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FEBRUARY 2013

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ad FEBRUARY 2013 R25.00 incl. VAT VOLUME 20 antage TM 2 THINK BIG! MEDIA I MARKETING
ad FEBRUARY 2013 R25.00 incl. VAT VOLUME 20 antage TM 2 THINK BIG! MEDIA I MARKETING

THINK BIG! MEDIA I MARKETING I ADVERTISING

YEARS

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SMS ”Fotoactiv” to 44065 to download the app which will allow you to activate this month’s front cover image.

U N G SMS ”Fotoactiv” to 44065 to download the app which will allow you to
U N G SMS ”Fotoactiv” to 44065 to download the app which will allow you to
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CONTENTS

FEBRUARY

2013

FOTACTIV APP BRINGS OUR FRONT COVERS TO LIFE!

This month’s front cover heralds the start of an exciting new association between AdVantage and and its new Fotoactiv app. From now By placing your Apple or Android smartphone over our front cover you’ll literally bring this formally static image‘to life’, courtesy of TLC Unlimited (a division of Primedia Unlimited) The Fotoactiv app can be downloaded for free from the iTunes Store or Google Play. It bypasses the need for barcodes, tags or RFID and the Fotoactiv platform is able to make its surrounding environment fully interactive, including content videos, animations, interactions and web pages. For more information, visit www.tlc-media.co.za, www.fotoactiv.co.za, https://www.facebook.com/TLC.SA or www.twitter.com/TLCinSA.

IMBIZO

08

THE BIG PICTURE Our world in pictures courtesy Gallo Images

10

NEWS Oresti Patricios salutes SA advertising and AdVantage on its 20th birthday. Magdel Louw takes a look at online website JustPlay. For every business there is an equally important brand related role, Dion Chang explains why social marketing is an essential cyber tool. Daniel Scheffler asks if your brand measures up. The territorial nature of trademark protection is discussed by Andrew Papadopoulos. Odette van den Haar feels it’s time for business to be creative. Danette Breitenbach speaks to Thembi Msibi about the important role the ASA plays ensuring advertising remains honest, truthful and legal

ensuring advertising remains honest, truthful and legal REGULARS COVER This month’s cover was conceived by new
ensuring advertising remains honest, truthful and legal REGULARS COVER This month’s cover was conceived by new

REGULARS

COVER This month’s cover was conceived by new creative agency, Conversation LAB and illustrated by Olivia Villet. We see Harold, a hapless businessman who can’t see what Durban has to offer. Right behind him Durban lies bursting at the seams with business opportunities. He’s blinded by his entrenched attitudes, which tell him Durban is a backwater, not fit for serious business

06

COMMENT Editor Danette Breitenbach comments on the contentious FNB saga

57

TALENT Rising stars in the media and advertising industry

58

THE LAST WORD Rob Van Royen recommends one should be wary of anyone that uses the word, ’content marketing’

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CONTENTSII FEBRUARY 2013 INFOCUS INDEPTH 20 SKILLS SURVEY There’s a shortage of young copywriters in
CONTENTSII
FEBRUARY
2013
INFOCUS
INDEPTH
20
SKILLS SURVEY
There’s a shortage of young copywriters in SA. Danette Breitenbach
looks into this concerning situation
32
KZN REPORT
An extensive report on the advertising and media industry in KwaZulu-Natal
34
22
AGENCY AGENDA
Denford Magora and Graham Warsop chatted to Danette
Breitenbach about the their partnership
Competition among the media of KZN is hectic. Magdel Louw finds out just
how vibrant the market is
37
‘Zulu Cool’has taken on a life of its own in KNZ. Magdel Louw tells us all
about it
24
Alastair Haarhoff discusses the merits of working with a
design specialist
43
Danette Breitenbach finds out why KZN is the place to be
46
26
MARKETING MATTERS
Magdel Louw examines audiences and consumer behaviour and
finds out from Bryan Melmed why ‘big data’is so huge these days
AIRPORT MEDIA
Craig Page-Lee gives his take on airport media. Dave McKenzie talks about
the new innovations BOO! is planning, and Mze Deliwe is optimistic about
airport.tv
27
MEDIA DIRECTION
Adding value to your
company’s bottom line
is so important – Adele
Paulsen tells us why
52
TELEVISION REVIEW
Why has SA’s digital TV switch-on been delayed yet again? Magdel Louw
finds out why and takes an in-depth look at the industry as a whole
28
BRAND
DIALOGUE
Andre Le Roux helps
brands to write better
success stories
30
DIGITAL
DEBATE
Aaron Van Schalk
explains the world of
remarketing
v

CONTRIBUTORS

Schalk explains the world of remarketing v CONTRIBUTORS Andre Le Roux has worked in the advertising
Schalk explains the world of remarketing v CONTRIBUTORS Andre Le Roux has worked in the advertising

Andre Le Roux has worked in the advertising and branding Andre Le Roux has worked Industry for close to 10 years He is the founder of Industry for close to 10 years He is the founder of Mercury 1 Strategic Consultancy. His passion is brand intelligence as well as brand identity

Adele Paulsen is the executive director at the Public Adele Paulsen is the Relations Institute of Southern Africa. In 1997 Paulsen accepted a position at Relations Institute of Southern Africa. In 1997 Paulsen accepted a position at the PRISA Education and Training

development and finding new ways of helping brands to more effectively engage with consumers. Page 28

brands to more effectively engage with consumers. Page 28 Oresti Patricios is the CEO of OrnicoGroup,

Oresti Patricios is the CEO of OrnicoGroup, a supplier of advertising visual references in SA. He established Ornico in 1984 with Spero Patricios. He has an MBA from the Gordon Institute of Business Science (GIBS) and huge

knowledge and experience, which he brings to the brand intelligence offered by the OrnicoGroup. Page 10

Centre. In 2006 Adele moved over to PRISA where she has risen through the ranks. Her driving force is her passion for the industry. Page 27

THINK BIG! MEDIA | MARKETING | ADVERTISING
THINK BIG! MEDIA | MARKETING | ADVERTISING
THINK BIG! MEDIA | MARKETING | ADVERTISING © Copyright AdVantage Magazine 2013 EDITOR Danette Breitenbach

THINK BIG! MEDIA | MARKETING | ADVERTISING © Copyright AdVantage Magazine 2013 EDITOR Danette Breitenbach

© Copyright AdVantage Magazine 2013

EDITOR Danette Breitenbach

danette.breitenbach@media24.com

PRODUCTION EDITOR

Gill Abrahams

SENIOR JOURNALIST

Magdel Louw

ART DIRECTOR

David Kyslinger

CONTRIBUTORS

Adele Paulsen, Andre Le Roux, Alastair Haarhoff, Daniel Scheffler, Dion Chang, Dr Antony Michail, Jean-Louis Acafrao, Kasia Kiell, Mary Papayya, Odette van den Haar, Pierre van der Hoven, Rob Van Royen, Andrew Papadopaulos, Craig Page-Lee, Aaron van Schalk

FEATURE WRITERS

Danette Breitenbach, Magdel Fourie

ADVERTISING

ADVERTISING EXECUTIVE Sherrie Weir Tel: 082 373 6149 Email: mediasales@iafrica.com

MEDIA24 MAGAZINES BUSINESS & CUSTOM

GM MEDIA24 MAGAZINES BUSINESS & CUSTOM Dev Naidoo

PRODUCTION MANGER

Angela Silver

SUBSCRIPTIONS

SUBSCRIPTIONS MANAGER Petro van As Tel: (011) 217 3222 subscriptions@advantagemagazine.co.za

FINANCIAL QUERIES

FINANCIAL LIASON

Samanthia Radcliff

ACCOUNTS MANAGER Meda Fisher Tel: (011) 217 3203

meda.fisher@media24.com

FOR ALL EMAIL CONTRIBUTIONS

NEWS

news@advantagemagazine.co.za

ADVERTISING

mediasales@iafrica.com

POSTAL ADDRESS PO Box 784698, Sandton, 2146

PHYSICAL ADDRESS Media24 Magazines Business & Custom 5 Protea Place, 3rd Floor, Sandton Phone: (011) 217 3210 Fax: 086 271 4275

MEDIA 24

CEO MEDIA24 MAGAZINES John Relihan

CFO MEDIA24 MAGAZINES Raj Lalbahadur

FINANCIAL MANAGER Jameelah Conway

The views expressed in this publication aren’t necessarily those of the publisher or its agents. While every effort has been made to ensure the accuracy of its con- tents, neither the editor nor the publisher can be held responsible for any omissions or errors. Reproduction in whole or part of any contents of AdVantage without prior permission is strictly prohibited. © AdVantage magazine. All rights reserved. Requests to lift material should be made to the editor-in-chief.

www.media24business.com

www.advantagemagazine.co.za

Printed and Bound by Paarlmedia

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February 2013

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v COM MENT An ad is just an ad…. Or is it? NOT EVEN two months

COMMENT

An ad is just an ad….

Or is it?

v COM MENT An ad is just an ad…. Or is it? NOT EVEN two months

NOT EVEN two months into the year and the proverbial has already hit the fan. You probably know what I am going to talk about: the contentious FNB ads. Actually that’s not quite correct, I thought there was nothing wrong with the FNB ads and that it addressed an issue in our society that is extremely pertinent. For me the ads were in line with the brand and what it stands for. So what was disturbing about it then? It’s just an ad campaign. The disturbing part was the reaction of our Government and their supporters, who branded the ads as a ‘treacherous attack’. The ANC’s spokesman, Jackson Mthembu, said: “The ANC is appalled by the FNB ‘advertisements’ in which the ANC, its leadership and government (are) under attack on a commercial masqueraded as youth views.” The ANC Youth League said it was ‘an

obviously lame attempt to recreate an Arab Spring’ while the ANC Women’s League called them ‘offensive and politically biased advertisements’. The SACP said it was ‘incensed’ by the advertisements. This has to worry you if you are a citizen of this country. Why did an ad on television garner more response than the riots and protests that were occurring at the same time in Zamdela, Sasolburg? If this is an indication of government’s response to what it perceives as criticism we are in for a long and bumpy ride this year. On a happier note it’s our 20th birthday. Thank you for the birthday wishes we have received so far – here’s a taste:

wishes we have received so far – here’s a taste: Twitter: @danettefrog44 COVER DESIGN THIS MONTH’S

Twitter: @danettefrog44

so far – here’s a taste: Twitter: @danettefrog44 COVER DESIGN THIS MONTH’S COVER WAS CONCEPTUALISED AND
so far – here’s a taste: Twitter: @danettefrog44 COVER DESIGN THIS MONTH’S COVER WAS CONCEPTUALISED AND
COVER DESIGN THIS MONTH’S COVER WAS CONCEPTUALISED AND DESIGNED BY CONVERSATION LAB A VETERAN AD
COVER DESIGN
THIS MONTH’S COVER WAS CONCEPTUALISED AND
DESIGNED BY CONVERSATION LAB
A VETERAN AD MAN warned us, “You either stay in
Durban and get out of advertising or you stay in advertising
and get out of Durban.” So we decided to start an agency
approximately 4 000 miles wide, with a height just shy of
6 000 miles, it’s just that our operations are centred in
Umhlanga.
Surely that veteran’s notions of centralisation are redundant with
globalisation and modern communications? Centralisation is
unnecessary and does nothing to improve anybody’s quality
of life, anywhere. Why should Durbanites swap their pleasant
quality of life? Albeit one that has earned them a reputation of
having an easy-going attitude that borders on laziness. With
over 320 days of sunshine per year, warm seas and sandy
beaches, KZN attracts 15 million holidaymakers every year.
They seem to have acquired a taste for that easy-going way
of life too.
All this belies the fact that Durban is a commercial hub with an
enterprising vibrancy that attracts, and is home to world-class
business. Don’t take our word for it, ask Mr Price, Unilever,
SPAR, Dunlop, aQuellé, Trellidor, GAME, Beier, Bata, Rainbow
Chicken, Beaver Canoe, Marriott, Aspen Pharmaceuticals,
Compendium Insurance or The Lion Match Company – they’ll
all say the same.
Oh, and let’s not forget that Durban is home to Africa’s largest
port, the 9th largest in the world.
And yes, it’s a city of contrasts! Outside that awesomely
large world-renowned icon, Moses Mabhida stadium,
you’ll find small businesses and crafts people selling
their wares at I Heart Market.
So what have we got? A city that’s a global player with an
entrepreneurial culture. And a communications capability
that transports our creative director from Brighton, UK
to
our office just right of the sugarcane fields. And an
attitude that says there’s nothing much to KZN apart from
beaches, pleasant climate and slothful oblivion.
In a nutshell, those were our insights to crack our concept
for AdVantage’s February cover design.
Our first idea was to have a sketch in which Durban wanted to
keep all its best stuff secret, however Durban with its glorious
beaches made those saucy postcards of Donald McGill an
irresistible reference. We discussed the concept with Olivia
Villet, an illustrator who has a world-wide reputation as a
Children’s Book illustrator. We felt her use of flat colour and
strong line would be perfect for a modern take on McGill’s
work. She agreed.
going to take a bite of Harold’s rear, maybe he realises
Harold isn’t very good at business, on the other hand it’s
possible that Harold supports the Lions. Whatever! Watch
out Harold!
Finally, we took a little of the sauce out and settled on Harold,
Strategy: Tamerin Borland, head of Strategy and
Analytics, Conversation LAB
Copy and art Direction: Christian Anstice, creative
director, Conversation LAB
Illustration: Olivia Villet, illustrator, Conversation LAB
a
hapless businessman, who stares at some minnows
in
a search for business opportunities in Durban. Behind
him lies a city of opportunity, a thriving beach and a shark
that menacingly approaches Harold. Maybe the shark is
For more information, visit www.tlc-media.co.za, www.fotoactiv.
co.za, https://www.facebook.com/TLC.SA or www.twitter.com/
TLCinSA.

