Adrian Hewlett launches new agency

According to an exclusive story  by Herman Manson which appeared on Bizcommunity  CEO and founder of the Habari Group, Adrian Hewlett has combined his group’s significant through-the-line, below-the-line, research, digital and social businesses to launch a major new independent advertising agency called Machine.

Manson writes “Machine (www.machineagency.co.za; @machineagency) launches as a significant player in the market, with a staff of 80 and revenue of R45 million.

Machine swallows former Habari Group agencies Habari Direct, a BTL promotions business (as a division within Machine it gets rebranded ‘Creature’); Habari Answered, a market research business; Big Wednesday, a through-the-line agency and Domino, the digital and social media agency. The agencies all become divisions of Machine.

The Habari Group has always been best known for its online sales arm Habari Media, a company Hewlett is himself closely associated with, being the first of the companies Hewlett launched that would eventually make up the Habari Group in the relatively early stages of online advertising in South Africa some eight years ago.

Hewlett’s reorganisation of Habari Group, which currently comprises of six different businesses, will split it into Machine on the agency side, and media solutions business Habari Media (which will include mass-market media business XL), on the other.”

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