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A marketingAadvertising

July 2008
Wwww.totallymad.co.za

MARKETING NEWS The entry deadline for

the 2009 Product of
Rising interest rates, the Year Awards, the
petrol prices and largest consumer survey in
tightening budgets South Africa, has been
worldwide are impacting on our local economy. As a extended to 31 July due to
result, businesses are now moving toward more popular demand. The
efficient and cost-effective ways of marketing. Awards recognise products
International online companies are seeing the that offer real innovation, and are open to FMCG
potential in South Africa's online industry, striking manufacturers who have launched products that
deals with local online marketing companies. Will improve the lives of South African consumers. Click
Green, Managing Director of Apurimac Media, here for more.
Lhere
representing brands such as Yahoo, MySpace, SKY,
Teamtalk and CNN, comments, "Online users are On 15 July, The
choosing the adverts and messages they want. This is M o b i l e
a huge change from the passive consumer that M a r k e t i n g
traditional advertising reaches”. ClickLhere
here for more. Association (MMA),
which represents 650 member companies worldwide,
CubicICE, a leading released its Global Code of Conduct, designed to
digital marketing provide guidelines that all Mobile Marketers should
organisation, has set the South consider and build their mobile marketing initiatives
African marketing environment around. ClickLhere
here for more.
ablaze with the announcement
of its Successful Online Strategies (SOS) Conference Dulcolax, an over-
to be held on 5 September. The conference, the-counter laxative
developed in collaboration with world-renowned by Boehringer Ingelheim
expert in web analysis and Internet marketing, Jim Limited, embarked on its
Sterne (Target Marketing USA), is the first of its kind first ComutaNet-driven
to take place locally and is seen as the first step in commuter consumer advertising campaign in 2007
bringing South African marketers in line with leveraging ComutaNet’s extensive reach in the LSM
international trends. ClickLhere
here for more. 4-7 profile to speak to that audience. Due to the
success of the initial campaign, the pharmaceutical
Quirk's textbook titled eMarketing - The giant extended its contract into 2008. The specified
Essential Guide to Online Marketing is now target market’s hectic lifestyle and diet, so often high
available to businesses, universities and those in fat and low in fibre, enabled the Dulcolax campaign
interested in knowing more about online marketing. here
to double as a national educational project. ClickLhere
In line with Quirk's support of the Open Education for more.
initiative, the book is licensed under Creative
Commons, and available for free download online at MASSIV TV, an
www.quirk.biz/emarketingtextbook. For those who
Lwww.quirk.biz/emarketingtextbook interactive TV system
would prefer a traditional bound version of the text in for commuters, taxi owners
soft cover, it is also available for purchase online, and and the advertising industry,
at selected Exclusive Books stores countrywide. Click has ap p o i nt ed Marc us
Lhere
here for more. Brewster Publicity (MBP) as its PR agency of record.
MASSIV has spent four years developing a unique
According to research technology that aims to tap into a vast potential daily
conducted in 2007 by audience estimated to be worth R20 billion in fares
the AAR Group amongst 26 annually. MASSIV TV will launch at this year’s Loerie
clients and 20 advertising Awards in Margate with specially branded ‘Mom’s
agency personnel, the taxis’. ClickLhere
here for more on MASSIV appointing MBP,
perceptions and reasons behind the breakdown in andLhere
here for more on the launch at the Loeries.
client and advertising agency relationships generally
differed between the client and the agency. Johanna 5th Dimension and Headspace have merged,
McDowell, Managing Director of the Independent creating a full service below-the-line marketing
Agency Search and Selection Company (IAS), agency with expertise in direct and below-the-line
says the research shows an interesting difference in marketing and promotions. The merged entity will
opinion between clients and agencies, and more trade under the established 5th Dimension brand as a
importantly, offers clues as to how to avoid a new-age communications company, passionate
breakdown. ClickLhere
here for more. about international trends. ClickLhere
here for more.
1
A Newsclip Media Monitoring Initiative Marketing & Advertising News

