All the 2011 Assegai Awards winners

The awards honour the direct and interactive marketing industry and celebrate creative and strategic execution of award-winning direct and integrated marketing campaigns of the highest calibre in SA.

'Leader' award introduced

This year's Assegais introduced a "leader" award, aligned to the process adopted by the international Echo awards. Leaders are identified in the final audited campaign scores based on the overall creative concepts, which include copy, graphics and production quality, marketing strategy and response results. Leaders are those entries that could qualify in terms of their final audited scores for an Assegai award.

From the leader awards, the top scoring campaigns are then awarded Gold, Silver and Bronze awards. In some instances, more than one Gold, Silver or Bronze is awarded - this only happens where campaigns have identical scores.

Comments DMASA CEO Brian Mdluli, "If I had to define this year's key trends in direct, it would be augmentation and integration of channels. ROI is the fundamental driver behind direct marketing, and achieving this is about science and analytics - this year's awards are testimony to that."

According to Mdluli, the industry response has been phenomenal and rewarding, despite an incredibly challenging year on both the business and legislative fronts. "This year saw 265 campaigns registered and worked on for submission. These were whittled down by our panel of filter judges to 189 campaigns, which made it through to the final round of judging.

"Each year, the Assegai Awards has grown in terms of entry numbers. The 2010 Assegai Awards increased entry numbers by 17% on 2009, a year which also saw a massive increase of 42% up on entry numbers in 2008. And this year's entries close on a significant increase once again."

DMASA attributes this growth to the fact that direct marketing uptake is increasing rapidly as businesses come under increasing pressure to measure the ROI on campaigns and also seek closer relationships with and insights into their customer base.

"Assegai entry numbers are growing, the quality of work is improving each year and clients are getting to see the real bottom-line benefits that sit behind the art and science of marketing. Each year, an analysis of the entries reveals a telling story - more and more businesses, from small entrepreneurial outfits right through to the largest blue chips, are investing in direct and integrated marketing," says Mdluli.

"Growth in channel integration and use of multiple channels"

"Based on an analysis of the entries in each category, it is particularly exciting to see the growth in channel integration and use of multiple channels to reach consumers. Traditional direct channels such as mail remain very strong and active, and the growth in the digital categories and social media has been phenomenal. But what is very noteworthy is the number of entries in the multiple channel category - by far our largest entry numbers out of 30 categories," he explains.

Views that digital channels such as web, email, social media and SMS would spell the end of more traditional direct channels have proven unfounded judging on this year's entries. "Integration definitely seems to be the trend and marketers are making use of multiple channels to drive response across media channels.

"It is especially pleasing to see that the silo mentality seems to be subsiding and marketers are realising that to be a successful direct marketer, you need to embrace the versatility and appeals of different channels," says Mdluli.

It's a view that is echoed by SAPO. Comments Matshepo Majola, senior manager of SAPO's Direct Mail Centre: "Only a few years ago, direct mail appeared headed toward a supporting role within the direct marketing media mix. Digital forms of marketing glittered as the 'new' media.

"Direct mail is experiencing a remarkable resurgence"

"The poor economic conditions and reduced marketing conditions have encouraged marketers to look at the value of mail marketing and its consistent power to drive responses. This in turn has resulted in a dramatic shift in the relevance and power of direct mail. As a result, direct mail is experiencing a remarkable resurgence.

"It's a new world of direct and interactive marketing and many of yesterday's assumptions have changed. Multimedia marketing is more important than ever, but email and phone are no longer the central players they once were - it is now all about integrated communications. Direct mail is enjoying an unprecedented level of appeal and relevance and finding its place in a combined communications mecca of new and traditional channels," he adds.

Adds Mdluli: "Marketers are starting to break through the silo mentality and integrate all media channels including social across the marketing organisation. Consumers expect brands to have a multifaceted presence."

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