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Thursday, 20 March 2008

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MARKETING NEWS 16 informal

vendors in
Maverick Experience Exhilarator, renowned Adderley Street have
for managing the eventing elements of the received new
inaugural Twenty20 Cricket World Cup tournament vending trolleys. The
last year and domestic Pro20 matches over the past t r o l l e y s a r e
six years, is short-listed to pitch on the ICC England sponsored by
World Twenty20 2009 tournament. “As the only non- Metropolitan
UK contender it’s a huge honour to pitch on the Health Group
creation and development of all the event activation (MHG). Not only does this initiative 'neaten up'
surrounding the 2009 tournament in England. We are Adderley Street, but it also provides the perfect
doubly proud as the approach is based on our South outdoor marketing opportunity for MHG.
African achievements,” says Maverick’s Creative
here for more.
Director Andrew Ross. ClickLhere Promoting its 'miracle in
a tube', Aspen tasked
ADVERTISING NEWS washroom advertising
specialists, The Letter
Saatchi & Saatchi has Corporation (TLC), with its
appointed Marcus Brewster latest campaign for antiseptic
Publicity (MBP) as its PR agency gel, Germolene. Targeting a
of record. MBP will be responsible female-specific audience, a
for reputation management of national campaign was
the Saatchi brand, as well as launched in shopping centres
servicing the media liaison requirements of the around South Africa.
advertising agency's Cape Town and Johannesburg "Shopping malls are the ideal
offices. ClickLhere
here for more. environment to target a large female, family
orientated demographic, and the TLC advertising
Brandscape made offering is unique in the way it allows us to single out a
innovative use of very specific target market and speak directly to
Bluetooth technology and them during captive dwell time," commented Andrew
prize-giving at the registration Kramer, MD of TLC. "Germolene helps protect you and
for this year's Pick n Pay Argus your family" was the tag line used in the creative of
Cycle Tour as part of a the campaign. ClickLhere
here for more.
promotion for Powerade. When
registering at this year's Argus Samsung's
at the Good Hope Centre in Cape Town, those latest music
registering would have come into contact with new handsets: the
promotional tools: Hypertags®, which can transfer i450 and F210,
content via Bluetooth or infrared, were worn by are prominently
promoters who approached cyclists at the featured on the
registration area of the event. Content included sliding doors of
Powerade’s “ICE RUGBY” video commercial, a C a p e To w n
soundtrack as a ringtone and branded wallpapers. If International
cyclists took up the offer, they would receive a bar- A i r p o r t ' s
coded voucher, via Bluetooth to their mobile phones, domestic departure terminals three and four. "This
which was redeemable at the Powerade expo stand. exciting media space, owned by Wideopen
Prizes included Powerade-branded wallets, saddle Platform, created havoc with the automated
bags, bandanas, golf towels, lanyards and caps. opening and closing mechanism of the doors over the
Voucher holders could scan their barcodes at the festive season, as potential consumers were locked
here for more.
stand to find out what they won. ClickLhere into the respective adverts and therefore stopped to
focus on the vibrant creative," says Caryn Cohen, the
PRIMEDIA@HOME's CEO of Wideopen Platform. The initial launch of the
advertising distribution campaign, during the peak holiday period, was the
skills are in demand by retailer perfect timing to launch these products to holiday
JD Group. PRIMEDIA@HOME is makers making their way from Johannesburg to Cape
set to promote 20 Supreme Town. The multi-media campaign was backed up by
Furniture stores across billboards, strategically positioned near the V & A
neighbouring Botswana. Waterfront. ClickLhere
here for more.
1
A Newsclip Media Monitoring Initiative Marketing & Advertising News