A g a i n s t a An interesting new
background of concept is currently
xenophobia and crime, being tested by One
TNS Research Surveys Digital Media (ODM) in
recently posed the partnership with
question: “Are we, as a Mobilitrix, in SUPERSPAR
nation, morally corrupt?”, in a series of studies of stores in South Africa:
2 000 adults in the seven major metropolitan areas, mobile vouchering. This
conducted over the past year or so. ClickLhere
here to read form of digital marketing is yet another ground
the findings. breaking initiative from the company that is a leader
in South Africa’s digital retail signage space. Click
M a r ke t i n g t h r o u g h a Lhere
here for more.
recession was the hot topic
discussed at the monthly On Thursday, 3 July, Med-Lemon celebrated
AMASA talk that was held on the success of its fourth consecutive winter
Wednesday. How does the campaign, which has employed 383 community
marketing industry and members and produced over 5 700 scarves since its
profession survive a recession and help a company here for more.
launch in May. ClickLhere
and brand emerge victorious on the other side?
Hendrik van Vuuren of Millward Brown was the guest The 3D Group has
speaker, providing practical tips on maintaining brand proven its standing as
online.
equity. Read the storyLonline one of the most awarded
companies in the exhibitions
Kadoro hosted a dazzling ice- industry with its
themed party during May to performance at the recently
launch the new Centurion-based held Markex exhibition –
ad agency, Brandbar, complete four out of the five stands built by the 3D Group for
with ice bar and iced shooters. this show were highly rated by the ‘best on show’
“The branded ice-bar was an judges. ClickLhere
here for more.
unusual and impactful coup for
Brandbar's launch”, explains Digital strategies company,
Kadoro MD, Amanda Maynard. CubicICE, is calling for papers
ClickLhere
here for more. for its Successful Online Strategies
(SOS) Conference. The conference,
“In the current gloomy economic conditions, the first of its kind in South Africa,
businesses have to create a unique in-store has been organised in association
experience to attract and retain customers and, with American-based company Target Marketing; it
most importantly, get the biggest share of the will be held on 5 September in Johannesburg. Click
customer's shrinking wallet”, says Craig Cesman, Lhere
here for more.
CEO of audio branding experts, DMX Music Africa.
adidas has signed a sponsorship agreement
Music is revolutionising the connection that
with Braam Malherbe and David Grier, voted by
retailers are making with consumers, and helping
Out There Magazine in 2006 as ‘SA Adventurer of the
to create environments where shoppers want to Year’. Braam and David will be provided with adidas
here for more.
spend more and more time. ClickLhere products for all projects and challenges they plan to
undertake. In return, they will act as adidas brand
EnviroHangers has ambassadors for the adidas Outdoor Category. Click
developed a product here for more.
Lhere
that replaces the old
wire/plastic hanger. It is Health and fitness brand, Virgin Active has
manufactured from 100% secured a partnership deal with global sports
recycled materials, and is an environmentally- brand, adidas, starting 1 July. adidas will be the key
friendly alternative that provides advertisers an sportswear supplier to Virgin Active in South Africa.
opportunity to print and brand their products on adidas will supply all Virgin Active Personal Trainers at
here for more.
both sides of the EnviroHanger. ClickLhere health clubs around the country with innovative
here for more.
sports apparel and footwear. ClickLhere
Synovate announced
on 2 July that it has Spare parts supplier,
acquired the Steadman Federal Mogul, has
Group, a leading provider of commissioned commuter
market research, media marketing specialist,
monitoring and strategic ComutaNet, to promote its
products to taxi owners and
management consulting.
drivers at taxi ranks and
Synovate is now Africa’s
other commuter integration
largest supplier of market hubs. Apart from increased
research. Albert McLean, CEO of Synovate in awareness for Federal
Africa, said that the move means Synovate now Mogul, an additional cash
has the largest footprint across Africa as a supplier prize for participants will cement the brand with this
here for more.
of market research. ClickLhere target market. ClickLhere
here for more.
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The entry deadline for The 30th Annual Loerie Awards took place
the 2009 Product of on Saturday 26 July and Sunday 27 July in
the Year Awards, the Margate on the KwaZulu-Natal South Coast. In
largest consumer survey in celebration of another year of creative excellence,
South Africa, has been and the 30th year that the Loeries have been
extended to 31 July due to awarding outstanding work in brand communication,
popular demand. The Awards the industry partied hard to make their mothers
recognise products that offer real innovation, and are here for the
proud over the Festival Weekend. ClickLhere
open to FMCG manufacturers who have launched list of the top 20 ranking of agencies.
products that improve the lives of South African
here for more.
consumers. Clicklhere Talented young creatives working in any area of
brand communication, namely advertising,
On 15 July, The communication design, or experiential - can enter the
M o b i l e Loeries 2008 Young Creatives Awards, and stand
M a r k e t i n g a chance to hit the international awards circuit. Click
Association (MMA), here for more.
Lhere
which represents 650 member companies worldwide,
released its Global Code of Conduct, designed to Every year the number of entries for the
provide guidelines that all Mobile Marketers should prestigious Loerie Awards increases, and the
consider and build their mobile marketing initiatives only effective way to keep track of them is through
around. ClickLhere
here for more. the exclusive online entry system. To achieve this, it
is crucial that The Loerie Awards have a reliable
Dulcolax, an over- partner, which is why Hetzner was selected as its
the-counter laxative internet host. ClickLhere
here for more.
by Boehringer Ingelheim
Limited, embarked on its The Loerie Awards recently announced that
first ComutaNet-driven Brett Morris, chief creative officer of the newly
commuter consumer advertising campaign in 2007 formed agency, The Scoville Unit, former executive
leveraging ComutaNet’s extensive reach in the LSM creative director of FCB, and Nando's global chief
4-7 profile to speak to that audience. Due to the creative officer, is the new jury chairman of the
success of the initial campaign, the pharmaceutical advertising judging panel. Erik Vervroegen, president
giant extended its contract into 2008. The specified and executive creative director at TBWA\Paris, had to
target market’s hectic lifestyle and diet, so often high step down as jury chairman of the panel after the
in fat and low in fibre, enabled the Dulcolax campaign death of his father. ClickLhere
here for more.
here
to double as a national educational project. Clicklhere
for more. The Loeries have announced the finalists for
the 2008 Awards, representing the leading work
MASSIV TV, an produced by the brand communication industry in the
interactive TV system past year. The judging took place in Johannesburg
for commuters, taxi owners from 30 June to 5 July, and the winners will take away
and the advertising industry, their statuettes at the 2008 Loerie Awards, which will
has appointed Marcus take place at Margate on the KwaZulu-Natal South
Brewster Publicity as its PR agency of record. MASSIV Coast, from Friday 25 to Monday 28 July. ClickLherehere
has spent four years developing a unique technology for the list of finalists.
that aims to tap into a vast potential daily audience
estimated to be worth R20 billion in fares annually. Red Cherry's newly created mobile
here for more.
ClickLhere division, under the direction of Michael
Solomon, incorporates all the mobile
Redline’s new online disciplines available, such as: SMS; MMS;
home, created using the WAP portals; interactive 3G; branded mobile
latest design and development games; mobile catalogues; barcodes and
technology is a colourful breath loads more, to ensure they match
of fresh air. It’s clean, stylish prospective client needs with the most appropriate
and contemporary design is mobile platform. ClickLhere
here for more.
easy on the eye and encourages users to navigate the
here for more or visit
site to learn more. Click lhere BB Auto has a long history of
Lwww.fcbredline.co.za
www.fcbredline.co.za. advertising with
CineMARK, and for the eighth
ADVERTISING NEWS consecutive year has decided to
sign an Inline deal - which means
Entries for the 2008 Loerie that BB Auto will be displaying a
Awards closed on 31 May. car at a selected Ster- Kinekor
Over 3 400 entries were received for foyer for the period of one year. ClickLhere
here for more.
the 30th anniversary of the Loerie
Awards. This represents 17% growth Innovative broadcast medium DSTV has
on last year's entries in the selected cinema advertising and CineMARK as a
professional categories. The year major component of its new advertising campaign.
2008 saw a record number of entries into the Loeries, The campaign will run for a period of 30 weeks,
judged by a panel of local and international experts in launching on 5 September 2008 until 2 April 2009.
here for more.
their creative fields. ClickLhere ClickLhere
here for more.
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Last week the Association for Pernod Ricard’s initial washroom

