With more than three decades experience in marketing and 15 years franchising experience, Basil O’Hagan is one of the industry’s leading franchising authorities.

Basil O’Hagan began his marketing career as a Brand Manager for Brooke Bond Oxo, ultimately a Unilever subsidiary. After various promotions at Brooke Bond Oxo, he became Regional Sales Manager. Here he acquired first hand sales knowledge and was ultimately named, National Marketing Manager.

In 1980, he was appointed Marketing Director of Royal Beechnut for South Africa. In 1982 Basil embarked on his entrepreneurial career as a sales/promotion specialist, developing over 2000 promotional campaigns for various companies over a ten-year period. The company, Basil O’Hagan & Associates, grew to become the largest sales promotions agency in South Africa in the early 90’s.

In 1993 he launched the O’Hagan’s Irish Pub & Grill chain, which ultimately became the largest themed Irish pub and grill chain in the world. Some of Basil’s other achievements during the late 90’s include:

• Franchisor of The Year – O’Hagan’s – awarded this accolade by the Franchise Association of Southern Africa (FASA) in 1997.
• Brand Builder of The Year – O’Hagan’s was nominated in this category and ended among the top three finalists in 1997.
• Entrepreneur of The Year – finalist entrepreneur in 1997. This award is co-sponsored by Ernst & Young, Sanlam, Trust Bank, SBDC Limited in conjunction with South Africa’s major daily financial publication, Business Day. Basil was nominated in his personal capacity.
• SA Non-Listed Company Award – During September 1997, O’Hagan’s Investment Holdings was named as one of the top 20 unlisted companies in South Africa by Arthur Andersen and Business Day.
• American Great Menu Contest – During 1997, O’Hagan’s National Menu was named among the top ten finalists (600 entrants), contest held by the National Restaurant Association of the United States (NRA), held at their annual convention in Chicago, Illinois.

When local interest rates reached 26% during 1998, and stock markets crashed worldwide, O’Hagan’s suffered a fatal cash flow collapse, which resulted in the liquidation of the company.

However, learning the lessons of the past, Basil’s business experiences provides him with exceptional credibility as one of the most well-respected and highly sought after franchising specialists in South Africa.

With an infectious enthusiasm for developing outstanding franchising strategies Basil O’Hagan, his teams and The Brazen Head Franchising company will assist you in winning the marketing battles for customers, brand loyalty and overall business success.

Basil O’Hagan has had the opportunity to work in the trenches as a store owner as well as in corporate board rooms as the Chief Executive Officer of a public company. He has worked shoulder to shoulder with owners and operators of franchised outlets representing many types of industries throughout South Africa as well as internationally.

Finding solutions to real life problems from mom-and-pop outlets to some of the world’s most renowned companies is his forté, and, while conceptual models are important tools of any trade, it’s hands-in-the-dirt labour on the front line that ultimately gets the job done.

Over the years, Basil has seen hundreds of companies and stores fall by the way-side because of a lack of understanding of the basic requirements of professional franchising and marketing.

Many failed businesses might still be in business today had their owners recognized the power of franchising, marketing and promotion.

The Brazen Head Franchising Programme is not written on a whim, nor is it based on old methods or failed promises.

On the contrary, it was developed following years of research and ideas – always polished, modified and refined to meet the needs of an ever-changing and demanding market place.