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All the 2011 Assegai Awards winners

The 2011 Assegai Integrated Marketing Awards, hosted by the Direct Marketing Association of South Africa (DMASA) and presented by the South African Post Office (SAPO), took place last night, Thursday, 17 November 2011, at Emperor's Palace in Johannesburg. The Inkosi award - given to an entry that has excelled above all others across strategy, creativity and return on investment - went to Boomtown Strategic Brand Agency for "Always On".
Boomtown's Gary Welsh (copywriter), Jared Louw (account manager), Neil Hart (MD), Glen Meier (strategic director) and Andrew Mackenzie (creative director) show off their awards.
The awards honour the direct and interactive marketing industry and celebrate creative and strategic execution of award-winning direct and integrated marketing campaigns of the highest calibre in SA.

'Leader' award introduced

This year's Assegais introduced a "leader" award, aligned to the process adopted by the international Echo awards. Leaders are identified in the final audited campaign scores based on the overall creative concepts, which include copy, graphics and production quality, marketing strategy and response results. Leaders are those entries that could qualify in terms of their final audited scores for an Assegai award.

From the leader awards, the top scoring campaigns are then awarded Gold, Silver and Bronze awards. In some instances, more than one Gold, Silver or Bronze is awarded - this only happens where campaigns have identical scores.

Comments DMASA CEO Brian Mdluli, "If I had to define this year's key trends in direct, it would be augmentation and integration of channels. ROI is the fundamental driver behind direct marketing, and achieving this is about science and analytics - this year's awards are testimony to that."