Communication and Advertising (ACA) campaign proved so successful in
hosted a lunch to welcome seven new members into driving on-consumption sales that the
its fold. “The ACA is elated to welcome these new large international spirits producer has
agencies into our family and we look forward to committed to a further one year
working with them. Their inclusion widens our advertising agreement with Primedia
representation and diversity.” says Odette Roper, CEO Unlimited subsidiary TLC. Pernod
of the ACA. ClickLhere
here for a list of members. Double Gold Medal Olmeca Tequila, now
signed up to enjoy the lime light. Click
Specialist high Lhere
here for more.
impact outdoor
advertising company Ruby Anik, the Senior Vice President of Brand
Wideopen Platform, a Marketing for J.C. Penney Company Inc, will
Primedia Unlimited capture the attention of South Africa’s first Retail
subsidiary, has once Advertising Conference goers, hosted by the
again used its media Newspaper Advertising Bureau (NAB), in association
platform to achieve prime with its holding company Caxton/CTP Publishers and
exposure in a high-density area. Motorists traveling Printers. ClickLhere
here for more.
in either direction on William Nicol, between Braemar
and 2nd Street in Hurlingham can't miss the massive The Advertising Media Association of South
425m² advertising strip for alcoholic brand Skelters Africa (AMASA) invites media, marketing and
Straight. ClickLhere
here for more. advertising players to attend this year's annual
workshop, titled 'Consumer Connections Boot Camp'
Many South African to be held at Little Switzerland, Drakensburg from 21
drivers have taken to to 24 August. ClickLhere
here for more.
removing their number plates
to avoid receiving dreaded Absa is walking on air following the news that it
speeding fines. The resultant has secured the highest number of finalists of
reckless driving has been the any one brand at this year's annual Loerie Awards -
cause of many pedestrians a grand total of 25! The Loerie Awards, regarded as
and motorists losing their the local industry's highest accolade, are held
lives. To raise awareness of this issue, full service annually to recognise and reward creative excellence
agency Joe Public approached Arrive Alive with an in marketing communications. ClickLhere
here for more.
Lhere
innovative idea. Click here for more.
Designtimes is a finalist in the
Umhlobo Wenene and 2008 Loerie Awards, in the
commuter marketing publication design category. This is
c o m p a n y, C o m u t a N e t , a remarkable achievement for the
branded 15 full bus backs in design title, which has a creative
the Eastern Cape, Umhlobo’s team consisting of just one person
principal footprint. The (Mark Rosenberg), and an editorial
campaign runs from 1 March team of two writers (Steven
until the end of August. Click Rosenberg and Zachariah King).
here for more.
Lhere ClickLhere
here for more.

Lhere

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A Newsclip Media Monitoring Initiative Marketing & Advertising News

Saatchi & Commissioner Street

Saatchi was the centre of
South Africa has announced that it has received attraction on Saturday, 21
Lighthouse Agency status within the group's global June as elite socialites
agency network, comprising 153 international gathered for the Renault
offices. Lighthouse status positions Saatchi & Saatchi Shake It Xpress Coalition
South Africa in the same league as only eight other party. The month-long
Saatchi & Saatchi units, including London, Dubai, campaign preceding this
Paris and Frankfurt, and will see the local Saatchi & event was conceptualised by Publicis
Saatchi operation play a pivotal leadership role within Johannesburg, and the execution thereof was
its European, African and Middle Eastern network. explosive. In line with the Renault Mégane Hatch
ClickLhere
here for more. promotion, Publicis devised a campaign incorporating
the benefits of electronic media and new media
Does frontier-moving frequently used by its target market - the stylish,
Afrikaans advertising modern, funky, and in-the-know. ClickLhere
here for more.
flow through your veins? Does
the ink in your pen speak of To demonstrate the
pride in the language? If so, effectiveness of
the Pendoring podium is large format outdoor
beckoning, and you should media, Wideopen
sharpen your pencils! The good Platform, a Primedia
news is, you still have some Unlimited subsidiary,
time to submit entries, as the Pendoring entry used Digital Mesh Media
deadline has been extended to Friday, 1 August at (DMM) over a four month
17:00, due to demand. ClickLhere
here for more. period to dominate more than 800m² of the JSE's
façade in the Sandton CBD, for luxury vehicle
Draftfcb South Africa has won recognition for manufacturer Lexus. The outdoor execution was
its investment in human resources – it took first synergistic to the broader “Lexus stories” campaign,
place in the National Business Awards’ ‘National simultaneously communicated through TV, print and
Investor in People’ category. The award, made by here for more.
online. ClickLhere
Topco Media in association with its annual publication
- SA’s Top Performing Companies, was one of 15 Draftfcb Impact
made at the gala ceremony. The ‘National Investor in Johannesburg
People’ Award goes to the company that can recently saw the launch of a
demonstrate the highest level of per capita new print campaign for its
expenditure on training, education, wellness and client of three years, Bob
health. ClickLhere
here for more. Martin. Bob Martin enjoys a
premium spot in the market
Johannesburg-based design house, Rex as one of the leaders in pet
Creative teamed up with Network BBDO to care products. The campaign, which consists of three
deliver an advertising campaign for Cell C's new different executions, takes a tongue-in-cheek look at
Juice.co.za
Juice.co.za portal - and revealed yet another area of canine intelligence and contains everyday farm
expertise in the delivery of cutting-edge illustration animals, acting like dogs - from a lamb catching a
here for more.
and animation. ClickLhere frisbee, to a chicken fetching the newspaper and a
cow holding a leash as if wanting to go for a walk.
M - N e t i s here for more.
ClickLhere
advertising the
launch of its weekly In honour of a world
series offerings Chuck, hero, Y&R and its client
SABC, commissioned
Army Wives and Eli
Creative Vision to create an
Stone via TLC's
emotive birthday card for
washroom advertising
Madiba. Using the letters in
in cinemas and 'Mandela', the agency's
nightlife venues. The concept was to see how many
season releases share advertising space in cinema words could be derived from his name. With a tight
and nightlife bathrooms through super-sized budget and very limited time, Brenton Green
here for more.
mirror decals. ClickLhere manipulated the words and added texture and depth,
here
to bring the larger-than-life name to being. ClickLhere
American for more.
franchise
F l o y d ' s 9 9 Professor Byron Sharp leads the Ehrenberg-
Barbershops has Bass Institute, which conducts serious research
crossed the and development into how marketing works, based
Atlantic and opened its first shop in South Africa in on over 80 years of data from top global companies.
Fourways, Johannesburg. The launch campaign for Join him at South Africa's first ever Retail
this unique hairstyling concept was handled by Cross Advertising Conference at Emperor's Palace in
Colours, which took an eye-catching, off-the-wall Johannesburg on 12 August, and Lord Charles in
approach to prime consumers for the exciting Somerset West on 14 August, where he will demolish
here for more.
opening day. ClickLhere six myths of retailing. ClickLhere
here for more.
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 A Newsclip Media Monitoring Initiative Marketing & Advertising News

