Our nine year relationship with Profmed has always had a focus on lead generation. Ebony+Ivory’s portfolio has included above the line brand advertising and direct response TV, radio and press, digital and social media advertising, as well as annual reports and marketing collateral support for broker roadshows.

Brand advertising creative crafted by Ebony+Ivory secured a media shelf life of over five years, as relatable South African stories forged an emotional connection with graduates. The creation of new media packages with media channel owners enabled the budget to continually deliver over 200% in added value and negotiated discounts. The account team tracks SMS, website and call centre leads daily and adapts media schedules and creative in response to any notable downturns in volumes.

The resulting interconnected creative and media portfolio is proof that this approach and applying a Just-in-Time approach to media and creative, results in commercial traction. Campaigns in 2019 drove 10 318 leads to the Profmed sales team that culminated in 3 843 new members (target: 3 600 new members).