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itoring
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managing media intelligently

A marketingAadvertising

June 2008

Wwww.totallymad.co.za

MARKETING NEWS PrimeActivation

How many youths
connect school work
with having fun? What is
often forgotten is that enjoyment stimulates the
learning process and fuels learner participation –
making it a crucial teaching tool. Furthermore, with
the bigger picture in mind, enjoyment in learning is
essential to building a nation of inspired young South
Africans. The Pick n Pay School Club was started in
2004 by leading retailer Pick n Pay, and youth market
Lhere
specialists HDI Youth Marketeers, as a way of
enriching the teaching experience for learners across
the country. This programme aims to ignite a
generation of inspired learners, which will ultimately
set the stage for a country that is led and
characterised by inspired and motivated leaders. In
2008, the programme will reach over 1.2 million
learners and over 50 000 teachers in South African
here for more.
schools. ClickLhere
8 Ink Media and Tagon Media
have joined forces to sell in-
store media for cult coffee
company, vida e caffé. In a
breakthrough alliance announced
recently, the partnership includes initiatives such as
loyalty cards, take-away coffee sleeves, stirrers,
serviettes, tags, vida-fi (free in-store wi-fi), as well as
a number of new initiatives that form part of vida e
caffé’s ongoing expansion into the local coffee
market. ClickLhere
here for more.
The latest
results of the
SAARF AMPS study
reflected a rise in
readership which left
circulation figures unaffected and as such,
newspapers seem to have taken on a ‘life of their own’
in South Africa. How is this happening? Market
research company African Response, co-contractor
on the SAARF AMPS study, explored this trend and
found out why more people (particularly black South
Africans) are reading, but not always buying. Click
here for more.
lhere
With eleven media
platforms speaking
to South Africa's 20
million strong commuter
market on a daily basis,
ComutaNet arranges for regular 'audits' of different
media in its bouquet to cross-check the ongoing
effectiveness of each. Star Radio is the latest
ComutaNet medium to be placed under the
microscope. ClickLhere
here for more.
is conducting a
n a t i o n a l a c t i va t i o n
campaign for the DSTV
product range following
the success of the 2007
campaign. Boosting
sales and increasing
awareness of the DSTV
packages, the promotion commenced in early March
and is scheduled to run until late November. Click
here for more.
Three Ring Circus recently announced that
Standard Bank, current title sponsor of the
Rocking Future Roadshow, has renewed its contract
for the second consecutive year. Standard Bank
sponsored the Roadshow for the first time this year
and has agreed to continue this valuable relationship
through to the end of 2009, not just as a business
agreement but also as a commitment to the
here for more.
community. ClickLhere
New media
c o m p a n y,
C a t a l 1 s t s
launched this week
w i t h a
comprehensive range of design services, aimed at
bridging the gap between print and online product
here for more.
cataloguing systems. ClickLhere
Two factors have recently dramatically changed
the playing field when it comes to building brand
trust, and not all marketers have adapted their
strategies to compensate for the challenges arising
from the new environment. So says Added Value
Europe’s director of Responsible Marketing Practice
Leslie Pascaud, writing in the 2008 edition of The
Encyclopedia of Brands & Branding in South Africa,
which is scheduled to be launched nationwide in
here for more.
September. ClickLhere
RedCube
P o r t e r
Novelli and Vega,
T h e B r a n d
Communications School, announced their
partnership on Wednesday, 17 June, to implement an
entrepreneurship - encouraging skills development,
here for more.
project called InCube8. ClickLhere
On 30 and 31 July, the UCT Graduate School
of Business will introduce a brand new Mobile
Marketing course. This two-day programme will help
people get to grips with mobile marketing, and to
here
develop a mobile communication strategy. ClickLhere
for more.
1
 A Newsclip Media Monitoring Initiative Marketing & Advertising News

When Avusa recently launched its Wealth M a r k e t i n g

Measure Index, a top industry player i n s i g h t s
commented that since this was the first time the c o m p a n y ,
survey had been produced, the industry would not K n o w l e d g e
yet be able to track the growth of affluence among the Factory, has
black middle class in Gauteng. However, South released a report on property price growth rates for
Africa's oldest wealth measure- the SAARF Universal South Africa's major cities. Entitled 'Report on South
Living Standards Measure (SU-LSM)- can provide this African Metropolitan Areas: Property Price Growth',
background, as it has been tracking the changing face the report is based on data derived from the
of South African society for the past 15 years. Click company's popular South African Property Transfer
Lhere
here for more. Guide (SAPTG). The report presents an overview of
both historical trends and predicted property price
The three international jury growth rates for South Africa's major cities. ClickLhere
here
chairmen of the Loerie for more.
Awards will open judging week
with a seminar on 30 June. Promise
Attendance is free due to has recently
sponsorship from the SABC, and completed its
the seminar is open to everyone latest ‘corporate
in the communications industry, interior brand
including agencies and marketers. Click Lhere
here for experience’. The
more, and Lhere
here to read more about the jury agency was approached to create a restaurant brand
chairmen speakers. experience from the ground up. The chef's menu was
used to draw inspiration for the marriage between
The board of The John Caples International food, décor, restaurant name, logo and interior
Awards has unanimously agreed to partner with design. ClickLhere
here for more.
Haymarket Media, parent company of DMNews, to
manage, present and advance the global annual Volkswagen South
Caples Awards. Proximity#ttp's Managing Partner, Africa, South
Nici Stathacopoulos has been invited to be The John African Breweries and
Caples International Awards Chairperson for another Clicks have all chosen
five year term. ClickLhere
here for more on the Awards, and brandalive, the brand
here for more on Nici Stathacopoulos.
Lhere relationship company,
to develop and express
Internation their employment brands. brandalive completed and
al hotel delivered the VW and SAB projects during May, and is
group Relais & has finalised the Clicks project during June. ClickLhere
here
C h â t e a u x for more.
walked away with
a Gold Award for Pure Communications, an independent public
Stand Design at relations firm, has announced its merger with
Indaba 2008. The Indaba Productions, a brand development and
s t a n d w a s advertising agency. Indaba's CEO, Tumi Ndaba, will
created by join Pure as a Director, sharing executive
strategic brand agency Arctic Circle, in association responsibilities with MD Gregory Serandos. ClickLhere
here
with Leg Studios. ClickLhere
here for more. for more.

2
 A Newsclip Media Monitoring Initiative
Primedia@Home's
Intersect Direct team was
recently contracted by Game to
aid the successful launch of two
new stores in Richards Bay and
Potchefstroom, and create a hype
of awareness around the retail chain's opening
here for more.
specials. ClickLhere
In September 2007, Limelight - on behalf of
Amka Products - approached Red Cherry
Media to extend a promotion for Sof n'free into an
above-the- line (ATL) format. The concept devised by
Limelight was the 'Spoil Yourself' campaign, which
here for more.
ended in February. ClickLhere
Red Cherry recently completed
Lasher Tools' first foray into the mobile
space with a brand new mobile site,
lasher.mobi. Lasher Tools realised the need
Llasher.mobi
to communicate with its consumer base on
its own terms, across all spectrums of the
media. ClickLhere
here for more.
Santam is walking the proactive risk
management talk with a new campaign from its
Lhere
long-standing marketing partner, Draftfcb Cape
Town. Titled 'Alternative Energy', it comprises
several different media initiatives and certainly
approaches insurance product advertising from an
here for more.
alternative angle. ClickLhere
ComutaNet has
o n c e a g a i n
partnered with long-
standing client FNB to
raise awareness and
drive usage of its three new Smart products, aimed at
here for more.
the commuting market. ClickLhere
Marketing & Advertising News
Every Easter,
millions of
South African Zion
Christian Church's
members journey to
Moria in Polokwane
to worship together.
The logistics involved in transporting such large
numbers of worshippers hundreds of kilometres
requires the organisers to hire 80% of the Putco Bus
Company's fleet. Recognising a superb marketing
opportunity for millions of like-minded, captive
people, ABSA and ComutaNet took the opportunity
to brand buses, with the ABSA micro loan's clear and
here for more.
succinct call-to-action. ClickLhere
Following its great
successes in the
Australian, South African
and Middle Eastern
markets, indoor media
expert The Letter
Corporation has opened its doors in Kazakhstan.
Already off the mark, TLC has just secured a two
month campaign with aviation giant Air Arabia. Click
here for more.
Determined to encourage calls to action, leading
international shooter brand Jagermeister has
again extended its support and endorsement of
washroom media, by securing talking frames and
here
mirror media advertising space with TLC. ClickLhere
for more.
Young talent, Warwick
Allan of Velvet Films,
recently completed
directing the latest Shield
commercial, “Power Life”.
The commercial was shot using techniques and
suggestions that Allan thought would give pace and
here for more.
energy to the final composition. ClickLhere
Mercury has just launched its first 30 second
television commercial, and it gets to the crux of
the matter in a clear and very succinct manner:
“While there are 48 million people in South Africa,
here for more.
how do we reach only you?” ClickLhere
Following on the huge success of its 2008 Media
Diary, Primedia@Home has added three new
corporate page-a-day diaries to its 2009 line up.
These target the finance, information technology and
here for more.
operations sectors. ClickLhere
Magazine advertisers can now capture the
imagination of their audience with a brand new
interactive product called Promopeel. Produced by
Lithotech, the promotional label page is making its
debut in Migrate, the official publication of the Loerie
Awards. Readers will be able to peel away labels to
here for more.
create their own storyboard. ClickLhere
Street Pole Ads Sales
M a n a g e r, K a r e n
Mittermayer, handed over a
coveted trip for two people to
attend Cannes Lions 2008, to
copy writer James Cloete and art
director Dana Cohen of The
here for more.
Jupiter Drawing Room. ClickLhere
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 A Newsclip Media Monitoring Initiative Marketing & Advertising News