Company/entrantCampaign nameAward
Media Awards - 3D sponsored by 5th Dimension
Boomtown Strategic Brand Agency Always OnGold
TBWA Hunt Lascaris DurbanBuild itGold
M&C Saatchi AbelMr. Delivery Blogger DropSilver
OgilvyDis Hoe Ons RolSilver
Action Ambro'sEscape the OfficeBronze
Direct Mail
OgilvyCell C Retention PackGold
WinDirectMagic BoatSilver
Mortimer HarveyVirgin Money "Gertrude"Silver
Lesoba DifferenceNedbank - Certificate of MoreBronze
Lesoba DifferenceNedbank - Silver ServiceBronze
Action Ambro'sWorst Job in the WorldLeader
Action Ambro'sIt's Not FunnyLeader
Lesoba DifferenceNedbank - Opportunity PackLeader
5th DimensionEdgars - Red CarpetLeader
5th DimensionEdgars - Happy & SadLeader
Media Awards - Direct Response Advertising (TV, Infomercials & Radio)
Leo BurnettSalvation ArmySilver
human.kind advertsingOns VerstaanBronze
Prima Integrated MarketingImportant thingsLeader
human.kind advertisingYou Need The HippoLeader
Media Awards - Direct Response Advertising (Outdoor, Ambient & Print)
Lesoba DifferenceMRA Print AdsSilver
human.kind advertsingYou Need The HippoBronze
Prima Integrated MarketingThe Malaria MovementLeader
Unaddressed Campaigns (Direct Distribution / Inserts)
Lesoba DifferenceNedbank Professional CampaignGold
Action Ambro'sEscape the officeGold
Action Ambro'sNice to meet youSilver
Alternative Media (Activations)
Euro RSCG South AfricaVolvo S60 Naughty ConvoySilver
CKNet Internet Services Land Rover Evoque RevealSilver
Gloo Digital Design Brandhouse Drive DryBronze
Prima Integrated MarketingThe Malaria MovementLeader
Alternative Media (Experiential)
Gloo Digital Design South African Tourism Touch TableSilver
NATIVE Digital Agency You need the Hippo Silver
Gloo Digital DesignBMW digital billboardsBronze
The Standard Bank of South Africa LtdHome loan fixed rateBronze
Online Advertising
Prima Integrated MarketingThe Hippo helps outBronze
Social Media
Boomtown Strategic Brand Agency NMMU Flash Mob Viral VideoGold
LM&PDoritos Late NightSilver
CKNet Internet Services Land Rover Heritage CampaignSilver
OgilvyDon't Marry Kate Marry MeBronze
TBWA Hunt Lascaris DurbanMy SPAR Campaign (facebook)Bronze
Euro RSCG South AfricaVolvo S60 Naughty ConvoyLeader
OgilvyDis Hoe Ons RolLeader
Retroviral Digital CommunicationsNando's CEOLeader
OgilvyMGD Dark HorseLeader
Trigger Communication Consulting Woolworths Advent CalendarLeader
NATIVE Digital Agency You need the HippoLeader
Gloo Digital Design Samsung Smart TVGold
NATIVE Digital Agency VISISilver
HomeChoiceAugust eCommerce SiteBronze
Action Ambro'sWorst Job in the WorldLeader
HomeChoiceAutumn's Falling PricesLeader
Lesoba DifferenceNedbank More Freedom WebsiteLeader
Action Ambro'sBig Voice in the SkyLeader
Email Marketing sponsored by Demographica
OgilvySAA - Serving you the worldGold
Prima Integrated MarketingThe Careometer CampaignGold
Action Ambro'sEscape the OfficeSilver
HomeChoiceTwo Day Discount VoucherSilver
HomeChoiceCatalogue Teaser SeriesBronze
HomeChoiceCountdown SaleBronze
HomeChoice48 Hour SaleLeader
Action Ambro'sWorst Job in the WorldLeader
OgilvyDStv's got your January sortedLeader
Jinja InteractiveMontblanc Fathers Day MailerLeader
Mobile sponsored by MTN
Action Ambro'sMy ResignationGold
The Foschini Retail Group Xmas Silver
MEC Carat Cell C PhotocodeBronze
TBWA TequilaIEC 2011 municipal electionsLeader
Mortimer HarveyColgate SmileLeader
NATIVE Digital Agency VISILeader
Multiple Channel
OgilvyTell TrevorGold
Trigger Communication Consulting Nike More than AirGold
Draftfcb South Africa Hilux "Man Up"Silver
Mortimer HarveyAbsa Kweeka campaignSilver
OgilvyDis Hoe Ons RolBronze
Action Ambro'sBig Voice in the SkyBronze
NATIVE Digital Agency Standard BankLeader
Trigger Communication Consulting Disney XD LaunchLeader
Euro RSCG South AfricaVolvo S60 Naughty ConvoyLeader
TBWA Hunt Lascaris DurbanTOPS SA FAVOURITESLeader
human.kind advertsingYou Need The HippoLeader
HomeChoiceAutumn's Falling PricesLeader
Aon South AfricaOne size doesn't fit allLeader
CRM & Loyalty Sponsored by MTN
DemographicaSA Consumer InitiativeSilver
OgilvyImperial iPledgeGold
Action Ambro'sYou are called to bear witnessSilver
Lesoba Differencex2 ERM ProgrammeSilver
Dashboard Integrated MarketingShell Internal CSI Campaign Bronze
Database & Analytics sponsored by SAS
Gloo Digital Design South African Tourism Touch TableGold
Liquorice AfricaSweetspot and smart-eSilver
M&C Saatchi AbelMr. Delivery Blogger DropGold
iKineoOh, DarnSilver
Lesoba DifferenceYouth Campaign - uturnSilver
Prima Integrated MarketingMSF Somalia AppealBronze
Action Ambro'sWorst Job in the WorldLeader
Art Direction
M&C Saatchi AbelMr. Delivery Blogger DropSilver
Lesoba DifferencePeugeot Motors SA Loyalty Club MagazineSilver
Prima Integrated MarketingA Platinum ExperienceBronze
Creative Solutions
Boomtown Strategic Brand Agency Always On Gold
Gloo Digital Design BMW digital billboardsGold
Gloo Digital Design Brandhouse Drive DrySilver
M&C Saatchi AbelMr. Delivery Blogger DropSilver
Action Ambro'sNice to meet youBronze
Gloo Digital DesignSouth African Tourism Touch TableBronze
NATIVE Digital Agency Vodacom Thumbs UpLeader
human.kind advertsingYou Need The HippoLeader
Lesoba DifferenceSapo Fat Free CampaignLeader
Gloo Digital Design Samsung Smart TVLeader
Public Benefit Awards
5th DimensionDoctors Without BordersSilver
Direct Mail
WinDirectMagic BeanSilver
Lesoba DifferenceEWT Santa Wish ListSilver
5th DimensionCotlands - Heads & HeartsSilver
Multiple Channel
Lesoba DifferenceCSI Adoption InitiativeGold
Lesoba DifferenceCSI Adoption InitiativeGold
New Comer Awards
Dashboard Integrated MarketingShell Internal CSI Campaign Gold
Student Marketing Awards sponsored by Standard Bank
University of Johannesburg - ASAIS.C.R.U.MGold
University of PretoriaHand-Held Health: Mission Triple-HGold
University of Johannesburg - Think TankRugga MondaysSilver
University of Johannesburg - The Urban MarketersCome Scrum with the boys, it's worth a tryBronze
Young Direct Marketer of the Year sponsored by Computer Facilities
Dani Thurgood - Lesoba Difference Gold
Company & Individual Awards
Supplier of the Year sponsored by African BankSASGold
Organisation of the YearComputer FacilitiesGold
DM Education & InvestmentABSAGold
DM Education & InvestmentPollen InteractionsGold
Public Sector ServicesSA Post OfficeGold
DM Marketer of the Year sponsored by AbsaKhardine CravenGold
DMA Hall of Fame sponsored by NedbankAndrew AmbrogioniGold
Inkosi Winner
Boomtown Strategic Brand Agency Always OnInkosi

