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The 2008 Mip TV's
Content 360 festival
was recently held in Cannes, France where, 'Relate',
Ochre Media's made-for-mobile-and-Internet
interactive soap concept, was a winner in the
category of 'Multi-media Co-production on Human
Rights'. The category, which was sponsored by the
National Film Board of Canada, seeks to use new
here for more.
media for social change. ClickLhere
Integrated marketing and communications
company CubicICE has increased AA Autobay's
website interactivity, from the BETA version, to over 1
million page impressions in just under ten months.
Company managing director Megan Stark enthuses:
“This is a major achievement in terms of the South
African market and showcases our capabilities in the
here for more.
digital arena”. ClickLhere
C a p t a i n
Morgan rum
supports local rugby
with sponsorships. This led to the launch of its first
Fantasy Rugby league for this year's Super 14.
Realmdigital's Fantasy Platform provided the back-
end technology for the game, and it has proved to be
here for more.
a great success. ClickLhere
Remarkable
growth of the
mobile industry,
coupled with the
recent launch of
The Mobile Marketing Association's (MMA) Latin
American chapter, has led to record membership
growth within the association, with 37 new members.
ClickLhere
here for more.
The Mobile Marketing Association (MMA)
has called for worldwide nominations for its
fourth Annual Global Awards Programme, to
recognise the mobile media and marketing industry's
frontrunners. Now in its fourth year, the Annual
Global MMA Awards praise the development of mobile
brand-adoption campaigns that further encourage
consumer interaction. ClickLhere
here for more.
The Exclusive Books Homebru campaign
recently won two out the three APEX Awards
2008 “Special Awards” for the “most ingenious
response to advertising or research funds” and for
“the case representing uniquely South African
advertising.” In addition, the bookseller won a Silver
award in the APEX Awards sustained brand campaign
or “Sustain” category. Homebru has become a sub-
brand of its own over the years. ClickLhere
here for more.
Lhere
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Friday, 25 April 2008
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Distell commissioned Kreate SA to provide a
full production team to conceptualise and
implement the set-up of the Savanna Style Lounge at
the Taste of Cape Town in Camps Bay. Kreate SA was
also required to provide all the brand ambassadors
and event managers for: the Savanna Style Lounge;
the Alchemy of Gold Style Lounge; the Fleur de Cap;
and the Durbanville Hills tasting bars. ClickLhere
here for
the full article.
The mind of the person who pays your salary is
tightly focused on one thing - shareholder
value. According to Professor Malcolm McDonald,
the UK's eminent academic authority on marketing
strategy, half a century of research reveals a
remarkably clear correlation between marketing
strategy and shareholder value. There is already a
global movement for organisations to rely on
marketing as the driver of profitable growth. The
question is whether you're prepared for your CEO's
here for more.
future expectations. ClickLhere
P u r p l e C o w
Communications has
relaunched as a fully-fledged digital
m a r k e t i n g a g e n c y. H a v i n g
established a legacy as an online
advertising sales agency in South Africa, Purple Cow
is now striding boldly into the world of online digital
here for more.
strategies and solutions. ClickLhere
Over the last 21 years ComutaNet has grown
from offering cassette tapes with commercials
interspersed among the latest musical hits
distributed to taxi drivers to a media powerhouse
here for more.
offering 10 media platforms. ClickLhere
ADVERTISING NEWS
"It's easy to Spot a Bar-
One Man." Especially
since JWT developed an
integrated campaign
communicating the Bar-One
promise and contemporising
Nestlé, South Africa's largest
chocolate brand. The previous
Bar-One television
commercial, Stuntman, was
produced five years earlier
and last flighted in 2005.
Nevertheless, there remains a
high spontaneous recall of the fireman hero when
discussing Bar-One advertising. The initial 'Bar-One
Man' concept was researched among the target
market of men between the ages of 18 and 34, LSM 6-
10, in Durban, Cape Town and Johannesburg. Click
here for more.
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 A Newsclip Media Monitoring Initiative Marketing & Advertising News

The Cape Town ABSA's Pesach Execution

Jupiter Drawing went into press over the
Room has been short listed weekend. In keeping with the
in several categories for this theme of ABSA's brand campaign,
year's One Show Awards. “Put Your Best Foot Forward”, the
Jupiter Cape Town has the execution is meant to remind
highest number of selected ABSA's Jewish customers of the
work for a Cape agency and legacy of their forefathers, and
is ranked second in the country this year. ClickLhere
here remind them of the importance of
for more. steps taken with intent and
conviction, no matter what shoes
SABC Television Sales here for more.
you wear. ClickLhere
has decreased its
advertising Long Term Rates Ireland/Davenport
by an average of 15%, in the and Frieze Films have
interest of good business collaborated to create a TV commercial to heighten
practice. Gab Mampone, awareness for the Soweto Rugby Club (SRC). Entitled
Group Executive: 'Practice', it opens on a young man walking through a
Commercial Enterprises: SABC, says, "The SABC here for more.
typical township to a soccer field. ClickLhere
appreciates the difficulties faced by the South African
advertiser, brought about by power outages, The next stop in
escalating interest rates and soaring fuel prices…” The Loerie
here for more.
ClickLhere A w a r d s Tr a v e l l i n g
Exhibition is Namibia.
The Online Publishers Association (OPA) The Exhibition, sponsored by the SABC, will display
has announced that advertising agencies are the best advertising, communication and design for
now welcome to join the organisation. It has issued 2007, at DV8 Saatchi & Saatchi, from 21 to 25 April.
an invitation to advertising agencies to constructively here for more.