When the C h a m p a g n e
bottlers of flowed in Cannes,
popular thirst France, on Wednesday,
quenching Twist soft 19 June, when DDB
drink wanted to (South Africa)
boost awareness and scooped the Grand Prix
sales in the Kwa-Zulu at the 55th Cannes
Natal and Cape environments, they tasked mobile Lions International Advertising Festival for its client
media operator ComutaNet to boldly brand 17 Energizer. The campaign was rewarded in the Press
different mega buses that each crisscross major category of the advertising awards, which received
arterials and urban roads in the target area. Click more than 28 000 entries from 85 countries this year.
here for more.
Lhere The Energizer campaign includes a series of four print
ads with the payoff line ‘Never let their toys die’ and
JWT Cape Town’s depicts some of the naughtier antics children resort to
poster campaign for when the batteries in their favourite toys die. The
Jabula Wigs & Wefts has won Energizer team was led by DDB (SA) Executive
a gold medal in the design Creative Director Gareth Lessing: “It’s just beautiful.
category at the One Show Sometimes you have a plan, but every now and again
Design Awards. The largest the outcome exceeds your expectation.” ClickLhere here
and most prestigious for more.
advertising awards in the US
and one of the global Caxton and CTP Publishers & Printers are
industry’s top shows, the presenting the Retail Advertising Conference
ceremony was held earlier this month at the Chelsea (RAC Lite)- a one day version of the American Retail
here for more.
Art Museum in New York City. ClickLhere Advertising Conference - to South Africa for the first
time. The conference will take place at Emperor's
Palace Convention Centre on12 August, and at Lord
This year’s Design Achievers Charles in Somerset West on 14 August. Confirmed
Awards have emphasised the speakers include Ruby Anik, the Senior Vice President
marked talent inherent in young, ‘up of Brand Marketing for J.C. Penney Company, Inc.,
and coming’ South African designers. one of America's largest department stores; Bob
This is according to Jan Badenhorst, Thacker, OfficeMax's Senior Vice President of
Brand Strategist for Psitek, and a Marketing/Advertising; Manny Paloma, Best Buy's
member of the panel of judges for this Group Creative Director; and Dr Byron Sharp,
year’s Design Achievers Awards. Click Director of the Ehrenberg-Bass Institute for
here for more.
Lhere here for more.
Marketing Sciences. ClickLhere

Creative media
AMASA’s annual a c a d e m y, S A E
Media Planning Institute, is searching for
workshop will be taking the country’s most inspired
place from 21 to 24 August, students. Opening its doors in
at Little Switzerland, Cape Town this July, SAE
Drakensburg. Marketers, Institute has launched a
media owners, ad agency comprehensive scholarship programme which invites
staff, media planners, strategists and anyone prospective students to submit their creative
wanting to better understand our diverse media credentials for a place at the world-class academy.
environment and the art of media planning is here for more.
ClickLhere
here for more.
welcome. ClickLhere
“Although there is a
Shopping centre revival of Afrikaans,
a d ve r t i s i n g there is still too much
specialist, Primall emphasis on English
Media engaged its mall advertising. By investing in
communication projects like Pendoring,
framework to launch and RSG is investing in
create interest around Afrikaans. In this way a
LG Scarlet, the hot new powerful medium such as
range of the world’s slimmest LCD TV’s. The radio is utilised to support
campaign messaging centres on the concept of a the Afrikaans advertising
twist on words promoting “a hit new TV Series”. profession and encourage it to be creative in
However, the TV series wasn’t about a new broadcast Afrikaans,” says Louise Jooste, marketing manager of
production, but rather referred to LG’s Scarlet TV RSG. She says Pendoring is unique in that it is the
here for more.
range. ClickLhere only competition of its kind where the participants
have the mutual aim of promoting the Afrikaans
Red Cherry’s choice to further diversify its one language and giving it its rightful place in the
stop media marketing shop and enter the here for more.
advertising world.ClickLhere
mobile advertising arena has paid off less than a year
after entry into the market. Until recently, Red Cherry Newsclip Media Monitoring - managing
was best known for its added value media campaigns media intelligently.
across television and radio. ClickLhere
here for more.
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 A Newsclip Media Monitoring Initiative Marketing & Advertising News

The Loerie Awards, which Nando's latest campaign

take place every year in which includes outdoor
Margate in July, has donated R10 advertising, is centred around
000 to the Ugu District Council ‘thighly’ topical Vernon Koekemoer
Mayor’s Fund to help out in the wake to promote its double thigh special.
of serious floods in the area. Click The outdoor advertising creative
here for more.
Lhere execution, making use of Clear
Channel Outdoors’ Citilite
Entries are in for The Loerie Awards, and time format, demonstrates the creative
is running out for bookings for the Loeries opportunities that an ‘out-of-the-
weekend. The Festival Weekend will run from Friday, box’ mindset can provide a
here for more.
25 July to Monday, 28 July. ClickLhere marketer. The campaign was conceptualised by Black
River FC, and co-ordinated by The MediaShop in
Draftfcb here for more.
Johannesburg. ClickLhere
South Africa
came back from the Creative Vision
French Riviera this was one of only six
week with one Silver Lion in the Radio Campaign South African production
category and a draft of finalists across the board. The houses to have made the
lauded radio campaign was for SC Johnson’s Raid Lions Film shortlist.
here for more.
Mosquito Killer. ClickLhere Director of Animation - Brenton Green masterfully
brought to life the concept of Draftfcb's creative
King James capped a team: Rob McLennan, Mike Wilson, and Byron Liatos
celebratory week on Saturday for Mag-Lite. ClickLhere
here for more.
night by winning a Cannes Silver Film
Lion for its most recent Allan Gray TV While not a pleasant topic,
commercial, “Beautiful”. The awards crime is a reality in the lives of
won by King James at Cannes place all South Africans. This insight and
the agency as the third highest t h e r e l e va n c e o f Tr a c ke r ’s
ranked South African agency group, involvement as a force for good in
behind heavy hitters at least three times its size. Click the country, led agency Joe Public
here for more.
Lhere to create a campaign that is intent
on turning around the thoughts,
Based on positive research actions and lives of South Africans, effectively helping
validating the efficacy of its them ‘Take Back Tomorrow’. “Our previous strategic
initial six month corporate comic focus for Tracker has been mostly functional,
created by Mamba Media and differentiating the company from its direct
featured in the Daily Sun, satellite competitors by highlighting certain powerful USPs,”
television broadcaster DStv has explains Pepe Marais, Executive Creative Director for
chosen to renew its “Stay Tuned” Joe Public. “As an agency that prides itself in the
campaign for a further six months, to exploration of relevant consumer insights, we felt the
inform readers of DStv’s Compact time was ripe to evolve the Tracker brand’s focus and
here for more.
channel offering. ClickLhere appeal to consumers on a more emotive level”. Click
Lhere
here for more.
A merger has been announced between public
relations firm, Pure Communications, and In shooting its new
Indaba Productions, a brand development and station identity logos,
advertising agency. Indaba's CEO, Tumi Ndaba, will SuperSport became the first
join Pure as a Director, sharing executive company to use the much
responsibilities with MD, Gregory Serandos. Click talked about Phantom camera
here for more.
Lhere to film sports for commercial
use. The camera is unique in
Mike Gatti is one of many top international that it captures the moving
speakers that will present at South Africa's first images at 1 000 frames a second, as opposed to the
Retail Advertising Conference, on 12 and 14 regular video format of 25 frames a second. The
here for more.
August. ClickLhere special slo-mo camera was integral to the concept,
which saw elements of nine different sports being
Mascom, the shot. ClickLhere
here for more.
leader in mobile
communications in In late 2007,
Botswana, has Primedia Face 2
secured massive Face became one of the
impact with Clear companies behind
Channel Outdoors’ Primedia’s Crime Line
boundary wrap, which has been erected around the I n i t i a t i v e . A
building site of the new SADC headquarters building fundamental arm in
in Gaborone. The sheer size of the wrap dominates ensuring this is effective
the landscape and endorses Mascom's stamp as the is to engage communication at a grass roots level. As
company with the widest coverage in Botswana, a company that has a stronghold in townships and
largest dealer network, and the most service centres rural communities, Primedia Face 2 Face was an
countrywide. ClickLhere
here for more. obvious partner in the initiative. ClickLhere
here for more.
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A Newsclip Media Monitoring Initiative Marketing & Advertising News