Top media group, Media24 has Draftfcb South

once again approved a massive Africa has won
sponsorship of the Pendoring recognition for its
advertising competition and project. investment in human resources – it took first place in
Media24 has a commercial interest in the National Business Awards’ ‘National Investor in
Afrikaans because a large part of its People’ category. The award, made by Topco Media in
turnover is created in the language. association with its annual publication - SA’s Top
here for more.
ClickLhere Performing Companies, was one of 15 made at the
gala ceremony. The ‘National Investor in People’
Does Afrikaans advertising flow through your Award goes to the company that can demonstrate the
veins? Does the ink in your pen speak of pride in highest level of per capita expenditure on training,
the language? If so, sharpen your pencils as the 14th here for more.
education, wellness and health. Clicklhere
annual Pendoring competition and project's entry
here for more.
deadline is around the corner! ClickLhere Santam, has
marked its 90th
Leading South birthday with a
African bookseller celebratory campaign
Exclusive Books was from Draftfcb Cape
awarded a Silver Lion in the Film-Retail Stores Town, highlighting
Category at the Cannes Lions International how the company has
here for more.
Advertising Festival on 21 June. ClickLhere revolutionised its
industry many times
The recent nationwide challenge to South during its nine decades. Developed by the creative
Africa's young designers to submit fresh team of Schalk van der Merwe and Marius van
concepts for national retailer Exclusive Books' Rensburg, and strategist Jeremy Bouwer; the
distinctive shopping bags, has yielded a bounty of campaign includes television, print and radio
talent and 10 exceptional finalists, from design advertising, as well as broker and staff
schools across South Africa. ClickLhere
here for more. communication and events. While the external
communication links to the '90 years young' and 'new
Exclusive Books kid on the block' idea, many of the creative elements
carefully selected for the staff event have been designed to recognise
Primedia@Home's here for more.
its role in Santam's success. Clicklhere
Intersect Direct to create
immediate awareness for its The SAARF
famed annual sale and to board has
generate more book sales in announced that
stores, by handing out the contract for
pamphlets at 23 desirable intersections countrywide. the All Media and
here for more.
ClickLhere Products Survey
(AMPS) and the
Nu Metro Film Radio Audience Measurement Survey (RAMS) has
Distribution has again been awarded to Nielsen Media Research. This
decided to put 40 Wrap-A- concludes the tender process that started about 12
Back vehicles on the road around the country with months ago. Clicklhere
here for more.
Popimedia during the winter break, following on the
success of its December Wrap-A-Back (back window The SAE Institute is hosting a series of
here for more.
branded) campaign. ClickLhere industry sessions for those interested in the
fields of animation and audio engineering. Click lhere
here
Pe p s i C o SA h a s for more.
commissioned
Wideopen Platform to S h a k e
erect a colourful hoarding Interactive
on Long Street in Cape SA, the Cape Town-
Town to engage young based digital and
consumers with the funky mobile marketing
soft drink brand. Wideopen's CEO Caryn Cohen says, a g e n c y, h a s
“…the outdoor portion of the campaign is coupled announced that it
with energetic television and radio executions”. Click recently ran a
here for more.
Lhere successful online
campaign in North America for The Macallan, the
Wimpy has signed an world's most precious whisky. ClickLhere
here for more.
exciting on-screen
campaign with CineMARK. Today is the last day to submit
CineMARK is responsible for the entries for the fourteenth
majority of advertising sales in annual Pendoring advertising
South African cinema competition and project. The
complexes, and reaches 68.1% Pendoring entry deadline was
of South African cinema audiences. Wimpy secured extended to today, Friday, 1 August
the slot seventh closest to the main feature on at 17:00. ClickLhere
here for more.
here for more.
CineMARK's Digital Golden Reel. ClickLhere
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Primedia@Home A timely ad
deployed its created by
celebrated new media Morris&Jones for its
format, store carnival, to client, Polyfilla,
promote the opening of appeared in the
Georgies' Beaufort West Saturday Star on 12
new store. The event July. The ad makes
drew so many first time light of the sinkhole which appeared in Rosebank’s
purchasers that the retail Oxford Road, Johannesburg last week, following
outlet tripled its targeted turnover. Substituting a excavation for the Gautrain.
mundane store launch in favour of a festive
Primedia@Home store carnival added pizzazz to the Commissioner Street was
launch, proving to have been "the right way to go" for the centre of attraction on
Georgies. The exciting party atmosphere, Saturday, 21 June as elite
accompanied by interactive consumer promotions, socialites gathered for the
reached all manner of potential clients, and not just Renault Shake It Xpress
the targeted LSM groups of 1-6. Clicklhere
here for more. Coalition party. The month long
campaign preceding this event
Premium Italian was conceptualised by Publicis
beer brand Peroni Johannesburg. At the centre of
is creating a lasting this campaign was an interactive
impression on business website featuring music by Gang
executives and of Instrumentals. In line with the
travellers heading into Renault Mégane Hatch
C a p e T o w n promotion, Publicis devised a campaign utilising the
International airport. The 443m² hoarding is, in its benefits of electronic media and new media which are
simplicity, striking and clear in its communication. frequently used by their target market; the stylish,
Mainly targeted at upper income men, Peroni will the modern, the funky, and the in-the-know. Click
grace CIA for a period of six months, ending in here for more.
lhere
November this year. “Peroni is an affluent and
established brand internationally, but quite young in For the fifth
the South African market,” says Wideopen’s CEO consecutive year,
Caryn Cohen. “By heightening awareness of this South Africa’s blue chip
brand at Cape Town International, the brand is packaging manufacturer
assured of reaching the right market with limited Nampak has chosen to
wastage.” Clicklhere
here for more. support Primedia Unlimited
subsidiary TLC, by
Aimed at creating renewing its advertising
major impact for its partnership. Utilising TLC’s
world-renowned lager, latest media innovation, door wraps, Nampak’s new
Castle, local brewing giant feminine product Lifestyle Fresh Sense will be
SAB has partnered with reaping the rewards of mall advertising exclusivity in
Wideopen Platform for a female dominated spaces. ClickLhere
here for more.
six month outdoor
campaign in the heart of Canderel is
Johannesburg. Wanting to exploring the online
reach its objective of advertising medium with
communicating big brand the launch of its own
stature in prime position, SAB has secured Wideopen channel on YouTube.com.
Platform's mega site at 60 Juta Street, which spans a Set to go online in July,
bold 1300m², allowing the Castle creative to benefit this will be one of South
from high exposure as the site is visible to an Africa's first FMCG brands
approximated 120 000 cars per day which pass to initiate a YouTube
through the streets between Nelson Mandela and channel. 65% of online viewers are now viewing clips
here for more.
Queen Elizabeth Bridges. Clicklhere on a weekly basis. This figure is estimated to jump to
87% by 2011. Clicklhere
here for more.
Colgate is set to
take a bite out of Bryan Traylor, principle
its competitors' photographer at
bank balance with its Locker 14, recently shot
excellent new outdoor the print campaign for
creative that is Siyayinqoba Beat It!, the
strategically positioned actuality show about people
o n P r i m e d i a living with HIV/AIDS currently showing on SABC 1.
Outdoor's 48 Sheets and Store Facias from July The portraits focus on individuals who are living with
2008 to February 2009. Created by Y & R, a red HIV/Aids, and zooming in on the various situations in
Colgate billboard with its top left-hand corner bitten which they contracted the disease. The portraits were
away greets members of the community, in cars or as directed by Michael Lambert and conceptualised by
pedestrians, with the payoff line, "Wow! Strong Three Chord Thursday Advertising agency. For more
teeth”. Clicklhere
here for more. information, visitLwww.beatit.co.za
www.beatit.co.za.
7
A Newsclip Media Monitoring Initiative Marketing & Advertising News

