Issued by: DMASA


Agencies, corporates, educational institutions and SMEs have until 30 September 2008 to submit their entries to compete for a coveted Assegai award. The gala awards event takes place on 6 November and is preceded by an Assegais Conference on 5 November featuring top international and local direct specialists.

Following a successful relaunch of the Assegais last year, the South African Post Office (SAPO) once again steps on board as the presenting sponsor of the DMA Assegai Awards. The SAPO also plays a significant role as one of the DMA's founder members and has been an active member of the lobbying committee of DMA members who have engaged Government on proposed legislation impacting the direct marketing industry. The direct industry across all its facets is a multi-billion Rand industry and one of the biggest employers within the marketing and advertising industry. As an organisation, SAPO is a critical role player in South Africa's direct industry and is fully committed to the growth and professionalising of direct marketing in South Africa.

“The theme for this year's event is ‘Response-ability in Marketing', highlighting issues around the legislative challenges facing marketers in respect of the Consumer Protection Bill, as well as focussing on the ability of direct marketing to deliver a clear, measurable response through one-on-one communications,” says Brian Mdluli, CEO of the DMASA.

This year organisers expect the awards to double in size and in number of entries compared with 2007. “Legislative challenges have had a serious impact on how the direct marketing industry conducts its business and has positively impacted on the industry by getting direct marketers to up their game and think out of the box, which they have done with extraordinary results,” says Brian.

The variety and stature of campaigns entered during the 2007 Assegai Awards highlighted the fact that brands - from the smallest to the biggest - are still utilising response-driven marketing campaigns in a big way, and that more than ever greater portions of advertising budgets are now being pushed into direct response as markets become tougher and consumers more discerning.

“We are looking forward to seeing what the industry has been up to in the past year - in addition to measuring our results against our global counterparts. In anticipation of this we have managed to secure three international judges to deliver their verdicts and have established a Virtual Judging Forum consisting of Andy Owen (DMA UK), Alastair Tempest (Fedma) and Pieter van den Busken (IDN) as part of our Assegai judging team this year,” says Brian. Furthermore Andy Owen and Alastair Tempest will be visiting South Africa in November to participate in the conference as well as the awards ceremony.

The 2008 categories are extensive in terms of criteria and diversity, offering prospective participants seven sections in which to choose. These comprise of 31 categories ranging from mass media through to multiple media, integrated marketing, e-commerce, telephone marketing, database to CRM, to mention a few. The most sought-after award is the coveted INKOSI ASSEGAI, given to the best overall direct campaign across all categories.

Says Michelle Perrow, DMASA Board Portfolio Director: “We are aiming to attract 250 entries this year and have also invited 56 DMAs across the world to participate. Overall the direct marketing industry and players have been through some tough times on the legislative front making these Awards a real display of direct marketers with staying power, creativity and award winning talent.”

Please visit www.assegaiawards.co.za for further information and to submit your entries or alternatively contact the Assegai Awards office on 011 894 2767 or e-mail info@assegaiawards.co.za for more information.

Visit our PRESS OFFICE: The Direct Marketing Association of South Africa (DMASA) has made tremendous progress in mobilising the industry after the dissolution of the MFSA. Initially falling under the MFSA structure, the DMA established itself as an independent body in November 2005 representing not only direct marketers, but with a focus on the consumer too.- more....

[8 Aug 2008 17:44]

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