Concerned about the An inventive

current tragic xenophobic b i l l b o a r d
movement, the Leo Burnett recently developed
Group pooled its resources and by Draftfcb
secured numerous partners to Johannesburg for
create a unique advertising pro bono client Drive
campaign, with the view to Alive, had motorists
curtailing the violence impacting across the country. "automatically
The television commercial features a variety of local braking and driving
here for
celebrities spreading a simple message. ClickLhere more responsibly when they saw the flashing blue
more, or to view the ad. lights,” said creative director, Gerhard Myburgh.
Comutanet generously donated the trailer and
A massive ten-month taxi generator, and Buzzy Wilson of Call-A-Crew, secured
campaign to drive the police permission for the thought-provoking and
consumption of eggs began in successful initiative.
April, and ComutaNet's
A p p l i c a t o r Te a m e x c e l l e d Boom Town
themselves in meeting the Advertising has
marketers' deadline! It normally truly mastered the art of
takes 45 days to applicate 100 taxis with new producing creative
branding, and the “Eggs Are Magic” campaign advertisements for stock
required 200 taxis to be branded in just 22 days - a standard masonry
tall order requiring precision timing and cooperation products. Through witty
of taxi owners and drivers, as well as that of the copywriting, clever
applicators. ClickLherehere for more. imagery and creative
flair, the agency has given clay bricks a new lease on
M-Net recently life. According to Andrew MacKenzie, Design Director
launched the much of Boom Town Advertising, “Clay bricks possess a
anticipated science range of interesting and unique selling points, which
fiction action series, the became the focal point in advertisements and led to
Sarah Connor Chronicles, the conceptualisation of thought-provoking, yet
based on the Terminator humorous, designs”. The agency began its quest for
movie. Leading up to the developing creative advertisements for clay bricks in
first episode airing on our 2006 with Makana Brick and Algoa Brick, both of
television screens, the which belong to the same group of companies. Click
broadcaster made use of TLC's dynamic cinema here for more.
Lhere
mirror decals and nightlife mirror media, to boost
awareness of the series in highly frequented cinemas, With the world
here for more.
restaurants and bars. Clicklhere waiting for the
UEFA Euro2008 to start,
Starcom media strategist, SABC3 is set to own
Cindy Pienaar, has just viewership of the 18 live
returned from India as one of the matches to be
triumphant winners of e.tv's broadcast between 9
'Mumbai MBA in a Day' and 28 June. To publicise
competition. e.tv hosted 24 invited the event, SABC3 turned
guests to travel to Mumbai to to Masters & Savant Worldwide to create a promo
attend this life-skills course. The delegates, which that would generate massive excitement for the
included media specialists, clients and e.tv event and promote SABC3's broadcaster position.
representatives, were divided into teams of three and The promo depicts the identifiable landscape of
here for more.
set an apprentice type task. ClickLhere Europe and its various cities. Massive rock titans then
appear dwarfing mountains, and soon begin to play
Ireland/Davenport and Frieze Films have
soccer against one another. The soccer ball is kicked
won the Creative Circle's Ad of the Month for
from country to country as each participating state
April in the television category. Aimed at heightening
enters the game. Says Masters & Savant Worldwide
awareness for the Soweto Rugby Club (SRC) and
MD Roger Smythe, “ To properly do justice to the
titled 'Practice', the ad was directed by Steve Tanchel.
excitement of the event, the promo had to invoke
The commercial was up against stiff competition and
wonder, awe and excitement. It was therefore vital
subject to a tough judging panel, which makes the
that the concept capture the audience’s attention
first place even more rewarding, according to Frieze's
here for more.
immediately”. ClickLhere
Jo Barber.