The African Information Habari Media, South

Institute's African Marketing
Indaba 2008 aims to assist
marketers in developing a
competitive edge with efficient
advertising and marketing
dynamics. The two-day
conference will take place on
13 and 14 August, at the University of
Johannesburg's School of Tourism and Hospitality.
Endorsed by IABC Africa, the African Marketing
Indaba Conference will highlight the success of
advertising and branding in the continent, committed
to strategic planning and the sharing of knowledge. A
significant outcome of the African Advertising Indaba
Conference will be the development a 'one stop shop'
African marketing strategy. The conference will look
at some of the threats to African advertising, and its
continuing venture for success in the global
marketing era. These include the evolving image
African brands and companies, the ability of
companies to adapt to change, and their commitment
to modern branding and marketing techniques. Join
other small, medium and large producers, and be
challenged by leading marketing practitioners from
the continent. The fee to attend the conference is R 8
999, which includes lunch, refreshments and detailed
materials. For more information, call 011 781 1155 or
www.aii.co.za. ClickLhere
visitLwww.aii.co.za here for more.
Africa's largest online
sales house, has won the
account to market all online advertising inventory for
Privateproperty.co.za. With over 200 000 registered
users, and over five million page impressions a
month, Privateproperty.co.za is the perfect launch
pad for advertisers who wish to target high income
earners with an interest in property, furniture, and
lifestyle. ClickLhere
here for more.
proximity#ttp, the maverick
marketing services agency,
recently won The Rosebank and
Mount Grace accounts with a
mandate to create new brands
for both facilities, which are
currently under renovation. The scope of work
includes the creation of completely new corporate
identities for the two properties, all collateral,
advertising, brand activation, creative, marketing,
consulting services, direct marketing and digital
initiatives. ClickLhere
here for more.
PEOPLE ON THE MOVE
Matthew Bull, the charismatic, talented and super-
charged Global Creative Director of Lowe Worldwide
has been appointed Creative Counsel to the OPA.
ClickLhere
here for more.

NEW ACCOUNTS Mick Blore, one of South Africa's most awarded

creatives, has joined Y&R Brands South Africa as
Top agencies competed head to head last month for a Chief Creative Officer. ClickLhere
here for more.
chance to win one of South Africa's largest retail
accounts. The Checkers advertising account had been The ADreach group of companies has appointed
with Berry Bush / BBDO Cape Town since 1992. While media management guru Harry Lee-Rudolph to the
the brand has made significant strides in gaining position of Head Office General Manager; with
acceptance among more affluent shoppers since its financial buff Ken Mourant taking the reigns as Group
repositioning, management was looking for a Financial Director. ClickLhere
here for more.
communication partner to guide Checkers into a new
era. Four agencies were invited to share their
strategic and creative insights on the brand, with
NINETY9CENTS selected as the agency of choice.
here for more.
ClickLhere

Leading specialist stakeholder agency VWV Group

has been awarded the following new accounts:

•AstraZeneca Pharmaceuticals has appointed the

group to produce its Moments in Time 2009 launch
DVD and other work associated with the project,
including a 30 second commercial and an update of
the documentary, capturing the past six years of
Moments in Time. ClickLhere
here for more.
•After a competitive pitch, Coca-Cola South Africa
has appointed the Group, to conceptualise and
manage its 2008 Bottler Business Conference in
Zambia. ClickLhere
here for more.
•McDonald's South Africa has appointed the group to
implement activations celebrating the 2008 Beijing
Olympics Games in August. This includes the
'children's Mini-Olympic-Villages day' to be held in
Durban, Cape Town and Johannesburg. The winners
will be treated to a four-day trip to the 2008 Beijing
here for more.
Olympic Games in August. ClickLhere

