The Furnace fires up as Two New Entrants Join The Kiln
Having survived a rigorous selection process, two dynamic young communications companies have succeeded in securing the only remaining spots in The Kiln, which is a first of its kind enterprise development initiative spearheaded by McCann Worldgroup SA. The two newcomers are Bright Space Media and Crushed ICE Marketing Communications.
“Both of these companies are bringing something fresh and forward-thinking to the Kiln,” says Reinher Behrens, Group Chief Executive of McCann Worldgroup SA. “Having demonstrated a willingness to take risks and think out of the box, we believe they are uniquely positioned to make an impact in the industry.”
Specialists in washroom media, Bright Space reaches their target audience by installing digital frames and flat screen LCD monitors in washrooms inside of venues such as restaurants, clubs and sports bars. Guided by managing director Donald Mangena, the company prides itself on its ability to reach a specific demographic at low cost to the client.
“With Bright Space, advertisers can select only those locations that best reach their prospects,” says Mangena. “This effectively eliminates the waste associated with trying to reach the masses via traditional above-the-line media.”
The other newcomer, Crushed ICE Marketing Communications, provide a wide range of services which include retail and POS marketing, exhibitions, production, brand activations, events and corporate branding.
“We approach each campaign with a 360 degree view,” says Crushed ICE executive director Lethabo Tloubatla. “By taking ideas and transforming them into original, affordable, and implementable concepts, we provide clients with a branding solution that is designed to make an immediate and lasting impact.”
Bright Space and Crushed ICE will be joining two other companies in the Kiln, making up a diverse and highly-motivated foursome. The two existing Kilners are Pi Communications, a BEE group providing web solutions; and Ntswembu Mobile, a young advertising enterprise specialising in mobile media services. A fifth company, Black Tulip, has already grown to the point where it was able to leave the Kiln and enter the marketplace independently.
At the launch of the initiative in October 2009, McCann announced that five micro enterprises would be selected to run their businesses from The Kiln (http://www.thekiln.co.za/). The selected enterprises get rent-free office space, IT infrastructure and support, basic financial services and assistance as well as mentoring valued at R300 000 for each enterprise, for a maximum of 18 months. After that, “It’s time to let them soar,” finishes Reinher.
