[Rolf Akermann] I am sure many in the industry will read this article and nod their heads in agreement. Many small agencies have been responsible for building huge brands in the South African market across all categories, only to see the business move to the large agencies.
[Rolf Akermann] This is what I had to stare at for the five hours I sat on flights Cpt-Jhb-Cpt on Tuesday. 60cm from my eyes was the paper towel hanging over the seat in front of me, asking me...
[Rolf Akermann] Packaging is critical, particularly in the FMCG category. Manufacturers spend money on research and design to put something on the shelf that will catch the consumers' eye and convince them to buy the product. However, once the product is ready to be opened, consumers hit the first obstacle.
[Rolf Akermann] 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.
[Rolf Akermann] Maybe it's important for me to take the legal route, i.e. define what I mean by bad and good advertising.
[Rolf Akermann] Is creativity clouding the issue...? When I studied at university and at IMM for a marketing manager course, etc it was always a task for students to define the target market and strategy that the brand was following of a particular campaign/commercial. At the risk of sounding like John Farquhar (whom I admire) I find creativity is clouding the issue.
[Rolf Akermann] Is it me, or do other people also question why media focus on their content in their pay-off lines, positionings and/or slogans?
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