Lonsdale Saatchi & Saatchi Advertising Limited Celebrates 70 Years of Ad-Ventures

September 26th, 2023

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Lonsdale Saatchi and Saatchi Advertising Limited is celebrating 70 years of operations staff photo

Lonsdale Saatchi and Saatchi Advertising Limited, a results-driven full-service advertising agency is celebrating 70 years of operations. 

The company, which operates in multiple regional markets, can trace its origins to Caribbean American Advertising Service Limited (CAASL) which started operations in Trinidad and Tobago in September 1953.  CAASL was then bought by Pemberton Freeman Mathis and Milne Caribbean Limited, a Canadian company. 

Following this, a merger took place in 1964 between Pemberton and Lonsdale-Hands, an English company, resulting in the formation of Lonsdale-Hands Trinidad Limited which was incorporated in May 1964. The agency’s name was changed to Lonsdale Advertising Limited in March 1977. Having entered into an affiliate agreement with Saatchi & Saatchi in July 1988 the agency became known as Lonsdale Saatchi & Saatchi Advertising Limited (LSS). Notwithstanding the Saatchi & Saatchi affiliation, Lonsdale is 100% locally owned.

Kenrick Attale, Executive Chairman, Lonsdale Saatchi & Saatchi Advertising Limited said he started working at the advertising company 41 years ago and has witnessed many changes, key among them, the presence of digital media in the marketing mix, “Approximately 12 years ago we noticed the changes in the industry, and we started a division called iuGO to meet a growing need and ensure we had a digital presence in the market, and since then we have kept evolving to meet changing market conditions and remain relevant.” 

During his long tenure, one of Mr. Attale’s main objectives has been growing the business from strength to strength and he credits this with implementing sound business decisions, “I had no intentions of staying this long (at Lonsdale) but then I picked up the challenge to grow the business. To credit the owners at the time, they gave me a lot of freedom to do so. There was growth from an organic and new business perspective, and we became very keen and agile in the marketplace. We provided client solutions and marketing support, and we became known for producing quality work – not only conceptually from an art perspective or an advertising perspective, but we gave sound marketing advice.”

Chief Executive Officer Andre Attale said what sets Lonsdale Saatchi and Saatchi apart is simply its people.  He said, “They are the people that generate great ideas and see it through to implementation, and they are the ones that meet and exceed client expectations and develop those trusting relationships.” 

He continued, “Our official vision is when our clients shine, we shine. We imbue that vision in everything we do. Retention of our client base is the name of the game and winning new accounts. While we are an active player regionally, we must continue to develop this area and look outward.” 

Also adding to the sentiment, Julie Harris, Strategic Planning Director said one of things that has been consistent with her experience while working at Lonsdale Saatchi and Saatchi is ambition. “We are an ideas company, not an advertising agency. We are in the business of creating ideas that will help our clients achieve their objective, and we always find a way to make that happen – whether it is a social cause or selling more White Oak, or ensuring Caribbean Airlines is the most successful international airline there ever was or maybe beyond that.” 

For the newest member of the Executive Team, Joel Popplewell, Chief Financial Officer regards the staff as key to the business success, “Our biggest asset is our people. There is a family environment ingrained in the organisation and you can see how each and every one takes personal interest in ensuring we achieve our goals. The continuous innovations are very commendable, and it is comforting to know we will keep evolving, our digital department is testament to that.” 

Over the next year, LSS – as it is fondly called by our team, suppliers, clients and admirers – will be celebrating its 70th anniversary by reflecting on all the ad-ventures they have had over the past seven decades as well as how the agency has contributed to Trinbagonian history by reflecting on culture and society in some of the most famous ad campaigns to come out of the country. LSS will also be celebrating the milestone with staff events and supplier appreciation activations. 

To learn more about Lonsdale Saatchi and Saatchi Advertising Limited, please visit our website https://lonsdalesaatchi.com/ or social media pages on Instagram and Facebook.