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MARKETING NEWS
Provantage Media has announced the launch of
Provantage Tavern Media, a new media
platform enabling brands to reach a large segment of
the young, fashionable black population through
targeted brand activations in township taverns and
bars. The launch of Tavern Media bolsters Provantage
Media's ability to deliver focused and integrated
township marketing campaigns. The Department of
Trade and Industry estimates that there are currently
265 000 liquor-selling outlets in South Africa, with
over 69 000 of them classified as on-premises liquor-
selling outlets in townships. Around 50% of these
predominantly cater for sit-down business, creating a
tavern universe of around 35 000 outlets. Provantage
Tavern Media will be going live with Tavern TV in
August this year. This will be a narrowcast television
channel that will reach over four million consumers a
month by the end of 2009. ClickLhere
here for more.
Following on its
r e c e n t l y
launched brand
campaign in the
traditional media that
aimed to position the
bank as a dynamic,
innovative and caring
brand committed to
guiding South Africans towards a better tomorrow
('take the next step with us'/ 'feet from all walks of
life'): Absa has launched an innovative Facebook
campaign. The campaign’s interactive element offers
one the chance to win a new Macbook by posting a
note onto the discussion board, telling Absa what
your life philosophy is – how you put your best foot
forward. The 10 best philosophies will be chosen by a
panel of judges, and the Absa Facebook community
will vote for the final winner via a polling system. Click
here for more.
Lhere
The 'South Africa - Alive will Possibility'
campaign continues to evolve as the
International Marketing Council (IMC) launches a
multifaceted campaign aimed at building South
African Brand Champions, produced by Kaelo
Worldwide Media. The campaign uses mass media as
a powerful tool to educate, stimulate debate and
inspire, extended by direct training and engagement
in organisations, in order to have a powerful influence
on behaviour. ClickLhere
here for more.
Recently, TEC Video put together an engaging
video for RGA Reinsurance as part of the launch
of its research programme on the insurance life
cycle, and the need for reinsurance at the different
stages of a person's life. ClickLhere
here for more.
itoring
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managing media intelligently
Friday, 16 May 2008
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ADVERTISING NEWS
The entry deadline for the
Loeries 2008 has been
extended to 31 May. Entries
received after 16 May will incur a
late fee of 5%. For more
information and to enter, visit
www.theloerieawards.co.za.
Lwww.theloerieawards.co.za
As the Loeries’ Travelling Exhibition makes
its way around southern Africa, the next stop
will be at Vega, the Brand Communication School – an
obvious destination for an exhibition of the work of
past winners of these prestigious awards. The
exhibition will visit Vega Johannesburg from 9 to 19
May, Durban from 1 to 12 July, and Cape Town from
18 to 27 July. Aside from reaching Vega students, the
Travelling Exhibition will also be viewed at these
campuses by students from Imagination Lab. Click
here for more.
Lhere
Vanessa Pearson, McCann’s award winning
ECD, has recently been appointed as Judge for
the Cannes Lion International Festival 2008. Pearson
will be putting her creative expertise and experience
to good use, as a judge of the Outdoor category. Click
Lhere
here for more.
The Mobile Marketing Summit is taking place
in South Africa for the first time at the Sandton
Sun Hotel on 13 August. The summit seeks to give the
best mobile marketing advice, from how mobile can
be integrated into traditional and digital media, to
leveraging and amplifying communication plans by
here for more.
utilising digital and mobile. ClickLhere
At the recent Adreview Awards, FoxP2 was the
only agency to achieve a perfect score, and was
rated the eighth most successful agency of the year.
Added to this, its MD, Charl Thom, has made it onto
here for more.
The Advertising ‘A’ List. ClickLhere
A trio of print
executions by the
D r a f t f c b
Johannesburg creative
team of Olivia Tesson and
Lawrence Katz (both
recently promoted to
Group Head) have been
lauded by the judges in a handful of the international
creative awards recently. The Panado ‘Barbie’ ad
achieved finalist status at the One Show and was also
chosen for reproduction in the D&AD Annual, while
the Panado ‘Traffic Jam’ ad was short-listed at the
Clios. Rally ‘Spotlight’ joined ‘Barbie’ as a finalist at
the One Show.
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A Newsclip Media Monitoring Initiative Marketing & Advertising News

