This will be followed by the launch of Chinese Tesco Mum of the Year – replicating the success of the UK Mum of the Year competition now in its eight year. Creative and commercial content agency Cedar have also opened in South Africa as the company continues to expand following two years of sustained growth, says the company.
“The move to becoming a global rather than UK brand has been fuelled by client demand,” commented Cedar CEO Clare Broadbent. “In both China and South Africa we had a specific business opportunity and we decided to use that as a lever to open an office. We are now actively seeking additional work in both countries.”
Cedar’s Shanghai office was opened to handle the launch of Tesco Magazine throughout China - described by Paul Morris, Marketing Director of Tesco in China as “a very important moment on our journey to build our brand in China.” According to Cedar, the magazine has received an incredibly positive response from customers.
Cedar also produce Tesco Magazine in the UK, along with Real Food, also for Tesco.
In October the agency won a competitive pitch in South Africa to produce an in-flight magazine for Comair, the British Airways franchise holder in the region. “They had a local magazine “Horizons” and they also provided the normal BA High Life magazine on board,” commented Hannah Saunders International & UK Business Development Director. “Although we were asked to present a solution to re-design Horizons we actually suggested that the publication be replaced by a local version of High Life which is what has now been produced.
“In both China and South Africa the challenge now is to build a wider client portfolio. At the same time, with the success of this strategy, we are seeking other opportunities world-wide and aim to turn Cedar into a multi-territory business.”
