Could you provide us with a brief history of the Corporate Graphics (CG)?
Nearly two years ago I was on my way to Europe from South Africa, where I worked in product and graphic design for ten years, to continue my career in design. I later stopped off in Malawi to visit family, and then found myself being asked to do small jobs for friends that needed input. This led me to look further into the graphic design and advertising in Malawi and it became apparent that there was a need for design. It seemed that Malawi was opening up to some international exposure and the image generally needed updating. Not long after deciding to continue work here I met the owner of Kris Offset Printers who showed an interest in modern design and we then started CG. The two companies are separate but we supply each other with work and the relationship works well. Being 'related' to a printing company has been very positive for CG as we now have hands-on, full-colour printing knowledge, which as you can imagine shortens the production time for our clients.
What are your major services and areas of expertise?
CG covers three main areas: Corporate identity, Advertising and Printing. There are other interests such as outdoor advertising and signage, but our core business is graphics. We also have a photographic service which runs hand in hand with some of the product promotional material that we do.
Who are some of your main customers?
Our customer base is diverse, from small Malawian companies to large multi-nationals such as Lever Bros., Toyota, Caltex, as well as Air Malawi, Celtel and numerous government departments.
How does the FCB partnership improve the strength of your business?
That is an interesting question… We have been working together for a few months now and we have had a great relationship, the FCB network covers over 20 other African countries and this has opened up the continent of Africa to us. The information that we now have access to has been very valuable to our clients. Most day to day contact is done via e-mail and FCB has an excellent network management system that keeps all the agencies up to date with current projects and trends, which gives CG relevant information on market movements and new products throughout the region. If one of my local clients needs information about their line of products and competitors in the market outside Malawi, we can download this via the FCB network.
FCB brings the international flavour to CG that I believe has been lacking here in the past. The fact that we are now a member of a large advertising team can only benefit our clients.
| Marketing always has to adapt to the local market. What are some of the challenges and insights which you have into the Malawi advertising market?
Malawian markets are predominately low spending and high volume, which means that we need to understand the man on the street more that ever, and practical, straightforward advertising works here. The consumer is very loyal here in Malawi and consistency is very important.
Is it a problem to find people in Malawi that are creative and have technical expertise in graphic design?
In a word, yes. The education system here does seem to lack the message of creativity, but I have two Malawian designers, and I believe they both have great potential. The problem of technical expertise is also hard to deal with sometimes, but I believe in training, and that is another role that FCB plays, by offering training courses for all their associate agencies.
In graphic design there is constantly a need to keep up with new technologies and software. Have you made any recent investments in the latest technology?
We use the latest Apple Mac systems and the Internet to stay current. We are also expanding our design capabilities so more new equipment will be installed soon.
What are some of the services which you would like to offer in the near future? Will you also looking at offering Internet web page design?
We are doing some research into image setters and we are very interested in the new computer to plate technology, which cuts down on time and the end printed product is far superior. We have also started doing web sites and I believe that this will become a large portion of our business in the future.
How do YOU market your company?
We use the local press and radio, and our logo appears on all the printed adverts. Malawi is small and word of mouth is also an effective method in this country.
If I am a company looking for an ad agency, why should I choose Corporate Graphics?
CG is a dynamic agency with over ten years experience with the backing of one of the largest advertising agencies in the world. Moreover, we have hands-on experience in printing and our local contacts are numerous. I have lived in Malawi and have an understanding of the culture, having been to school here, and I also have many personal contacts. CG is about teamwork, using the resources that we have to the fullest potential. We will ensure that our customer’s business strategy becomes our design brief. |
