Sponsorship of Assegai Awards almost fully subscribed

In less than a month after opening the awards to the market for sponsorship, almost 70% of the available categories have been secured by sponsors keen to align with the awards that promote professionalism and global best practice in direct response advertising.

“The market response has been unprecedented and we are particularly proud of the fact that many of South Africa's blue chips have stepped on board to support the Assegais. This can be attributed to the currency that these awards hold for the industry as well as the important alignment opportunities for sponsors with best practice and professionalism that is at the core of the DMASA's activities in terms of improving direct's positioning in the South African market place,” says Brian Mdluli, CEO of the DMASA.

The South African Post Office has stepped up once again as the presenting sponsor of the Assegai Awards 2008. 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.

“Sponsoring the DMA Assegai Awards was a strategic decision for us and part of our motivation is not only to grow the direct industry in South Africa, but also to raise the bar on professional DM practices. DM continues to be one of the most important growth factors for postal services around the world and as a member of the Universal Postal Union's Direct Mail Advisory Board (DMAB), we are committed to the latter's mission to foster the growth of direct mail as a factor of economic and market expansion by increasing market knowledge and by developing the expertise of stakeholders at all levels.

“The Post Office delivers in excess of six million letters annually to over 10 million addresses in South Africa through a footprint of over 2 500 outlets. The Mail business unit generates an estimated 65% of the total SAPO revenue, which in turn is generated from a client base which consists of about 80% business customers as opposed to individuals. Direct mail is one of the key contributors to the success that is seen within our mail business and relevant products within this area have shown consistent growth for the last five years,” explains Matshepo Majola, Senior Manager of the South African Post Office Direct Mail Centre.

Another significant sponsorship is that of Standard Bank which, for the second year now, has committed to growing the number of young direct marketers entering the marketplace by supporting the student category. “A key challenge for the direct industry is to develop a succession plan by attracting talented young people into the direct industry to learn from some of the top direct marketers in South Africa and eventually take over the reins.”

“New technology has had a dramatic impact on the value and processes of DM in the marketing mix and young people are supremely positioned to herald in a new era of technologically and creatively advanced response advertising. Many corporates and agencies complain about the lack of talent but few have actually taken the bull by the horns and actively got involved to do something about the problem as much as Standard Bank has. There are a number of significant projects underway in partnership with the Services Seta and the DMA. Standard Bank's commitment to these initiatives and the fostering of new talent is a crucially needed boost for the direct industry,” says Brian, DMASA.

Other sponsors who have already signed up are:

• ABSA
• MTN
• Nedbank
• Vodacom
• Computer Facilities
• Services Seta
• Merpak

Established as the premier awards wholly dedicated to the multi-billion Rand direct marketing industry, the Assegai Awards recognises and rewards excellence in multi-channel direct response marketing. 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, Andy Owen, DM UK and Alastair Tempest of FEDMA.

Says Michelle Perrow, DMASA Board Portfolio Director and founder of the Assegai Awards: “The Assegais have been around for a relatively short time and yet have already been established as the most respected and best supported awards in the direct industry. A major coup for us is the fact that the winners of this year's Assegais will automatically be entered into the second round of judging in the international Echo Awards. ECHOs, founded in 1929, are judged by client-side marketers, agency account directors, and senior creatives and each year, over 1000 marketers and agencies enter the competition. Participating judges came from cities across the United States, as well as from UK, Brazil, Sweden, Spain, Italy, Belgium, Denmark, Scotland, Finland, Norway, Portugal, Hungary, Australia, New Zealand and Malaysia.”

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. For more information about sponsorship contact Colin Hudson on 083-6286406 or colin@colinhudson.co.za.