha...

18/05/2018

Twenty-four interesting facts about television around the world

-- -- Facebook Twitter Google Pinterest With the brisk winter weather upon us, people will be huddled up in front of their televisions to spend a cosy ...

18/05/2018

Sony further enhances Optical Disc Archive with stable production and new...

-- -- Facebook Twitter Google Pinterest Sony has announced its continuous enhancement of Optical Disc Archive System with strong support from partner c...

18/05/2018

M-Net and Bomb Productions announce new epic historical drama

-- -- Facebook Twitter Google Pinterest M-Net's commitment to local storytelling continues with an updated slate of new productions that will provi...

18/05/2018

Uganda's NBS Radio 89.4FM producing with Lawo crystal

Ralf Schimmel, director of Sales Africa and Hamza NMbago, chairman at NBS Radio 89,4FM after signing the contract -- -- Facebook Twitter Google Pintere...

18/05/2018

VFX Legion Wraps Three-Year's Work on ABC's 'Scandal'

18 May, 2018 - 08:01 The recent airing of the series finale of Scandal' on ABC capped off VFX Legion's three-year run as the sole visual effect com...

18/05/2018

SA film The Harvesters gets standing ovation at Cannes

18 May, 2018 - 08:04 With its characters herding cattle through an austere, dusty landscape, The Harvesters bears a passing resemblance to a Western. But ...

17/05/2018

CALL FOR PRODUCTION COMPANIES TO PRODUCE SHORT FILMS FOR THE 3rd BRICS FILM FESTIVAL

CALL FOR PRODUCTION COMPANIES TO PRODUCE SHORT FILMS FOR THE 3rd BRICS FILM FEST...

17/05/2018

NAB 2018 report: The year of Artificial Intelligence

-- -- Facebook Twitter Google Pinterest SCREEN AFRICA EXCLUSIVE: This year attendance at NAB 2018 was down on previous years but despite the lower visi...

17/05/2018

Content owners amp up anti-piracy strategy with Irdeto

-- -- Facebook Twitter Google Pinterest As content owners and distributors continue to address consumer demand for premium content, Interoperable Maste...

17/05/2018

Ikegami sets HDK-73 and UHK-430 cameras at centre stage for Media...

-- -- Facebook Twitter Google Pinterest Ikegami Electronics (Europe) will demonstrate two recent additions to its range of broadcast-quality cameras at...

17/05/2018

Sony PXW-Z190 XDCAM delivers 4K 50p/60p imagery with three 1/3-type Exmor...

-- -- Facebook Twitter Google Pinterest The new Sony PXW-Z190 is a 4K compact camcorder with enhanced usability to achieve various video expressions, m...

17/05/2018

Cape Town International Film Market and Festival 2018 call for entries

-- -- Facebook Twitter Google Pinterest The 2018 Cape Town International Film Market and Festival (CTIFMF) will take place from 9 to 19 October 2018. T...

17/05/2018

Icasa wants proof Netflix is causing losses to DStv revenue

17 May, 2018 - 08:02 The Independent Communications Authority of SA (Icasa) says it has yet to be convinced that streaming giants such as Netflix and Amazon...

17/05/2018

Toyota's New Social Engagement Campaign from FCB Joburg Lifts Off

17 May, 2018 - 08:07 Toyota's new social engagement campaign has successfully lifted off with over 90 000 hits and 1,4-million impressions for its first...

16/05/2018

Broadcaster e.tv warns: Free-to-air TV in SA is in peril

16 May, 2018 - 08:03 The free-to-air commercial broadcaster e.tv warned South Africas broadcasting regulator that the free-to-air TV sector in the country i...

16/05/2018

Ellen Pakkies story set for major US film festival

16 May, 2018 - 08:07 The heart-wrenching story of Lavender Hill mother Ellen Pakkies, who received national attention after killing her abusive, tik-addicte...

16/05/2018

eMedia Investments launches second news channel

-- -- Facebook Twitter Google Pinterest eMedia Investments, owner of e.tv and eNCA, will launch a second television news channel to be broadcast on its...

16/05/2018

NAB 2018: The year of Artificial Intelligence

-- -- Facebook Twitter Google Pinterest This year attendance at NAB 2018 was down on previous years but despite the lower visitor numbers the conferenc...

16/05/2018

LiveU to showcase at The Next Web Tech Festival in Amsterdam

-- -- Facebook Twitter Google Pinterest LiveU is teaming up with The Next Web (TNW) for the second year running to showcase the latest in professional ...

15/05/2018

Durban FilmMart announces official project selection for 2018

-- -- Facebook Twitter Google Pinterest A total of sixteen fiction feature film and documentary projects from Africa have been selected to pitch at thi...

15/05/2018

Digital veterans launch new data-driven creative agency

-- -- Facebook Twitter Google Pinterest A group of digital agency veterans have come together to found Hoorah, a data-driven creative agency which aims...

15/05/2018

Realness Screenwriter's Residency 2018 participants announced

-- -- Facebook Twitter Google Pinterest Realness is a pioneering residency initiative conceived by Elias Ribeiro and Cait Pansegrouw of Urucu Media tha...