All other categories in the liquor sector have a very strong and focused positioning. Why not wines? It seems as if wine estates believe their...
By Rolf Akermann 9 Jul 2014 11:18
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.
By Rolf Akermann 14 Jun 2013 06:58
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.
By Rolf Akermann 22 Feb 2013 11:35
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.
By Rolf Akermann 12 Dec 2012 08:03
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.
By Rolf Akermann 2 Nov 2012 06:30