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www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
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www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
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www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013
www.fotoactiv. co.za, https://www.facebook.com/TLC.SA or www.twitter.com/ TLCinSA. 6 ad antage February 2013

February 2013

Mabel Mamabolo 011 280 5997
Mabel Mamabolo 011 280 5997

Mabel Mamabolo 011 280 5997

Mabel Mamabolo 011 280 5997

SAO PAULO, BRAZIL - DECEMBER 31: General view during the New Year’s party on Avenida Paulista. (Photo by William Volcov/News Free/LatinContent/Getty Images)

OUR WORLD IN PICTURES

NEW YORK, NY - DECEMBER 31: Times Square, December 31, 2012 New York City. (Photo by Mike Coppola/Getty Images)

v

2012 New York City. (Photo by Mike Coppola/Getty Images) v People gather as they celebrate the
People gather as they celebrate the New Year on the Trocadero square beside the Eiffel
People gather as they celebrate the New Year on the Trocadero square beside the Eiffel Tower in Paris.
AFP PHOTO / FRED DUFOUR
www.galloimages.co.za
www.gettyimages.com
/ FRED DUFOUR www.galloimages.co.za www.gettyimages.com A band of Cape Minstrels perform in the annual Malay Choir
A band of Cape Minstrels perform in the annual Malay Choir and Minstrels Carnival, January
A band of Cape Minstrels perform in the annual Malay Choir and Minstrels Carnival, January 2, 2013, in the city centre of Cape Town.
AFP PHOTO/RODGER BOSCH
SOUTH QUEENSFERRY, SCOTLAND - JANUARY 01: Girls holding saltire flags join around a thousand New
SOUTH QUEENSFERRY, SCOTLAND - JANUARY 01: Girls holding saltire flags join around a thousand New Year swimmers, many in
costume, who braved freezing conditions in the River Forth in front of the Forth Rail Bridge during the annual Loony Dook Swim in
South Queensferry, Scotland. (Photo by Jeff J Mitchell/Getty Images)
PRAGUE, CZECH REPUBLIC - Local residents and tourists write 2013 with sparklers as they celebrate
PRAGUE, CZECH REPUBLIC - Local residents and tourists write 2013 with
sparklers as they celebrate New Year. (Photo by Michal Svacek/MAFRA/isifa/
Getty Images)
Fifty thousand biodegradable balloons are released by Sao Paulo’s Commercial Association (ACSP). An office boy
Fifty thousand biodegradable balloons are released by Sao Paulo’s
Commercial Association (ACSP). An office boy first released 100 balloons in
1992 and the event then turned into tradition for celebrating New Year when
ACSP took over. AFP PHOTO/YASUYOSHI CHIBA

ad

antage

February 2013

9

v

v IM BIZO Oresti Patricios takes a look back at the dawn of SA’s democracy and

IMBIZO

Oresti Patricios takes a look back at the dawn of SA’s democracy and the commercials and advertising people who were a part of our lives

20

2

By Oresti Patricios

1993 WAS A YEAR of high tension and drama

for SA. It was two years after FW de Klerk

committed to ending apartheid and creating a

‘new multi-racial’ constitution. It was the year after

de Klerk and Mandela were jointly awarded the

Felix Houphouet-Boigny Peace Prize at the Unesco

headquarters in Paris. During a time of hope and

anticipation, the unspeakable happened – Chris

Hani, general secretary of the South African

Communist Party, was assassinated taking SA to the

brink of violent insurrection.

bring to justice, this

assassin. The

cold-blooded

murder of Chris Hani

has sent shock waves

throughout the

country and the

world. Now is the

time for all South

Africans to stand

together against

The country would be pulled back from a potential abyss by Mandela, who wisely reacted to the crisis by saying: “Tonight I am reaching out to every single South African, black and white, from the very depths of my being. A white man, full of prejudice and hate, came to our country and committed a deed so foul that our whole nation now teeters on the brink of disaster. A white woman, of Afrikaner origin, risked her life so that we may know, and

YEARS

origin, risked her life so that we may know, and YEARS those who, from any quarter,

those who, from any quarter, wish to destroy what Chris Hani gave his life for – the freedom of all of us.”

A NEW ERA AdVantage Magazine was born into that era which was marked by Mandela’s generosity and his desire

- a salute

to unite and grow the country. Trade sanctions that had been imposed during apartheid were lifted, and this saw a decline in inflation. The advertising business-to-business magazine’s first years were at the dawn of democracy when the Mandela government restrained from resorting to economic populism, and foreign capital was flowing into this country. In terms of advertising, it was a period where brands were investing strongly in advertising and in some cases taking risks to build their brands. Who can forget the Classic Continental Rooftop Ad that had us all at the edge of our seats in cinemas? The ad was shot on the roof of a building in downtown Johannesburg,

our seats in cinemas? The ad was shot on the roof of a building in downtown
our seats in cinemas? The ad was shot on the roof of a building in downtown
our seats in cinemas? The ad was shot on the roof of a building in downtown
our seats in cinemas? The ad was shot on the roof of a building in downtown

10

ad

antage

February 2013

v

v IM BIZO to South African advertising and had the city (and country abuzz). The ad
v IM BIZO to South African advertising and had the city (and country abuzz). The ad

IMBIZO

to South African advertising

v IM BIZO to South African advertising and had the city (and country abuzz). The ad

and had the city (and country abuzz). The ad opens on a shot of a wheel with a Continental tyre, which hurtles into action as a white Opel ramps over a hump, and veers dangerously close to the edge of the high rise. Then skids. Brakes squeal. But the vehicle is safe, albeit millimetres from the edge, thanks to (you guessed it) the Continental tyres. In 1993 Hunt Lascaris [now TBWA\Hunt\Lascaris] had been going for 10 years. They were founded under the mantra of ‘life’s too short to be mediocre’ by John Hunt and Reg Lascaris who did their first client presentation out of the boot of a Toyota. Their second client was Nashua that realised the birth of that legendary Orson Welles payoff line: ‘Saving you time, saving you money, putting you first.’ But the voice over was no Welles, but a local imitator the duo used. In 1993 a former UK barrister was into his fourth year as the creative head of a new ad agency called The Jupiter Drawing Room. That was none other than Graham Warsop who would go on to become the most awarded creative director in the history of local advertising as measured by the number of Creative Circle creativity points awarded to him. Warsop went into business with Renee Silverstone in 1987, and the two subsequently became

Renee Silverstone in 1987, and the two subsequently became John Hunt receiving the lifetime achiever award

John Hunt receiving the lifetime achiever award at the 2012 Loerie Awards

the lifetime achiever award at the 2012 Loerie Awards ADVANTAGE MAGAZINE WAS BORN INTO THAT ERA

ADVANTAGE MAGAZINE WAS BORN INTO THAT ERA WHICH WAS MARKED BY

advertising legends. This means that Warsop celebrates a quarter of

a century in the

industry this year, the same year that

AdVantage turns 20.

MANDELA’S GENEROSITY AND HIS DESIRE TO UNITE AND GROW THE COUNTRY

before the inimitable Castrol ads staring Boet (Ian Roberts) and Swaer (Norman Anstey) were created, and which so many locals fell in love with because of the humour the ads contained. I cannot express in words what a privilege it has been for Ornico to grow up alongside the local advertising industry, from the unbanning of the ANC and release of Mandela, to the first democratic elections; through the creation of a vibrant economy; to witness the birth of the digital era; and to see local start-ups and agency

A CAN OF THE BEST

At the time that AdVantage was created, the company that became known as Ornico was close on 10 years old. From a humble start-up situated in Sandton’s twin towers, Ornico has grown its product offering to become one a leading advertising and reputation research companies in Africa. Today, Ornico employs close on

a hundred people and has offices in Johannesburg, Durban, Cape Town and Lagos, and enjoys
a hundred people and has
offices in Johannesburg,
Durban, Cape Town and Lagos,
and enjoys representation in a
number of other African
countries. We started our
business a couple of years

founders become

international giants.

A TOAST The great tragedy, of course, is that the opinionated octogenarian John Farquhar is no longer with us to raise a glass to toast AdVantage. Farquhar adored advertising, lived for it, fought for it, screamed for it, while he courted and cajoled agencies to do better work. And Farquhar did so much to make AdVantage the magazine it is today. So as we toast AdVantage for its premium content, exclusive analysis and thought leadership, let’s remember Farquhar and all he did to bring insight, innovation and excellence to the industry.

Salute AdVantage! Here’s to another 20 years.

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February 2013

11

innovation and excellence to the industry. Salute AdVantage ! Here’s to another 20 years. ad antage
IM BIZO By Magdel Louw

IMBIZO

By Magdel Louw

IM BIZO By Magdel Louw

v

A WIN-WIN

SITUATION

Online lead generation website JustPlay has found a way of marketing a brand and leaving consumers smiling at the same time

a brand and leaving consumers smiling at the same time “IT’S THE culture of South African

“IT’S THE culture of South African consumers, they love competitions. They’re just generally very sensitive to good deals and prizes.” Which is why JustPlay, who now gives away a prize a week, is such an effective platform for attracting potential customers to engage with brands, reckons Gidon Alter, CEO. The way it works is members of JustPlay visit the site to choose from a variety of possible prizes they’d like to win (anything from a Luis Vuitton handbag to a trip around the world) by filling out a questionnaire related to a particular brand. The users are then entered into the competition, irrespective of the answers they supply. The product or service that the questionnaire is based on is also unrelated to the prize on offer. This then ensures an indepen- dent objective response enabling JustPlay to present said brands with a database of potential and qualified clients that showed definite interest in their product, he explains. And it’s working. After only four years in the business, JustPlay now has over 450 000 registered users, is among the top 50 biggest websites in SA and the 2nd biggest entertainment website in the country. And by the end of this year they want to reach the one and a half million mark. “There’s no other website exactly like ours in the world. The whole process is innova- tive. But what’s especially unique is that visitors can opt out at any time if they don’t want to continue engaging with the brand, but are still eligible for the prize. In fact, we actually go a step further by really trying to push a person off a questionnaire in order to ‘double qualify’ customers and so ensure that the visitor is really interested in the product.”

NO LOSERS According to Alter at any given time, 30 to 40 brands are active on JustPlay. “We welcome any brand with mass

appeal, with banks and insurance brokers usually being the biggest.” Yet interestingly enough as a ‘performance based online marketing platform,’ JustPlay only charges advertisers based on objectives achieved. Therefore only once a user opts in, the brand gets charged by JustPlay, he points out. Questionnaires are not issued randomly either, but are prioritised based on a balance of how much mass appeal a product has and how much the brand is willing to pay for the spot. Over 20 000 questionnaires are answered daily (half a million per month) resulting in around 1 500 leads generally being generated per day (over 30 000 a month). And, depending on the size of a brand’s budget, between 10% to 25% of leads are converted into customers, depending on the industry. JustPlay further generates about 900 new signups (over 20 000 a month) and around 5 000 unique visitors per day – and seeing as each member must be registered to play, the data compiled is consid- ered ‘good data,’ he remarks. However, JustPlay is not just applied for customer acquisition, but research, creating awareness and engagement as well. He stresses the ‘conversational approach’ of the questionnaires is designed to ensure it’s not just blatant advertising. “To set up the right questionnaire, we work with the brand on what they want to achieve. For only research purposes for example, we also throw in questions that don’t necessarily qualify the customer.” On the other hand, Alter says, from JustPlay’s side they spend ‘a fortune’ on search marketing and generating newsletters to keep people engaged. They’re also active on their mobisite, Facebook and MXit, to offer different touchpoints where users can play. “Plus all the prizes you see are our overheads, which is our marketing expense.”

see are our overheads, which is our marketing expense.” They also regularly give back by running
see are our overheads, which is our marketing expense.” They also regularly give back by running

They also regularly give back by running questionnaires for charities such as Johannesburg Child Welfare – for whom they had generated R5 000 through donations in just one week. “So yes, the package is working. Our sales team is following up with advertisers and the appeal from advertisers is fantastic.”

