The first part of this 2010 Legacy Series analysed the direct benefits accruing to South Africa from having hosted the 2010 FIFA World Cup, such as an increase in investor confidence, global media advocacy, social cohesion, country brand and business confidence. In the second part, we look at the indirect benefits.
Dr Nikolaus Eberl 8 Jul 2011
Imagine you were awarded the most prestigious global award in your industry, be it an Oscar, Grammy, Laureus or the Cannes Lion, and on the first anniversary of your greatest triumph, you let this moment pass without even the smallest thought at celebration, as the fairytale life that you were hoping for would unfold following your moment of global glory has not materialised and the floodgates of riches and fame have not opened up as quickly as you had wished for.
Dr Nikolaus Eberl 28 Jun 2011
One year on - and not a single South African newspaper considered the 2010 FIFA World Cup Anniversary worth mentioning on the front cover (apart from a tiny Zakumi gracing the City Press banner). Equally disinterested was the national broadcaster, which did not even devote a single show to remembering what once had been billed "South Africa's greatest moment in history" - and even 702 pulled its World Cup Special in favour of a discussion on how holiday homes can be rented at a discount in low season.
Dr Nikolaus Eberl 14 Jun 2011
More than 13 000 delegates from all over the world have convened since Friday, 6 May 2011, in Durban at the 2011 Tourism Indaba - Africa's top travel show - to discuss tourism prospects, strategies and deals, as South Africa begins 'aggressive' marketing to lure 15 million foreign tourists to her shores, and increase tourism's total contribution to the economy to R499 billion by 2020.
Issa Sikiti da Silva 9 May 2011
2010 proved to be a year of great drama (and farce) for the media industry in South Africa. Who would have thought that 16 years after the dawn of democracy that journalists would be pulling together to fight for media freedom? But there were also many moments of high comedy, huge stories to wrestle with, the 2010 FIFA World Cup, surprises, interesting moves, winners and losers. Here're my thoughts on who's top of the pops of the media industry this year.
Gill Moodie 13 Dec 2010
Every year, Google provides some insight in the spirit of the times, our collective zeitgeist, when it releases lists of the worlds', and South Africa's top search items. YouTube, owned by Google, has also released its list of the most-watched videos on its service during 2010.
Herman Manson 13 Dec 2010
The gross advertising expenditure for the month of September 2010 amounted to R2.3 billion, a month-on-month increase of 9% and year-to-date increase of 17%, figures from the Nielsen Company show - an indication that the conditions of market economy continue to improve significantly as advertisers keep their spending will to a steadfast rhythm.
Issa Sikiti da Silva 29 Nov 2010
While the 2010 FIFA World Cup left a bad taste in the mouths of print media owners, broadcasting and outdoor media were smiling, although the latter's pockets were not as full as expected. This emerged yesterday, Thursday 25 November 2010, at the Annual Media and Marketing conference held at the Wanderers Club in Johannesburg.
Issa Sikiti da Silva 26 Nov 2010
It was a sad moment on Tuesday morning, 26 October 2010, at the Oberhausen Sea Life Aquarium, when cleaners found the lifeless body of Paul the Octopus floating in his by now world famous tank. The eight-armed oracle, which correctly predicted the outcome of all of Germany's FIFA World Cup matches (as well as the final), had become a worldwide PR phenomenon that was broadcast in over 200 countries and made his way into Twitter's top ten global trends.
Dr Nikolaus Eberl 27 Oct 2010
In this fast-changing business scene, agencies looking to stand the test of time and remain relevant to the environment they operate in need to adapt quickly - and collaborate - or face sudden death. This was the argument presented by some of the speakers yesterday, Thursday, 21 October 2010, at Tony Koenderman's Brainstorm in Sandton, Johannesburg.
Issa Sikiti da Silva 22 Oct 2010
The 2010 FIFA World Cup might be over, but the spirit of ubuntu, patriotism and vibrancy must linger, and South Africans should start doing something good to harness the tournament's success and prolong that legacy, Sophie Masipa, of the International Marketing Council of South Africa (IMC), said yesterday, Thursday, 30 September 2010, in Johannesburg.
Issa Sikiti da Silva 1 Oct 2010
Wading through the near endless amount of PR on the digital transformation and seamless integration of digital into the advertising world, it must be a little disconcerting for Clint Bryce, chairman of both the Digital and Online Advertising judging panels of the 2010 Loerie awards, to see entries in these categories decline this year in spite of steady growth in online ad spend.
Herman Manson 17 Aug 2010
A marketing campaign for a very small car grabbed hold of the imagination of millions of vehicle owners in a very big way for the 2010 FIFA World Cup. South Africans enthusiastically embraced a campaign, initially driven by MINI, to place the South African flag on the side-mirrors of their vehicles. Karen Valle, GM of MINI South Africa, talks to Bizcommunity.com about how the 6 Colours to Stand By campaign came about, and how it snowballed into one of the defining images of SA unity during this world cup. [video]
Herman Manson 11 Aug 2010
Cape Town Tourism, the city's public-private partnership to drive tourism in the city, certainly impressed with its pro-active, post FIFA World Cup 2010, report back to stakeholders. Cape Town Tourism CEO Mariette du Toit-Helmbold talks to Bizcommunity.com about the local industry's strategy pre-and post world cup and why she believes disappointing occupancy levels doesn't tell the full story.