6
A Newsclip Media Monitoring Initiative
Ogilvy South Africa’s
CEO Mike Abel recently
teamed up with Morgan van
Heerden, Head of Art at
OgilvyOne Cape, to create
children's book Canoot and
the Pickle. ClickLhere
here for more.
The 2008 SAMRA Conference, which took place on
27 and 28 May at Sun International's Royal Swazi Sun
and Spa, was, once again, a success. The conference
brought together 170 researchers, research users
and marketers from all over southern Africa.
The three international guest speakers: Nigel Hollis
(sponsored by Millward Brown); James Fergusson
(sponsored by TNS Research Surveys); and Rory
Morgan (sponsored by Research International);
presented informative and thought provoking
papers. A number of stimulating and inspiring papers
were presented by local professionals and leaders in
their fields. In recognition of the high standard of
papers presented at the conference, a number of
awards were given to speakers in various categories.
Lhere
The categories and winners are:
• SAMRA Best Overall Paper 2008: Lydia Rolando for
'Health Harmony and Happiness- vital new
ingredients in the employee commitment recipe?'
• SAMRA Best First Time Speaker: Lydia Rolando for
'Health Harmony and Happiness- vital new
ingredients in the employee commitment recipe?'
Outstanding Conributions for Best Overall Paper 2008
went to:
Lhere
• Joanne Campbell and Nicky Liddle for 'Why Brands
Succeed: Luck or Skill? '
• Ian Durbach, Jan Hofmeyr and Gillian Drewett for
'Doing away with Respondents: Using computer
simulations and agent based modeling to derive
marketing lessons’.
Pictured are: Rosemary Henson; Leonie Vorster; and Erik Du
Plessis.
Marketing & Advertising News
To communicate the financial
services offered by Regent to
South Africans from all walks of life,
particularly the emerging middle
market, Regent recently
commissioned ComutaNet to
brand 15 buses. The financial
services company elected to brand buses traversing
areas where they seek to expand. ClickLhere
here for more.
Lesedi FM, the SABC
S o u t h S o t h o ra d i o
station with a large Free State
footprint, commissioned
ComutaNet to display its
call-to-action on 16
megabuses used by, and
among, its targeted listeners. The creative minds
behind the campaign leveraged images of several of
Lesedi FM’s radio announcers for the promotion. These
included a smiling, good looking Motshogo inviting
listeners to “Bua le Yona” or “Talk to Us” on his show,
and pretty Mphahlolle saying, “Sibili, Always
Entertaining”, referring to her late night slot. Click
here for more.
NEW ACCOUNTS
JWT Johannesburg has
recently been awarded the Glen
Tea advertising account following
a two-way pitch against DDB.
Glen Tea is renowned as the archetypical South
African tea, and has for many years held the high
ground as the country's biggest black tea brand. Click
here for more.
Burns has announced that it has
recently added Indutech, Honey
and Capitec Bank to its blue-chip
portfolio of clients. It has also re-
signing with four clients for new
projects. These are: Santam;
Brandhouse; Allan Gray; and
Bishops (Diocesan College). ClickLhere
here for more.
The Eastern Cape’s economic development agency,
the Eastern Cape Development Corporation (ECDC)
has awarded a nine-month marketing and
communication contract, worth R10 million, to local
marketing consultancy, SMG Africa (Strategic
Marketing Group), which was effective from 1 April.
The contract was awarded after a rigorous tender
process, adjudicated by Yardstick, a strategic
consultancy specialising in performance
measurement and evaluation within the marketing
and communication environment. The contract
incorporates the full ambit of branding, marketing and
communication activities including a brand audit of
the six-year old brand. ClickLhere
here for more.
7
 A Newsclip Media Monitoring Initiative
The Fearless Executive has
been appointed by Cell C as its
agency partner for customer
e x p e r i e n c e . T h e Fe a r l e s s
Executive will work hand in hand
with Cell C to enhance the Cell C
customer experience across a
variety of key customer contact
points. This will be done by
applying its expertise in three stages, firstly by
prioritising the key experiences that customers have
with Cell C. Secondly, in designing a branded
experience at each touch point, and finally,
developing and driving the implementation of that
strategy for each and every touch point. The Fearless
Executive has defined itself as a brand agency that
fully understands the importance of creating a
continuum between a company’s external and
internal branding. The agency has assisted many top
South African brands such as Hollard, Reliable Music
Warehouse, Brand South Africa and Neotel in building
their brands internally. Clicklhere
here for more.
Redline's financial advertising
division has been appointed to
design and produce AltX-listed
Silverbridge Holdings's annual
report, and develop a
corporate finance ad for Labat
Holdings. The agency recently beat the big guns in
this specialist sector to the most prestigious prize
awarded at the Business Day Financial Advertising
Awards this year - first place in the Year End Financial
Results category for its long-standing client, Impala
Platinum.
After a three-way pitch, ZOOM
Advertising - Ogilvy’s expert
retail advertising and ‘brands at
retail’ agency - has been awarded
the Jordan Shoes account and will
handle 360 degree marketing
communications to create brand
awareness, support product listings, develop sales
promotions and implement an ongoing PR campaign.
“We’re media neutral”, explains ZOOM MD Steve
Massey. “This, coupled with our broad view of their
business, meant we could be really targeted in our
approach and really creative in our tactics.” ZOOM
used this kind of innovative thinking and strategic
development for PEP when it negotiated the retailer’s
inclusion in the storyline within South Africa’s most
popular TV soap, Generations. This tactic not only
won the agency a Roger Garlick Gold Award in April,
but it has also significantly helped PEP strengthen its
re-branding focus over the last year. ZOOM’s branded
entertainment unit has also just been appointed by
CareerJunction to produce a TV series about jobs on
SABC3, once broadcast details are finalised. Click
here for more.
Lhere
Marketing & Advertising News
PEOPLE ON THE MOVE
DQ&A SA has welcomed Shamima Ahmed and Nur
Saban to its online trafficking fold.
Pieter, Phillip, Sarah, Ranisha, Neil, Kesaven, Jackie,
Bianca and Bronwyn are new additions to Tequila’s
here for more.
innovative team. ClickLhere
Strategic Cape-based brand agency Arctic Circle has
made several new appointments to accommodate the
increase in demand for its services. The new team is
now headed-up by Kim van der Linden as Client
Service Director, reporting to managing director,
here for a list of the other
Reghard Goussard. ClickLhere
appointments at Arctic Circle.
Aligning its vision of liberating brands and talent
within the agency, Ogilvy Johannesburg has
announced three senior appointments. Sharleen
James takes on the role of Director of Account
Management, and continues her role as Business
Director on DStv. Business Directors Caree Ferrari
and Tracey Edwards have been appointed to the
here for more.
Johannesburg board of directors. ClickLhere
ComutaNet has long been recognised as a company
that respects its employees and rewards dedication,
commitment, and hard work - all attributes leading to
the promotion of Andrew Mnune to Assistant
Manager, Field Operations.
JWT Johannesburg has promoted Davren Moodley to
the position of DTP Manager, and has promoted
Heather Smith to the position of Head of Department,
here for more on Davren,
Print Production/DTP. ClickLhere
here for more on Heather Smith.
andLhere
Grant McMullen and Natalie Edwards have joined the
Dynamation team as Junior Multimedia and
Interactive Designers. Kate Simpson has joined the
company as Traffic and Production Manager.
Mortimer Harvey has promoted Jacque Matthee to
Design Director, and has made three recent
appointments:
•Baron Marshall as Interactive Creative Manager;
•Kirstin Cheetham as Motion Graphics Designer; and
•Helen Smith as Graphic Designer.
Primall Media has appointed Tanya Brown as Multi-
media Designer; and Herman Netshisumbewa as
Graphic Designer.
The following appointments have been made at Boom
Town Advertising:
•Paige Burkette was appointed Media Liaison Officer;
•Jesse Sharkie was appointed Designer; and
•Lynne Niemann was appointed Communication
Strategist.
8
A Newsclip Media Monitoring Initiative
Tips for effective email marketing
By Stefanie Jason
With the continued growth of the online audience, it’s
hard to find people who don’t have email accounts in
the business world. The amount of commercial emails
have automatically increased as a result of the
increasing number of user profiles, but most marketing
emails have done nothing more than simply flood our
inboxes, resulting in their diminishing value. The
negative connotations of email marketing have made it
quite a challenging form of advertising for many
companies who have or are planning to embark on such
a campaign.
According to search engine marketing services
LBruceclay.com; “Email plays an increasingly
provider,
important role in all aspects of today's marketing and
customer relationship management strategies. In
fact, email is becoming so accepted that consumers
would like to see it replace some of the more
annoying traditional marketing strategies.”
As one of the cheapest and most flexible forms of
advertising, if done correctly, email marketing could be as
effective as any other form of digital marketing in the
industry. Besides understanding your target market,
feedback to the campaign, or email services that can be
utilised – making sure that the recipients of your
marketing campaign do not disregard the email
marketing as spam, and actually acknowledge and read
the email, is the most important aspect of an email
marketing campaign.
After receiving several emails with the subject line ‘Come
Out’, I finally decided to open one of the emails, and was
surprised to find out that the source of these emails was
just a holiday resort with a poorly executed email
marketing campaign, trying to advertise a ‘get-away’.
Here is a list of creative guidelines companies can use to
effectively execute this low-cost form of marketing.
Target the right audience
Knowing your audience can make email marketing a lot
more effective for many companies. If recipients are able
to relate to the product being marketed by the email, or if
the recipient is familiar with the brand being advertised
and is able to relate to it, chances of them opening the
email are a lot higher than if they receive the email from
an unknown sender.
Subject line
Four or five words should be good enough when trying to
captivate the audience of the email marketing campaign.
With so many people and companies utilising spam
filters; emails with subject lines containing tricky
wording, exclamation marks and symbols are generally
overlooked as spam and might not even reach the
recipients inbox. Technology journalist and contributing
editor of PC Magazine, Jamie Lendino suggests that
marketers, “…use e-mail marketing tools judiciously. Go
too far with your e-mail marketing campaign, and people
will think of it as worthless spam.” Inserting the name of
the recipient is a good way of personalising the emails
from your mailing list, and if done correctly, can
strengthen ties between the recipient and the company.
Marketing & Advertising News
Content
The content of the email should be a direct reflection
of who the company is and how it markets itself, so
being consistent with your company’s identity is a
good way for recipients on your mailing list to forge a
relationship with you. Heinz Tschabitscher, who runs
about.com, goes on to say, “Of course, as an email
marketer you love HTML messages. But the
recipients, your customers, may not like them that
much. They may not even open them. That's why you
should put them in control and offer a text version of
all the mailings your recipients can subscribe to
instead of the HTML version”.
Plain text is a good way of maintaining consistency
and executing your marketing campaign effectively
across different platforms and software, but HTML is
a much more complex format, and sometimes not
suitable for the recipient’s inbox. But because most
email software is compatible with the HTML format,
being creative is certainly important as a way of
captivating audiences- but going over-the-top should
be avoided, as it can prove too much for certain
recipients, or could even distract them from the
message at hand. As more and more people become
familiar with the internet and its many different
facets, inserting different forms media and
multimedia into emails can also be effective if
executed correctly.
Laws of email marketing
Rules and guidelines of the correct way to execute
email marketing should not be overlooked by the
marketer, and making the recipient feel at ease with
your campaign should be a priority. In the email,
there should be a clear opt-in or unsubscribe option,
whereby permission to send further campaigns
should be optional for the recipients.
Placing the unsubscription option in a visible part of
the email (and not right at the bottom or in a hard to
find location) can prove beneficial to not only the
recipient, but to the company too. According to Heinz
Tschabitscher, “There are at least two good reasons
(even from the perspective of the publisher striving
for high subscription numbers) why you should make
it easy and fail-safe to unsubscribe: Subscribers who
are not interested and never open your message (and
who would unsubscribe if they could) are worth
nothing to you and the resources for sending them
mail are wasted. Subscribers who - for whatever
reason - want to unsubscribe but fail to do so
(because the instructions are not clear, or require a
lot of effort on the subscriber's end) will turn to you in
the end, which means high, unnecessary
administrative costs if you have to take them off the
list manually”.
Lastly, make sure to go through the rules and
regulations of electronic mailing marketing before
embarking on the campaign, to ensure that your
company follows the correct codes and conduct of
email marketing.
Useful resources
Lwww.emaillabs.com/best_practices
Lwww.emaillabs.com/best_practices
lwww.emailaddressmanager.com/marketing_tips.html
Lwww.emailaddressmanager.com/marketing_tips.html
Limpact.freethcartwright.com
Limpact.freethcartwright.com
9
A Newsclip Media Monitoring Initiative
ABSA's targeted ad campaigns
By Leigh Andrews
ABSA was voted the Top Banking Brand in South
Africa in the 2006 Sunday Times/ Markinor Top
Brands Survey, as well as the Coolest Bank in this
year's Sunday Times Generation NeXt Awards, voted
for by urban South African youths between the ages
of eight and twenty-two. This is proof that the bank
has literally 'pulled up its socks' in recent years and
decided to become a truly recognisable brand,
through an innovative new marketing strategy that
sees the bank targeting specific demographic and
age-related sectors of the market audience.
Paul Coxhill of ABSA spoke at a recent Village Pro
event sponsored by ABSA, held at the Johannesburg
Country Club, Woodmead. He emphasised the
importance of understanding not jus twho the market
one caters to, but also the specific people one's
proposition is aimed at. He elaborated that the
challenge lies in balancing what one knows and what
the audience knows of the topic, with what one is
trying to express. Different generations have entirely
different mindsets, and are therefore addressed as
individual market sectors, as opposed to a general
'ABSA customer base'.
Despite the population’s generational differences,
Coxhill described various trends common among all
age groups. These include a need for instant
gratification, virtual social interaction technological
literacy, big brand associations, and being perception
driven. Coxhill adds that companies need to take
advantage of these psychographics by embarking in
conversations with customers in the new social
mediums, as opposed to waiting for customers to
contact them through a more traditional route.
Coxhill adds that South Africa is patriotic;
entrepreneurial; creative, and future-orientated,
with age as the least important psychographic
variable. In addressing customers, ABSA takes their
income and attitude into account, as people of
different ages can have similar mindsets and
lifestyles. He feels marketers should not assume
anything based on what they see. As opposed to the
typical market research method of holding focus
groups, he explained how ABSA's researchers hung
out in bars, visited older clients at home, and asked
questions while standing in banking queues, in order
to get more informal, useful responses. Results were
surprising. For example, the over-55 group has
become the fastest-growing group of internet-users.
Advertisers need to keep in mind that stereotypes on
the page are different to the reality.
ABSA realised that as a financial institution catering
to the mass market, not every message would be
well-received by all people- but simply having a
presence in the audience's wider awareness would
create awareness of the bank. As a result, it tailored
its advertising messages and services to reach
specific customers. For the entry-level market,
there's a new pre-paid banking style, similar to
loading airtime on a cellphone. Stokvel communal
banking appeals to the older market, while general
ABSA branding ads appeal to the core, middle and
niche markets.
Marketing & Advertising News
ABSA has also
d e v e l o p e d
m a r k e t i n g
strategies aimed
at family banking,
and recently
embarked on an
Islamic banking
training initiative,
to ensure staff are
aware of how to treat clients of different cultures.
For each market segment, the company employs and
engages with people of the specific age group, to
ensure its campaigns are hard-hitting and relevant,
and that it has the right target 'audience member' in
mind. The ABSA challenge as a brand is to be all
things to everyone (overarching the specific
demographically targeted ads)- to find an idea we
can all connect to, regardless of our differences-
generational or otherwise. ABSA's current unifying
branding theme is 'Hopes for the future'. This is
evident in their latest 'Put your best foot forward'
campaign, which enters a space where other banks
are not traditionally found. ABSA has embraced this
trend by launching a Facebook profile page, where
customers are able to interact with the company by
leaving comments and messages on ABSA’s
Facebook page.
To embrace the kids and 'tweens' market, ABSA
sponsors the World Knowledge Olympiade, and is
strongly promoting investing in what comes next-
teaching parents that it's never too early to start
saving for their children's future. ABSA has a MXit
platform, which is an innovative way of reaching and
interacting with the youth market. ABSA's mobisite,
Mibli, will be launched in the next few weeks. It offers
a potential market bouquet, through an exciting
portal filled with services and a chat feature where
users can 'stay connected' and interact with friends-
and of course, learn to manage their finances. Adding
to its presence in the youth market, ABSA is also on
the virtual reality world, Second Life, thereby
engaging in a fun, interactive new medium where
they can connect with young clients in an original
way. The bank has adopted Idols winner Jody
Williams as a brand ambassador, to create a young
'face' for the company.
Professionals are catered to with various products,
specific to their demographics. This affluent market
will most likely be attracted to the new Centurion
branch, where specific technologies and channels are
used as a platform for customers who aspire to be
treated differently. The branch has a more upper-
class look and feel, for this specific niche market.
In an environment where banks are now struggling, it
has become important to offer a range of focused
strategies, and offer several options in one
advertisement. Coxhill ended his talk by stating that
technology is a massive enabler, particularly with the
new trends of social and mobile media. It's essential
to try understand the technologies one's company
employs, to create a level of understanding within the
work environment. Coxhill concludes that the
question to be answered is, “How do I take what I am
applying externally, to my company internally?” Click
Lhere
here to read the full story.
10
A Newsclip Media Monitoring Initiative Marketing & Advertising News

