Melanie Minnaar joins Halo as MD

Brand-led communications agency, Halo, has appointed seasoned integrated marketing communication (IMC) specialist Melanie Minnaar as Managing Director.

Halo opened its doors in March last year and has quickly established itself in the discipline of true integrated brand communications.

“We are very excited to welcome Melanie to our team,” says Dean Oelschig, Halo co-founder and Creative Director. “Although IMC itself isn’t a new concept, we’re breaking new ground with our approach to executing the philosophy. Melanie’s experience and vision will enable us to take it to the next level. Bringing her in to lead the business forward is yet another step on our growth path and one that we see being mutually beneficial – to us, to her, and especially to our clients.”

Minnaar has spent the past six years heading Standard Bank’s IMC division, using her ability to plan strategically across traditional and new media channels to build a consistent brand message and proposition.

“It is the coming together of minds at Halo,” says Minnaar. “The philosophy here is simple, yet compelling: the brand dictates the what and the how of brand communication, and this is best achieved when executed by a single team. There is undoubtedly higher value for the client in having a single view and custodian of its brand communication.”

Oelschig says South Africa lags considerably behind international practice in adopting an integrated, media-neutral approach to brand building. He adds that the days of award-driven rather than brand-driven campaigns are numbered, although the trick is to really try achieve both.

This philosophy has allowed Halo to build an impressive client list in a short time, including the likes of Tsogo Sun, Montecasino, Bonitas, Medscheme, Varisty Cup and the Commercial Bank of Africa in Kenya.

“We focus on delivering disciplined and consistent work that remains true to a brand strategy,” says Oelschig. “This requires a fundamental shift in thinking, and we have built a core team that buys into that philosophy. It also means that each team member is multi-skilled and able to keep the creative execution true to that strategy.

“This team is strengthened considerably with Melanie now on board, and we look forward to getting stronger as we continue to grow.”