ClickLhere
contribute towards the development of a flourishing
online industry in South Africa. The OPA, South NEW ACCOUNTS
Africa's independent representative body for online
publishers, has played a significant role in Suzuki Auto South
consolidating the online industry, and continues to Africa has appointed
strengthen the online advertising proposition. Click leading marketing solutions
here for more.
Lhere company, PenQuin International, as its local
through-the-line advertising agency. Suzuki Motor
The South African Corporation, the eighth largest vehicle producer in
recruitment agency, the world, will enter the South African vehicle market
Quest Flexible Staffing in June 2008. “Suzuki and PenQuin have a very
Solution, has recently similar business philosophy which lends itself to a
approached Huddlemind to powerful partnership,” says PenQuin Account
design its new recruitment Director, Darren Leishman. ClickLhere
here for more.
application on Facebook, called Work Personality
Quiz, launched in April. Stefanie Jason caught up with Traffic Integrated
David Duarte, partner of Huddlemind, to find out Marketing has been
more about the application. ClickLhere
here for more. awarded the Fireflight MAS
account, providing strategic marketing, eventing, PR,
As more and more advertising and creative for this pioneering
retailers establish technology brand. Fireflight provides a highly secure
outlets in the township mobile authentication system (MAS) that offers
areas, so does their security and convenience to businesses needing
advertising demand to innovative data security.
communicate with this
increasingly vibrant market. Primedia Outdoor, PEOPLE ON THE MOVE
anticipated the trend and maximised advertising
opportunities with strategically situated PrimeLite Mpumelelo Mabaso has been appointed as Junior Art
billboards in areas such as Umlazi, Kwamashu and director at The Gate.
here for more.
Soweto. ClickLhere
Traffic Integrated Marketing has appointed two new
Transmedia, the staff members, Sharon McNaughten and Bianca
n e w m o b i l e here for more.
Couto, to the agency. ClickLhere
marketing wing of Cape
Town based Topco Media, Rory Brien, Primedia@Home's National Consumer
will use innovative Promotions Operations Manager, has been appointed
technology to activate to the advisory board of the Experiential Marketing
branding with permanent Forum (EMF). Rory is well recognised as a successful
truck-side snapper frames on a 271-strong fleet of innovator, and creative individual with a clear
medium sized trucks, travelling South Africa’s 8 understanding that the most successful experiential
000km road network, and into neighbouring marketing campaigns are achieved through
here for more.
countries. ClickLhere innovating thinking. ClickLhere
here for more.
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A Newsclip Media Monitoring Initiative
EDITOR’S CORNER
Relationship marketing (RM) has been a corner stone
of marketing content to existing consumers and for
ensuring that ‘contained’ clients are satisfied with the
services they receive.
In Principles of Marketing, by Philip Kotler et al, it is
stated that relationship marketing strives for
continual customer satisfaction rather than judging
and solving individual queries on a case-by-case
basis. This theory points to a bigger picture of holistic
client interaction from marketing, ensuring that the
client’s perceptions of a particular product match a
company’s product positions. After all, the
positioning is not nearly as important as the way in
which consumers say they experience the product.
Perception is quite simply, reality.
Leonard Berry, from Texas A&M University says,
"What is surprising is that researchers and
businessmen have concentrated far more on how to
attract customers to products and services than on
how to retain customers". From our real-life
experience, this becomes a contradiction in terms, as
the basics of business practice are two-fold - the
attraction of new business by promising value and the
retention of clients by guaranteeing satisfaction.
The contrast is quite simple - instead of focusing your
sole efforts on so-called ‘offensive marketing’, aimed
at bringing new clients under your wing, a business,
especially in the service industry, needs to put more
effort into ‘defensive marketing’. The matter puts a
much greater focus on reducing customer turnover.
In a way, this is the same principle human resources
uses to develop and retain staff and prevent high staff
turnover.
RM is a function of marketing that has also
established itself in the B2B sector, where long-term
relationships are more significant than in other
industries, notes Barbara Jackson in Build customer
relationships that last, from a 1985 issue of the
Harvard Business Review.
Relationship management has also had a huge boost
from the creation of many new Customer
Relationship Management (CRM) software tools that
allow sales people to manage and track customers’
preferences and behaviours relating to the use of
specific products and services. CRM has often been
referred to as the responsibility of a company’s Chief
Information Offices, as it incorporates elements of
business knowledge with basic IT development. This
was discussed at length in an iWeek article last year.
Dr. Patricia Sorce of the College of Business notes,
“The major technology enablers for relationship
marketing have been the Internet and enterprise-
wide management information systems. The former
allowed businesses, for the first time, to get low cost
interactions with customers. The second allowed for a
firm to generate a single view of a customer across all
functional areas of a firm. Both of these systems
together allowed for customised communication with
a single customer for very large firms. She again
shifts the weight of CRM towards technology, not
losing sight of the important human interaction
required to make it a success.
Marketing & Advertising News
One of the main barriers to entry is the reality that
most communication is one-way - i.e. between the
company and the consumer. “With a few notable and
well-publicised exceptions such as Amazon.com and
Cisco Systems, there is rarely any evidence of
interaction. That is, even if a consumer does
communicate with the business, this information
rarely impacts the nature of the future
communications from that business”, says Sorce.
LMyCustomer.com
MyCustomer.com recently noted the importance of
the human element of an RM plan: “the number of
firms that have successful CRM implementations is
increasing and companies are learning from the
failures of the past. In particular, businesses are
understanding that CRM technology won’t
automatically improve customer relationship
management. The technology is only an enabler and
if you don’t have the vision, the right strategy and an
execution plan, it is not going to work – no matter
what kind of software you are buying. We have
always said that CRM is a journey; you don’t just
implement technology and you are there”.
It is interesting to note that times are changing and
concepts that were previously considered ‘futuristic’
and ‘innovative’, and now prevalent reality.
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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