Sentient Communications Launches Web and Social Media Division

Roger Hislop

Sentient Digital is new South African agency that translates technology and “Web 2.0” into brand-centred marketing and communications activities that make business sense

Sentient Digital is a new division of Sentient Communications, focussing on brand communications in the online world – providing consultancy, communications services and campaign execution that brings together the World Wide Web and social media with traditional hard-working PR strategies.

Sentient Communications is a Cape Town-based Public Relations firm that grew out of the high-tech sector to become a respected leader in brand-led communications, with both business-to-business and business-to-consumer competencies. The new division will provide clients with consultancy on how to use new technologies such as the Web, social media networks, mobile phone and messaging platforms to bring their brands to new audiences, and start conversations with customers. Sentient Digital will run campaigns using anything from Facebook and Friendfeed to Twitter and Afrigator, helping businesses understand and use the new world of “2.0”.

“This is the right time to be launching Sentient Digital. Businesses have reached the point where they want to invest real money in online campaigns, and we’re uniquely well positioned to deliver,” says Sarah Rice, MD of Sentient Communications, “Within our senior team we each have over ten years experience in Public Relations in the tech sector, and broad experience in running campaigns for our clients that range from advanced mobile phone services to property developments to luxury goods. We understand the Internet and social media networks, we are comfortable with the technology, and understand both the amazing possibilities and real-world limitations of it. Sentient Digital complements Sentient Communications’ solid PR practice by offering a range of PR 2.0 services, including developing all the necessary copy, images and even Web video that makes social networks work.”

The team is lead by Roger Hislop, Sentient’s strategist and copywriter, and Andre Fourie, an account manager who has been responsible for delivering much of Sentient Communications’ online activity to clients such as Virgin Mobile’s “Road to V” and Renault’s Twingo launch.

“The opportunities for great online brand communications work in South Africa right now are endless. Marketing and brand managers around the country know that they need to put budget into online marketing, that they have a chance to do new, creative and highly targeted marketing campaigns. What they don’t always have is the necessary expertise, and they certainly don’t have a choice of agencies they can trust to do it well. Sentient Digital will not only develop the campaign strategies and roll them out, but also has a talent for translating technical speak into the language of business,” says Roger Hislop.

Sentient Digital’s main differentiator in the online communications space is that it has a strong heritage in communications, with no-nonsense business-led strategies, strong writing and campaigns that are always built around the brand, but designed within the context of a deep understanding of client’s industries. The online technology is a means to an end, never a distraction or an end in itself. Sentient’s strengths play well in the online space, where a maturing online marketing industry is realising that quality content – and not techie tricks or gaming the search engines – delivers meaningful results.

• 2008/12/19
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