The Agency

Brand response specialist TheAgency has been appointed by Rex Resorts, the UK’s leading Caribbean hotel and African Safari operator, to create a new direct response print campaign for the brand and also to refresh the brand’s positioning.

The move will make it more relevant to a newer, travel savvy target audience and give it a sharper commercial focus given the market forecasts for 2009.

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In the current climate, says Saman Mansourpour co-founder of TheAgency, marketing budgets are getting crunched just as much as credit, which means the marketing buck has got to work much harder to achieve the ROI bang than it did this time last year.
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Brands are looking for better, cheaper and more effective ways to sell, and yet also to build brand value. And this raises an interesting issue.

Do you need to have a separate budget with an above the line agency to build your brand value with consumers?

Or, can you achieve this, and sales, all within one campaign, and more importantly (from an economy of scale point of view) with just one agency?

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“We currently have a market leading offering, and are one of the only global supply chain specialists. As part of our growth plan we have recruited a larger senior management team, we are launching a number of new service offerings and appointed TheAgency is an integral part of our business moving forward. Their innovative approach to communications will help us focus on our market, and open up opportunities to utilise new technologies and digital targeting techniques that will drive more business and save us money.”

Miles Mcleod
Managing Director
RK Supply Chain

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