THE JUSTPLAY

AUDIENCE

64% FEMALE 36% MALE 60% between the ages of 18 and 35 51% between LSM
64%
FEMALE
36%
MALE
60%
between the ages of 18 and 35
51%
between LSM 6 – 8
45%
between LSM 9 – 10
MALE 60% between the ages of 18 and 35 51% between LSM 6 – 8 45%

12

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February 2013

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OUT OF HOME

OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
OUT OF HOME
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OUT OF HOME
OUT OF HOME
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OUT OF HOME
OUT OF HOME
   

2013 LOOKS BRIGHT

“For too long, Out of Home Media of South Africa (OHMSA) has been scorned by other media owner associations as irrelevant and not truly representative of the Out of Home (OOH) advertising sector. Hopefully, this perception will be replaced by something more positive and reflective as OHMSA executes its growth plans for 2013 says Sarel du Plessis, executive director, OHMSA

THE NEW PLANS for 2013 will bring the association closer to becoming strongly recognised in the minds of the OOH advertising industry, as well as other types. To show its salt, OHMSA puts forward two primary goals as part of its re-engineering and development programme:

Assist with the growth of market share for the OOH sector from 4.59% to 6.0% in 24 months Grow membership to levels that will see the association represent at least 75% of the OOH spend

Essentially this means that OHMSA will become a marketing organisation for the OOH sector. A set of OHMSA sub-brands will be rolled out during 2013, providing much improved benefits for members and are designed to create new revenue and income opportunities for the association. Some of these brands already exist such as:

OH! Connect networking days OH! Awards OH! News Daily (launched 1 November 2012)

OHMSA has launched OH! Classifieds, an exciting brand extension, where OOH media players have the opportunity to advertise their businesses for only R100 a month on its website. The following categories of advertising are available: Printing and production, flighting, manufacturing, media sales and media ownership We receive many enquiries each month from media owners looking for information on various subjects. So we are encouraging suppliers to list their companies under our categories. Also, media owners and media agents can list their companies and have the opportunity to connect with each other.

Some of the other sub-brands to be rolled out are:

OH! Awards Monthly OH! Conference OH! Online OH! Digital OH! Members Dedicated Portal OH! Resources (Research and data) OH! Recruitment/Jobs

Emphasis will be placed on providing services and information digitally to members and the industry moving the association from being irrelevant to being e-relevant.

and information digitally to members and the industry moving the association from being irrelevant to being
the association from being irrelevant to being e-relevant. IM BIZO A STORM IN A TEA CUP
the association from being irrelevant to being e-relevant. IM BIZO A STORM IN A TEA CUP

IMBIZO

from being irrelevant to being e-relevant. IM BIZO A STORM IN A TEA CUP At the

A STORM IN A TEA CUP

At the end of January FNB executives were dragged over the coals in a meeting with the ANC

ACCORDING TO the Sunday Times (January 27) ‘a furious ANC delegation accused Michael Jordaan, CEO First National Bank, of insulting the government and feeding into the opposition narrative by portraying the party and government in a bad light’. The Sunday Times story went on to say, ‘The ANC team reminded the bank’s bosses that FNB held the lion’s share of government accounts’. The ad features a young high school student giving a speech at the historical Naledi High School in Soweto. She shares the thoughts of young South Africans and talks about their prospects for the future, their concerns for the present and the challenges they will face.

ADVANTAGE SCANNED THE SOCIAL MEDIA AND NEWS FEED REACTIONS:

‘I HAVE to say that I really liked the First National Bank (FNB) campaign that the ANC hated so much. I liked it because it is always refreshing to see a commercial corporation having the balls to stand up and speak out against what it sees as social injustice.’ Chris Moerdyk

‘There is little that amazes and even less that shocks me in politics. But I have to say that the ANC’s disquieting and dishonest accusations against a top South African bank this week reaches that threshold.’ Mzwandile Jacks

‘Absolutely ridiculous. Saw the AD on youtube. Very inspiring and not sure why the ANC wanted it pulled. It’s a cry for us all to work together’. AdVantage Facebook post. Renier Lombard

work together’. AdVantage Facebook post. Renier Lombard Gallo Music Publishers is proud to celebrate the success
Gallo Music Publishers is proud to celebrate the success of Cape Town’s hottest new composer,

Gallo Music Publishers is proud to celebrate the success of Cape Town’s hottest new composer, Bruce Retief.

Bruce Retief is proud to have been part of this project. Previously a school teacher, this classical and orchestral musician found his passion late in

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Locally produced, Adventures In Zambezia is South Africa’s most successful film to date. Although still a new release, it has secured distribution in over 60 territories worldwide and had its score recorded by the Hollywood Symphony Orchestra in LA.

Score in an Animated Feature’ at the most prestigious award ceremony in the animation sphere – The Annie Awards. He is up against big-gun productions such as Brave, Rise Of The Guardians, Ice Age 4, The Lorax and others - a huge accolade for this homegrown talent.

Gallo Music Publishers: Representing some of the biggest International Publishers in Africa, including Warner/Chappell, Walt Disney, Pig Factory, Spirit Music, Shapiro Bernstein, Bicycle Music and Sugar Music, as well as well known composers such as Joseph Shabalala, Dorothy Masuku, Caiphus Semenya, Sipho Mabuse, Don Laka, Ringo Madlingozi, Lucky Dube and many more.

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For more info contact Michaelé Codd | 011 280 3000 | michaelec@gallo.co.za

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v

IMBIZO “THE INCENTIVE FOR A BRAND (WITH A BRAND NAME) IS GREATER AS THE SURETY
IMBIZO
“THE INCENTIVE FOR A BRAND (WITH A BRAND NAME) IS GREATER AS THE SURETY OF
QUALITY IS IMPLIED, AND A PREMIUM IS PAID FOR THIS ADDED ASSURANCE”
BRANDING
By Daniel Scheffler (@danielscheffler)
THE MEASURE OF EXCELLENCE
For every idea in a business there is an equally important
and formidable brand related role, a role engineered to
uphold the expected and desired quality of both the brand and all its tendrils
and desired quality of both the brand and all its tendrils FROM BROAD managers, to fancy

FROM BROAD managers, to fancy strategists, to PR bewitches, to engirdled ambassadors, to everyone-is-doing-it- so-I-can-too designers. Their roles, albeit technically different, has a similar tenor – to save the face of the brand, to duck from flying debris and if it hits to wipe the egg off its glower. All of these brand roles invaluable to the business that forge them, priceless to the clients they so humbly serve and dedicate their awards to and of course this all offers a revived spectrum of bumptiousness. But in this jot of quality, who is truly the janitor of it?

MY NAME IS BILLY Quality control, the process of reviewing all

factors involved in a process, is about inspection: a scrutiny of value, and delivery of promises. Different from quality assurance that makes sure the right things are done in the right ways and attempts to approve the processes to avoid any problems along the line. The control places its emphasis on uncovering defects and reporting to a higher power if something is not up to, let’s call it, scratch. So looking at both control and assurance who quantifies and qualifies this exact science within a business? The brand name of course. Buyers pay premium for products or services that bear a brand name, sometimes even for an indistinguishably different product or service that carries the right epithet. Benjamin Klein (a professor emeritus of economics at UCLA) relates how in the Communist revolution of 1917 all brand names on goods in the Soviet Union were banished as the numero unos believed that the extra cost for a product that was merely promoted was

imprudent. But the demise was swift, consumers had no idea how to differentiate between products using past experience: so bad products could not be condemned and good experiences could not be vaunted.

FLYING IS FLYING? The incentive for a brand (with a brand name) is greater as the surety of quality is implied, and a premium is paid for this added assurance. So even when it comes to something as congested as the airline industry where so many brands exist and compete the quality controls (whether to do with experience or security) takes precedence over price now that low cost airlines have disappointed around the world with their lack of quality and snarky tune ups. Flying is flying, but what quality gets associated with the brand is what directs consumers from one airline to another, again and again. Take the aspirin example (highlighted by Prof. Klein): a standardised product where the basic ingredient is acetylsalicylic acid but the consumer is willing to pay more for the brand name Disprin as he knows what he’s getting. So simply– the brand directly reflects the quality. Virgin Atlantic, the pioneers that they are, took quality into a new realm and handed over

the reigns to Billy Yeomans, age 10, from Chichester in the UK. Little Billy was appointed to test and approve the airline’s newly refurbished 747 fleet as the Junior Approvals Manager. This Virgin Atlantic refitting of the entire leisure fleet of 747s cost the business well over £50 million and so finding quality measures was high on the list of priorities. So Billy, although it was one small part of the brand’s ‘once-over’, could report back on everything he experienced from food, to entertainment, to service etc. He will also be consulted for future on-board improvements and specifically for child-focused developments undertaken by the airline. So plug the proverbial ‘Billy’ into every department, area, division and see what’s truly happening under the hood. Sir Richard Branson, the father of the maverick brand Virgin, has outdone himself this time: finding new ways to see where the brand can improve on their quality and adding in an element of fun.

LEG ROOM The potential lesson here, to brands and agencies, is that quality is not only seen or experienced by the obvious roles designated to finding gaps and coups and the usual customer services with report backs. But more importantly by giving the ‘right’ person just enough access, and leg room, to thoroughly consider and evaluate the brand within parameters that can be controlled and reported on, might just be the way to ensure quality and distinction tomorrow, and the next day. Let’s see who’s next to upheave in the revolution of quality. <

next to upheave in the revolution of quality. < Daniel Scheffler is the owner of The
next to upheave in the revolution of quality. < Daniel Scheffler is the owner of The
Daniel Scheffler is the owner of The Idea Consultancy. He studied at VEGA, B Comm
Daniel Scheffler is the owner of The Idea Consultancy. He studied at VEGA, B Comm Marketing/Communication and
B Honours Branding. His focus now is on management consulting, idea generation and strategic planning.

14

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“SOCIAL MARKETING IS NOT A PASSIVE ACTIVITY” TRENDS By Dion Chang, @dionchang
“SOCIAL MARKETING IS NOT
A PASSIVE ACTIVITY”
TRENDS
By Dion Chang, @dionchang

SOCIAL MARKETING:

the endurance marathon

Social marketing has moved from a snappy new buzzword to an essential cyber tool that sharpens the competitive edge for any brand. But, asks Dion Chang, do you have what it takes to go the distance, once you discover that it’s an endless loop?

distance, once you discover that it’s an endless loop? IT’S INTERESTING to see how technology keeps

IT’S INTERESTING to see how technology keeps driving change across all industries, and just as interesting to see how some trend cycles simply repeat themselves. In many cases the principles remain the same, but the platforms shift. Take the current obsession with social marketing. A year ago there was a collective knee jerk reaction to include a social media campaign to any marketing strategy – usually without considering how relevant it was to the brand or its core customers. As a result, the road to the elusive social media sweet spot is now littered with pointless Facebook pages, dead-end Twitter accounts, abandoned blogs and awkward cyber conversations, as stilted as those on a blind date. In the past year we’ve learnt a lot of lessons, some as expensive as they were ineffective, and yet most brands still go through the motions of what they think social marketing is, without actually understanding the beast. And what a beast it is. It’s a bit like a dog chasing after a car. There’s a lot of barking and bravado, but not much clarity and foresight for the day when it actually catches up with the car. Social marketing is much the same. There is an understanding that it is all about engaging with your customer and starting that all-important conversation – or multiple conversa- tions, as is usually the case. However, no one ever seems to consider how to carry on with that conversation, and more importantly, that you’ve in essence started a conversation with a chatterbox who just won’t stop. Social marketing is not a passive activity. Once you embark on it, it’s like a treadmill with no ‘off’ button. You’ve started a relationship with a

no ‘off’ button. You’ve started a relationship with a consumer who is (let’s be frank here)

consumer who is (let’s be frank here) a bit needy, who also wants content to be fed intravenously, which by the way, had also better be good. We’ve reached the same crossroads that websites arrived at in the last decade. Today, hosting a website that is simply a passive information depot is laughable. Similarly, any social marketing platform needs to evolve, constantly. And if launching your own app is the next step (actually not if, but when), then this mantra becomes even more crucial. If you’re already a user of apps, you’ll know how often there are new software updates, not to mention the constant expectation of fresh content. Social marketing is therefore a bit like a devil’s pact: great rewards, but you can never, ever, get off the treadmill. Be careful what you wish for. <

