Since 1997: Wetpaint, a Diverse Team of Analytical Thinkers, Continues to Transform the Advertising Industry

“We focus on the end goal; the objective the client is trying to achieve. Therefore, our process does not revolve around what service, media, or platform we have at our disposal, but what will yield the result to achieve that end goal.”

Wetpaint is a leading marketing and advertising agency, committed to creating a long-lasting impact for its clients. By combining data analytics, creativity, and technology, the agency builds and develops unique strategies with specific solutions in mind. With measurable targets and KPIs set on every campaign, Wetpaint ensures clients’ objectives are aligned and delivered. The agency operates across worldwide.

Wetpaint was incorporated in 1997 and is based in Bryanston, Gauteng.

The Silicon Review contacted Petra Mc Cardle, founder and CEO of Wetpaint, who spoke about how the company is making a difference in this segment and plans to stay at the forefront. Below is an excerpt.

“We get involved in our clients' businesses because the more we understand about their processes, products, services, and culture, the better we perform on deliverables. In other words, we thrive by solving problems for our clients.”

“Indeed, we’re a new breed of agency in the age of the connected consumer.”

“We focus on the end goal; the objective the client is trying to achieve. Therefore, our process does not revolve around what service, media, or platform we have at our disposal, but what will yield the result to achieve that end goal.”

“Furthermore, as a specialist, Wetpaint finds your pain points, consults, diagnoses, and prescribes a solution. Figuratively speaking, if surgery is what is required, we operate from the beginning and medicate until we have a healed patient.”

“Indeed, we’re a new breed of agency in the age of the connected consumer.”

Points of Differentiation

Despite its extended reach, the Wetpaint team of experts continues to generate ground-breaking ideas that provide smart and flexible advertising solutions. This further consolidates the agency’s position as a leading solutions provider in this segment. The core values include:

Co-Elevate: Wetpaint tribe empower one another.

Think Bigger: Wetpaint tribe live local, build globally.

Do It Better: Wetpaint tribe seeks moonshot moments (for clients and themselves).

Own It: Wetpaint tribe acts like owners.

“Our industry witnesses exponential growth in technology and platforms. To achieve this and outperform the competition, our tribe uses collaborative problem solving to Identify blind spots our clients may face or be challenged with. Importantly, we reveal Yoda moments; and therefore, develop counter-strategies.”

“Wetpaint leads with purpose, not only to make a difference to every business we engage with, but also to ensure that our tribe is composed of a diverse group of race, gender, culture, and background. This inclusion of uniqueness is what makes our tribe ingeniously resourceful.”

Petra Mc Cardle: Founder & CEO

Petra Mc Cardle was the only female who owned and led a successful advertising agency in the country back in 1997 when Wetpaint was established. With over 30 years of experience in the industry, Petra’s passion and dedication to the craft continues as she strives to bring change to the industry as a whole — to positively impact the lives and behaviors of the people consuming content the industry creates. In the 25 years of its existence, Wetpaint has remained the believer in the underdog that anything is possible if you have the will and the passion to make it a reality. Hence the agency’s slogan: ‘The Little BIG Agency.’

“Our industry witnesses exponential growth in technology and platforms. To achieve this and outperform the competition, our tribe uses collaborative problem solving to Identify blind spots our clients may face or be challenged with. Importantly, we reveal Yoda moments; and therefore, develop counter-strategies.”

“Wetpaint leads with purpose, not only to make a difference to every business we engage with, but also to ensure that our tribe is composed of a diverse group of race, gender, culture, and background. This inclusion of uniqueness is what makes our tribe ingeniously resourceful.”