What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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The power of pink
Eugene Schoeman, the new MD of Pink Advertising, says as a currency the pink rand is growing in strength and cannot be ignored – in 2006, the pink dollar was valued at over US$650 billion in the US alone and, with the American buying power of the gay market projected to exceed US$835 billion by 2011, locals advertisers need to sit up and take heed.
According to Schoeman, Pink Advertising, through its understanding of the market's specific spending patterns and brand preference, is able to deliver niche audiences to clients. “Our unique structure, network, staff composition and market research properties add value to clients who wish to embark on growing their market share amongst the gay consumer market.
“Pink Advertising was launched as result of the realisation that the gay consumer market in South Africa has huge growth potential. This is the first specialist, gay consumer, marketing and advertising agency of its kind in South Africa.”
Schoeman says he is delighted with his appointment. “I come from a media background and the potential to develop Pink Advertising into one of SAs leading media companies is an exciting challenge and one I look forward to.”
