The Niche Guys They Came, They Saw, They Changed

While the South African advertising industry wrestles an array of inevitable changes from empowerment to technology and everything in-between; local advertising agency The Niche Guys have shaped an offering they describe as “hyper relevant for local conditions” and their explosive growth in 2017 proves that clients are increasingly enjoying their service.Through their unique model for brand development – that they’ve termed “Digital First” – the agency has defined a unique approach to strategy, development and execution that’s earned them multiple creative awards in some of South Africa’s leading advertising awards shows.

Most recently, The Niche Guys raked in 4 awards at The New Generation Awards; including overall Gold winners in the Legacy Award category for Unilever’s Domestos. Other wins included a Silver and a Bronze for Closeup Toothpaste and a Bronze for Lifebuoy. The Niche Guys have also gained recognition in The Smarties, AMASA and The Loeries in 2017.

The agency’s leadership attributes this success and the agency’s 300% growth in 2017 to a combination of influences – ranging from its diverse talent pool, trusting clients who prefer to operate as partners and the agile, entrepreneurial pace of their organisation.

“What you won’t find at The Niche Guys is the baggage of yester-year that slows down some of the bigger agencies. While we do value the experience inside the agency, we are also proud of how we consistently unlock new thinking from young minds.”

The Niche Guys are located in Johannesburg and Durban, locally-owned and managed by Cameron Krieger, Rory Jacobs, Leigh Augustus and Nomika Singh.

“Everything about The Niche Guys is different” says Leigh Augustus, CEO. “How we think, execute and engage our clients. Even how we look. We’re proud of our independence, credentials and true diversity. We are the change and a new way.”