Dion Chang is a South African corporate trend analyst and design consultant, freelance journalist, columnist and social commentator. He is the founder of Flux Trends: www.fluxtrends.com

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columnist and social commentator. He is the founder of Flux Trends: www.fluxtrends.com ad antage February 2013

v

v IMBIZO ADJUDICATE By Andrew Papadopoulos LOCATION, LOCATION, LOCATION The territorial nature of trademark protection
v IMBIZO ADJUDICATE By Andrew Papadopoulos LOCATION, LOCATION, LOCATION The territorial nature of trademark protection

IMBIZO

ADJUDICATE

By Andrew Papadopoulos
By Andrew Papadopoulos
v IMBIZO ADJUDICATE By Andrew Papadopoulos LOCATION, LOCATION, LOCATION The territorial nature of trademark protection

LOCATION, LOCATION, LOCATION

LOCATION, LOCATION, LOCATION The territorial nature of trademark protection SALES FOR YOUR latest branded service or

The territorial nature of trademark protection

SALES FOR YOUR latest branded service or product have now exploded. Now it is time to expand the business to countries outside SA, be it to our African neighbours or further abroad to the US, Europe or Australia. If you have been following this legal column over the past two years, you would have, no doubt, taken the free legal advice (which is rarely offered in this industry) and ensured that you have followed the necessary steps to protect your brands with the Trademarks Office. However, which Trademark Office did you seek protection with? Trademark protection is territorial and therefore protection is required in each and every country where there is active business, or an intention to conduct business, relating to the particular brand. Put simply, if you are selling or intend selling a product in Mozambique, the product trademark / brand will need to be registered in Mozambique. There are certain countries that have signed treaties, allowing an applicant to claim protection in a number of countries through a single trademark application. The most popular of these, which can be effectively used by South Africans in Africa, is the African Intellectual Property Organization (OAPI) being the organisation that ensures the protection of intellectual property rights in most African French-speaking countries. Currently, a single OAPI registration grants protection to 16 African member countries. If your focus is further abroad, another effective

registration is a Community Trade Mark (CTM). Here one registration extends protection to 27 European member countries. Although there is an effort to

European member countries. Although there is an effort to “TRADEMARK PROTECTION IS TERRITORIAL AND THEREFORE

“TRADEMARK PROTECTION IS TERRITORIAL AND THEREFORE PROTECTION IS REQUIRED IN EACH AND EVERY COUNTRY WHERE THERE IS ACTIVE BUSINESS, OR AN INTENTION TO CONDUCT BUSINESS”

harmonise the trademark laws in each country, these laws do differ. Furthermore, protection strategies also differ from country to country. For example, certain countries offer a first to file policy, meaning that prior user rights are not honoured. The danger here is that you may have been selling a particular product in a country for some time but if the trademark was never registered and a third party subsequently registers it, that third party may be able to prevent you from continu- ing to sell that branded product in that country – unless you are in a position (usually at prohibitive cost and delay) to prove that your brand was well-known in that country prior to the other parties’ application to register it. In such countries, we recommend that clients do not delay in seeking trademark protection. Another peculiar risk to brand integrity includes the common practice in certain African countries for infringers to copy a product label instead of the particular product name. This is especially true when it comes to beverages. In these instances, clients are advised to seek protection for the product get-up (i.e. the overall look and feel of the product), in addition to the product name.

A further consider- ation is that in most African countries, anti-counterfeit protection is only granted to products for which the trademarks have been registered. Therefore, if the risk of counterfeit- ing is high in respect of a particular business or product, clients are encouraged to seek trademark protection without delay. Certain African government offices have a reputation for prolific delays in their service delivery and the trademarks offices in these territories are no different. You should therefore be aware of the particular time line involved in the trademark registration process. However, as long as a pre-filing search reveals that there are no conflicting marks, there is little risk of an issue arising if you immedi- ately commence using your brand and couple this with an applica- tion to register it. Therefore, if you intend on expand- ing your business past our borders, due consideration should be given to protection in such territories. DM Kisch can assist in formulating the best protection strategy for your business as well as seeking such protection, in the relevant countries, on your behalf. <

Andrew Papadopoulos is a Trademark director at DM KISCH INC Email: andrewp@dmkisch.com

16

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v “NOW IS THE TIME FOR BUSINESS TO BE CREATIVE, APPLY OUT-OF-THE BOX THINKING AND STEER
v “NOW IS THE TIME FOR BUSINESS TO BE CREATIVE, APPLY OUT-OF-THE BOX THINKING AND STEER

“NOW IS THE TIME FOR BUSINESS TO BE CREATIVE, APPLY OUT-OF-THE BOX THINKING AND STEER CLEAR OF PROJECT-BASED INITIATIVES THAT LACK INTEGRATION DUE TO BUDGET CUTS AS THESE DO MORE HARM THAN GOOD”

IMBIZO
IMBIZO
DUE TO BUDGET CUTS AS THESE DO MORE HARM THAN GOOD” IMBIZO INDUSTRY ISSUES By Odette

INDUSTRY ISSUES

AS THESE DO MORE HARM THAN GOOD” IMBIZO INDUSTRY ISSUES By Odette van den Haar @odette_roper

By Odette van den Haar @odette_roper

IMBIZO INDUSTRY ISSUES By Odette van den Haar @odette_roper WHY ADVERTISE? WHY ADVERTISING? That will be

WHY ADVERTISE?

WHY ADVERTISING? That will be a strong theme that the ACA expects to address in 2013. And the answer is simple. Advertise because advertising is effective. Why advertising – because effective advertising can assist in growing and sustaining a business particularly in a recessed economy. It is no secret that the economy has created a lack of buoyancy in business lately and in SA, this downward sentiment is being

further fuelled by the lack of large international events such as the 2010 FIFA World Cup that generated

a slight boost in the economy and

to an extent, shielded SA from the realities of the world economic crises at the time. Why is it that when an economy goes into recession the first or second budget line to be hacked

is the advertising, marketing and

communications budget? During times like these, shouldn’t marketers leverage those competitors who mistakenly are cutting budgets and gain market share particularly because there are three things that the advertising sector in SA is brilliant at: Creativity, adaptability and effectiveness – all the essential qualities required to adapt to new ways of doing business. Now is the time for business to be creative, apply out-of-the box thinking and steer clear of project- based initiatives that lack integration due to budget cuts as these do

more harm than good. They cause confusion in the minds of consumers and leave existing and potential consumers feeling insecure and abandoned towards the brand. Consumers associate the brands that cut back on advertising with a lack of staying power, stability, continuity and ultimately loyalty during tough times. This creates an ideal opportunity for forward thinking competitors of the brand who will no doubt leverage the opportunity and win over customers. Historically, companies such

as General Electric, Disney, Proctor and Gamble, Hewlett Packard and Microsoft understood the principle that consumers don’t stop spending during a recession; they merely ‘turn a dime’,

look for better offers or value- for-money. They met consumers’ demands during some of the most turbulent of economic times and not only survived, but grew to become some of the most successful companies today. What the recession requires is effective creativity in advertising. In an article published last year, Dominic Twose, global head of Knowledge Management at the international division of sponsors Millward Brown explored what creativity means and how it linked to effectiveness. His answer was simple and perhaps, it would do us

His answer was simple and perhaps, it would do us APEX AWARDS 2013 For those agencies

APEX AWARDS 2013

For those agencies that are already delivering effective advertising for their clients, it’s the time to enter the 2013 APEX awards where their campaigns will be adjudicated and recognised for its effectiveness. For more information about the APEX awards go to www.acasa.co.za/apex.aspx

well to remember this now more than ever. “Creativity,” he said, “can make people stop what they’re doing and pay attention.” “Our analysis indicates the most memorable ads are one or more of the following: exciting, intriguing, funny, sexy, surprising, thought- provoking, different, enjoyable, or eye-catching. “When these creative qualities are harnessed effectively to a brand, consumers are left with enduring associations, such as the link between cute puppies and toilet tissue,” he concluded. The fact of the matter is that the business of advertising is to find creative solutions to complex business problems and in so doing, stabilise, grow and sustain a business. The more complex the problem or as it stands, the economy, the more creative the solutions need to be. Who better than the creative geniuses of the

advertising profession to do the job!? Amid the flurry and the fuss of new ways of doing business, new business models, fragmenting mediums, etc. – we should not lose sight of what makes advertising work – effective creativity, which is the same as it was 50 years ago and ultimately makes business succeed. This is the time for advertisers and their agency partners to work together. This is the time for increased and responsible investment in advertising and communications. This is the time for agency partners to prove their worth, value and contribution to their clients’ businesses by creating meaningful, effective campaigns that not only resonate in the minds of consumers, but ring cash registers too.

Odette van den Haar is the CEO of the Association for Communication and Advertising.

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IMBIZO BIZO

THE INTERVIEW
THE INTERVIEW
IM BIZO THE INTERVIEW SEE NO EVIL, HEAR NO EVIL As consumers become more aware of
IM BIZO THE INTERVIEW SEE NO EVIL, HEAR NO EVIL As consumers become more aware of
IM BIZO THE INTERVIEW SEE NO EVIL, HEAR NO EVIL As consumers become more aware of
IM BIZO THE INTERVIEW SEE NO EVIL, HEAR NO EVIL As consumers become more aware of
IM BIZO THE INTERVIEW SEE NO EVIL, HEAR NO EVIL As consumers become more aware of

SEE NO EVIL, HEAR NO EVIL

IM BIZO THE INTERVIEW SEE NO EVIL, HEAR NO EVIL As consumers become more aware of
IM BIZO THE INTERVIEW SEE NO EVIL, HEAR NO EVIL As consumers become more aware of

As consumers become more aware of their rights, bodies such as the Advertising Standards Authority (ASA) will become more and more relevant. Danette Breitenbach spoke to Thembi Msibi, who has been the body’s CEO for the last six years

U UNDERSTANDING GOVERNMENT

“When I first came back to SA in 1995 I

worked at the SABC in the legal division. I

was the first black person in the department.”

Having come from LA where she worked at a law

firm and then a lobbying firm, she found this

quite amusing.

She was only with the SABC for 18 months before

her move into government. “I wanted to work in

government, because I wanted to understand

what government was about.”

She worked in the Department of Transport as

the head of legal. Her mother was the ANC

chief whip in Sweden and during the Struggle

years she also worked in London and Thembi

worked with her. “So I understood the work of government and the protocols.” Her experience led her to the Department of Public Enterprises where she set up an international division for them. At that time there was a lot of interest in public enterprises and the division held talks on issues such as energy and privatisation. She was then approached to head up the Mpumalanga Department of Transport, which she accepted. Msibi moved to the province and worked there for two years. “People would ask me why I made the move and the truth was twofold: I was looking for change and for private family reasons.” But what she thought would be a short stint in the public sector, became 10 years. “I never intended to be with government for such a long

time, but I worked on such interesting projects and I was lucky that I always had bosses who allowed me to be creative and innovative. They encouraged me to run with my projects. I always enjoyed my work. I also liked working in government because if you worked hard you would see the impact of your work.” Her government work included negotiations with various parties and here her stint at the lobbying firm proved invaluable. “Many people view lobbying with a jaundice eye, but it is important to understand the environment, the client and what is possible when lobbying. All environments have their norms and values. You have to work out how to achieve your goal and also address concerns. Lobbying is about understanding what can be achieved in a point in time. You must know how and when to negotiate, and agree to disagree. This experience assisted me then, as it does now at the ASA, particularly this year.”

PRECEDENTS AND CODES In the six years she has worked at the ASA the number of ‘complaints’ have remained about the same at around 1 900 a year. She explains that when the ASA receives a compliant there is a 30-day turnaround, but there are exceptions depending on the response time of the other party. “We receive complaints in writing which we then assess. If we believe there is cause for complaint we inform the respondent and give them time to

respond. Sometimes the response is quick; sometimes the issue is more complex and requires more time.” It is often the cases that appear simple that are the most complex, she says. “Some of the legal aspects are interesting, and those are the ones that often look straightforward to start with. Some of the interesting ones we have dealt with this year include the Nando’s diversity ad, the Red Bull walking on water ad and the Axe angels ad.” The ASA is a self-regulating body and rulings are made using a set of precedents set by previous cases that the ASA has built up over the years “These are published every two years. Our Code of Advertising Practice (the Code) is created by the industry for the industry and is our guiding document. Its main goals are to protect the consumer and to ensure professionalism among advertisers and works within existing legislation.”

