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Old Mutual appoints Promise as its TTL lead agency
Old Mutual has appointed Promise as its TTL Lead Agency responsible for both brand and retail audience communications.
This strategic partnership, announced last wee,k marks a significant milestone for both companies as they embark on a collaborative journey to enhance Old Mutual’s brand presence across its key markets.
Promise is an independently owned and managed full-service agency, with offices in Johannesburg and Cape Town
Old Mutual, on the other hand, is a well-established insurance and financial services group operating in 12 countries in sub-Saharan Africa as well as in China.
The appointment of Promise became effective from 1 April 2025 following the search and selection process, which was managed by Yardstick, a consultancy that specialises in agency search, selection and relationship management.
James Moffatt, CEO at Promise, said, “The entire agency erupted into applause when we got the brilliant news that the team were successful with this pitch. To win this highly esteemed financial services account has been a tremendous honour.
"We enjoyed excellent chemistry with the Old Mutual marketing team, and the pitch itself was a really enjoyable process, too. We look forward to assisting the team, led by CMO Mosala Phillips and Head of Brand Thobile Tshabalala, to achieve their strategic objectives.”
Thobile Tshabalala, head of Brand at Old Mutual, added, “The selection of Promise as our lead creative agency was an easy choice. They demonstrated very strong strategic and creative capability while creating a very strong chemistry with us – I cannot wait to do great work with them!”
