Big ideas in action

When we started working with Investec, they were ambitious. But, the specialist banking group was only the 5th largest bank in South Africa – and unknown in the rest of the world

So, how do you make a brand with a low profile famous? And what about all those international divisions? They’re not called ‘divisions’ for nothing. How do you get business units who are georgraphically and culturally diverse – and who operate in their own distinctive markets – to buy into the kind of marketing that’s going to create the impact, cohesion and ubiquity you need to build an internationally recognised brand?

In simple terms, you need an idea.

The Investec Zebra is a classic, immediately and uniquely identifiable, brand property.

And yet, it’s almost a cliché that genius can go unrecognised. So, how do you ‘sell-in’ an irresistible idea to diverse stakeholder goups who have the power to prevent, resist or undermine implementation?

At The Gate, yes, we have the ‘Big Idea’. But we also have the research and account planning and management discipline to carry ‘internal customers’ with us in a properly organised programme of strategic consultation and creative persuasion.

The secret is our ‘no surprises’ philosophy.

We have the proven systems – coupled with concentrated teams of ‘hands-on’ specialists. As with Investec, this gives senior clients comfort and confidence, and ensures that their own ‘internal clients’ deliver vital support and participation. And, in our view, that’s just as important as ‘the Big Idea’.