Briefs are just the Tonic for Cannes gold winner

The Tonic Group has bagged a string of new regional and international accounts covering the areas of creative, design and public relations.

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By  Tim Addington Published  September 18, 2005

The Tonic Group has bagged a string of new regional and international accounts covering the areas of creative, design and public relations. The small independent agency, which was awarded a prestigious Cannes Gold Lion award for advertising earlier this year, is now competing against larger well known agencies as a result of the award, according to its managing partner Arnaud Verchère. He stressed that while it was a great honour to win, the agency would keep its feet firmly on the ground and its values would remain the same. “We were lucky to win the Gold Lion, but it should not go to our heads,” said Verchère. “We have nothing to prove as an agency and we are very happy with they way we are developing.” Sudanese-based conglomerate the Dal Group, whose interests include real estate construction and motor vehicles, has awarded Tonic a substantial portion of its FMCG business. The agency will look after the creative work for Capo, the group’s dairy brand, Safia mineral water and Nobo pasta in the African state. Tonic was part of a five-strong shortlist during the pitch and won the contract after presenting in Sudan’s capital Khartoum. It has been charged with launching new brands and relaunching existing products as part of its retained contract. In a separate win, Tonic’s PR arm has been appointed to handle the communications for British-based firm d3o. The company has developed a “smart” material that reacts to high-speed impacts by changing its properties from soft and flexible to stiff and protective. The change in the fabric, which is instantaneous, lasts only for the duration of impact, meaning it can be used time and again. The product is currently being used by the American skiing team and Tonic will manage the international PR for the account. Flip Media has also been hired to redesign the company’s website. The agency’s PR team has also taken charge of promoting the photographic collection of renowned Dubai-based artist Professor Hersh Chadha. His company, called Image Consultants, wants to highlight some of the 9000 photographs in his collection, initially in Dubai, and later across the rest of the region. Tonic will also be handling the creative work for a Ramadan campaign involving charity Medicines sans Frontier and Cinestar cinemas. The agency, which is waiving its fee for the project, will also work with the charity in a wider campaign that will last until the end of the year. “We are still a young agency, we are learning all the time,” said Verchère. “We are delighted to be working with such a varied mix of organisations, and can’t wait to start producing for the accounts.”

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