HKLM Johannesburg has been appointed to handle

the global rebranding of leading international speaker
and author, Dr. John Demartini. ClickLhere
here for more.
8
A Newsclip Media Monitoring Initiative
Always launches new brand positioning
Following many intimate
discussions and research
conducted around the
world, women have
informed the Always
brand team that they see
periods as a natural part
of life that can have an
upbeat side. From a
marketing point of view,
this campaign is also a
groundbreaking
initiative that attempts to reposition the way people
think about a topic through the use of the product;
thereby using the product itself as the tool.
Many women revealed that they actually enjoy their
mood swings (to an extent), because it allows them
to define their own rules of happiness, such as eating
chocolate or buying shoes without the guilt. Based on
these intriguing insights, Always was inspired to
develop a campaign that encourages women to see
the brighter side of periods. This led to the birth of the
provocative “Have a Happy Period” (HAHP)
campaign.
After completing in-depth, global research, Always,
together with international advertising agency, Leo
Burnett, came to the conclusion that women are ready
for change. A change from a negative to a positive
mindset, regarding their periods.
Lhere
“It's not too late to call in sick!” - is just one of the
many cheeky and irreverent taglines, soon to be
hitting various SA media channels.
Marketing & Advertising News
The overriding campaign objective is to build brand
equity through an increased emotional connection
with women, thus moving the brand from its previous
functional product focus, to a renewed emotional
experience. Through HAHP, Always is reaching out to
women and touching their lives by agreeing that this
can be an inconvenient time of the month.
Says Khululiwe Mabaso, External Relations Manager
at Proctor & Gamble (P&G) SA, “What all women have
in common, is that they accept their period as a part
of their femininity; they don't want to hide or be too
negative about the subject. I know how
uncomfortable and even painful periods can be, and
the physical and emotional roller coaster which many
women suffer as a direct result. All we wish to achieve
through this campaign is to encourage women to find
their own individual way to make this time better for
themselves”.
The HAHP campaign has been intricately woven to be
flexible enough to adapt to global market
implementation. The US saw the launch of the
inaugural taboo breaking campaign in 2006 and was
the first to fully embrace the concept of seeing the
brighter side of periods. Last year, Always was
selected as one of the top brands in the Us
Advertising age “Marketing 50.” Furthermore, the
HAHP Advertising campaign was recognised in a
select group of Top “50 Sharp Ideas” for its sheer
innovation and resounding success to market.
July sees the HAHP campaign hit SA shores. Click
here to view the full story on the totallyMad website.
9
 A Newsclip Media Monitoring Initiative
Good news about 2010 is made accessible
By Daniel Munslow
FNB has officially launched a news portal titled 'Shine
2010'. It's unlike anything else available on the
market, as was demonstrated to us during the launch
on Wednesday in Johannesburg.
www.shine2010.co.za is an online social networking
Lwww.shine2010.co.za
platform that offers a place for South Africans to
congregate and communicate in the run-up to the
2010 FIFA World CupTM.
Digital media takes centre stage, as Fleishman
Hillard's Casey Monteiro highlights. The site has a
fully functional blog, podcast section, social media
press release (so journalists, bloggers and
consumers alike can find out more about what is
happening), and of course the latest news on the run
up to 2010. One of the nicest features about the site,
aside from the easy navigation and digital
integration, is the origin of the content. The site will
have original contributions and stories sourced first-
hand. This means the experience of surfing the pages
on the site for news will be unique and provide a
different perspective on the news.
All this comes together to form a powerful online
media tool that offers interactivity and engaging
content. This approach ensures that the community
can consume the good news according to their own
preferences.
The interlinking of social media tools extends beyond
the blogs and podcasts, to include a Facebook group,
a YouTube channel
channel and the FNB Roving Reporters
interviews. The FNB Roving Reporters - a first for
South African corporates - will serve as citizen
reporters, hitting the streets to source video
interviews with key influencers, while also polling
public perception ahead of 2010.
Marketing & Advertising News
FNB Brand
Director, Derek
Carstens says,
"FNB is a true
n a t i o n a l
supporter of the
2010 FIFA World
Cup T M , and is
s u p p o r t i ve o f
efforts to ensure
t h a t t h e
tournament is
inclusive for
South Africans
and Africans. In
keeping with technology trends, we have created a
platform to give the growing online community the
opportunity to share in the 2010 experience, using
the power of the Internet to spread the good news
about what will be Africa's greatest event yet".
For journalists
The social media press release (SMPR) contains the
latest press releases, as well as video interviews with
the likes of Danny Jordaan, Local Organising
Committee CEO and FNB Brand Director, Derek
Carstens. They can be watched commenting on a
range of issues, such as public sentiment around the
winning bid announcement and FNB's role in terms of
2010.
The page also contains images, quotes, RSS feeds, a
countdown tool, links to other sites and stories, as
well as tags and social networking options. A shining
(no pun intended) example of the use of digital media
tools.
FNB breaks new ground in digital media usage
Shine 2010 is another one of FNB's digital initiatives
and follows the launch of FNBTV in early June 2008.
Furthermore, the bank continues to engage in social
media with MXit and FNB Facebook employee groups.
This is not the first time FNB has been first to market
with digital outreach. In 2003, FNB was the first bank
to offer an SMS notification service, inContact and
currently alerts more than five million subscribed
customers of activity on their accounts. FNB also
recently launched cellphone banking for businesses,
another first in South Africa.
10
A Newsclip Media Monitoring Initiative
Vibrant New TVC kicks off Vodacom's soccer sponsorship message
A vibrant new television commercial - rated by
Vodacom's Alan Knott-Craig, arguably one of the most
marketing-savvy CEOs in South Africa, as the best in
the company's nearly 15 years of advertising - is
kicking off the cellular technology service provider's
soccer sponsorship communication.
Developed by the Draftfcb Johannesburg team of
executive creative director Grant Jacobsen, senior
copy writer Neo Mashigo and art director Ntsikelelo
Nukwa, the commercial is a riot of colour and action. It
features soccer legends Teenage Dladla, Phil Masinga,
Mark Williams, Neil Tovey and Linda Buthelezi, and the
country's current Bafana Bafana heroes Excellent
Walaza, Moses Spandeel, Siphiwe Tshabalala and
Bryce Moon, as well as respected referee Ace Ncobo,
in a slick, stylish and speedy game that erupts in a
Sophiatown-era dance hall.
According to Jacobsen, the commercial kicks off an
extensive campaign of two distinct phases to
reposition Vodacom's commitment to South African
soccer in the minds and hearts of the game’s
supporters. Jacobsen said phase one was intended to
build Vodacom's soccer credentials while phase two,
which starts in 2009 and continues through the 2010
Soccer World Cup, focuses on galvanising support for
the South African soccer dream.
“Vodacom and the agency recognised that its previous
soccer communications had both strengths and
weaknesses. On the positive side, these
communications spoke about the passion of all sports
supporters and had given Vodacom ownership of a
very powerful pay-off line that transcended sporting
boundaries- 'Vodacom. The greatest supporter of
South African supporters.',” he said.
“However, the communication didn't link the brand
as closely to the game as Vodacom wanted - there
was soccer, then the supporters, then Vodacom. The
agency recommended a new positioning that would
allow Vodacom to take a stronger leadership stance,
and reinforce its dedication to South African soccer.
“Given that Vodacom's soccer sponsorship has the
greatest depth of all - it sponsors Bafana Bafana,
Orlando Pirates, Kaizer Chiefs, Bloemfontein Celtics,
the Vodacom Challenge and the Vodacom League -
the creative team immediately felt that these made
Vodacom the greatest supporter of South African
soccer. No contest.
Marketing & Advertising News
“This was our challenge: to develop a campaign and
television execution that would drive home both these
facts in a riveting and unassailable way,” Jacobsen said.
The creative team's response was a commercial based
on the 1950s Sophiatown lifestyle including music,
dance moves, dress code and location. The lead actors
are well known South African soccer players, both
current heroes and retired legends.
The direction puts them on a ballroom dance floor,
dressed for a dance occasion. The big difference is that
they play a soccer match, showing off their soccer skills
the same way that the dancers would show off their
dance moves in the Sophiatown days.
“This commercial - which is only the tip of the iceberg
when it comes to our new soccer sponsorship
communication campaign - perfectly encapsulates
Vodacom's relationship with soccer,” added Vodacom
executive head of regional marketing and sponsorship,
Firoze Bhorat.
“It shows that Vodacom believes in South Africa soccer
its heritage and its players. It highlights that we believe
in the way it is played - its style and its flair. It spotlights
that we believe in the way it is supported - the noise and
the colour. And it underscores the fact that we believe in
the dream, of where South African soccer is going. The
sponsorship team is delighted with the commercial,
and the way in which Draftfcb rose to the challenge of
revealing our passion. We're certain that this work will
ensure that we meet our objective of becoming the
most loved soccer brand by 2010.”
The TVC was shot over three days, after three days of
rehearsal by production house, The Bomb Production,
on location in the 'Old Synagogue' corner of Paul Kruger
and Struben streets in Pretoria. Professional dancers
were used as body doubles for the soccer players when
it came to the dance moves but, of course, the soccer
stars needed no assistance when it came to their soccer
moves. The cast swelled to around 120, including
extras and a full band, and the sound track, 'Marie', was
composed by Louis Prima.
'So'jaiva' breaks on
national television on
4 J u l y, a n d t h e
campaign is supported
by cinema, print,
outdoor and radio
advertising.
11
A Newsclip Media Monitoring Initiative
A Fresh Approach to Marketing
By Stefanie Jason
Nike's marketing campaign in South Africa has not
shied away from utilising all forms of advertising -
including traditional marketing as well as digital
technology - to promote the brand as more than just
sports apparel. The launch of Nike's ‘Be True
campaign’ in South Africa, saw the rise of its Melville
Gallery on 4th, and a new approach to marketing for a
brand new target market.
Nike has now gone out of its way to promote its brand
on a different level, incorporating and combining all
tools of marketing and advertising to effectively
reach this new niche market.
Not only has Nike used football, and the Fifa 2010
World Cup as a base for its promotion in South Africa,
Nike has now captured the hearts of the local
'alternative' crowd with its Be True campaign,
especially with its new space for South African artists
to exhibit at the Gallery on 4th in Melville,
Johannesburg.
Nike successfully caught the
attention of football fanatics as
well as patriots, with the
introduction of the Just Do It and
the Joga Bonito football Campaign
('Joga Bonito' is a Brazilian phrase
for 'play beautifully'), which was
launched on Robben Island in
2006. Keeping in-tune with Nike’s
dedication to promoting football -
especially local soccer, Nike used
traditional forms of advertising in
South Africa circa the 2006 World Cup in Germany,
such as the huge wall-wrap advertising with South
African footballer players Benni McCarthy and
Banyana Banyana captain Portia "Bashin" Modise as
brand ambassadors. Nike also went ahead and
created a social networking service on Google, a
podcast and a videocast forLJogaTV
JogaTV - that portrayed
an underground television station - hosted by former
French football player, Eric Cantona in what appeared
to be the heart of the Germany. An interactive Just Do
It website was also launched in South Africa.
As a brand that has gained the attention of football
fanatics worldwide, Nike's new Be True campaign
challenged the brand to venture out of its 'comfort
zone', and into a brand new atmosphere, that of the
arts. When Nike launched the Gallery on 4th mid-
April, the brand aimed to provide a platform for talent
in the 'bohemian' suburb of Melville, an ideal location
for its new found target market of artists. According
to The Times Online; “Nike was basically launching a
gallery that will allow designers, photographers and
performers to use it as “a blank canvass to express
their interpretation of local youth and street culture”.
Marketing & Advertising News
As a brand that expresses itself as one that is by
South Africans and for South Africans, the Be True
campaign aims at exposing work by South African
photographers, graphic designers, DJs and fashion
designers on an international scale. The Nike Be True
blog goes on to state; “For the launch of the Gallery
on 4th, we were looking for artists who are inspired by
South African street culture and who are able to
convey what it means to be young and Be True in SA
today.” Similar to Nike's Joga Bonita campaign, the Be
True campaign extends to incorporate an array of
marketing tools, in the form of theLBe True blog - an
Be True
up-to-date journal detailing Nike's initiatives and
another space for its artists to exhibit their work. The
blog features work from various artists, interviews of
the artists and links to their websites.
Besides the blog, and
keeping in tune with
N i k e ’s u s e o f n o n -
traditional advertising and
its target market - as an
extended platform for its
artists, Nike collaborated
with MTV to shoot a series
of documentaries on the build-up towards the launch
of the Gallery on 4th. “Nike, in collaboration with MTV,
has extended the scope of the Be True campaign by
creating three documentaries that celebrate and
salute the individuals who are writing a new creative
script for Africa,” states journalist Nomfundo Xulu and
staff reporters for LThe
The Times
Times online. The
documentaries on MTV provide a creative space for
the work of three artists to be showcased on an
international platform.
In conjunction with Nike’s aim of targeting youthful
artists as well as moving beyond that target market,
Nike launched a Be True Gallery on 4th Facebook
group, a space for local and international online
audience to interact with the now creative brand.
here to visit the Facebook group andLhere
ClickLhere here to
view the interactive Just Do It website.
12
A Newsclip Media Monitoring Initiative Marketing & Advertising News