SAMRA Conference highlight-

From icons to iconicity

By Daniel Munslow, Swaziland

What makes an iconic brand and how

can such brands be measured, asks
Rory Morgan, Strategic Projects
Director for Research International UK. He was
speaking at the annual SAMRA conference at the Royal
Swazi Sun and Spa at the end of May.
“Iconic brands function like activists, leading culture.
They prod people to reconsider accepted ideas about
themselves”, quoted Morgan. Iconicity is an indefinable
thing, as it is almost impossible to measure it. Before
one unpacks the term, one should ask whether brands,
people, and places can be icons, and whether it matters
if they are. Think of Mickey Mouse, the Eiffel Tower, the
Queen's Crest, Santa Clause, Elvis, and the London
Buses these are all icons of our generation. There are
also iconic brands in our environment: Swatch, Apple,
Nike, Marks&Spencer, Coca Cola, Rolls Royce, BMW,
and others.
Interestingly, some companies have become such icons
that even after they cease to exist, people still
associate the logo with a living brand. Pan Am is a good
example of this. Brands touch millions of peoples' lives
and so are in a prime position to express the spirit of an
age. They can symbolise deep-rooted cultural
aspirations and tensions. Iconic brands transcend their
commercial context to form strong connection within
the culture they operate in. This makes them more than
just brand references.
It is a well known fact that some people and brands
achieve iconic status. But are all icons the same? And
how does a brand become an icon? We need a
framework for the evaluation of iconic brands, and a
way of measuring and tracking iconic status.
Signs of status
Communicating icon brands
Iconic brands can fail and fall from their pedestals.
Many find ways to resurrect themselves, but
companies who produce iconic brands must not
believe that their status exempts them from
communicating the brand and managing it correctly
to position it in the eyes of the public.
As a result of the elements and strengths of iconic
brands, market researchers need to learn to measure
and quantify them.
Once one knows the specific attributes of iconic
brands, they can be quantified. The brand needs to be
compared against others in the category and those
that play in the multinational scene. There seems to
be a general correlation between brand energy and
iconicity status. Some of the strongest and most
energetic brands in South Africa were found to be
Coca Cola, Toyota, BMW, Woolworths and others,
including Castle, Omo, Levis, Nike, and MTN.
Icons operate effectively across markets and in the
global village. Brand icons can be located on
Contemporary/Classic and Populist/Exclusive
dimensions these axes are global, making
comparisons possible.
The location of a brand across countries provides one
with insight into the iconic footprint of the brand.
Sometimes, these form insightful groupings, such as
where Coca Cola is positioned internationally versus
domestically.

