C Below

About C Below the Line

C-BELOW THE LINE is a truly unique events and experiential agency specializing in creating individually tailor-made brand awareness encounters. They meet every expectation from the client and always deliver an extraordinarily memorable, powerful and
positive message to the intended audience. 
Love is, indeed, in the details – and with the C-BELOW THE LINE experience clients can rest assured that every aspect in the creative process raises the bar in terms of quality, consistency and consummate professionalism. Perhaps the most valuable component of the relationship 
C-BELOW THE LINE builds with their client is the intense care and commitment they display with each and every project – this level of passion sets C-BELOW THE LINE apart from the competition.


The power house and driving force behind C-BELOW THE LINE is Carine Glass (nee Ades). Carine founded the company in 2008 thus fulfilling her dream to start her own events company, offering clients extraordinary BTL and live communication services at cost effective prices. What began as a one- woman journey with no signed clients has burgeoned into a thriving business with an impressive portfolio of A-list clients and an extensive portfolio of successful campaigns.

Carine brings with her a wealth of experience and expertise in this challenging and demanding industry. A graduate of the Institute of Marketing Management (IMM), Carine began her career selling exclusive jewellery in Cape Town and London. It was here where she developed a passion for premium brands, exquisite products and superior service.

After completing her diploma, Carine moved to Johannesburg where she worked as a national key accounts manager for a large marketing company. On returning to Cape Town, Carine accepted a position at a leading experiential events company as their national sales and marketing manager. Here Carine’s main responsibilities included seeking and securing new business for the agency, brainstorming and implementing creative concepts, as well as managing prestigious national accounts.

In 2006, Carine joined a subsidiary of Media24 as group events manager. Having managed over 100 internal events and workshops, as well as producing several external productions for the division nationally, Carine then set about building her very own events and experiential solutions company.

Carines Vision

I decided to venture out on my own so as to provide my prospective clients with the complete brand solutions package – events and activations, as well as marketing consultation and brand strategy. This has been a goal of mine since the early stages of my working years and studies, when the extent of my entrepreneurial spirit and enthusiasm for brands and passion for people became evident to me.

Together with my team of exceptionally skilled and professional coordinators we have executed highly successful campaigns for an impressive list of both local and global brands over the years, giving us an extremely enviable track record in this notoriously demanding and challenging field.”

A symphony of solutions under one roof
Offering a convenient and multi-faceted ‘one-stop’ hub for below-the-line services and products, C-BELOW THE LINE provides clients with the complete brand solutions package. Each campaign features a variety of quality products and services, which can be tailor-made according to your company’s individual needs and end goals.

Switched on, plugged in and super connected
C-BELOW THE LINE prides itself on developing and maintaining relationships inspired by an innovative globally competitive mindset. Whilst drawing inspiration from international marketing trends, C-BELOW THE LINE is also passionate about nurturing the homegrown talent and potential of the local arena. Operating nationally within all nine provinces of South Africa and, having crossed the border to embark on Southern African projects in Zimbabwe and Mozambique, C-BELOW THE LINE has the network and capability to execute your campaign on a national footprint.

Taking consummate care of your clients
Superior service and outstanding attention to detail is the driving force behind C-BELOW THE LINE. From the presentation of the original concept to the implementation of the final product, C-BELOW THE LINE will ensure that your requirements are executed beyond your expectations!

About C Below the Line