2Stories

Up&Up Group Acquires a stake in 2Stories

The Up&Up Group has acquired a strategic stake in content marketing agency 2Stories.

This is the independent, locally owned Up&Up Group’s first acquisition following the announcement of its formation, made up of agencies M&C Saatchi Abel, Levergy, Connect, Razor, Black & White, and Dalmatian.

‍

Up&Up Group chief executive officer Jacques Burger says the acquisition is designed to further diversify and enhance the overall group offering to its client base.

“A powerful, precisely positioned brand unlocks sustainable, long-term growth, and we know that a large part of building a powerful brand comes down to the stories it tells.

“2Stories finds, creates, and shares those stories in a way that people want to engage with and be a part of,” says Burger. Up&Up Group’s chief creative officer Neo Mashigo says that the Group’s orientation is to creatively solve the most complex problems for its clients through creativity.

‍

“We are excited to leverage 2Stories’ approach to finding, telling and sharing stories people want to hear, see, feel, connect with and share. This new superpower is poised to boost the Group’s overall creative toolkit.”

‍

A powerful story

2Stories was started in 2020 by co-CEOs Anelde Greeff and Joanne Hope. The two wanted to leverage their extensive experience to bring something more impactful, meaningful and valuable to clients in the content marketing space.

“It has always been clear to us that there is a need to shift away from what brands want to say, and towards what people actually want to hear."

‍

“Our philosophy is underpinned by our belief that brands that act like interesting supporting characters in people’s lives are the ones people choose to cast in their real-life stories.

‍

“And that makes for a powerful story,” says Greeff, who leads the strategy and creative side of the business.

‍

Synergy of ambitions and values

Hope, who heads up the client service and commercial side of the business, says that 2Stories has worked with several companies within the Up&Up Group for years. “It has always been apparent that there is great synergy in terms of ambitions and values."

“We are thrilled to formalise this partnership and look forward to the Up&Up Group’s support on our growth trajectory,” says Hope.

Since launching, 2Stories has worked with formidable local and international brands, including Old Mutual Corporate, the Shoprite Group, FHI 360, Wits RHI, Genfin and Rupert & Rothschild Vigneron.

M+C Saatchi Abel

Marketing Media Money: Women's Influence in Marketing

Women's influence in marketing cannot go unnoticed as more and more women take up leadership positions in the marketing and advertising industry. In addition, women are the majority decision makers and influencers when it comes to household purchases. We explore the depth of this influence.

M+C Saatchi Abel

Simba Pays Homage to Rich Flavour of Human Connection

The campaign, created with M+C Saatchi Abel, aims to inspire South Africans to intentionally find time for moments of togetherness that matter

2Stories

Life Healthcare appoints 2Stories as integrated communications partner

Life Healthcare, one of South Africa's private hospital groups, has appointed 2Stories to lead their integrated, patient-first communications strategy. The scope of work spans content-led initiatives, community building, stakeholder engagement, internal communications and proactive media relations across the Life Healthcare Group.

Levergy

Brands have an opportunity to build authentic, multilayered connections with female sports fans

Picture the scene: It is late in the evening on 11 March 2000. Food in abundance and a buzz in the living room boils to a crescendo as Vuyani Bungu is about to face off against the extreme “Prince” Naseem Hamed in London. It’s hushed tones as the South African enters the ring, followed by cheering and shadow boxing, urging the local hero to make the country proud.

Connect