EDITOR’S CLIP Good marketing is not always about changing a

Over the past couple of weeks a lot has been said
about ‘clever marketing’, and how marketers need to
think out of the box at times of recession in order to
increase share of voice, people’s affiliation and brand
equity, and possibly even to grow market share. As
we discussed after the AMASA monthly talk about
‘marketing through a recession’ earlier this month,
companies need to be very mindful of their
communication channels to customers and
consumers. It is a critical time to get people to love
your brand through promotions, value-added
services and more.
Good marketing is about understanding your
customer. And now is a great time to make sure you
do. Too many businesses have never asked their
customers what they would like - they simply proceed
with product development that they believe is in line
with their growth, excluding the most important link
in the chain. You might be off to a good start, as early
adopters want to experience and experiment with
new products, but if the hand does not match the
glove, the excitement will be short lived.
product - it’s about how you position it.
Building brand equity is certainly not easy, and
consumers are very protective of the brands they
love and those that they love to hate. We see endless
comments on sites like lwheels24.co.za
wheels24.co.za, where
people passionately comment on manufacturers like
BMW, Renault and Mercedes, to name but a few - such
articles yield a huge amount of consumer generated
content.
When one sees comments on Hello Peter Peter, where
people have noted the appalling service they have
received from banks, car dealerships and specific
shops, consumers are less inclined to visit such
outlets because of their perceived negativity. Building
the brand back from that is very difficult, especially in
the competitive environment we live in. You simply go
elsewhere.
So, marketing is indeed key at the best of times, but
more so during times of hardship when your brand is
fighting off negative overall economic sentiments as
well as competitor brands. The time to act is now.

Even small brands can weather the recession. You In the same way as communicating your brand to
don’t have to be a big brand to make it, you just have consumers is important, internal communications is
to make sure you remain top of mind and maintain a too. In the current economic climate, the one thing a
favourable share of voice in the marketplace. company has to be mindful of is retaining its staff. You
don’t want to hire superfluously at this time. Ensuring
Part of the challenges ahead include new forms of everyone in the company is on the same page and is
marketing that companies sometimes have little aware of various developments and achievements is
control over. Internet-based marketing is one of crucial. Everyone needs to feel part of the process.
them. It is shaping a new era of brand management,
where consumers are talking about brands online and
through social networking tools - and consumers are
being very, very honest. They are not subtle about
what they don’t like, nor about bad experiences. In
difficult times, most people won’t take a chance on
something that is shaped by others as being
negative. People want positivity.

Another interesting marketing strategy is viral

marketing. It is one of only a handful of strategies
that cannot be bought with money. It’s something a
brand has to earn through connecting with an
audience, and having consumers WANT to talk about
the brand and product. Content customers are
perhaps the most powerful and influential marketing
tool available to you. It is also a cost-effective
strategy. Invest in your structures to ensure good
quality products and services, and consumers will
want to talk about you.

Even with all of these changes taking place, there is

no doubt that marketing is still a science - perhaps
even more so than in the past. Marketers need to
ensure that these new forms of marketing are
understood by their clients and managers and used
appropriately.

