Advertising agencies thought process since their inception has to be to create the right message for a client. Then to locate and plan a media campaign to reach the target audience. This is great but the thinking needs to change...
It seems like just yesterday that the most overused word in the media planner's vocabulary suddenly appeared: convergence. I remember thinking how cool it was, and wondering how come the penny took so long to drop. Convergence was inevitable. Technology was flying and a single gadget that truly ran your life was surely on the cards somewhere in the not too distant future. Well, it has arrived.
Primedia Unlimited subsidiary, TLC Unlimited, has announced the launch of a new mobile geo-targeting advertising platform that enables advertisers to convey strategic and geographically focused SMS via an advanced database system that targets specific audiences based on cross-demographics such as location, age, gender and income.
So, the City of Joburg plans to spend - some might say, squander - as much as R10m on an image enhancement campaign. Some "image consultants" have quoted the city as much R55m for the job - which is probably more a telling indicator of just how bad its brand is than a real cost measurement.
Seeing as how the PR industry is partially fuelled by caffeine and sugar (at least at my office) I was extremely pleased at being offered a behind the scenes look at the Red Bull Flugtag held in Cape Town this past weekend. It was an object lesson in how to leverage your event to the max.
We have all been stunned by seeing an advertisement in an environment that we do not think is right for the brand. I was shocked when seeing a canned food brand (I'll not mention the name as I'll have the agency, media planner and client on my back in a tick) advertised on the DStv Super Sport 2 channel at 4pm during a cricket match on Sunday, 9 December. As a big brand, I am familiar with it and could not fathom why the client / agency would be advertising during a cricket on a DStv channel.
The Community Individual Development Trust (CIDT), pioneers of the free university education movement in South Africa, has acquired a 26% shareholding in Mortimer Harvey. The agency will also have a key role in the CIDT's Maharishi Institute with the establishment of the Mortimer Harvey Design Incubator as an integral part of the Institute's curriculum.
In a Forbes article of 5 November, it is reported that recent consumer reviews in the US and Europe found that the number of people who claim they will buy the next device from Apple, has dropped to levels lower that in 2009. A lack of recent innovation in new products is cited as the main reason for this.
If your human billboard (HB) campaign lacks creativity, interactivity, research and most importantly strategy, then don't spend a cent of your marketing budget on this medium as in addition you'll waste effort, time and contribute to the population of killers. I'm not talking about handing out leaflets or waving and smiling interactivity but HBs should have some basic brand knowledge such as benefits, target market, few if not all key selling points in addition to interpersonal skills.
Mortimer Harvey's recent 21st birthday celebration at its home in Paulshof provided great excitement and cause for celebration as the agency welcomed clients and long standing friends, past, present and future to raise a glass to a truly independent South African success in the advertising and communication arena.
Egg Films' Bruno Bossi recently travelled to Namibia to direct the latest Hunter's commercial, Chase the Heat. Conceived by 140 BBDO's creative team of Ross Nieuwenhuizen, Michael Pearson and Ivan Johnson, the commercial takes the Hunter's campaign further, faster.
With advertising and marketing budgets under growing pressure, South African brands are looking for ways to optimise their spending and drive maximum value out of every rand. One way marketers are looking to improve return on investment, is by taking a more integrated approach to managing campaigns across multiple media and channels.
Ben Wren, Co-founder and former CEO of 60 Layers of Cake has joined the team at OwenKessel and will be heading up its new Cape Town office as of January 2013.
During tomorrow's Soweto Derby, the Magic Mirror will launch the second Nando's festive campaign ad.
To assist in alleviating stress over career choices, in educating the public about the various careers available in advertising and in shifting the focus to private college course options, the AAA School of Advertising has extended its 2013 application date to 21 January 2013, unlike the majority of tertiary educational institutions that close for applications by the end of September.
With Christmas closing in on us, we've all been bombarded by cheap tinsel, Boney M and a gaudy plethora of competing product displays in most of the supermarkets we've frequented over the past month or so. Most marketers view the festive season as a prime opportunity to boost product sales, and it can be, if it's done smartly.
Zoom turns 15 in February 2013 and, as this is reportedly a very busy period for its clients, the company decided to celebrate its birthday at the end of 2012 with a party on its premises. This was the perfect opportunity to refresh the brand and décor of the agency.
A recent UCLA psychology study found that people often do not recall things they have seen hundreds of times. In the study, 54 people who worked in an office building were asked whether they knew of the location of their nearest fire extinguisher, but only 13 (24%) were able to correctly identify the location. But when asked to find a fire extinguisher, in other words to physically locate it, they were all able to do so quickly.
The December edition of the Media magazine is, once again, jam packed with insightful information on what's happening in the media industry. Readers will find new ways to gauge the industry through value-added digital content, imagery, video and audio. Contributors include Trevor Ormerod, Chris Vick, Gordon Patterson, Dario Milo, Michelle Solomon and Sandra Gordon.
Draftfcb South Africa was one of the agencies in the spotlight at the prestigious Financial Mail AdFocus 2012 Awards. This year, AdFocus 2012 named Draftfcb South Africa CEO, John Dixon, as its Agency Leader of the Year and awarded Draftfcb Johannesburg ECD, Neo Mashigo, its New Broom Award.
London-based advertising group, M&C Saatchi, plans to use South Africa as its launch pad into East and West Africa, says worldwide CEO Moray MacLennan.
At the Technology Top 100 (TT100), the minister of science and technology, Derek Hanekom, presented JWT's multi-disciplinary digital agency, dotJWT the award for Excellence in the Management of Technology, competing against FNB, Altech, Bell Equipment and others.
The ABF Vital Support Fund hosted their annual crazy golf day on the 27 November 2012 with the AdMad Media team taking the day's first place trophy. The event was held at Kyalami Golf Course with golfers geared up for the theme "Pirates of the Golf Course - On Stranger Greens".
The new Amstel TVC, The Boxer, was the only entry from South Africa to receive an award in the Online Film Production and Post-Production for Cinematography category at the London International Advertising (LIA) Awards. (video)
OwenKessel, a leading ideas centric and media agnostic advertising agency in association with Greg Gray of Velocity Films, has scooped a silver LIA award for best Cinematography and was a finalist in Direction in the Online Film Production and Post Production category for Amstel's new TVC "The Boxer".
The AdFocus 2012 winners were announced on Wednesday, 28 November 2012, at Kyalami's Theatre on the Track in Johannesburg. The keynote speaker at the awards was Carol Abade, Kenyan-born Group CEO of Exp.
At the Smartest Event, held at Wanderers Club, Johannesburg this morning, King James won the Agencies' Agency of the Year (Angy) Award for the second year in succession.
Joe Public has been recognised as Financial Mail AdFocus's Advertising Agency of the Year for 2012.