She explains that the Nando’s diversity ad did not breach the Code, and so the decision to run the ad or not was left up to the various communication mediums themselves. “The ASA Code does not specify the medium an ad appears on. This is the opposite in the UK, and as

a result, each time a new medium appears, they have to develop a code for it. Our Code is pertinent to any medium.”

Of course there are practical considerations. For example, a printed pamphlet takes longer and

is harder to remove from the market than a

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IMBIZO “LAW IS BASED ON PROOF NOT ASSUMPTIONS, BUT IT IS HUMAN NATURE TO ASSUME”
IMBIZO
“LAW IS BASED ON PROOF NOT ASSUMPTIONS,
BUT IT IS HUMAN NATURE TO ASSUME”

television ad. “We also work only in the public domain, for example television and the main electronic platforms. Theoretically, if there is a complaint about something that has appeared on Twitter or Facebook we could investigate it, but it would be difficult in reality. Both Twitter and Facebook are platforms you are invited to, so you choose the right to be there or to remove yourself. This is very different from public platforms I have mentioned and has very different dynamics.”

BEING ACCREDITED “The recognition of self-regulation is imperative especially with SA moving towards the protection of the consumer to a greater degree,” she says and the Consumer Protection Act (CPA) introduced last year only serves to strengthen the position of a self-regulatory body. Sections in the CPA relate to advertising and marketing and Section 82 recognises the existence of industry codes and ombuds. The ASA is obligated to apply for accreditation for both its own Code as well as an official accredited body. “This means that the ASA will be the recognised body to deal with any advertising consumer complaints. At this point in time, while the ASA has requested a meeting with the National Commissioner, there is an acting National Commissioner and this has delayed meeting with them. “In the meeting we have requested we address some issues. Firstly, will all industry bodies be treated the same? I believe that different industries need to be handled differently. “The other issue is what does accreditation mean? Does it mean your body is recognised or is it now part of government? Part of accreditation is your code and while we review our code yearly, this will now be the government’s responsibility to update it. “These are some of the concerns we want to address with the National Commissioner.” She concludes: “We believe we have delivered a good service to the industry to date and that after over 40 years of existence, the ASA continues to have an important role to play in ensuring that advertising is honest, decent, truthful and legal.”

The Advertising Standards Authority of SA is an independent body set up and paid for by the marketing communications industry. It aims to ensure that its efficient system of self-regulation results in the best possible protection both of the consumer and of the industry.

results in the best possible protection both of the consumer and of the industry. ad antage
results in the best possible protection both of the consumer and of the industry. ad antage

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19

INFOCUS FOCUS

IN FOCUS “It’s spring and I’m blind” You’ve probably heard the David Ogilvy story about the

“It’s spring and I’m blind”

You’ve probably heard the David Ogilvy story about the copywriter who walks to work every day and passes a blind beggar. The beggar’s sign reads: ‘I’m blind, please help’. However, no one pays much attention. One day the copywriter stops and writes on the beggar’s sign: ‘Its Spring and I’m blind please help’. After that the beggar is no longer ignored and his cup is full of money

By Danette Breitenbach

Visit www.advantagemagazine.co.za/pullouts/ for our full salary survey tables.

for our full salary survey tables. THE POINT OF THE STORY is that people need to

THE POINT OF THE STORY is

that people need to connect and relate. And

for years and years that is what copywriters have been doing, connecting a brand or product with consumers. So what if the world suddenly ran out of copywriters? According to AAA School

between the seasoned copywriters and any new copywriter coming into the industry. Another trend we discovered was that the new copywriters were not staying in the industry but leaving it after a few years.”

He also says that technology is forcing people to use SMS language.” The quality of

second year they chose their majors and the split is generally visual, multimedia design and then copywriting,” says Sudheim. “We have 12 copywriting students in third year and there is a great demand for them. In fact there are too many internships vs. the number of students. It is not only so-called

traditional agencies that need copywriters but digital agencies are screaming for copywriters too. The new frontier for copywriters is online,” says Sudheim. The bottom line is you cannot produce advertising without copywriting. The majority of creative directors were copywriters.

of

Advertising, principal and MD, Dr Ludi

education in schools has

Koekemoer, copywriting is the backbone

meant that language skills have deteriorated.

of award-winning advertising. However, he is deeply concerned about the state of

copywriting in the country. “Copywriting brings award-winning advertising alive. It is a specific skill that requires a specific talent. And in SA, it’s dying despite the fact that we’ve always enjoyed deep pools of copywriting talent.” He does specify that is true not only for vernacular and Afrikaans, but English copywriting as well. “In the past we have always had a full complement of copywriting students for our AAA course. Then in 2009 we noticed

And because young people are not proficient in language they are not

interested in copywriting as a career. While you can make good money as a copywriter, the fact remains that to be a copywriter you have to love words.” Alex Sudheim is the copywriter lecturer at Vega, Cape Town and

a drop when we only received seven

he agrees that there

applications, while all our other courses

is

a low awareness of

were still full. We did a radio campaign but this only brought the numbers to nine.” Koekemoer contacted Gordon Cook, a co- founder and School Navigator for the Vega

what copywriting is. “If you are good at drawing at school, you are told to become a graphic

School of Brand Leadership. Cook had only two copywriting applications for that year. “Suddenly all three schools had no copywriting

designer, if you are good with words, a lawyer or journalist, but no child

students. Last year, we again put in a

is encouraged to be

special effort to get the numbers up but

a copywriter because

they only went up slightly. In 2012 we had seven copywriting students in first year and 13 in second year. There is just no new blood coming through.” Koekemoer did a presentation to industry to make them aware of this crisis. “We also discovered that the average age of a copywriter in the industry is between 45 and 50 upwards and that a huge gap exists

people do not understand what it is.” Vega Cape Town’s copywriting numbers are small when compared to graphic design. “Our first year students are exposed to all the disciplines. In their

Copywriting defined

Copywriting defined

WHY?
WHY?

Copywriting is writing with a practical purpose. The copywriter aims to inform the reader, persuade them to change their view or encourage them to take action.

Most copywriters write for commercial purposes – to encourage readers to make a purchase or
Most copywriters write for
commercial purposes – to
encourage readers to make a
purchase or try a product.

HOW?

The tools of the copywriter’s

trade are simple: computer and

word-processing software for longer pieces, and perhaps pencil and paper for slogans and ideas.

Most copywriters work iteratively, revising their work several times – in response to client comments, and also on their own initiative as they aim to refine and improve their work.

WHAT?
WHAT?

Copywriters provide the content for advertisements (broadcast and print), slogans and taglines, websites, brochures, leaflets, direct mail, marketing emails, articles, user guides, video scripts and more.

Some people use the word ‘copywriter’ to refer specifically to those who create concepts and
Some people use the word
‘copywriter’ to refer specifically
to those who create concepts
and content for advertisements.

WHO?

There is no ‘official’ qualification to be a copywriter. Anyone who can write, and meet the needs of their employer or client, can be a copywriter.

Every copywriter is different. But many good copywriters are literate, creative, reflective and disciplined. They are curious – like detectives, their job is to ‘know a little about a lot’.

Some copywriters have a specialisation, based on their experience. Others are happy to write anything.

START MIDDLE END
START
MIDDLE
END

WHEN?

Because copywriters deal in ideas, they are best involved early on. They can identify the concepts, themes, topics, phrases that form the foundation of a project. However, a copywriter can also add a lot of value by taking a fresh look at content that has already been created.

a fresh look at content that has already been created. WHERE? In corporate and agency settings,

WHERE?

In corporate and agency settings, copywriters work in partnership graphic and web designers, web developers, account executives, marketing managers and others. As freelancers, they work directly with clients and also through agencies.

Copywriters naturally congregate in areas with strong creative industries. But, in theory, a copywriter can work from anywhere.

Copywriting infographic sourced from www.abccopywriting.com ‘A professional writer is an amateur who didn’t quit.’
Copywriting infographic sourced from www.abccopywriting.com
‘A professional writer is an
amateur who didn’t quit.’
‘Half of my life is an act of
revision.’
‘The secret of becoming
a writer is to write, write
and keep on writing.’
‘If you can't explain it simply,
you don't understand it well
enough.’
Richard Bach
John Irving
Ken MacLeod
Richard Feynman (probably)
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v
SKILLS SURVEY Slogans Slogans are one-line promises of value. The value might be boldly stated

SKILLSSURVEY

Slogans

Slogans are one-line promises of value. The value might be boldly stated or subtly shaded, but it has to be both clear and believable.

When used as headlines, slogans should grab attention, establish the theme and set the tone for what follows. When used as signoffs, they should strengthen, confirm or enrich what has gone before. In some advertisements, the slogan may be the only content.

Slogans should ‘talk to’ their visual context. Copy and design should come together to form a sum greater than their parts. Neither should try to say something that would be better said by the other.

The art of writing a great slogan can’t be reduced to a formula, but there are some recognisable types. Here are a few of them.

‘No other battery looks like it or lasts like it’ ‘1,000 songs in your pocket’
‘No other battery looks like it
or lasts like it’
‘1,000 songs in your pocket’
iPod

Duracell

other battery looks like it or lasts like it’ ‘1,000 songs in your pocket’ iPod Duracell

‘Just do it’

Nike

Grab their interest

No interest, no readers! Here are the three main ways of cultivating interest. Benefits are by far the most powerful. News and curiosity may grab interest, but only benefits will sustain it.

Know your benefits

Benefits command attention and, ultimately, close sales. Benefits need not be unique, but they must be compelling.

Turn features into benefits

All features of a product or service must be ‘turned outwards’ and expressed as benefits. Using the word ‘you’ is an excellent way to make a benefit feel directly relevant to the reader.

Persuade the reader

These four principles of persuasion have been proven to influence people. Select the ones that will work best in context, and use respected third-party information and sources to back up your position.

The most persuasive words As chosen by David Ogilvy in 1963 and L.M Boyd in
The most persuasive words
As chosen by David Ogilvy in 1963 and L.M Boyd in 1970, and
ascribed (wrongly) to several US universities. Possibly mythical.
Use at your own risk.
hurry
results
bargain
sensational
startling
introducing
quick
love
save
proven
easy
challenge
offer
wanted
remarkable
you new
now
announcing
compare
suddenly
money
health
revolutionary
amazing
improvement
safety
guarantee
miracle
discovery
magic

Calls to action

Calls to action guide the audience towards a real-world action. They set a boundary on readers’ ‘information gathering’ experience, encouraging them to move into the ‘doing’ phase.

(‘DCR’ = Desired Customer Reaction.)

Taking

up the

challenge

Diane Charton recently took up the role of MD at the Red & Yellow School of Advertising in Cape Town. Danette Breitenbach caught up with her

Q: You are leaving behind a successful career spanning 14 years in the advertising industry and the MD position at Acceleration Media. What was your motivation to move into the educational

sector? A: I have always had a passion for education, mentoring and helping people grow. I helped develop a digital course for the Red & Yellow School that

I have been running for them.

I love being involved with

the school and the students and seeing the students grow. They are so hungry for information. The School has an amazing environment and I would like to continue with the growth path the school is on. With the merger with Quirk and various discussions with the school, the timing was right for me to make this move. I have been in the industry for 14 years, with the last six and half focusing on digital. Previous years were focused on traditional marketing. While this will be different, I will bring with me the business principles of running an agency, which I believe fits in with the philosophy of the school to create students that are business ready. I want to ensure we produce students that are relevant to the industry.

Q: Apart from business principles what do you think you bring to the School? A: Coming from industry is a big plus. I know what industry is like and what its needs are. The response from industry to my appointment have been great. For example many people are offering to participate in think tanks. Industry knows we need to develop skills for the future. I have seen how in the digital industry a lack of skilled people has led to headhunting and poaching with not enough development-taking place. This appointment will give me the opportunity to filter and feed into the industry.

me the opportunity to filter and feed into the industry. Q: What do institutions like the

Q: What do institutions like the Red & Yellow School need to do to ensure they stay relevant and even ahead of the trends? A: Marketing has broadened so much that the marketing/ advertising environment is vastly different to when

I started in the industry. It

requires so many skills sets and it is up to us to ensure that students get as much exposure to the various marketing opportunities.