As people’s attention continues to shift away from a

preoccupation with traditional forms of advertising,
brands are being forced to look into new ways of
marketing their products and communicating with
consumers. These include direct engagements, viral
marketing, social networking, blogging and
experiential marketing, to name but a few. Times are
indeed changing fast.
13
A Newsclip Media Monitoring Initiative
As economic factors continue to play such a
huge role in people’s lives, one of the worst
affected sectors is automotive. This poses major
challenges to manufacturers, who need to find
innovative and striking new ways of
communicating and marketing their products to
consumers.
Recently, I attended two very different launches of
very different cars for very different target
markets. The first was the Fiat500 and the second
was for the new Audi A4.
The Fiat 500
The Fiat 500 (known fondly as Cinquecento) is
launching in South Africa on 5 July. It is branded as
"Euro5 ready", ahead of Europe's revised emissions
legislation. The new Fiat 500 has a selection of
capable engines on offer, including the 51-kW 1.2-
litre engine and the potent 75-kW 1.4-litre 16-valve.
In addition to the press launch for trade media who
write about these vehicles in motoring magazines,
Fiat put on an extravaganza of a show at The Teatro at
Montecasino in early June.
The event saw over 2500 people attending - from the
media, to suppliers, dealers and most importantly,
clients.
Doing things differently, Fiat chose to host a theatrical
performance in the main auditorium as well as a dance
room for the youth next door at the conference centre.
This allowed everyone the opportunity to share in the
taste of what the new car had to offer.
There is no doubt that the investment was huge -
coordinating an evening of this magnitude is no small
task, but a worthwhile exercise in generating mass
awareness of the new vehicle to the correct target
market.
It also afforded potential customers the opportunity
to experience the emotional connection with the car
first hand.
The only thing I would have done extra - is open up
the cars for people to experience first hand.
Marketing & Advertising News
The Audi A4
Then, on a different note, I recently attended a
consumer launch of the new Audi A4 that was hosted
privately by Audi Centre Sandton.
The new Audi A4 is more than an updated
development based on many years of experience in
the automobile industry. It sets new standards.
Never have there been so many innovations to make
driving more pleasurable and more exciting all at the
same time. Offering a wide range of engines, with the
1.8TFSI® and the 2.0 TDI models available at launch
and more models to follow later in the year, the new
Audi A4 sedan is charged with image and
prestige.The idea for his launch was very different.
No mass audience, but rather a select number of Audi
Centre Sandton clients in an intimate soiree at their
showroom.
Mark Pilgrim and Danny K entertained guests over
finger food and drinks, after which the cars were
unveiled and we were invited to sit in them for the Audi
experience. This creates emotional brand connections
through multiple senses and evokes a sense of
engagement that no advertisement can convey. For
this reason, such engagement opportunities are crucial
alongside traditional advertising.
Back to marketing, though. It would seem as though
there is a shift towards direct interaction with clients
and consumers on a one-on-one basis... While mass
media and broad appeal are still significantly
important, the idea of
customer relationship
marketing and direct reach
are becoming increasingly
real. When people in a
particular target market
have a choice to make on
how to spend their money,
the difference may very well
be the personal touch and
the extra familiarity and
comfort that is felt by
consumers.
Both launches would have
seemed to meet their
objectives and greatly
appealed to their specific
markets.
14
A Newsclip Media Monitoring Initiative
Much has been said
of late about
marketing and
branding exercises
during a recession.
It is no doubt a topic
that will continue to
generate interest
over the next couple
of months, as
experts around the world believe the crisis will worsen
before it improves.
Last week’s monthly AMASA talk was on a particularly
hot topic – how does the marketing industry and
profession survive a recession and help a company and
brand emerge victorious on the other side? Hendrik van
Vuuren of Millward Brown said that while the perception
is that marketing budgets are the first to be cut, there are
several factors that need to be taken into account before
such a decision is made.
Budgetary cuts for marketing are of concern to all
players – the media owners, buyers, ad agencies and the
brands themselves. South Africa is not alone on this one,
as the current economic issues are global, affecting
everyone to a greater or lesser degree. Recent media
articles quoting senior global analysts suggest that
things will get worse over the next year. This is evident in
the recent decline in car sales (down some 24% year-on-
year), the decline in property value, and the fact that
40% of all people are cutting back on luxuries, or
replacing expensive luxuries with less expensive ones
(hence the increase in the sale of certain items).
How do marketers help?
The role of marketing during a recession is an interesting
one. It has to help the consumer make the right choice in
purchasing behaviour, and help the brand through the
difficult time. A reality of recession is the reconsideration
of purchasing decisions and the impact of pricing
elasticity on consumer behaviour. In fact, price
promotions are usually the first thing consumers see –
discounts on this, buy-one-get-one-free on that. The
strategy can work, but is dependent on the long-term
sustainability of the discount.
From a corporate side, van Vuuren said the first thing his
company does during a recession is take clients out to
lunch. “Creating relationships and adding value to clients
is key... we wouldn’t be here today if it wasn’t for that”,
he said. There is a huge degree of truth in what he says.
Consumers and clients prefer to work with people they
have a relationship with; it is similar to the brand
connection people have with a product, such as motor
vehicles. BMW elicits a huge degree of brand loyalty, for
example.
PIMS research
PIMS (Profit Impact of Marketing Strategies) research
has produced evidence of a five year cycle in a recession
period. The first two years show the decline; the third
shows the stabilising period; while the fourth and fifth
years mark the recovery. Because of this cycle, it is
suggested that during recession periods, marketing,
research and development and diversification take
centre stage; while admin and fixed assets should be the
ones that decline. Top of the list for recession behaviour
is improving customer relations and satisfaction. It is
imperative that consumers feel connected and
appreciated by the service provider, in the case of service
industries.
Marketing & Advertising News
Share of market can grow
Research has shown that companies who market during
a recession show an increase in share during the
recovery phase, based on the assumption that brands
exist because of their relationship with consumers.
Therefore Share of Market (SOM) directly correlates to
Share of Voice (SOV) – the bigger your presence and
prominence in the market, the larger the share of
market.
From an advertising point of view, both below- and
above-the-line, nevermind recession periods are
marked by a decrease in ‘noise’. Therefore, marketing or
launching a product during a recession could lead to
clearer message delivery, which is not drowned out by
other communication from competitors.
It is therefore a natural assumption that stronger brands
are stronger during a recession because of their share of
voice and presence in the market. Building a brand is
about increasing the desirability of a product or service in
the eyes of the consumers, making the role of sales and
marketing, especially from a CRM angle, important
during recession periods.
Brand Success
Van Vuuren says, “If people love your brand, people will
still buy your brand. Therefore, marketing is about
making it easier to love the brand and improve the
chances of buying it”. It stands to reason that the
stronger the brand equity, the more insulated it will be
during hard times, and the stronger it will be during the
recovery phase. This is because a brand is a sign of
recognition, of consumer experiences, and a symbol of
the sum of people’s experiences.
The full article is available on the totallyMAd website.
See you next week.
DANIEL
GET TO KNOW THE TEAM
Daniel Munslow
EDITOR
Pat McClelland
DEPUTY EDITOR
Stefanie Jason
EDITORIAL ASSISTANT
Leigh Andrews
EDITORIAL ASSISTANT
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