One of first markers of iconicity is massive market
awareness... not just 'I know the brand exists', but
more to do with brand presence and the belief in ones'
mind that the brand means something. Category
ownership is another such marker. When a brand is able
to say 'I own the category', it has achieved iconic
status. Take iPod as an example.
Measuring icons allows one to measure a brand's
power to form the cultural and social links that make
it an icon. It also allows for a better description of the
brand's strength; provides a model to guide
international positioning; allows for a metric to assist
b ra n d d e ve l o p m e n t , a n d t h e s e t t i n g o f
communication priorities.

Iconic brands have a sense of permanence. Marmite is

a brand that has captivated the minds of the British It allows one to see things beyond the category,
nation and has become part of the country's culture. allowing for wider consumer trends.
Oreo biscuits in the United States are another iconic
brand example.

An icon is an indicator of identity for those who

consume it, such as Adidas and Nike. Strong iconic
brands also hold 'tribal loyalty' - brands that unite those
who consume them. Iconic brands have the ability to
reinvent and reinterpret themselves. The British
Lucozade is an example of a brand that had the
strength to cope with a brand repositioning in the mid
20th century.

No-one owns an iconic brand... such brands become

co-owned by popular culture. Coca Cola is an
example - they are so powerful that they cannot
make changes to their brand unilaterally, as people
would question the change and protest the deviation
from what they see as their “partner in life”.
11
A Newsclip Media Monitoring Initiative
SAMRA Conference highlight-
Beauty: In the eye of the
beholder?
By Daniel Munslow, Swaziland
What influences what we find
attractive? And how can this be used
in marketing? These are the questions Candice
Blumenthal, a strategist at Ogilvy, asked at the
annual SAMRA conference. It is a well know fact that
consumers shop with their eyes and packaging
carries an important brand reinforcement. The
question is, can we predict what consumers find
attractive? This was debated at the annual SAMRA
Conference that was held in the last week of May in
Swaziland.
If beauty is in the eyes of the beholder, it would be
very difficult to predict what people find attractive;
but if the same beauty is socially and culturally-
based, it would be easier to assess what beauty is and
how companies can reach specific markets by using
packaging aesthetics.
“The approach makes use of an architectural theme
due to the parallels that can be drawn between the
aesthetic values that are present in architecture and
those present in packaging design (for example
modern design values are relevant to both
architecture as well as the packaging design, and so
on and so forth). Our model itself is based Geet
Hofstedes' National Cultural Value model, which
looks at the values that underpin culture. The 14
architectural aesthetics are mapped on two
dimensions that look at the extent to which an
aesthetic is progressive versus conservative or
upholds collective versus individualistic values. The
architectural designs are themselves also time-based
representing aesthetic values of relevance to the
distant and recent past; the present as well as the
future”, says Blumenthal.
Aesthetic styles
According to Blumenthal, there are several different
types of aesthetics that can be categories as follows:
1. Traditional aesthetics: draw inspiration from
historic styles and are timeless and authoritative,
rather than new and experimental.
2. Nostalgic aesthetics: reflect a sentimental
yearning for the past and a wish to recover some past
period/value.
3. Cultural aesthetics: are associated with a people
or a place.
4. Modern aesthetics: are contemporary aesthetics
that simplify form and eliminate ornament.
5. Expressive aesthetics: tend to convey their
intention or emotion in a vivid way. May also refer to
individualistic self expression.
6. Futurist aesthetics: are aesthetics that appear
ahead of their time, innovative or revolutionary. Can
also be other worldly or strange.
What does this mean?
From a South African perspective, this means a
simultaneous drive and appreciation for aesthetics
that evoke modern upper class living and those that
promote simple authentic living.
Marketing & Advertising News
From a local marketing point of view, this is critical in
the analysis of a given target market, where
fragmentation among consumers is already at an
advanced level. Upper LSM groups are looking for
aesthetics that reflect their desire for positive
individuation and differentiation.
Among the race groups, it was found that black and
coloured respondents were significantly more open
to express aesthetics than white respondents, who
were more likely to look at aesthetics in simple and
minimalistic terms. A similarity in the aesthetic
preferences of white and Asian as well as black and
coloured respondents have been noted. This leads
to a possible implication for our ability to feel more
confident in generalising aesthetic studies.
Gender emerged as the weakest demographic
influence. Men and women were more similar than
dissimilar with respect to aesthetic preferences. Men
did however rate the aesthetics associated with
modern luxury living significantly higher than
women.
Example
In introducing a premium salad oil, the Organic brand
attempted to modernise category aesthetics (which
are usually nostalgic due to perceptions of
wholesome freshness). In moving from nostalgic to
modern aesthetics a number of fatal errors have
resulted in the packaging being perceived as
futuristic/strange! These errors revolved around the
use of the colour “black”, which raised concerns about
the fit of the product with the food category! It
created perceptions of the pack as being a household
cleaner (with links made to Jeyes Fluid); a medicine
or a personal care product, such as shampoo or hair
dye, rather than food.
Over and above demographics, there is a crucial need
to take psychographics into account, allow market
researchers to look at values, attitudes and
expectations.
12
A Newsclip Media Monitoring Initiative
Draftfcb Johannesburg
appoints strong team
to lead creative
product
An 'all grown up now'
quartet of highly
experienced and imaginative employees who honed
their creative skills over many years at Draftfcb
Johannesburg has taken control of the agency's
creative product.
Marthinus Duckitt, Grant Jacobsen, Gerhard Myburgh
and Adam Wittert- with a collective 21 years at the
agency- have grown with it, and been partner to both
its and its clients' successes.
Included, for example, are conceptualising and
developing 'Mo the Meerkat' for Vodacom, a character
that has starred in four 'Top 5 Most Liked Ads' since
2005 (Source: Millward Brown Impact) and was
named 'Brand Marketing Campaign of the Year 2006'
by Finweek's AdReview, securing the 2008 Gold Apex
Award for Effective Advertising in the 'Launch'
category for Toyota Yaris, and winning Golds at
numerous international and local creative awards
such as Cannes, Loeries and Pendorings.
Now, however, the time has come for them to take on
new challenges, and the responsibilities of executive
creative directors.
Asked to comment on their collective appointment,
the quartet quipped: “South Africa's most liked ads?
We're behind them. Effective Ads? We helped make
them. Great relationships with our clients? We've
been the guys on the ground- talk about continuity of
relationships. We're now ready to take over. Watch
this space”.
Group Executive Creative Director, Ashley Bacon
added: “When seeking a replacement for the
Executive Creative Director who had just left the
agency, the fact that the job is actually bigger than
one person hit us- total billings exceed R1-billion, far
more than many medium-sized agencies in South
Africa- and we asked ourselves why go along with
industry tradition of appointing one ECD, why not
appoint more than one?
“Indeed, why not appoint four people who not only
helped build our agency, who not only believe in
creative excellence, who not only have the trust of
those who work here, but who already have their
names on the stationery?
“To a man, Grant, Gerhard and Adam, have grown
with the agency, while Marthinus joined us a far more
seasoned adman; all have been a critical part of its
success over the years”, he explained.
Managing director of Draftfcb Johannesburg, John
Dixon said he was looking forward to reaping the
rewards of promoting from within.
“Our four new executive creative directors are
already very familiar with the agency and clients.
Given that their responsibilities have been aligned
according to those clients they've worked closely with
in the past, there will be no 'familiarisation' phase.
They'll be able to invest more time in their client
Marketing & Advertising News
“For many outside of the agency, this appointment of
four ECDs will be regarded as a bold move. For us who
know and respect these men, it's a dead cert.
Together, they form a formidable team, and I look
forward to seeing to what new heights they can take
Draftfcb Johannesburg,” he said.
While Duckitt will look after the creative interpretation
of all the marketing communication the agency does
in the alternative media field, the other three will each
be responsible for all the traditional media
communication requirements of a client 'cluster',
billing more than most medium-sized agencies.
Duckitt has more than 20 years' experience in the
industry and has worked on accounts such as:
Spoornet; Eskom; Technikon SA; South African
Tourism; Southern Sun; SAN Parks; Sun
International; Telkom; South African Breweries;
MNET; KTV; Nestlé; Nation Foods; Mazda; Sun Air;
Vodacom; Toyota; First National Bank; Samsung;
Siemens; Clover; and the SABC. He started his career
as an art director at Young & Rubicam, then worked at
Meridian and Kuper Hands; Grey Advertising; Lasso
Communications; Ogilvy; Mather Procam (where he
became managing director in 2000); and The Agency;
all before joining Draftfcb's promotional campaign
and experiential division as Executive Creative
Director.
Jacobsen joined Draftfcb Johannesburg as creative
director. While his primary responsibility at the agency
has been guiding the Vodacom account, he had
previously- at Ogilvy and Grey Worldwide- worked on
accounts for: Audi; Nokia; Hansa Pilsener; Heineken;
Captain Morgan; National Brands; and the
Johannesburg Zoo. He has never worked on a
Vodacom ‘Mo the meerkat’ commercial.
Jacobsen's major clients will include Vodacom
(corporate and branding), First National Bank and
Lexus; Myburgh takes on FirstRand, Toyota, Tiger
Brands, Ramrod and Rapport, among others; and
Wittert will look after the SABC, SCJ, EA Games,
Eskom and City Press.
Myburgh has worked on a wide variety of clients at
Draftfcb Johannesburg, developing through the line
solutions for clients including: Vodacom; First
National Bank and FirstRand; Tiger Brands; EA
Games; and Toyota; as well as Edgars; Aardklop Art
Festival; Ramrod Products; Sasol; SC Johnson;
Telkom; True Love Magazine; Netflorist; Adcock
Ingram Pharmaceuticals; SABC; Sunday World;
Rapport; Imperial Car Hire; and SA Scouts. He has
also travelled to Moscow and New York to work on
projects in the worldwide group's offices there. Prior
to joining Draftfcb South Africa, he worked at TBWA
Hunt Lascaris and Strate Advertising.
Wittert joined Draftfcb South Africa as creative
director after stints as a copywriter and senior
copywriter at Lowe Bull, TBWA, and Ogilvy. Over the
years, noticeable accounts he's worked on have
included: Toyota; Tiger Brands; Dulux; Castle Lager;
and the Hospice Second Hand Bookstore.
13
A Newsclip Media Monitoring Initiative Marketing & Advertising News

