Troika chief imagineer Graham Rothschild says the agency recommended a hard-hitting, in-your-face campaign that could not be misinterpreted.
"There are no frilly references to corporate governance or fluffy mission statements. Effectively, Glenrand MIB's pledge of honesty and integrity is set out unambiguously in just nine words: No worms/skeletons/rot - Just advice you can trust. It couldn't be clearer. It's what Glenrand MIB is.
"As far as we are aware, Glenrand MIB is the first company to publicly and unambiguously pledge honesty and integrity. We salute their courage in allowing us to deliver a campaign that tells it like it is."
According to Ian Logan, director of strategic marketing at Glenrand MIB, for almost 60 years, the firm has served hundreds of South Africa's largest companies, thousands of privately owned businesses and tens of thousands of private individuals - and for all these years, honesty and integrity have been at the core of its business.
Says Logan, "We've never made a big deal about this. It has just always been. It's what Glenrand MIB is... but it has become an industry issue. We needed a way to reassure our customers, our shareholders, our employees and the general public about Glenrand MIB and to let them know that our core values had not, and will not, change."
