March 25, 2018 | Posted By [dot]GOOD
POWER of 40 Report 2018
MICHAEL BARRETTA (37)
MD: dotGOOD, Johannesburg
“It’s possible to build brands, drive sales and do good all at the same time,” insists Barretta,
With turnover of his marketing agency, dotGOOD, doubling year-on-year since he founded it five years ago, a staff complement that’s grown to 48 and a client portfolio that includes the likes of Coca-Cola, the Cyril Ramaphosa Foundation, Nampak, Nedbank, Unicef, Tiger Brands and Woolworths, he may be right.
Barretta’s determination “Our staff have a to use his marketing and sense of freedom and autonomy communication skills to simultaneously benefit people, plants and profits was born out of Trekking for Trash, a 3600km on-foot expedition along SA’s coastlines. He and his trekking partner generated R18 million of publicity for the campaign and its sponsors while collecting seven tons of litter – so he thought of applying the same principles to plus, I believe people working for a purpose-driven company are far more committed to delivering quality outputs”
“We grew the company by setting aggressive targets from day one,” he says. He attributes the company’s success to the creation of client-centric business units where staff are empowered to manage every aspect of a campaign, from generating ideas to budgeting, execution, invoicing and reporting. “Our staff have a sense of freedom and autonomy – plus, I believe people working for a purpose-driven company are far more committed to delivering quality outputs.”