Herman Manson 6 Aug 2010
The 2010 FIFA World Cup was universally declared a huge success. That very success, however, has created a challenge. The challenge is that investors are going to come here - they've been impressed by what they saw - and they're going to come with the know-how, what it takes to deliver good service, and what it takes to become a legendary brand with plenty of brand equity.
Linda Hamman 6 Aug 2010
The 2010 FIFA World Cup added huge brand value to South Africa and Africa - something we need to keep going forward, Miller Matola, International Marketing Council (IMC) CEO said during the post-2010 conversation hosted by KPMG late last week in Parktown, Johannesburg.
Issa Sikiti da Silva 4 Aug 2010
In a move unprecedented in the history of the FIFA World Cup, forthcoming 2014 hosts Brazil have launched a global destination branding campaign, a full four years before the first game kicks off, to entice football fans to savour the country of samba in 2014.
Dr Nikolaus Eberl 2 Aug 2010
The 2010 FIFA World Cup party is over but, amid the hangover, there is much to ponder. Debate is ongoing over South Africa's showing as the host nation, the future of the mega-stadiums and what needs to be done to ensure Bafana Bafana builds on what was a heartening attempt to qualify for the second round of the FIFA showpiece. In this spirit of this enquiry, I think it appropriate to ask how well the local media performed during the world cup.
Richard Ferraris 26 Jul 2010
The 2010 FIFA World Cup threw up some formidable obstacles for editor Andrew Trench and his team at East London daily, the Daily Dispatch (owned by Avusa Media). Nevertheless, Trench decided his city needed to capture some gees, and that his paper and his community needed to find a way of tapping into positive mood around the world cup enjoyed by most South Africans.
Herman Manson 23 Jul 2010
In Durban, The Mercury's editor Angela Quintal grabbed the 2010 FIFA World Cup as an opportunity for some creative thinking and innovation at her paper. Quintal decided to use the event to show the market (and her readers) that "as a newspaper The Mercury was not the conservative business read of old and could lead the way in terms of a fresh and different approach." She did this quite brilliantly through a series of editorial 'twinning' projects.
Herman Manson 22 Jul 2010
Almost two weeks since the curtains fell on the 2010 FIFA World Cup, a heated debate continues to rage over the splashing of R40 billion to host the tournament in one of the world's most unequal societies, where just over 40% of the population live below the poverty line.
Issa Sikiti da Silva 22 Jul 2010
The 2010 FIFA World Cup has been the biggest South African news story so far this year. The tournament dominated media coverage over several months, both in the build-up to and during the actual event. Newspapers sat between a rock and a hard place during the world cup, as television ruled with its live broadcasts and online was first with live commentary, opinion and blow-by blow recounts.
Herman Manson 21 Jul 2010
Even with fun, new-fangled ways to share experiences, such as Twitter and Facebook, even with online and with the 2010 FIFA World Cup haven taken place right here in our own country, big international sporting events belong to television.
Gill Moodie 14 Jul 2010
The 2010 FIFA World Cup, which ended on Sunday night, 11 July 2010 - and was watched by a total of 3.18 million stadium spectators, viewed on FIFA.com by a record 150 million unique users generating 6.4 billion page views, and followed by thousands on Twitter - will go down in history as one of the most memorable global sporting events ever, according to FIFA, local authorities and international media.
Issa Sikiti da Silva 14 Jul 2010
The international media, especially European but mostly British and German, who played a fundamental role in scaring away foreign visitors coming to the 2010 FIFA World Cup, have nevertheless been given a pat on the back by South African president Jacob Zuma, for 'showing an interest' on his country as a host nation.
Issa Sikiti da Silva 13 Jul 2010
In the past five weeks, South Africa has received more positive publicity than in all of the 358 years since Jan van Riebeeck set foot on our shores and made the front page of the Rotterdam Reckord. Hopefully, the country's big brands, its media and its politicians will have a long hard look at their marketing strategies and the impact that this new energy will have on them.
Chris Moerdyk 12 Jul 2010
After 31 days of football fever and the highs and lows of teams either progressing to the next round or crashing out of the 2010 FIFA World Cup, how can South Africans deal with the inevitable withdrawal symptoms of missing the games, stars and visitors alike, now that the ultimate 2010 whistle has been blown?
Dr Nikolaus Eberl 12 Jul 2010
There's some competition for the 2010 "Worst media move of the year award". There's Julius Malema's "bloody agents" tirade, Sepp Blatter's let's-arrest-good-looking-girls-in-mini-skirts moment and, of course, "don't touch me on my studio". Now the head of ACSA, Monhla Hlahla, joins this esteemed group.
Stephen Grootes 9 Jul 2010
TV owned the 2010 FIFA World Cup. There, I said it. While the Internet increasingly owns breaking news and the various South African news portals came up with numerous strategies for making their world cup content as engaging as possible, it could not even attempt to mimic the vibe of families, friends, even communities, gathering together in the real world in front of TV screens to follow the main matches.
Herman Manson 8 Jul 2010
At the start of the world cup I wrote about how the world's media perceived us, concluding that they viewed us a fun,friendly, fractious, interesting nation. And I'm sticking to this now that the tournament is nearly at its end, the Sunday Mirror storm in a teacup aside.
Gill Moodie 7 Jul 2010