According to Mdluli, the industry response has been phenomenal and rewarding, despite an incredibly challenging year on both the business and legislative fronts. "This year saw 265 campaigns registered and worked on for submission. These were whittled down by our panel of filter judges to 189 campaigns, which made it through to the final round of judging.

"Each year, the Assegai Awards has grown in terms of entry numbers. The 2010 Assegai Awards increased entry numbers by 17% on 2009, a year which also saw a massive increase of 42% up on entry numbers in 2008. And this year's entries close on a significant increase once again."

DMASA attributes this growth to the fact that direct marketing uptake is increasing rapidly as businesses come under increasing pressure to measure the ROI on campaigns and also seek closer relationships with and insights into their customer base.

"Assegai entry numbers are growing, the quality of work is improving each year and clients are getting to see the real bottom-line benefits that sit behind the art and science of marketing. Each year, an analysis of the entries reveals a telling story - more and more businesses, from small entrepreneurial outfits right through to the largest blue chips, are investing in direct and integrated marketing," says Mdluli.

"Growth in channel integration and use of multiple channels"

"Based on an analysis of the entries in each category, it is particularly exciting to see the growth in channel integration and use of multiple channels to reach consumers. Traditional direct channels such as mail remain very strong and active, and the growth in the digital categories and social media has been phenomenal. But what is very noteworthy is the number of entries in the multiple channel category - by far our largest entry numbers out of 30 categories," he explains.

Views that digital channels such as web, email, social media and SMS would spell the end of more traditional direct channels have proven unfounded judging on this year's entries. "Integration definitely seems to be the trend and marketers are making use of multiple channels to drive response across media channels.

"It is especially pleasing to see that the silo mentality seems to be subsiding and marketers are realising that to be a successful direct marketer, you need to embrace the versatility and appeals of different channels," says Mdluli.

It's a view that is echoed by SAPO. Comments Matshepo Majola, senior manager of SAPO's Direct Mail Centre: "Only a few years ago, direct mail appeared headed toward a supporting role within the direct marketing media mix. Digital forms of marketing glittered as the 'new' media.

"Direct mail is experiencing a remarkable resurgence"

"The poor economic conditions and reduced marketing conditions have encouraged marketers to look at the value of mail marketing and its consistent power to drive responses. This in turn has resulted in a dramatic shift in the relevance and power of direct mail. As a result, direct mail is experiencing a remarkable resurgence.

"It's a new world of direct and interactive marketing and many of yesterday's assumptions have changed. Multimedia marketing is more important than ever, but email and phone are no longer the central players they once were - it is now all about integrated communications. Direct mail is enjoying an unprecedented level of appeal and relevance and finding its place in a combined communications mecca of new and traditional channels," he adds.

Adds Mdluli: "Marketers are starting to break through the silo mentality and integrate all media channels including social across the marketing organisation. Consumers expect brands to have a multifaceted presence."

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