It's a well-known fact that the South African advertising industry punches well above its weight. When it comes to quality of material in conceptualisation, scripting, production and what-have-you, our industry is second to none. And that makes it a pity, and a bit puzzling, when a major retailer commissions an agency outside of this country to revamp their logo. I am sure those who took the decision had good reasons, but it's no surprise when local agency people take a look at what has been produced and mutter, "I could have done that - at a fraction of the cost." Perhaps that's the problem... locals are too cheap, and maybe that's an issue. Put a premium price on an item, and everyone reckons it must be worth something; price something reasonably, and they reckon you're flogging junk, or that whatever it is, is inferior to the imported version. Wrong... it's just as good. And for those doing the commissioning... Local is lekker - and better.


Rod Baker, Content Manager