80 St Stithians The 2008 Khuza Awards

learners and
local dignitaries
joined in an
informative and educational morning held at the
Clear Channel Bird Sanctuary just off William Nicol
in Hurlingham on Thursday, 8 May. Owls are the focus
for the year, and the issues that were raised
concentrated around the myths and legends
surrounding owls, conservation of owls and their
here for more.
value for humankind. ClickLhere
Ogilvy’s expert retail
advertising and ‘brands at
r e t a i l ’ a g e n c y, Z O O M
Advertising, is the first agency
to become carbon neutral in
South Africa. ZOOM undertook a
process of analysing its total
carbon footprint in terms of electricity and paper
usage and by the amount of travel incurred by staff
vehicular travel and executive air travel. This
information was then fed into the ‘Trees for Africa’
calculator in order to give a total number of trees
needed to render ZOOM not only carbon neutral but
also environmentally responsible. ZOOM’s creative
director, Deon Robbertze project managed the audit:
“Once we had all the figures, we then added a further
10% for margin of error. With car travel, for example,
we included employees’ total travel in a year and not
just their work travel. We have more than covered our
here for more.
footprint.” ClickLhere
The winners of the 2008 Khuza
Awards were announced in
Johannesburg on 14 May. Khuza
was launched as a research-
based awards programme in
2004 to give youth – 52% of the
South African population – a
vo i c e i n t e r m s o f w h a t
marketing communication
works for them and what
doesn’t. Annually more than 2,500 young people vote
on which TV, radio and print ads made them tick, as
well as which brands, celebrities, storylines, angles
and promises they believe.
A number of special awards were handed out. These
included:
The Production Excellence Award to “MTN Clap Clap”;
the Flights of Fantasy Award to South African Airways
for its “Speed Dating” advert; the Wow Wheels Award
to Mercedes Benz for its “E-Class Boy” advert; The
Love Mark Award was won by 1Time for its advert
“Help Bring Danny Home”; and the Simply Inspired
Award was awarded to Adidas for “Impossible is
Nothing”. Among the campaigns that received the
most attention this year, were Axe and Chicken
Licken, with the world’s favourite cola brand getting
the double thumbs up.
Winners in other categories included:

Samsung has renewed its Tweens (TV):

national Mirror Media package 1. Vodacom - Mo & Moetia Mambo Number 5
across TLC’s upmarket Nightlife 2. Vodacom - Corporate (Kalahari)
ve n u e s . K i c k i n g o f f w i t h a n 3. Coca Cola - Brrr Campaign
advertising campaign for its F210, a
small music phone, that ran from Teens (TV):
January to March, Samsung’s new 1. Coca Cola - Ring Tone
contract focuses on its model search 2. Chicken Licken - Magic 2
campaign in April, and its F250 phone 3. Axe - Magician
in May. ClickLhere
here for more.
Young Adults (TV):
The aim of the global IFRA XMA Cross Media 1. Chicken Licken - Magic 2
Awards 2008 is to present the best examples 2. VW Golf - Blind Man
of combining different print and digital channels to 3. Coca Cola - Ring Tone
bring the advertisers’ messages across. Newspapers
and media houses of any size, that are implementing Cross-spectrum TV:
a convergent media strategy, are invited to enter Coca Cola
their cross-media advertising projects, conducted in
the period between 1 July 2007 and 30 June 2008, Tweens (Radio):
into the IFRA XMA Cross Media Awards 2008 1. Coca Cola - Brrr Campaign
competition. The final date for receiving entries is 30 2. Axe - Fart
here for more.
June 2008. ClickLhere 3. DSTV - BBC Food: Chicken Advert

Musica and The Jupiter Teens (Radio):

