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Friday, 18 January 2008

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MARKETING NEWS The Advantage AdMag

Awards, has called for
ComutaNet has entries into its 2007 AdMag
recently developed Awards. Initiated by John
a taxi branding campaign Farquhar, Advantage's Editor-in-
to promote Dettol's new Chief, the Awards recognise outstanding and
range of deodorants, with innovative consumer publishing. ClickLhere
here for more.
the aim of building substantial brand awareness
here
among the commuter market segment. ClickLhere Primedia Activation,
for more. PRIMEDIA@HOME's consumer
interactive marketing division, has
Pharmaceutical giant GlaxoSmithKline has changed its name to PrimeActivation
renewed a one year contract with ComutaNet and relocated to Northriding. ClickLhere
here for more.
to promote Aquafresh. The contract extension will
see Aquafresh branding on 41 new Toyota Quantum Enchanted, a Walt
taxis throughout South Africa. Previous ComutaNet Disney classic, had a
Aquafresh campaigns have had the highest unaided high profile on Primedia
here for more.
recall. ClickLhere Outdoor billboards to
strengthen its above-the-
PRIMEDIA@HOME, in line advertising campaign in
partnership with leading time for its Ster-Kinekor
retailers, brought grateful smiles launch on 21 December. ClickLhere
here for more.
and lighter hearts to children and
their carers in five under-resourced The DesignMind portal is an extremely
children's organisations around the country during convenient way of finding legal or regulatory
the 2007 festive season, as part of its national requirements and of staying abreast of the latest
here for more.
Learning for Life initiative. Clicklhere here
industry news, events and developments. Click lhere
for more.
In a snapshot national survey of 544 South
African commuters, real-time consumer Die Burger's current advertising campaign is on
research company Freshly Ground Insights (FGI) the list of winners at this year's Epica Awards,
has found that the support base for Jacob Zuma is Europe's premier creative awards. The campaign was
strongest amongst people who represent the “mass here for more.
created by Draftfcb Cape Town. ClickLhere
middle market” in the country. Clicklhere
here for more.
B o o m T o w n
According to the 2007 Careers24.com Salary Advertising recently
Survey, the advertising and media industry created a re-branding
pays younger employees better than their more campaign for Port Elizabeth's
here for more.
mature counterparts. ClickLhere city centre. The main creative
device is a heartbeat with a
ADVERTISING NEWS pulse that extends into a
silhouette over the city skyline. It depicts the
Nycomed Madaus was able to resuscitation of what was originally the proud heart of
specifically target anxiety-driven the city. The campaign is part of the re-branding and
students during their final exams with its opening of the newly upgraded Govan Mbeki Avenue.
anti-stress product, Biral, thanks to The here for more.
Clicklhere
L e t t e r C o r p o r a t i o n s ' s ( T LC ’s )
prominent national university campus NEW ACCOUNTS
washroom media. Clicklhere here for more.
McCann Worldgroup has recently won two important
Geely, the latest motor vehicle accounts: the Nelson Mandela Children’s Fund (NMCF)
brand launched in South Africa, account and the UIP account. Clicklhere
here for more.
has taken advantage of TLC's airport
washroom holding, presenting its brand PEOPLE ON THE MOVE
to the target market in an area where
significant dwell time ensured a Cheryl van Rensburg of Oracle Airtime Sales has been
guaranteed focus on the advert. Click appointed Business Development Manager, Africa to
lhere
here for more. further strengthen its operations in the African market.
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A Newsclip Media Monitoring Initiative Marketing & Advertising News

EDITOR’S CORNER Don’t miss the upcoming cricket highlights:

Toyota has announced its backing of Cricket South
Africa(CSA), and is its official vehicle supplier. The
launch took place on 16 January at the Liberty Life
Wanderers Stadium in Johannesburg. Several
members of the Protea team were present, including
Graeme Smith, Makhaya Ntini, Johan Botha and
others.
20 January - South Africa v West Indies (ODI at
SuperSport Park, Centurion at 10:00)
25 January - South Africa v West Indies (ODI at
Sahara Park Newlands, Cape Town at 14:30)
27 January - South Africa v West Indies (ODI at
Sahara Oval St George`s, Port Elizabeth at 10:00)

Says Gerald Majola, CEO of CSA, “I have no doubt

that this relationship will be beneficial to both parties,
and I can assure Toyota once again, that they will
receive the full support, assistance and guidence
from Cricket SA in ensuring that Toyota achieve their
sponsorship objectives. Our cricket calendar is going
to look even more impressive with Toyota on board
and we look forward to bringing an even greater
experience to our valued fans.”

Adding to that, Andrew Kirby,

To y o t a ’ s S e n i o r V i c e
President of Sales and
Marketing says, “Toyota is a
caring and reliable brand,
focused strongly on family
CEO of CSA Mr Gerald Majola welcomes Mr Andrew
values, while cricket is a
Kirby (Senior Vice President Sales and Marketing:
sport in which the whole
Toyota SA) on board
family can enjoy. The sport is
a professional gentlemen’s game and will assist the See you next week.
Toyota brand in speaking to and forming a DANIEL
relationship with our target market, and we therefore
are happy to commit in signing this three year deal”. GET TO KNOW THE TEAM

At the press conference, Kirby said they would not, at EDITOR Daniel Munslow
EDITORIAL ASSISTANT Pat McClelland
this stage, disclose the value of the agreement, but
EDITORIAL ASSISTANT Trevyn Abegg
that the car sponsorship alone was worth in excess of
MEDIA RESEARCHER Roane Booth
a million rand. He did, however, say that Toyota and
MARKETING MANAGER Vanessa Evans
CSA are working on some innovative and exciting
marketing opportunities that will be communicate to
the public in due course. here.
Daniel Munslow is on Facebook... Visit him lhere

From a marketing perspective, it will be interesting to
see the sponsorship analysis done on the deal to see
the return on investment and return on objectives
that Toyota achieves in the process. The media
association will no doubt account for a large portion of
that, but there are of course other permutations to
this, such as advertising, association, viral marketing
and general brand perception attached to the deal.
We will try to follow up on that in the near future and
provide some qualitative feedback as to the branding
successes that Toyota will no doubt experience.
Kirby also touched on the importance of working along
side other sponsors working in the cricket space. He
says the car manufacturer is looking forward to working
alongside SA Breweries, Standard Bank and MTN, and
that “if we work together, then the event experience will
be all that more enjoyable for the fans, and that
ultimately is what we are trying to achieve”.
Daniel is a member of the Advertising Media Association
of South Africa (AMASA) and a Pendoring Awards
Committee member.
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