I believe in collaboration

and the way our industry has evolved, it is all about collaboration and that’s how you create great work, strategy and thinking. That’s the kind of thinking I want to take into Red & Yellow School for our students. What is important to the industry? Let’s lift that base. Relevancy is so important. When you graduate you must be relevant, no matter what segment of the market you choose. This is the strategy I need to build with my team at the Red & Yellow School. I’m very excited.

Q: Copywriting is in a state of crisis. What will you be doing to tackle this issue? A: We are on a big recruitment drive to get more people involved and it is one of the issues I am engaging with industry on through a think tank. Our marketing course was oversubscribed by November last year already, but not the copywriting course. Industry also boasts people who stand out and are seen as thought leaders and inspire people to follow them. We need this for copywriting as well. The industry has seen many changes, one of which is that content, good content is becoming more valuable. How do we equip people to become good content providers? Digital agencies are crying out for people with these skills. We have to make copywriting appealing and to do that we need to change the message of what it means to be a copywriter. Too few young people understand what an opportunity it is.

Too few young people understand what an opportunity it is. ‘The task of a writer consists
‘The task of a writer consists of being able to make something out of an
‘The task of a writer consists
of being able to make
something out of an idea.’
‘A writer is someone who
can make a riddle out of
an answer.’
‘You turn the handle the
way it goes, not the way
it ought to go.’
‘It is do, or do not.
There is no try.’
Thomas Mann
Karl Kraus
Confucius
Yoda
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v

v

AGENCYAGENDA

v A G E N C Y A G E N D A The Jupiter Drawing
v A G E N C Y A G E N D A The Jupiter Drawing

The Jupiter Drawing Room (Zimbabwe) & partners opened its doors in February last year after Denford Magora, its CEO, partnered with the Lionheart Brand holding company, which owns and manages the Jupiter Drawing Room brand. In under a year the agency has become the largest agency group in Zimbabwe and one of the most creative. Danette Breitenbach spoke to Magora and Graham Warsop, founder and chairman, The Jupiter Drawing Room SA

The other effect of the decade long hyper- inflation period was that businesses realised they had to move quickly. “We had to do everything rapidly, or we would lose more money. This had a big impact on the people of Zimbabwe and has given us a different outlook to more chilled societies. The African cliché of there is no rush in Africa no longer holds true for Zimbabwe. We have to catch up on 10 years of growth we have missed out on and we are in

Graham Warsop believes this success is due to

Jupiter’s business approach when expanding

into the continent, which is to ‘partner

with local, creative enterprises that have an

entrepreneurial outlook’.

It was Magora, who owns Jericho, a local

adverting agency in Zimbabwe, who

approached Jupiter. “We did a lot of homework following that; we examined his work and met with his team. We asked questions. Was this a good fit? Do we see ourselves being in business for the long term?” says Warsop He calls Magora a leader, an entrepreneur and a visionary. “He is innovative and passionate about ideas and what he does every day. His philosophy is one of leading, not managing.” Magora entered the advertising industry straight after college and worked for agencies in Zimbabwe, Namibia and SA before joining Leo Burnett in London, after which he returned to Harare. “The goal for me was always putting Zimbabwe on the worldwide creative map. SA did it and I see no reason why Zimbabwe can’t.”

AN ECONOMIC REVIVAL

He explains that after the hyperinflation and an economic downturn, most agencies fell on hard times with many of the international ones leaving or drastically reducing their numbers. “But the Zimbabwean advertising and communication market is worth about US$100 million and we have some prominent international brands active in our market.” Realising this potential became possible when the dollar was introduced as a currency. This has helped the wheels of the economy to roll again. “With a population of about 14 million people in Zimbabwe, there is a market here that has needs and wants.”

a hurry to get there.”

An example of how the rapidly the economy is moving to catch up is a client of Magora’s in the flour industry. “The growth over the past two years has been such that they cannot keep up with demand. Many companies in the country are growing rapidly and they have not yet reached their maximum capacity. I would say the country is operating at 60% of its potential manufacturing ability. And that’s just internal demand and supply; we have not started exporting yet.” And there are many other brands doing very well in the country, for example Old Mutual Zimbabwe and Toyota. These are also two of Magora’s clients. “We also have a large number of local clients within the agency, many of which are blue chip companies, including, Zimplats, Nando’s, Schweppes, CBZ bank and Delta Beverages (SABMiller Zimbabwe), Western Union and South African Airways.”

ACCOUNTABLE ADVERTISING

Advertising is one of the few industries where you get tangible results for your work says Magora. “The focus for me is on results. I still cannot believe I get paid to do this every day.

It is my greatest joy to see how a brand grows;

there are very few things you can correlate like

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February 2013

this. There is no cheating because the results are either there or they are not. Advertising makes you accountable.” In Zimbabwe print is big, especially newspapers and then to a lesser extent magazines, with radio and outdoor also flourishing. Television, however, is pretty dead. “The majority of our work is in print, with radio second. In print newspaper is first and then magazines. Zimbabwe is a very big reading market. The Financial Mail is flown in every Friday and by Tuesday every single one is sold out. The Sunday Times is sold out by three on a Sunday. “Digital is being discussed by us and our clients, but we need more research in this area. Our local newspapers also have websites and in a month these average 55 million hits.” He says this has to do with the large number of Zimbabweans that live abroad. At the same time in the country itself, more and more people are going on line and advertising space online is becoming popular. Mobile websites are slow to take off – in a society of 14 million people, only 600 000 people are using smart phones.”

LOCAL IS KEY

The key to their success he says lies in their knowledge of their market. “We must take heed not to be like the Americans and view Africa as one country. A single approach or solution will never work across the continent. Local knowledge is key. We are proof that in advertising you must speak the language of the market you are operating in if you want to be successful.” The model Jupiter has adopted allows for this important factor: local relevance. As Magora

v

v AGENCY AGENDA Graham Warsop, founder and chairman, The Jupiter Drawing Room SA and Denford Magora,

AGENCYAGENDA

Graham Warsop, founder and chairman, The Jupiter Drawing Room SA and Denford Magora, CEO, The Jupiter Drawing Room (Zimbabwe) & partners

explains: “SA is not the same as Zimbabwe; just as Nigeria is not the same as Zimbabwe. Local entrepreneurs have insight into their markets that outsiders do not have. There are so many cultural and social insights in these markets and this is a critical factor in establishing an agency that is striving to be world class, but with local relevance.” For example, Magora explains that Zimbabwean society draws clear distinctions between the north and south of the country. “Regardless of the fact that they speak different languages, there is a difference of culture as well. For example in the north labola is the norm, but in the south it doesn’t’ exist. The southern part of the country is very beef orientated, and its people are predominantly beef eaters.” The strategy going forward is to keep the momentum going and achieve even stronger growth. In a year we grew revenue by over 200% and are approaching an annual turnover of over R30 million – without borrowing a single cent. But as the economy gears up, we want to make sure we are positioned correctly to meet the advertising needs of our clients.” Says Warsop: “This network we are growing in Africa allows us to offer resources to clients that want to go beyond our borders. We want to amplify the Zimbabwean model with strong Jupiter Drawing Room agencies across the continent. It also allows us to empower talented and passionate entrepreneurs that share our vision. When we entered the partnership with Magora we looked at it as an experiment, and it has worked so well we believe it is a recipe for success. So much so Magora is currently looking into rolling out into other markets in Africa.”

looking into rolling out into other markets in Africa.” The Jupiter Drawing Room Zimbabwe campaign: Non-
looking into rolling out into other markets in Africa.” The Jupiter Drawing Room Zimbabwe campaign: Non-
The Jupiter Drawing Room Zimbabwe campaign: Non- genuine parts will come back and bite you

The Jupiter Drawing Room Zimbabwe campaign: Non- genuine parts will come back and bite you – the idea to explain that counterfeit parts are poisonous to vehicles.

to explain that counterfeit parts are poisonous to vehicles. Denford Magora founder of Jerico has established

Denford Magora founder of Jerico has established a blue chip client base. Nando humour has been adapted to speak the language of the Zimbabwe market.

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v

AGENCYAGENDA

The merits of working with a

DESIGN SPECIALIST

Everyone, regardless of age, is a consumer. We seek out the unique coupled with good value. Consumers

 

typically rush to purchase products when dealing directly with the smaller producer of ‘one of a kind’ items,

at a reasonable price, as opposed to mass-produced options from

larger general manufacturers

By Alastair Haarhoff, MD and owner, Just Design

By Alastair Haarhoff, MD and owner, Just Design NOW LET’S CONSIDER the specialist design agency in

NOW LET’S CONSIDER the specialist

design agency in the same light as the talented small

producer scenario.

Being creative determines the livelihood of many

individuals. It’s essential for creatives to know what

their specialty is. When a design agency identifies

its creative strengths, this ultimately leads to a best

outcome for clients. Although pursuing multiple

interests and developing a range of skills does

contribute to a creative team’s experience, I should

add that it wouldn’t, however, necessarily determine

their success.

Graphic artists, web developers, brand designers

and copy editors all fall under the umbrella of the

discipline of ‘design’. Each individual specialises in

some aspect of the total product. Although a single

person would be able to do the job of two, in this day

and age such efforts will rarely match the quality of

work done by dedicated specialists.

GENERALIST VS. SPECIALIST

Specialists are able to provide their clients with

unbiased advice. They are removed from the red

tape associated with general agencies. Armed with

focused experience and cutting edge knowledge,

specialised agencies provide their clients with

invaluable expertise and can consequently cater

exactly to their needs.

The war between the generalist and specialist is ever

present, especially with current cost cutting. Clients

want the same results at half the price and in a moment

of poor judgment, being promised full service and a

total return on investment, they risk jeopardising quality

for quantity. At what cost? Seen sensibly, it would be

better to assemble a team of diverse specialists rather

than try to find all of their talents in one person.

Yet becoming a specialist or expert is not merely

a label. To be respected as the specialist, the

discipline must truly be mastered. Most people don’t

make it to that level of super competence because

they desire instant success, thinking (incorrectly)

that they can forfeit the long hours required to learn

and master a trade.

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February 2013

THE DEVIL IS IN THE DETAIL

The experience, level of understanding and knowledge

found in a specialised agency provides clients with

the reassurance that they are in the best hands. The

opposite is reflected when dealing with a general

agency. Designers know that the devil is in the

detail. Dividing attention with regard to different

activities translates into less time for devoting to

learning the intricacies of clients’ brands, resulting

in a disconnect or lack of understanding of the brand

and its needs.

All business owners realise that being close to one’s

client is crucial to the success of the campaign.

Specialist agencies are experienced in a particular

field, liaising directly with clients and offering

services that will specifically and beneficially impact

their client’s brand. This targeted approach allows

for the delivery of effective results on a tactical

level, eliminating the likelihood of errors and

miscommunication between client and supplier.

Some argue that specialists have no back-up or ‘filler’

services to pick up slack when the demand for

specialist assignments dries up, compromising

regular income and the ability to expand business.

However, specialists handle their clients with more

than just a lick and a promise. Their work speaks

for itself. This prestige alone ensures that business

will be regular. Clients know what results may be

expected. With the track record of in-depth expertise

and the demonstrated ability to deliver, why would

clients wish to switch loyalty to another agency?

Specialists even bring other outsourced specialists

on board, where necessary, in order to offer clients a

collaborative variety of super skilled services with a

specialised twist.

Today’s economic climate is breeding increasingly stiff

competition and many agencies are finding it difficult

to maintain their competitive edge. That’s precisely

what distinguishes a leading agency and sets it apart

from its competitors – its specialist focus on niche

markets in order to serve clients better. And savvy

clients never seek the services of a generalist if they

want specialised results.