Drawing Room (Cape Town) 1. DSTV - BBC Food: Chicken Advert
have embarked on an exciting 2. Coca Cola - Brrr Campaign
venture to create memorable street 3. Axe - Fart
pole advertising that provokes and
entertains while creating awareness Young Adults (Radio):
for Musica's TV series box sets. Their 1. Coca Cola - Brrr Campaign
latest offering is for the CSI TV series. 2. Axe - Get a Girlfriend
The creative team of Kim McDonald 3. Axe - Fart
and Nick Gordon have cleverly used
the street pole medium by depicting giant 'evidence Cross-spectrum Radio:
bags' in succession. The first evidence bag contains a Axe
piece of rope; the second: a red stiletto; while the
here for more.
third bag has a mallet in it. ClickLhere For the list of winners in the print category, clickLhere
here.
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 A Newsclip Media Monitoring Initiative
EDITOR’S CLIP
Nomadic Marketing
By Leigh Andrews
There's no doubt that with the advent of web 2.0 and even
3.0, marketers need to adapt to consumers needs, as
opposed to the visa-versa method employed in the past.
They need to find innovative, new ways to engage with their
audience, which includes the option of feedback for change
and two-way communication. Nomadic Marketing is a way of
addressing this need.
Technomadic Markets
Technomadic Markets states that the concept of Nomadic
Markets was born out of a growing awareness that the
statically defined “markets” traditionally targeted, were
rapidly becoming more diverse and fragmented. Also, the
idea that a person is a passive receptacle of marketing
information is past its sell-by date. The markets of today are
on the move and incorporating elements of social media.
Nomadic Marketing addresses these core issues and
presents a more dynamic approach to marketing, which
necessitates engagement; conversation; and a more
dynamic, responsive approach to marketing planning.
Marketing on the web
Cosmedia, in September 2007, comScore
According to Cosmedia
reported that 50% of the 8 most visited websites were of a
social media nature, namely MySpace, Facebook, Orkut and
YouTube. The other four sites listed are search engines.
Hitwise reported in March 2007 that Internet visits to the top
20 social networking sites grew by 11.5% from January 2007
to February 2007. Universal McCann's research project
highlighted last year that out of 400 million active Internet
users in 21 countries featured in research, 170 million are
bloggers, and 340 million are blog readers. These statistics
suggest social media is more than just a hype or a trend. It's
creating a massive shift in the way we do things… and as a
result, has an impact on marketing strategy.
Mobile media marketing
etraffic claims mobile sms marketing is a semi-new form
Letraffic
of marketing, which utilises the global communication
medium of the cellular phone and sms and mms, to get
your company's message across to an increased number
of targeted consumers.
As a result of the overwhelming surge in mobile
Mobile Marketing
advertising, The Mobile Marketing Association
Association (MMA)
recently announced the release of its global Mobile
Advertising Guidelines to create a framework for mobile
advertising to be delivered in a positive, consistent way.
Marketing for the future:
“The future of marketing is about having conversations with
customers!”- The Cluetrain Manifesto.
Nomadic Marketing is undoubtably the way of the future.
The phenomenon was recently featured on Carte Blanche,
where it was made evident that as we progress toward the
future, we are becoming increasingly more likely to rely on
technology such as our cell phones and the Internet to
access 'news-on-the-go' through online newspapers,
blogs, RSS feeds and MMS technology. Therefore, the
marketing and advertising industry need to adapt new
strategies in order to maintain their relationship with this
mobile consumer-base. In a post by Gino Cosme, he
Gino Cosme
explains how social media should be used as a PR and
marketing tool, as social media speaks directly to target
markets; improves long-term company reputation; and
ultimately creates meaningful relationships with customers.
He adds that there needs to be a change in thinking to
implement social media as part of a media relations strategy.
This change in thinking builds the advertiser and clients'
social media experience, as it includes “seeking out untapped
social channels and communities, for the creation and
promotion of information of relevance to customers.”
Marketing & Advertising News
The recently released Standard Bank Social Media Press
Release (SMPR
SMPR) strategy stirred up the marketing industry,
and proved a definite sign of things to come. The 'We go
Kaboom! Pro20' social media marketing website is packed
with blogs; updated fixtures; and Pro20 news, as it happens.
The International Association of Business Communicators
(IABC) has even set up a task team to discuss the new
phenomenon of the SMPR, to recommend standardisations
that all communicators can implement, in their efforts to
launch SMPR sites. The IABC sums up the SMPR by saying,
“The social media release (SMR) has been in development for
two years, ever since online journalist Tom Foremski called
for a change to the traditional narrative press release to
accommodate the needs of those reporting on the Web,
including the incorporation of multimedia elements, the
addition of social media tools, and the development of tags
that make it easy to find and use the information contained in
a release. This visionary rethinking of the traditional press
release is designed to take advantage of emerging
technologies while also making it easier for people to share
the company's news with others through their blogs, web
sites or traditional media outlets”.
The most exciting thing about nomadic marketing
campaigns is the element of measurability. It's important to
assess how the internet and mobile media can be of value for
future product launches, in turn complementing your
traditional marketing activities. These initial activities could
change the way you market future products.
"How customers will buy and how business will sell will
change. The convergence of TV, Net, wireless, telephony
across interactive fast real-time broadband networks is the
click-stream. Every business must learn to understand the
new click-stream customer- the online multi-billion dollar
buyer of fashion, games, stocks, media, health, information,
and entertainment. This is a new customer who defies
advertising, commercials and traditional metrics," says Dr.
James Canton on the Technomadic Markets website.
ClickLhere
here to read the full story.
See you next week.
DANIEL
GET TO KNOW THE TEAM
EDITOR Daniel Munslow
DEPUTY EDITOR Pat McClelland
EDITORIAL ASSISTANT Stefanie Jason
EDITORIAL ASSISTANT Leigh Andrews
MEDIA RESEARCHER Roane Booth
MARKETING MANAGER Vanessa Evans
totallyMAd is published by Newsclip.
Daniel is a member of the Advertising Media Association
of South Africa (AMASA) and a Pendoring Awards
Committee member.
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