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Lockdown s crazy journey for OFyt and The Crazy Store
Success can be achieved during lockdown thanks to a longstanding agency client relationship
Lockdown has been an interesting ride. While the wheels came off for so many businesses and agencies, others seemed to flourish. The relationship between agencies and their clients was either challenged or grew from strength to strength during a time of uncertainty. The Crazy Store and its agency partner, Old Friends Young Talent, was one of the latter.
While many were trying to adapt to the ‘new normal’, it was business as usual for these teams. Rena Engelbrecht, marketing and merchandise executive for The Crazy Store, says constant communication was key. “We continued with our regular status meeting, but moved them online and added additional online check-ins so everyone knew what was on the go, what was expected and how projects were progressing. It was a smooth and successful process for The Crazy Store and OFyt.”
Q&A: Chris Gotz and Paul Newman on OFyt remaining independent and true to core mission
Old Friends Young Talent s (OFyt) National Creative Director Chris Gotz and CEO Paul Newman discuss the company s recent decision to remain independent, how they are staying true to their core mission of finding and encouraging talent that has been denied the normal privileged entrance to advertising, as well as the impact of Covid-19 and the outlook of the advertising industry for 2021.
Chris Gotz
1. Tell us a bit about OFyt, how did it all begin?
Paul Newman: OFyt started when a few agency heavyweights set up their own independent agency around 10 years ago. The Young Talent we talk about in the agency’s name, are our interns: talented graduates from all walks of life. We try and find talent that has been denied the normal “privileged” entrance to advertising. They get to work with these industry heavyweights, really closely, so there is this amazing transfer of skills and knowledge