Earlier this month, the 2012 POPAI (Point of Purchase Advertising International) Awards for excellence in marketing at retail were announced. The coveted Display of the Year award was given in both the Permanent and Temporary categories. Barrows Design and Manufacturing took the top honour for its work on the Robertson's Malibu Roller System for Unilever South Africa (Permanent) and Hewitt & Associates won the award for its Sensodyne Repair & Protect FSU for GlaxoSmithKline (Temporary).
The high standard of this year's entries reflected the dynamic marketing at retail industry, with more entries than ever before. "The marketing at retail industry is rapidly evolving and picking up its pace. There have been some innovative executions to reach shoppers in the trade," comments Scott Adcock, executive director at POPAI South Africa.
Riaan Labuschagne, MD of ZaPOP, and this year's company sponsor, congratulated all the winning agencies present and commended POPAI on raising the industry standard of excellence once again. He spoke of the relationship between ZaPOP and POPAI, which would continue to spearhead change and promote good business practices in the very dynamic marketing at retail industry.
Finding new ways to attract and convert consumers in an increasingly cluttered store environment has become paramount for brands and it is up to agencies to execute and deliver.
The following agencies were awarded Gold:
- Barrows - Robertson's Malibu Roller System (Unilever South Africa)
- H&A - Sensodyne Repair & Protect FSA (GlaxoSmithKline)
- IPE Design - Freestanding mobile smoking booth (Grapevine Media)
- Fishwicks - The special ingredient for legendary summer Hansa Pilsener self-erecting display - (The South African Breweries)
- PROS - ShoX speaker demo & display unit (TEVO)
- VisualFusion - Emerging market pricing matrix (Brandhouse)
- Todwill - Jack Juke Box (Sauce-ing Marketing)
- Rocket Fuel / RF4D - Johnnie Walker Mobile Retail Store (Night Vision Marketing)
The awards cover 13 categories, including digital media in retail (DMiR) and were open to any designer or producer for point-of-purchase (POP) material placed between 1 August 2011 and 31 July 2012. Every entry was judged on a number of aspects, including marketing objectives and strategies, innovation, construction, use of retail space and communicative value.
POPAI has encouraged the 2012 Gold Award winners to enter the POPAI Global Awards, taking place during Globalshop 2013 in Chicago in April next year. Last year, two of the Gold Winners were awarded gold on the international stage.
"The awards give everyone in the industry the opportunity to shout on a global scale while being endorsed on a local level. This is very important for both the brand and the service provider," says Adcock.
In his keynote address, Gwarega Mangozhe, CEO of the Consumer Goods Council of South Africa (CGCSA) emphasised to guests the importance of collaboration in a time where competition threatens to overpower the industry. As an overarching body for the consumer goods industry, he noted that the CGCSA is looking forward to growing its collaboration with POPAI SA. "The POPAI Awards are like the Loeries of the marketing at retail industry. They really raise the standards and execution of point-of-sale in the trade," he concluded.