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In line with the innovative and evolving global business trends, one of the leading creative media firms in Zimbabwe, Visual Point Creative Group, has consolidated its operations into an integrated communications company to effectively serve the advertising industry locally, regionally and abroad.
In an interview with Herald Business, the chief executive of VPCG, Reg Makuchete, said their new strategic thrust was driven by developments in the multi-media business worldwide.
“We have assessed the emerging trends and what’s happening in the advertising industry worldwide and in the Southern African region as a whole. Today it is wise to be two steps ahead, and this is what we are aiming to achieve,” he said.
“Africa is a key element to the growth of the global economy; therefore we are not only looking at trends in the Southern African region, but also around the world. Even though the advertising industry hasn’t experienced extensive growth in Zimbabwe, the country and other African economies present stable growth opportunities in the future.
“We have seen other countries such as South Africa, Kenya, Zambia, Nigeria, Botswana and Tanzania experiencing economic growth after the global recession. I expect that this is what we have as an added advantage as Africans. Therefore, it’s important to position the company in the place where we could be five years from now.
We are seeing more and more investors coming into the country, benefiting our people, systems, social and physical infrastructure.
“I believe that Zimbabwe has many opportunities in the advertising industry and our main focus as VPCG should be to invest in the existing pool of talent.
That is what will drive the country and the growth of the industry. People are the most valuable asset we have; therefore our company has taken a strategic decision to change our perception to improve and have that comparative advantage over any other local communications agency.”
The VPCG boss said changes in the economy and mainly in consumer behaviour and needs, has created a new perception driving businesses to be run differently to meet future challenges.
“VPCG started as Visual Point Financial Graphic Architects in 2007 and was reporting for about five Zimbabwe Stock Exchange-listed companies. Within a year, the clientele base grew to 15. There was a positive response to what we were doing and our initial clients engaged us for their advertising requirements in addition to designing their financial reports.
In 2009 Reg joined forces with Joseph Hlangabeza, VPCG’s chief operations officer, who has an extensive advertising background and has worked in the beverages and telecoms industries and they created Visual Point Creative Group.
Our clients initially grew from our financial reporting pool, but soon grew to become more diversified. We were certified by the Advertising Media Association of Zimbabwe which gave us room to be a media booking agent for all our clients.
To better service our growing client base we chose to expand by creating subsidiaries to cater for them and to avoid any conflict of interest among companies in the same sector.”
Reg believes that VPCG is still running on the same vision as when it started, and has simply scaled to bigger proportions and he says he has results to back up his claims.
“VPCG is servicing a healthy number of clients and the clientele base acquired over the years has given overall sustainability to the existence of the group,” he said.
Over the years, the group has grown into five subsidiaries – Visual Point Creative, Visual Point Financial Graphic Architects, Visual Point Express Print, The Concept Bureau and VPCG Digital Media. Reg also summarised what is in store for VPCG in the future.
“Two subsidiaries – Visual Point Creative and the Concept Bureau – are supervised by our group creative strategist, Spencer Dhliwayo. He has expertise in building effective communication strategies that guide the overall creative execution and brand development for all VPCG clients.”
Spencer points out that it is important to manage systems that bridge the marketing and creative departments ensuring brand consistency on all media platforms and develop and invest in designers to enhance their conceptual design skills as well as interactive design skills.
VPCG has also started to invest in Express Print equipment to cater for the printing needs of their clients. To meet emerging trends, VPCG recently opened a new subsidiary — VPCG Digital Media. This was a long-term plan and finally came live in July this year.
VPCG Digital Media is managed by Elina Kamba, who joined the company in July this year. Her professional experience includes working in the FMCG industry, digital media and creative media industries in London and Latvia.
“I’ve always had a passion for marketing and advertising. However, after acquiring my masters degree in marketing in Melbourne, I leaned more towards online and digital advertising.
“I have been fortunate to work for established international companies, such as Leo Burnett and one of the fastest growing online media companies in the world – LinkedIn. This experience provided me with opportunities to travel around the world to cities such as Melbourne, New York, Dubai, Singapore and San Francisco to attend training and conferences on new media and the future of marketing.
This exposed me to various inspiring, innovative ideas and new developments specifically in social and online marketing.”
Elina’s expertise lies in social media strategies, online and digital media solutions, brand management and traditional marketing and advertising.
Reg points out that the importance of online and digital media influence on brands and companies cannot be neglected.
“Digital is taking over our lives and we are working on introducing and educating our clients on the importance of online presence and social media activity.”
He said that the best practice is to lead by example and this led to rebranding VPCG and give it a new feel and look, which would reflect their values and vision for the company, clients and employees. VPCG has recently launched its new website — www.vpcg.co.zw and now has an online presence on all big social media platforms such as Twitter, Facebook, LinkedIn and YouTube.
“VPCG is not just a creative communications group accessible to big clients. Everyone who is interested in conceptual design, advertising industry news and trends, will find VPCG website and social activity relevant.”
The company has taken a strategic decision to be a “one-stop-shop” for clients, like an extended arm of the marketing department, where the client can get everything in terms of any marketing or advertising solutions for the brands and company.
“By implementing all the changes and improvements within the company, VPCG has no plans to become docile. It is continuing to grow, and perfecting all their services in order to become one of the most desired creative communications companies in the country and eventually the region.
“In the centre of VPCG core values is our corporate social responsibility programme associated with giving aid to a number of charitable organisations. Our desire is not to be the biggest ad agency but to be the greatest in terms of service, quality and giving back to the community.”
Online Reporter