Increased entries for Assegai Awards a reflection of industry growth?

“The recession has brought about an intensive and exciting increased focus on direct marketing as a scientifically measurable marketing practice. Above-the-line budgets are increasingly being diverted into below-the-line activities from mailings to digital and activations,” says Brian Mdluli, CEO of the DMA.

The awards recognise excellence within the industry and are hailed as the “Oscars” of the multi-billion rand direct marketing sector. The 2009 awards process commenced in March this year and will culminate in a gala awards event taking place on 17 November 2009.

Seven international judges

This year there are seven international judges: Alastair Tempest (FEDMA, Brussels), João Novais de Paula (DMA Portugal), Mary Teahan (IFDMA, Argentinia), Michael Leander Nielsen (Fokus Integrated, Denmark), Pieter van Busken (Interdirect Network, Netherlands), Rob Edwards (DMA Australia) and Rodrigo Edwards (DMA Chile). Local judges also represent a strong mix from corporate and agency.

The awards comprise 29 categories ranging from mass media through to multiple media, activations, social media, integrated marketing, e-commerce and telephone marketing. The ‘Inkosi Assegai' is awarded for the best overall direct campaign, across all categories.

Winners of the 2008 ‘Organisation of the Year' award, Greymatter, developed this year's theme, ‘Make it Work', highlighting the role of direct marketing in delivering campaigns that realise real bottom-line results.

Comments Michelle Perrow, the chair of the Assegai Awards judging and DMASA board member looking after the marketing portfolio, “Tough economic times call for great innovation and we have seen some brilliant direct campaigns over the last months that have worked exceptionally hard, making this year's Assegai Awards very competitive and exciting.

“It is clear that ‘lines' across direct disciplines are blurring, interesting combinations of channels are working well together and cross-channel message reinforcement is adding to excellent returns.”

“The increase in entries reflects market trends - we are seeing direct marketing users, both agencies and corporate, who have successfully utilised direct for the first time.

“With direct marketing, companies can measure return on investment against actual conversions, acquisitions and retention of customers which traditional advertising simply cannot do. Suffice to say, when budgets are under strain, there is nothing quite more compelling than hard facts and figures to help sway a company's ad spend towards a measurable advertising medium.

Return to tradition

“In this context, there has also been a return to the traditional direct mailer. Market research shows that customers prefer receiving personalised letters which are relevant and topical. Indeed, while digital marketing mediums, such as websites and SMS campaigns are growing, it seems direct mailers still play an important role and aren't about to be usurped by newer technology,” says Perrow.

The South African Post Office (SAPO), a founding member of DMASA and a critical role player in South Africa's direct industry, is a sponsor for the third consecutive year, supported by a host of other key sponsors.

Standard Bank has also come back on board for the third year running as the sponsor of the ‘Young Direct Marketer' category. This has grown in stature, thanks largely to the extensive skills development work undertaken by the DMASA in partnership with the Services Sector Education and Training Authority (SSETA) with the support of Standard Bank.

According to DMASA, young talent means an exciting and robust future for the direct marketing discipline. “We are definitely getting it right, combining transformation with a powerful attractor for youngsters to enter the direct marketing industry,” concludes Mdluli.

Gala awards evening details

Date: Tuesday 17 November 2009
Time: 6.30pm for 7pm
Venue: The Forum Turbine Hall, 65 Ntemi Piliso, Newtown, Johannesburg
Awards venue: The Glass House
Awards after party: The Turbines and Underground
Dress: Cocktail
RSVP by 3 November 2009 to The Assegai Awards Office: Nadine on tel +27 (0)11 894 2767 or email
Ticket: R600 pp excl VAT

For more information, go to www.assegaiawards.co.za.