The 13th Floor

Based in Durban at the Lion Match Office Park on Umgeni Road, The 13th Floor is a digital production studio with more than 20 years of experience in the market, operating as a small team offering full-spectrum digital and production services. It describes itself as a channel-agnostic agency, working across above-the-line, below-the-line and through-the-line advertising, and positions itself around understanding South Africa's media landscape to reach brands' target markets. Its client work spans advertising campaigns, digital marketing and production and localisation of international content, indicating it serves brands that need both creative and media execution handled under one roof. The studio's declared service list covers search engine optimization, advertising, pay-per-click, SMS marketing, social media marketing, video production and audio production, supported by in-house production and post-production capability. Its stated method begins with research into a brand's target market — behaviour, media consumption habits and mindset — before building a strategy to reach that audience, followed by creative content development intended to make marketing messages engaging amid competing media. Channel selection is drawn from in-store, above-the-line and digital options to build a media mix suited to the message. The agency also states that it measures campaign effectiveness after the fact and feeds those findings back into strategy for subsequent campaigns, aiming to improve return on investment over successive iterations. Additional listed interests include web development, CRM integration, marketing strategy, graphic design and 3D animation.