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Respected marketer Gavin Krenski tops list of strategic recent hirings as agency repositions itself as well-rounded communications business.

LEADING independent advertising agency, The Hardy Boys, has announced the appointment of marketing heavyweight Gavin Krenski as its Managing Director.
The appointment of Krenski, formerly the Vice President, Marketing of Oral Care for Unilever, Europe, is the most recent and high profile of several key hirings by the Durban-based agency in recent months.

They include Robyn Lewis, Business unit Head (ex Brand Building Marketing Director, Unilever, SA) and award winning copy writer, Mark Stoner (previously with O&M Brand Activation and J Walter Thompson).

For Hardy Boys Chief Executive Officer Dale Tomlinson, the appointments are part of a carefully-planned strategy aimed at repositioning the agency in the eyes of existing and prospective clients.

“Gavin is hugely respected in the international marketing world. His appointment and that of other strategic thinkers, each with experience of handling big brands, should send out a strong message,” Tomlinson said.

“We originally built our reputation on being one of South Africa's leading design houses. Many in the industry still see us this way.

“But for quite some time now our design division has been only part of the much broader brand work we do. We are slowly being recognised for what we are, a well-rounded, multi-faceted communications business. We hope that these recent appointments will play a role in changing historic perceptions”.

Tomlinson said the appointments were also about putting in place a succession plan for the agency he founded in 1994 – it now has 40 accounts and employs 78 staff.
“I'm in my 50s and not planning to go anywhere soon. But any serious business must have a plan for its short, medium and long-term future. So we're building a leadership team that can take this business into the future.

“We're positioning ourselves as a multi-channel communications business, offering insight solutions across the AMET (Africa, Middle East and Turkey) region,” Tomlinson said.

Krenski said it had been this “inspiring” vision which had attracted him to The Hardy Boys.

“For several years, Dale has had a vision for this company - to be the insight provider of choice for the AMET region. He's been steadily working towards that goal and it's reached a point where I saw a perfect opportunity to come in and help him take it to the next level.”

Krenski said AMET was one of the few regions in the world that were still growing. “All the multinationals are looking to this region for growth. It's a huge opportunity and the timing is perfect.

“Dale has always been wary of pigeonholing The Hardy Boys in the way traditional agencies do - purist above-the-line, design, or below-the-line - and wisely so. I think. Today's marketers and brand owners are looking for a communications business which can generate brilliant ideas and communicate those ideas across multiple channels.
“With its recent appointments, partnerships and investment in technology, The Hardy Boys is that business,” Krenski said.

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