Bizcommunity Daily News: Bizcommunity Daily News

60 layers of cake has won the business of leading South African online travel consultancy, Flightsite.co.za. Flightsite, founded in 2008 and now in its fifth year of operations, was voted Africa's Leading Online Travel Company at the World Travel Awards in 2011.

60 layers of cake was selected from a shortlist of top local agencies. The agency's collaborative approach as well as a passionate management team with strong 'big brand' expertise and sharp, innovative, digital strategy and in-house implementation, makes them an ideal match for the entrepreneurial, fast-growing, locally owned company.

The development of Flightsite's new positioning kicked off with a fruitful 60 Re-Energisation CoLab in mid August - cementing the strategic foundations of a promising takeoff for the brand and the new partnership alike. Creative development for the first phase of implementation is under way.

Says Ben Wren, CEO of 60 layers of cake South Africa: "There is a lot of good synergy between the Flightsite team and us. As an independent, entrepreneurial and highly driven organisation, with a unique model, their culture sits well with our own and the chemistry between us is very good."

60's newly appointed Creative Partner and award-winning ECD, Liezl-Mari van Rensburg, who headed up the Re-Energisation CoLab, adds: "Flightsite's unique model centers on bringing real and relevant value to travelers. This makes it a very exciting and relevant brand to work on and we are digging deep to uncover real insights in the market place, to fuel our creative thinking."

Says Michael van den Heerik, Chief of Operations and Digital at 60: "The clients' understanding of the importance of creating Earned Media based on relevant content creation makes it an ideal relationship scenario for our collaborative model."

"After doing all our cross-checks, and based on the top quality thinking we have produced in our sessions with 60, we have every reason to believe this is a partnership built on the right mix of passion and hands-on ability," says Rian Bornman, MD for Flightsite. "We like how the agency got what we are about - instantly," he concludes.

60 layers of cake SA was founded in 2010, in answer to the many challenges facing the branding and communications industry today. Their non-traditional, collaborative approach to brand communication as well as their result-driven outlook, has thus far attracted a healthy mix of established as well as newcomer brands.

60CSI, the agency's newly established, specialist CSI branding unit, has also seen two new account gains since its launch in July 2012. 60CSI assists corporations who want to make a positive contribution to society, in the development of fully-fledged, creatively standout CSI strategies, tools, campaigns, and initiatives.