South African Tourism Picks Mediaedge:cia

NEW YORK South African Tourism has chosen siblings Mediaedge:cia and Nota Bene to handle its estimated $15 million global planning and buying account.

A total of 27 undisclosed South African agencies were involved in the pitch, sources said.

The client’s media buying and planning will be structured across 13 markets worldwide, a Mediaedge:cia representative said. Nota Bene will handle the communication channel strategy for all these markets. Channel planning is Nota Bene’s specialty, a source noted, defining it as a discipline that plans a brand’s complete route to market and encompasses advertising, experiential, brand activation, point-of-purchase and customer relationship management.

Nota Bene, formed in 1998 as CIA Nota Bene, was joined with Mediaedge:cia in a number of international companies when Mediaedge:cia parent WPP purchased Tempus Group and its CIA Medianetwork in 2001.

Account planning and buying will be coordinated by Mediaedge:cia South Africa, and rolled out via the respective in-country Mediaedge:cia offices, the agency’s rep said.