Crowdsourced Insights Launch for SA Creative Firm

South African firm Springleap has announced the launch of a Creative Insights division, making use of crowdsourced insights to help brands understand local markets.

The company has offices in Cape Town, Johannesburg and New York, and its core services make use of more than 22,000 creatives for design, creative research and co-creation projects. The same community will now become a source of feedback on trends and marketing campaigns in South Africa and international markets in Africa and the Middle East. MD and Head of Commercialisation Trevor Wolfe told the Disrupt Africa web site (www.disrupt-africa.com ) that the new division would save brands time and money versus traditional research approaches.

Springleap has also announced the launch of the South African Trend Report, a monthly syndicated service looking at marketing and brand activity, and cultural trends.

CEO and co-founder Eran Eyal comments: 'South Africa in itself is a very diverse marketplace, and looking further afield, Africa and the Middle East have a multitude of cultural idiosyncrasies that differ across historical, tribal and geographical lines. This means in each country within those regions, a localised flavour and context needs to be given to each campaign or brand message in order to achieve maximum return on investment.'

Research Lead Remon Geyser will join Wolfe in leading the new division.

Web site: www.springleap.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.