EDITOR’S CLIP: Tequila\ relaunches with a

view to the future

By Daniel Munslow

Wednesday night saw the official relaunch of Tequila\,

which realigns an already cutting-edge agency with
the latest digital developments. With a view to the
future, Tequila\ is already offering the latest in
creative solutions to its clients, focusing on digital,
design and conceptual design methodologies.
Managing Director Rizwana Bawa says Tequila\ has
a pedigree of its own, and has already established a
reputation for itself in a changing and dynamic
environment. Indeed, the media environment we
operate in seems to be in a continuous state of flux,
and one must change in order to remain relevant to
one’s respective market. For Tequila\, this means
re-reading what consumers need and want out of a
particular brand. Justin Wright, Tequila\'s Creative
Director, says communications cannot simply be
pretty; while looks are important - they must also
have insight and substance.
From a cost point of view, in a pressured macro-
economic climate, many clients can no longer afford
to simply take the traditional above-the-line
advertising approach. They need to look at applied
design, engagement and involvement rather than
simply speaking to the public. It is a global shift
from the likability and persuasiveness of
advertisements to the connection the ads make
with their relevant target markets. In other words,
one needs to make any form of communication
relevant to consumers.
Creating touching points with consumers
Tequila\undergoes changes to accommodate
new developments
Bawa says, “It has been a wonderful year of change
and hard work which has brought us to this point...
One of the key insights for me has been that the
catch-all description of ‘through-the-line agency’
does not describe our capabilities and specialist
skills.”
“Recent developments in the international
advertising industry show that digital is exploding
globally and South Africa is catching up with the trend
as our broadband improves. The time is right to bring
the mix of top-end creatives, design, technical,
digital and mobile knowledge to the market”,
concludes Bawa.
Wright adds, “part of the new strategy is aimed at
providing clients with more than traditional media.
Tequila\ offers more than just advertising, we
investigate the best possible ways of targeting our
clients’ consumers. Our core offerings are digital,
design, and conceptual design, and some creative
work that can’t be categorised. For example: media
arts”.
www.tequila.com for case studies, contact
Visit Lwww.tequila.com
details and more.

Take for example actions that generate human

interest media stories- a traditional ad is substituted
with creative thinking, that leads to the generation of
editorial content. People are then less disrupted in
their daily lives, and more likely to find a connection
with the campaign. Of course, there will always be a
place for traditional advertising methods, but the
integration of creative thought processes now needs
to rise to centre stage.

The problem is that traditional advertising is now

'clutter' to many people, and with the advent of PVR,
consumers have the option to simply fast forward
through ads that are not of relevance to them.

Change is already happening

Many companies are already embracing these new

developments. In the case of Tequila\, some clients
are already approach them saying, 'I want a big idea',
rather than providing a specific brief. Indeed, for an
agency, client buy-in is important and early adopters
will help establish the new digital creative solutions.

Measurability

Of great significance to digital campaigns are the

measurability options they provide. These range from
a simple website that can be tracked by page
impressions, to sales returns, and of course
monitoring of editorial content generated from
adaptive creative ideas.
14
A Newsclip Media Monitoring Initiative Marketing & Advertising News

EDITOR’S CLIP: Newsclip’s Pendoring Awards

sponsorship

By Daniel Munslow

Newsclip Media Monitoring is happy to announce its

continued sponsorship of the annual Pendoring
Awards for excellence in Afrikaans advertising. As a
monitoring company, Newsclip provides Pendoring
with year-round monitoring and constant feedback
about the exposure the event is receiving in the
media.

The Pendoring advertising competition and project,

established in 1994 by the most important role
players in the South African media world, focus on the
promotion of outstanding Afrikaans advertising.
Pendoring has over the last thirteen years developed
into a continuous campaign with the aim of creating a
greater awareness among the public of the
importance of Afrikaans advertising and marketing,
although the Pendoring advertising competition
remains the highlight of the year.
Objectives
Pendoring is unique to South Africa because it is the
only competition where competitors in the media put
Although the profession and advertising people are
aside their differences and work together for mutual
overwhelmed by advertising competitions of every
aims - the acknowledgment and awarding of
hue and colour each year, Afrikaans is becoming
excellent Afrikaans advertising, and the emphasis on
increasingly prominent. Pendoring is the only
the importance of Afrikaans marketing messages.
competition of its type that focuses on the promotion
South Africa can boast with the best creative and
of outstanding Afrikaans advertising and is therefore
executive artists in the business, and the
playing an increasingly bigger role in changing times
international awards that local people in the media
to let Afrikaans take its rightful place in the
profession annually win, is a testimony to this.
advertising landscape.
Pendoring is therefore - for the fourteenth
consecutive year - offering the opportunity to
Gone are the days where Afrikaans took a back seat.
agencies and companies who realise the value of
Afrikaans is experiencing unknown growth presently ,
Afrikaans to show their mettle and become the cream
and everything from music to the media profession
of the crop.
are experiencing a blossoming. The Afrikaans-
speaker has broken through its cocoon and is buying
However, Pendoring is also a proud member of the
in on its first love - the language. Other language
South African landscape, and annually awards the
groups are starting to take notice of Afrikaans, and
campaign that best embodies this pride. Greater co-
business people are realising that they have to take
operation with advertising representatives of other
cognisance of the Afrikaans buyer.
indigenous languages is invaluable for Pendoring and
therefore it is making provisions for a special
category, called Genuine South African, for the
indigenous languages. The role of the Afrikaans For a fresh perspective on the
consumer is just as indispensable in the advertising Marketing and advertising
value chain. This is why the public also has the industry,
opportunity this year to let themselves be heard by
voting for their favourite advertisement for the Lvisit our totallyMAd blog - COMING SOON
People's Choice Award.
Lwww.totallymadza.wordpress.com
The Pendoring advertising competition has, since its
inception, grown to a prestigious event on the
advertising calendar with considerable cash prizes for
category winners, bursaries for students, and a study
tour abroad for the Prestige Award winner.