Alastair Haarhoff works from the winelands town of Stellenbosch and is the MD and owner of brand design agency Just Design

v

v MARKETING MATTERS “USERS WITH TIME TO CLICK AND DIVERT THEIR JOURNEY ARE NOT IN A

MARKETINGMATTERS

“USERS WITH TIME TO CLICK AND DIVERT THEIR JOURNEY ARE NOT IN A HURRY TO GET ANYWHERE. CLICKERS ARE USUALLY RETIRED AND HAVE LIMITED INCOME”

Go big,

or go home

At the recent IMC Conference in Johannesburg, Bryan Melmed, director of insights strategy at Exponential, explained why when trying to understand audiences and consumer behaviour, ‘big data’ is so huge these days. Magdel Louw reports

‘big data’ is so huge these days. Magdel Louw reports BE CAREFUL HOW you define success,
‘big data’ is so huge these days. Magdel Louw reports BE CAREFUL HOW you define success,

BE CAREFUL HOW you

define success, Melmed advised. Firstly, one must remember that what’s measurable is not always meaningful. To illustrate he points

out that the first automobiles had just one gauge: an ammeter, measuring electrical current, to show

if the battery was being charged or

depleted. There was no speedometer to indicate how fast you were going –

but there was no speed limit either, because cars couldn’t go that fast to begin with. Thus exact speed was measurable (you could buy a speedometer if you wanted) but not meaningful. Today every car has a speedometer front and centre, and knowing how fast you are going has become very important. On the other hand almost no car today has an ammeter, because batteries and alternators are so reliable one doesn’t have to worry about them. ”To extend the automobile example – those gauges on the dashboard are designed to help you drive, not to evaluate your journey. It would be meaningless to say, ‘I drove at 80 kph’ or even

‘I went 100 kph’ without explaining

where you went, how you got there, and what traffic you endured along the way. Marketers are making the same mistake when they evaluate

a campaign on click-through rates,

‘likes’, and page views. That’s dashboard stuff. The real story is much more meaningful.” In fact he labelled cost-per-click (CPC) campaigns as downright troublesome, because when assigning value to when a user clicks

on an ad, one must bear in mind that the people who click are rarely the people who an advertiser is trying to reach. “Users with time to click and divert their journey are not in

a hurry to get anywhere. Clickers

are usually retired and have limited

26

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February 2013

retired and have limited 2 6 ad antage February 2013 income. If a marketing campaign user
retired and have limited 2 6 ad antage February 2013 income. If a marketing campaign user

income. If a marketing campaign

user behaviour with statistical

is

designed to maximise clicks,

certainty. And big data means

it

reaches out to the wrong

we don’t need a model, but

audience in the wrong context.

instead take advantage of any

We find that brand lift – how

correlation or pattern within the

favourably consumers feel about

data that proves to be useful. I

a company – actually declines

when campaigns are optimised towards clicks.” Although useful in situations where insight or information is limited, models are equally troublesome. They’re not perfect – just approximations, he points out. With a model you are limiting the factors that influence an outcome to the variables you included in the model. This is why models work best when they are describing a simple, predictable pattern. “Using models for online marketing can be helpful in situations where data is limited, but they are poor approximations at best. They rely on a limited set of factors (variables) that don’t come close to capturing all the influences that affect a user journey. And the models themselves are used with a narrow set of data, because no company can track all the influences on a consumer journey. Marketers may have to use models because there is no better option for them yet, but they shouldn’t become too comfortable doing so.” Which is where big data comes in. Until recently, he states online marketing has been a process of trial and error – which is a wasteful approach. But there has been no alternative. Now we are coming into a world of ‘big data’ where one can predict how a campaign will perform even before it launches, he remarks. “Big data means enough information to predict

don’t need to understand why mothers are increasingly likely to watch shows about vampires – and keep in mind, a model would have missed this if no one had predicted it. With big data, if I’m marketing a show about vampires, I know to target moms. If I need to reach moms, I’ll use vampires. Understanding correlation is much easier than understanding causation.” Therefore the best way to understand one’s audience is to use big data. Having entrenched themselves in this approach, Insights from Exponential for example, tracks everything customers are doing on their network – what they are interested in, concerned about, evaluating and buying. Increasingly, they’re bringing in offline data as well. “That gives us a big picture view. We collect volumes of data anonymously, respecting people’s privacy. And of course, most of the data isn’t even relevant. The intelligence is being able to cut through the noise to identify real patterns, and then using these patterns to predict who your next customer will be. That’s the most effective approach you can take, to maximise the impact of your campaign.”

*eXponential owns global online advertising provider Tribal Fusion, who opened their first office in SA two years ago.

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MEDIADIRECTION

By Adele Paulsen, chief executive Public Relations and Communication Management Southern Africa (PRISA)

– adding value to your company’s bottom line

With the recent unrest in the mining and manufacturing sectors, and the extended discussions to find solutions for labour demands, the role of the public relations (PR) practitioner or the in-house communication specialist needs to be pulled closer to the environment of executive decision making

SIMILAR SENTIMENTS were

expressed during the height of xenophobia in 2008, when the authorities were caught by surprise and were ill-prepared to introduce measures to find communication solutions for crisis management. Indeed, labour specialists and human resources professionals have a specific role to play, however they are not necessarily academically fit to deal with perception surgery.

NICE TO HAVE?

Against this background one needs to assess whether or not executives engage PR or communication experts as a ‘nice to have’, or if they really appreciate the role they can play to change perceptions and enhance strategic relationships between an organisation and its internal and external stakeholders. Senior executives need to move closer to the purpose of PR and gain a more professional understanding of how they can utilise PRISA registered members; consultants or In-house communicators, especially during crisis situations. A crisis management communication strategy must be a permanent priority, and be adjusted regularly according to changing market conditions taking account of economic, social and political situations. Such a plan is not only relevant to the mining and manufacturing sectors, cutting across every type of business as they may all face a crisis in one form or another. Executives need to review the qualities of their communicators and perhaps consider having job descriptions revised or reviewed to take account of our changing society and organisational needs. Communication professionals must work hand-in- hand with top executives to remain informed and prepared for prospective crisis situations.

A HOLISTIC VIEW

When faced with a decision to appoint a consultancy, or to replace the current service provider with another, business executives are well advised to secure the services of Accredited in Public Relations Practitioners (APR), or Chartered Practitioners (CPRP). As in the case of other service sectors such as finance, legal or accountancy, PRISA members subscribe to the Code of Ethics and Professional Standards of the Public Relations Institute. Their

services can be engaged for a myriad of communication services, including intervention of an organisation’s marketing plan and development of a communication strategy that takes account of the implementation of any publicity that may be deemed necessary for the task at hand. While advertising agencies have a specific function in terms of

client strategy development and creative implementation, communication consultants take a more holistic view on the effects of the total communication value chain on external markets as well as on employees. In other words, well-roundedness of practice. As they have more frequent access to executive opinion, and as a consequence, more responsibility to develop executive messages for both external and internal consumption, they could be charged with the responsibility to manage the client’s advertising agency, to advance synergies in the total communication programme and ensure that the knock-on effect is properly managed. Several communication consultancies (still referred to by some as PR agencies) which are members of PRISA, engage marketing, creative, design, branding and web professionals to ensure a more direct, expedient and complete client service, the lack of which has led to much frustration in the client/consultancy relationship. The outsourcing of services to multiple venders creates disjointed communication programmes and additional costs. The transformation of the face and purpose of PR is evident in the fact that the sector has been accommodated in the Loerie Awards, in

Adele Paulsen CEO PRISA
Adele Paulsen
CEO PRISA

addition to the Institute’s own public relations and communication awards, the PRISM awards.

THERE TO CHERRY PICK

Instant messaging is a requirement of most practitioners, and as the communication consultant has the media contacts, he or she is the influencer, yet again confirming the necessity for proximity or partnership with the client and then to direct downstream service providers for further action in other forms of communication activities. Taking account of all PR practitioners, from the Government Communication and Information System (GCIS) with which PRISA has a strong association including directing member knowledge, to consultancies and company in-house employees, the sector boasts several thousand academically qualified workers, contributing towards a multi- billion rand communication industry. The resources are there for executives to cherry pick and to transform their actions and perceptions, but ultimately a better understanding of and appreciation for how public relations and communication experts can elevate your company’s brand is imperative.

public relations and communication experts can elevate your company’s brand is imperative. ad antage February 2013

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v

BRANDDIALOGUE
BRANDDIALOGUE

One of the hottest topics in branding at present is the drive to humanise brands, branding and the brand experience. All of this is of course done in the hope that the brand will be far more engaging, relevant and authentic to consumers, who will hopefully form a lasting and passionate bond with the brand in question

Helping brands write better

success stories

By Andre Le Roux, Brand Strategist at Mercury 1

stories By Andre Le Roux, Brand Strategist at Mercury 1 WE HAVE BEEN personifying brands for

WE HAVE BEEN personifying brands for years. We have used constructs such personality

traits, identity, purpose and values to describe brands. My question is then, what makes a brand human? Is it the mere fact that we have ascribed

a handful of randomly picked human traits to it,

or is there something more behind this concept of

humanising brands? Is our current marketing and branding theory as well as literature capable of helping us successfully humanise brands? In a category that

is infamous for jargon, double speak and as a

result total confusion and loss of credibility, how

can we help brands become more human? All of this without making the brand strategy process more complex and as a result further losing face

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February 2013

and credibility with clients. Let’s face it; the truth is that brand strategy is daunting to the best of us, and it is becoming more daunting due to the increasing pressure and scrutiny the advertising industry currently faces. It is this conundrum that inspired me and my colleague and co-author, Thys de Beer to go on

a three year odyssey into the world of branding,

psychology, sociology and even history. At the end of this journey, we have emerged with a few very simple rudimentary truths:

brands that emulate human behaviour to a tee

a brand is total commitment and a complete immersive process

brands, but only the brands that have gotten

it right and have moved beyond being merely a

‘wannebee’ personified product way of looking at brands and their subsequent growth as it is a process that one undergoes

After three years we have developed a complete Brand Success System called ‘The Human Brand Theory’. Far beyond finding a new way of creating brand jargon and personifying brands, the Human Brand Theory was born and conceptualised from the dream to both simplify brand strategy, and also to make the brand strategy process and methodology more effective and predictable. It is impossible to condense and squeeze three years of research into a short article and hope that a time pressed reader would actually take in what he or she is reading. So in light of this, I will strive to give you the brutal highlights.

IT IS ABOUT THE BRANDING OF AN IDEA

that Millward Brown preaches in their research reports, the first critical parameter in successfully creating a human brand is

André le Roux

the understanding that you are not branding

a product, service or company. You are in

fact creating a human face, experience and relationship around a powerful higher ideal. This is nothing new; everyone has heard of the concept called ‘Brand Essence’. The kicker is that this development of the ‘essence’ or ‘purpose’ will have to be far more deeply rooted in the psyche of your consumer than ever before. Saying that your brand’s essence is ‘Innovation’ is simply not enough. Understanding that there is a powerful correlation between Nike’s drive to inspire excellence and the concept of wisdom and intellectual emancipation that underpinned the renaissance. Both are powerful higher ideals that resonate with people on a higher emotive level.

IT IS TURNING INTO A SCIENCE

I can just see how all the old school guys are pulling

a very sour face here, but the brutal truth that we

are going to have to accept is that the process of creating a truly human brand is far more scientific than the haphazard fuzzy logic that we have been using up until now. Human brands develop and grow in the same way human beings do; slowly, over time, methodically and systematically. However, this is good news for an industry that is under pressure. The more scientific we can make it, the better for us and our credibility.

IT IS FAR BEYOND PERSONIFICATION

As human beings we are far more than just an identity or a personality, we are complex and

multi layered, yet we expect our brands to be one or two-dimensional at best. The brutal truth

is that human brands are multi layered and

complex. This ensures that they are truly unique and authentic. This means that when developing

a human brand, we need to look beyond identity

archetypes, models and traits. Again, this can only count in the favour of the brand as the brand environment is filling up with more and more

competitor offerings. More layers, creates more differentiation and more points of connection and relevance.

v

TRANSCENDING

Human brands strive to transcend. That means that these brands strive to become more than brands, but instead they become a face and spokesperson for a powerful ideal or idea. They stop being about a mere product and a service, they become something more and an integral part in the life of its consumers / friends. Take a look at Apple, Nike and IBM, for example.

RELATIONSHIPS

Various research studies now empirically confirm that consumers form very human relationships with brands, from relationship definition to how they think about the role of the brand in their lives. But, relationship building takes time. It does not happen overnight, or through a television commercial, but rather through a complete and consistent brand dialogue and interaction design to instil trust and reciprocity. Accordingly, when human brands make a mistake, they need to apologise and act just like us mere mortals.

TELL STORIES

This dialogue that human brands have with human beings is more than a dialogue, it is a story that they tell and share with us. Human brands do not communicate – they tell stories. This is something that is quintessentially human; we tell stories to engage, relate, share and create compassion – human brands are the same and as a result, communication is becoming more complex but also more effective. The only catch is that as with the higher purpose, the stories need to be rooted in the psychology and sociology of powerful ideas and people. Stories need to engage on a higher level.

