Lesoba Difference takes the gap!

The once-called Assegai Awards were this year, for the first time, incorporated into a 3-day Loerie festival extravaganza - under the auspices of the Marketing Federation of South Africa (MFSA). While these specialist direct marketing accolades now have a different face, the criteria for winning a much-coveted Direct Loerie remains true to the days of the Assegais: the awards focus on awarding, applauding and honouring greatness in the now-growing field of direct marketing. As Lesoba Difference CEO, Mike Esterhuysen put it, "the awards look for excellence in tactical, one-to-one advertising encounters... marketing successes in innovative, target focused, results-driven direct marketing campaigns."

The focus is on customer-focused campaigns designed to achieve measurable bottom line through a remarkable strategic approach and creative brilliance. The awards are the place where the art and science of good direct response advertising combine in a true winning formula. As was the case across the awards as a whole this year - fewer accolades and a lot less 'golds' Loerie Direct awards were handed out compared to previous years - as the MFSA is committed to raising the bar.

The awards are based on both results and creative delivery - and are split into various categories across different media and markets as well as specific craft awards for breakthrough creative. Lesoba Difference has added to its swell of accolades with the following Loeries for 2004:

• Gold Loerie - Direct/Flat Mail : JD Group - Russells VIP mailing
• Gold Loerie - Automotive Market: BMW - Re-purchase programme
• Gold Loerie - New Market Entrant Programmes: Kaizer Chiefs - 100% Amakhosi!
• Silver Loerie - Direct/Flat Mail: Lancôme - Absolue Nuit Direct Launch
• Bronze Loerie - CRM Programme: BMW - Re-purchase programme
• Bronze Loerie - Creative Solutions: BMW - Re-purchase programme

The agency's Strategic Director, Michelle Perrow, was also awarded the much-coveted Direct Marketer of the Year 2004 at this year's Loeries.

The success at the awards means that the agency retains its title as number 1 direct agency within the traditional multi-media channel agencies.

Asked to comment on their success, Esterhuysen said:

"We take to market a most unique, bespoke offering - which we call Integrated Brand Response marketing. We believe this to be a truly innovative, meaningful and much-needed stance: because our business is not about traditional image building, nor is it conventional Direct Response. We say any good properly integrated campaign should BOTH build brands AND create response. Like exciting e-based campaigns that drive action, response and behaviour yet also amplify brand experience, lifestyle and image. The result is a fully integrated approach that delivers whole and engaging brand experiences for customers - while ensuring return on investment for clients.

"We've broken out of the confines of old-style messaging through standard, off-the-shelf channels which perhaps don't fit the needs of the new markets we're talking to. That's why we're focusing on being media-neutral... we start with need not channel... with people not processes... so that we communicate in relevant, meaningful, holistic ways. We're filling an important marketing gap - hence our name. ("Lesoba" means "gap" in Tswana).

"And what makes the 'difference' is the fact that we offer our clients some of the greatest strategic and creative direct minds in the business - unrivalled intellectual property."

Lesoba Difference was recently formed out of the coming together of long-established the difference engine and empowerment consortium Lesoba Communications - with the latter owning a 26% stake in the new agency - making it South Africa' first, empowered, integrated agency.