Pendoring is therefore much more than merely a

competition. It is a light-beacon that is shining more
brightly each year to give direction and to ensure that
the future ship of Afrikaans advertising can moor
safely in the harbour. From the creators of the
message (agencies) to the messengers (media) and
eventually the heartbeat (the consumer), all are
taking hands, providing an Afrikaans anchor without
match. Let your mouse glide through the wonder
world of Pendoring.

15
A Newsclip Media Monitoring Initiative Marketing & Advertising News

EDITOR’S CLIP: Newsclip continues its

sponsorship of the annual advertising Oscars!

By Daniel Munslow

About The Loerie Awards

The Loerie Awards were first held in 1978, as a

mechanism to support and grow television
advertising. Since then the Awards have expanded to
encompass every area of brand communication
including radio and print advertising, design,
architecture, direct marketing, non-broadcast video,
live events, and digital media. The Awards are now
regionally focused on Africa and the Middle East, and
entries from outside of this region are not eligible. The crucial details

'The Loeries' has become far more than a single The Loerie Awards festival weekend is the most
awards ceremony- since 2005 it has grown to anticipated event on the industry calendar and
incorporate activities throughout the calendar year, with good reason.
including a bi-annual magazine, and the hard-cover
printed annual and DVD of the year's leading brands From Friday, 25 July until Monday, 28 July, the
and agencies. The annual has become a major who's who of the industry will gather in Margate
reference amongst marketers and agencies, and for the 30th anniversary of The Loerie Awards.
includes an index by brand, agency and individual
credits. Whether you've got entries in or you're looking to
be inspired by the awesome work and entertaining
The Loerie Awards stands by its founding values- the ceremony; or would simply like to rub shoulders
company is all about recognising, rewarding and with the industry hot shots, it's simply the only
fostering creative excellence. The Loerie Awards is place to be.
now a Section 21 company. This means it's a non-
profit organisation serving the best interests of the
industry; so all funding goes right back into the
industry to be put towards promoting the industry
and nurturing potential creatives, especially in
disadvantaged communities.

Recent news

The Loerie Awards, the Oscars of the brand

communication industry, recently announced the
sponsors of the 2008 Loerie Awards.

The major sponsors of the 2008 Loerie Awards are:

The SABC; Media24; The Zulu Kingdom; and UGU
South Coast Tourism.

“As a proudly South African brand, the SABC is

committed to nurture and grow local creative
excellence. It therefore goes without saying that the
National Public Broadcaster should be the broadcast
sponsor of The Loerie Awards: the most prestigious
brand communication awards on the African
continent.” says SABC: Group Marketing Director,
Jerry Mpufane.

“We are proud to, once again, be associated with the

prestigious Loerie Awards. Creativity is the lifeblood
of our business and nowhere is it celebrated more
than at the Loerie Awards,” says Lutfia Vayej, head of
corporate communication for Media24.

“Margate looks forward to welcoming the Loeries for

its 30th anniversary. The UGU District has hosted the
event for the past four years and it is hoped that the
continued investment in the Loeries by UGU South
Coast Tourism will benefit the people of the district,”
says UGU Mayor Stembiso Cele.

16
A Newsclip Media Monitoring Initiative
EDITOR’S CLIP: From sponsorship effectiveness
to sponsorship appropriateness
By Daniel Munslow
Alida Jansen, Head of Collaborations at TNS Customer
Equity, and Enrico Tronchin, Head of Research and
Development, say that historically, measurement
techniques have been advertising-centric and naive.
Advertising and sponsorship communications aren't
processed similarly - advertising effectiveness
measures are still be used to measure the sponsorship
effect. A largely unexplored area is that of isolating the
effects of sponsorship in various areas.
Measurement techniques are progressing and some of
the current principles involve the definition of
benchmarked objectives, the measurement of
attitudes of target audiences towards sponsors, the
slicing of the data and the measurement of behaviour.
There are several big events coming up that are leading
to a need to ensure that sponsorships are both effective
and appropriate, not least of which are the China
Olympics and the 2010 World Cup. Jansen says it is
time to shift the focus from effective sponsorship to
appropriate sponsorship.
Attitudinal Equity (AE)
AE refers to the strength of a brand in a person's mind,
which allows researchers to determine which brands
stand out, and which brands need to 'shout louder'. In
the paper presented by Jansen and Tonchin, they
suggest using a proprietary multidimensional measure
of attitudinal equity, based on three inputs.
Marketing efforts in companies need to be geared
towards business results. It is the belief of the duo that
AE correlates better to business results. Good market
research and analysis has to be founded in strong and
transparent methodologies. Tronchin says “…the effect
of sponsorship activity on attitudes and behaviour has
to be interpreted against the backdrop of the brand's
strength in consumers' minds”.
Case Study: Fakeland local soccer series
The “Fakeland” sponsorship arena is fairly cluttered,
but one brand, Hamptons, stands out above the rest
brands such as Milkmart will have to shout louder in
comparison. While the brands that sponsor the event
have some exposure, do they have any association with
soccer?
Using Roadstar as a sample brand, respondents were
asked if they had an interest in soccer and if they had a
close attachment to soccer. The research showed that
only 19% of respondents said they are attached to
Roadstar as a brand and are interested in soccer. From
this, one would have to decide whether the brand is an
appropriate one to be associated with soccer. Brands
that feature low on the attachment scale and that are
not associated with soccer should reconsider their
sponsorship, as it is high attachment brands that are
likely to appeal to their target audience.
Other brand associations are Castle and PSL, Standard
Bank and cricket, Pick 'n Pay and cycling, and so on. It is
likely to be argued that these brands have achieved
their objectives, as they successfully chose events that
represent their brand, and whose consumers can relate
the two together.
Marketing & Advertising News
Therefore, simply getting exposure in the media to
promote a company's association with a brand does not
mean as much as the relay back to the strategic
objectives that were determined from the outset.
As a media monitoring company, Newsclip has often
produced sponsorship reports that have shown event
organisers that companies have represented themselves
as sponsors of events they were not sponsoring; and
equally shown the media exposure obtained by
legitimate sponsors. This is a measure of sponsorship
effectiveness - the outcome and media exposure of a
sponsor's involvement in a campaign. Effectiveness, on
the other hand, can only be assessed against the brand
objectives of the sponsoring company and its
involvement in the respective market place.
One of the key assessment criteria is relating the
exposure back to the sponsor's objectives, which is
determined internally at a strategic and tactical level of
business, based on the desired outcome and association
with an event.
The suggested way forward
Assess sponsorship appropriateness before assessing
sponsorship effectiveness. This can be done by knowing
the relative brand equity in order to understand how
cluttered the environment is - and therefore how loudly
you should be shouting.
When assessing appropriateness, researchers should
use metrics that relate back to business results
(attitudinal equity correlates better than traditional
advertising metrics). Results need to be filtered to get a
nuanced understanding of the sponsorship environment.
When assessing effectiveness, one needs to be aware
of possible pitfalls when making causal inferences, and
clearly state what assumptions are made.
GET TO KNOW THE TEAM
EDITOR Daniel Munslow
DEPUTY EDITOR Pat McClelland
EDITORIAL ASSISTANT Stefanie Jason
EDITORIAL ASSISTANT Leigh Andrews
MEDIA RESEARCHER Roane Booth
MARKETING MANAGER Vanessa Evans
totallyMAd is published by Newsclip.
Daniel is a member of the Advertising Media Association of
South Africa (AMASA) and a Pendoring Awards Committee
member.
GET IN TOUCH
Want to make a contribution? Want to share your opinions
and stories about the media industry? We want to hear
from you.
updates@newsclip.co.za or call
You can email us atLupdates@newsclip.co.za
us on (011) 288-6600.
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totallyMAd IS A NEWSCLIP MEDIA MONITORING INITIATIVE
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