Corporate companies stand a better chance to excel in their businesses
if they effective utilize the media to advertise their products and
services.
Speaking during the 6th Birthday of RootsYR held at Dar es Salaam
recently, the company Managing Director (MD) Denise Rosiello said
companies need to create brands by reaching the consumer through
specific medium by advertising in this competitive market
The MD noted that, media if well utilized by corporate has the ability
not only to make the company perform well in their markets but also
create positive image to the public.
The companies CEO, Ulric Charteris was speaking during the birthday
event which also saw the launch of the Kili Bar and the long awaited
official announcement of it joining forces with the global advertising
network ‘Young & Rubicam’ (Y&R).
The Kili bar, built in early June, was used as a set for fourteen
television commercials and will remain at RootsYR’s offices for future
celebrations, conferences, promotions, advertisements and, of course,
for the RootsYR staff, the occasional drink after work. It was a
symbolic combination of celebrations, as it was Kilimanjaro Premium
Lager that became Roots’ first client in 2006, when Roots was only a
company of nine employees and was based in the same house that the
employees lived in.
Still working, but not living, in the same house, which has now
transformed into offices with state-of-the-art facilities(such as a
sound studio and film set), the company presently looks after several
blue-chip accounts across many sectors in Tanzania and is also working
in Botswana and Ghana under the banner of RootsYR.
Late 2011 brought the key opportunity for the company to become this
dominant force in creative communication; Roots joined forces with
global advertising stronghold Y&R, which provided them with “access to
a wider range of tools and support”, which includes being able to “tap
into [Y&R’s] global research on brands”, as believed by the company’s
Managing Director, Denise Rosiello.
What hasn’t changed over the years, though, is the company’s
philosophy, as Ulric Charteris, the company’s CEO, reminded us on the
night, “We need to stop trying to shout louder at the consumer, but
start listening to them. Communication by definition is, after all, a
two-way dialogue. We then need to find our own voice, A Tanzanian
voice, and talk in that voice.”
Judging from the success and growth RootsYR has experienced in the
last six years, this philosophy is clearly one to keep going forward,
which is exactly what they have committed to doing with extensive
research on the local and regional markets to find new conclusions on
how to make promotional communication more relevant and targeted. This
kind of determination can only lead to, as Charteris also believes,
“exciting times” for RootsYR, their clients and, more importantly,
Tanzanians.