THE HUMAN BRAND THEORY

So what is the Human Brand Theory? Apart from being a labour of love, it is a complete brand methodology that strives to build powerful human brands that are more engaging, more authentic and that resonate with people on a higher level. It encompasses all of the principles that I have shared with you into one systemic thought process. The Human Brand Theory is more than a piece of literature; it is a way of

BRANDDIALOGUE
BRANDDIALOGUE
than a piece of literature; it is a way of BRANDDIALOGUE – Martin Lindtstrom, Buy-ology” looking

– Martin Lindtstrom, Buy-ology”

looking at brand growth and development. From the testing that we have done over the past two years, we have achieved great successes utilising components of the methodology as we have moulded and shaped the theory and application. Rooted in branding, consumer behaviour, psychology and sociology, the Human Brand Theory and theoretical constructs is going to be the future of brand strategy. Accordingly, it can help us to stop throwing spaghetti and meatballs at walls and to become truly scientific and more effective in the way we build brands and engage with consumers. Together with de Beer, we have created a new strategic brand success system that is called The Human Brand Theory. It is a Methodology specifically developed to create better brands. Brands that are more human, more principled, more purpose driven, more engaging, more stable, more relevant, more human needs focused and that is aimed on building healthier commitment lead relationships! Our entire goal is to create a holistic system for consistent brand success creation – to build brands with integrity.

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v

DIGITALDEBATE

By Aaron Van Schalk

v DIGITAL DEBATE By Aaron Van Schalk internationally and remains a powerful way to stay engaged

internationally and remains a powerful way to stay engaged with the target audience. “So far
internationally and remains a powerful way
to stay engaged with the target audience.
“So far the campaign has exceeded our
client’s expectations with exceptionally
high numbers of flights being booked. It’s
reassuring to see a massive corporation
like Air France making digital such a huge
priority,” continues Van Schaik.
Since the launch of remarketing there has
been a certain amount of speculation
around privacy issues of users and the
effect on Return on Investment (ROI).
However, for many digital media agencies
like Lighthouse Digital, these concerns are
both unfounded and exaggerated.
PRIVACY MATTERS
The technology is only able to trace a
particular website users have viewed. No
personal identification can be tracked.
International organisations have stepped
up to try to provide some necessary
education to consumers and advertisers
What
remarketing
fundamentally
means is
to give
advertisers
the power
to re-market
products
and services
to people
who have
previously
visited a site
WHY NOW?
WHY NOW?

about remarketing and its privacy issues. For example, the Interactive Advertising Bureau (or IAB), an advertising business organisation that develops industry standards, conducts research, and provides legal support for the online advertising industry, created the ‘Privacy Matters’ campaign to educate consumers on targeted ads and squash the fears of privacy groups that have misunderstood the methods behind ad targeting. Because remarketing is a powerful way to stay engaged with your target audience, presenting them with highly relevant ads and offers across the Web makes sure a brand is top of mind when the consumer is ready to buy. For clients this is good news as it’s been proven that remarketing can radically improve ROI. It’s also possible to achieve even higher conversions by combining other targeting methods, such as interest categories, demographics, or keyword campaigns.

party data from external cookies and database appends. The way in which most companies determine their consumer interest is through purchase behaviour and browse behaviour. In purchase behaviour one looks at a client’s previous purchases to determine what they are likely to be interested in purchasing in the future. This form of remarketing allows companies to present personalised promotions and messages to a consumer. Browse-based remarketing measures the consumer interest through website engagement, such as the pages and content a visitor viewed on a website.

“It’s not exactly a new trend, but it’s still

a

specialists’ worldwide. It was first applied

in

since changed the way advertisers speak to customers online. What remarketing fundamentally means is to give advertisers the power to re-market products and services to people who have previously visited a site, but left without making any purchases and by showing them relevant

buzz word among many digital media

2010 by Google AdWords and has

ads when they visit other sites on an Ad Network. This then helps to connect with potential customers while they browse other websites.” Remarketing has proven its success for Lighthouse Digital in a campaign for a long- standing client, Air France. The aim was to boost its online sales and further grow the brand. The campaign was aimed to increase awareness of Air France and its online reservation service, to boost sales and to position it as an economical alternative

to

Why it’s taken so long for South African digital media advertisers to make use of the technology and the exceptional benefits that it come with? It boils down to there not being enough people accessing the internet to track accurately. Fortunately for advertisers this is no longer the case with many South Africans now making digital a priority for all their news and information. The volumes have thus increased and so has the ability to track users’ online habits. Remarketing is an essential tool for any business to have if they hope to maximise their advertising investment in digital.

REMARKETING IS OFTEN CONFUSED WITH BEHAVIOURAL TARGETING. WHAT IS THE DIFFERENCE?

other international carriers, resulting in

Remarketing is a more general term and exists in many forms. It uses a company’s first-party data about consumer intent whereas behavioural targeting uses third-

more than 5.2 million potential travellers interacting with the brand. Remarketing is already a huge success

Lighthouse Digital was established in 2009 and is the brainchild of MD, Aaron Van Schaik whose extensive background in the media industry, practical business savvy and keen sense of emerging trends within the digital media sector have contributed to the company’s growing success.

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Lindsay Leppan

MD

At Y&R Durban we’re a bunch of devoted sleeve rollers who also believe in keeping things local. Utilising our hometown’s talent and adding to its valuable growth. And because we’re part of a global network, we apply knowledge relevant in all markets to your local brand and elevate it to a level unmatched before. So dial the 031 area code, followed by 566 4178. Our sleeves are rolled up and ready to make resisting the usual standard every day.

whyweare.co.za
whyweare.co.za

contact: lindsay_leppan@za.yr.com

v

IN

DEPTH

KWAZULU-NATAL

With so many new developments taking place in KwaZulu-Natal (KZN) Danette Breitenbach asked a number of agencies in the province if there was a revival in in advertising as well as why they love working and living in KZN

as well as why they love working and living in KZN KEVIN POWER, MD AND CO-FOUNDER,
as well as why they love working and living in KZN KEVIN POWER, MD AND CO-FOUNDER,
as well as why they love working and living in KZN KEVIN POWER, MD AND CO-FOUNDER,

KEVIN POWER, MD AND CO-FOUNDER, CONVERSATION LAB

Leading the charge is Kevin Power, MD and co-founder of Conversation LAB, a creative agency established last year. Power and his co- founders, Tamerin Borland and Jonathan Oliff (who, with Kevin, all come from TBWA\Hunt\ Lascaris) and London creative director Christian Anstice, believe that a new type of agency is

Inset: Christian Anstice, Creative Director, UK. Back left to right: Jon Oliff, Head of Innovation, Simphiwe Mathunjwa, Account Executive. Seated: Kevin Power, MD, Tamerin Borland, Head of Strategy and Analytics

needed in today’s world. Power has stated: “The advertising industry is at an inflexion point – some agencies are embracing change but many are not.” He says this is the age of conversations. “There has been a lot of talking for a need for change, about ATL struggling, and the death of the 30 second ad. Conversation is happening. It was trend forecast five years ago and now it is here. Therefore agencies need to ‘change and adapt’ or ‘struggle and die’, he says. Agencies need to offer more than advertising. “Gone are the days of one audience, one execution. In today’s world we have to create products or make stuff. That’s how the Nike Plus running tool was created – by an agency. And that’s the exciting thing and once it was created, advertising was created to spotlight it. It’s the opposite to starting with a television ad.” The place to do this locally, he says, is Durban. “There are great opportunities in Durban, and there are great brands – Unilever, Mr Price and Spar. Durban is literally a stone throw from Johannesburg. Logistically it is easy to travel with the airport on our doorstep. “How is Durban unique? I don’t know. For us it is an area to operate out of. Durban does not approach things differently to other agencies in other provinces. Our way of doing business is different, maybe. To me we are not a Durban agency serving SA, but South African agency from Durban. Durban is just the place you operate from.”

JUSTIN MCCARTHY, GROUP MD,TBWA

Justin McCarthy, TBWA, left Johannesburg three years ago and headed to Durban. He has also worked in London and the Middle East. McCarthy says the question of whether Durban agencies are experiencing a revival presupposes that there was a high point in the past. “I don’t recall in the past 19 years Durban setting the world alight. Instead my perception is that it has been quietly going about its own business very contently.” His attitude to this, and his intention, is to change this and put Durban on the map. “We are the biggest player in the region and we have a responsibility therefore to raise the game.” This vision is being driven firstly from within. “We are driving the point within our structure through a five year business plan that will put us on the map.” “From the infrastructure side there is movement in the province, for example the promenade upgrade, and the new stadium and airport. There is much rejuvenation in the province. What is lacking, and this is especially so if you compare Durban to a city such as Cape Town, is the development of commercial business. The local Chamber of Commerce and other business interest groups are static. There is no commercial plan for Durban. “Over the years many businesses have also left the province. Some still have manufacturing capacity here, but their head offices now sit in Johannesburg. Therefore the local market has shrunk in the past decade and is still shrinking. “This is an issue. You cannot revive downstream industries without investment to bring manufacturing back to the province. What is left in Durban is retail, for example Spar, Unilever and Mr Price, and Government i.e. a portion of Transnet (the Ports Authority). “This means we have to go elsewhere if we are to grow, and if we go outside of the province it creates an opportunity for conflict with other agencies. But I don’t see how we have any other choice. If you tread water long enough you will die. This is the biggest challenge the local industry faces.”

DERECK WHALLEYS, MD, WHALLEYS AND ASSOCIATES

An independent agency established 30 years ago, Whalley and Associates’s MD, Dereck Whalleys has spent most of his life in Durban. He says there was nothing strategic about starting the business in Durban – “I was just here”. In the beginning, he says, Durban was served by multi-national agencies that handled the majority of the work with smaller agencies doing the rest. However, in the 70s and 80s, companies disappeared from Durban moving to Johannesburg. “If we talk about a resurgence in Durban today… I am not sure. I will say there is a strong entrepreneurial spirit in KZN and this has led to the growth of medium sized agencies and a plethora of small businesses. If we are talking about Durban itself, then I would say there has been significant growth in the last few years, with a new town centre developing.” The majority of their work, 60%, is outside of KZN with the remaining percentage in the province and a small bit, which is not significant, is international. “It was not always like this, but as we developed a name and reputation we grew outside of the province’s borders. Naturally, for any agency, the hunting ground is Johannesburg, but we also service the

Eastern Cape, with a fair amount of work in Port Elizabeth, East London and further west, in Cape Town. Over half of our work is in this area with the rest in Johannesburg. “Durban is very nicely situated. Maputo, which is developing very nicely, is round the corner. We have a port, which brings materials for packaging and printing making the city a print and Point of Sale (POS) product hub. And of course Johannesburg is easy to get to. Geographically it is also as easy to get to other places from Durban. “The costing model is below the other provinces so we can offer more bang for your buck. I also think we have a better turnaround time which is why we have Johannesburg clients. Another benefit of working with a Durban agency is that the client interfaces with the top people in the agency, which gives a higher level of interpretation and service. “Going forward, business is tough generally and Durban is as well positioned as any other South African company. We have certainly not been left behind; technology has put us in touch with the world. Today, any agency anywhere can have a client anywhere in the world, so providing a service nationally can hardly be a challenge. “KZN is probably demographically the most representative of all the provinces in SA. It is a microcosm of the South African population and local agencies are exposed to it and have grown up with this multi-cultural nation, so much so that KZN is a mulit-cultural society already and as the LSMs continue to shift up they take us and our clients with them.”

already and as the LSMs continue to shift up they take us and our clients with

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v

v “THE COSTING MODEL IS BELOW THE OTHER PROVINCES SO WE CAN OFFER MORE BANG FOR

“THE COSTING MODEL IS BELOW THE OTHER PROVINCES SO WE CAN OFFER MORE BANG FOR YOUR BUCK. I ALSO THINK WE HAVE A BETTER TURNAROUND TIME WHICH IS WHY WE HAVE JOHANNESBURG CLIENTS”

KZNFEATURE

LINDSAY LEPPAN, MD, Y&R

“While there is a lot of development taking place in Durban, and an influx of people into the province, I am not sure this is fuelling the advertising industry here,” says Leppan. So when one talks about a revival in advertising in KZN, she says this needs to be quantified: “If it means Durban agencies are coming to the forefront with others sitting up and taking notice, then the answer has to be no. If you are talking about revival in the sense that we are re-inventing ourselves, then yes. “From a business perspective we do need to work together as an industry to retain our young talent, and keep our business local. We have definitely not kept our heads buried in the sand and have stepped up in meeting the needs of businesses in the province.” Leppan is passionate about this region and the industry. “I know the agency industry

this region and the industry. “I know the agency industry here is as good as any

here is as good as any other in the country, and so it is a source