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King James Group JHB Appointed As Lead Creative Agency For Toughees

King James Group JHB has been announced as lead creative agency for iconic school shoe brand, Toughees, following a three-way pitch.

“We felt an immediate connection with the agency and our brand,” says Swastika Juggernath, national marketing manager for Bata South Africa. “Their insight into our market and understanding of our ambitions was impressive. They far exceeded our expectations during the pitch process, which made our decision a very easy one.”

“From strategy to creative execution, the depth and breadth of skills across the agency group is exactly what we need to elevate our brand positioning and produce the kind of category disrupting work that is going to keep us at number one,” Juggernath adds.

For Lesego Kotane, MD at King James JHB, the opportunity to work on this proudly South African brand is an exciting one. “Toughees has been taking generations of kids to school for over 65 years. There is just so much power in their story, just waiting to be told. And we’re looking forward to partnering with them on their next chapter of growth.”

King James Group JHB will be responsible for driving through-the-line strategic and creative brand communication for Toughees, with an immediate focus on digital communications.

For more information, visit www.kingjames.co.za or follow the agency on Twitter and Instagram.

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Journalist at Amplifier
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