The Association for A f t e r a

Communication and successful
Advertising (ACA) has partnership three
announced that the 2008 years in the making,
A d v e r t i s i n g cosmetic brand
Performance Excellence Awards (APEX) is Clinique has renewed
taking place at the Emperor’s Palace Convention its contract for
Centre on 10 April. This year, APEX is proudly another year with in-
brought to you by sponsors SABC, SAB, IDC, mall advertisers
Emperor’s Palace, Sappi, Clover, Alight Productions Primall Media. Most recently promoting Clinique's
and Mushroom Productions. The awards ceremony Lash Power Mascara, Primall Media secured prime
is a gala event that brings together captains of the positions for this advertiser by branding three sets of
marketing and advertising industries and media, as escalators in the extremely visible Fountain Courts at
well as key government representatives. The Menlyn and Cavendish, greatly increasing the "WOW"
evening provides a platform for marketers to factor of the campaign. The Clinique advertisements
network with relevant stakeholders and in will be the first that the Centre Management have
particular, to endorse the importance of effective permitted to run in these very popular and busy
advertising in an era where accountability and areas. Ensuring brand domination, Clinique
return on investment is of key importance. Since its strategically positioned its advertising just outside of
inception in 1995, the APEX Awards has recognised key Edgars and Red Square stores, maintaining top of
and celebrated the achievements of advertising mind awareness for the beauty conscious woman
performance excellence in an industry that is while she makes her cosmetic purchases. ClickLhere here
constantly refining and redefining creativity. The for more.
adjudication process for APEX is a stringent one, as
the entrants have to prove that their submissions NEW ACCOUNTS
have achieved advertising performance excellence
by contributing a measurable return to their client’s BP has recently
bottom line. ClickLhere
here for more. appointed 3D to build its
stands at three of the
The Gate, is industry’s biggest
an integrated exhibitions – MPH 2008,
communications Durban Motor Show, and
agency and AutoAfrica. 3D was
subsidiary of recently awarded first
Media Square plc, place in the Best Stand Design category at Tyrexpo
which is listed on Africa for its stand for CFP Tyres.
London’s Alternative Investment Market. With an
office in Johannesburg, it is a growing international PRIMEDIA@HOME has been
brand. In Asia, it has offices in Singapore, Shanghai s e l e c t e d a s t h e
and Hong Kong. There are operations in New York communication partner of
and Edinburgh and in London, where the head office choice for two tenders issued
is based. And there should soon be a presence in by the Government
Frankfurt and Berlin. Core services offered by The Communication and
Gate South Africa are advertising, public and media Information System (GCIS).
relations, statutory communications, annual The tenders include the Home Direct distribution and
reports, events and digital communications. CEO the bulk delivery of government information
Justin McCarthy says these different service products, which includes SONA and Imbizo as well as
offerings do not and should not exist independently a range of additional promotions including 2010
of one other. “A key differentiating factor our updates, SA Year Book and various other
agency prides itself on is that all these disciplines publications. ClickLhere
here for more.
are integrated. They should not be seen as isolated
and mutually exclusive offerings”. Click Lherehere for Deneys Reitz has appointed
more. brandalive™ to handle its
internal brand engagement
Creative Circle has moved offices to: Arlene and expressions. The South
Donenberg, Creative Circle, c/o DraftFCB, African law firm is one of the
DraftFCB House, Pin Mill Farm, 164 Katherine largest in the country, and
Avenue, Sandown. For more information, call (011) was established in the early 1920’s. It has earned a
566 6277. reputation for independence, aptitude and reliability.
Moreover, it was voted African Law Firm of the Year
X / p r o c u r e ® 2006. ClickLhere
here for more.
c o n t ra c t e d I p s o s
Markinor in the latter half PEOPLE ON THE MOVE
of 2007, to conduct a
holistic relationship, Chief Executive Officer of Primedia Outdoor,
product and service Skhumbuzo Nkosi, announced that Primedia
assessment among its clients, in an attempt to Outdoor's Sales and Marketing Executive, Mark
establish transparency and client satisfaction. The MacDonnell, is leaving the company to pursue
results show that the unlimited subsidiary is enjoying personal interests and opportunities effective 31
the relationship high ground. ClickLhere
here for more. March. ClickLhere
here for more.
2
A Newsclip Media Monitoring Initiative
EDITOR'S CORNER
“Increasingly, advertisers want greater value for
money, using profitable, targeted campaigns that
don't break the bank - using www.compass24.co.za
and community newspapers, they can achieve this
with less wastage and greater success”
- Tiaan Ras, Manager: Marketing Intelligence.
Everyone knows that assumptions are the mother of
all evil, and that they make an ASS out of U and ME!
Given the dynamic landscape of media and society in
South Africa today, nowhere does this statement ring
more true.
Many decisions are made based on assumptions
rather than facts... Companies assume what is
happening in their industry without being in touch
with it; people assume they can profile a person
based on the car they drive; and communicators
and advertisers assume they know their target
market based purely on broad and generic
statements.
In an attempt to provide media agencies and clients
with the latest community-based insights, Ads24,
the national sales & trade marketing division of
Media24's community newspapers recently re-
launched its updated community newspaper
research survey, Compass24. The research is
relevant, rigorous and accessible to everyone in the
industry, making it a valuable addition to any
communicator’s research portfolio.
Unveiled in 2005, Compass24 was designed to
improve the quality of print planning and market
insight. It became an instant hit with advertisers
serious about successful, targeted geo-specific media
planning.
Compass24 provides the latest information
available on the myriad of different communities,
each with its own dynamics and prospects,
activities and values helping the advertisers to
design a media plan using the facts about South
African communities rather than gut feel,
assumption and intuition.
Besides its accessibility, what drove the creation of
Compass24 was marketplace demand for a
comparison of information vis-á-vis the buying,
reading and consumption patterns of consumers at a
grassroots level.
Ads24 rigorously covered 56 footprints across the
length and breadth of South Africa, using a large
sample size.
Research specialist Jos Kuper, who put together the
methodology behind this project says: "It is critical
that media owner research be rigorously methodical
and can withstand scrutiny.
Marketing & Advertising News
For more information
and to access the data
gathered in the
Compass24 study, visit
www.compass24.co.za
What I found particularly relevant to the launch of the
information was the extreme focus on the
importance and prominence of community
newspapers and niche market targeting. The
presentation by Ads24 placed a huge emphasis on
community media and their ADI’s (areas of dominant
influence). Some of the figures show that over 90%
of readers in this category use the weekly community
newspapers to make purchase decisions, and a large
percentage of those follow through and act on them.
The reason for the high action-rate is the locality and
convenience of information and products. Research
has shown that with the recent interest rate hikes,
the petrol price skyrocketing and other economic
factors, people are becoming less inclined to travel
distances to complete their shopping. They will
prefer proximity and regionality. For this reason,
geo-spacial and geodemographical data is central to
any psychographic or attitudinal study.
Another plus for Compass24 is their decision to use a
large sample base of over 18000 community readers,
and NOT to segment them into PDMs (Purchase
Decision Makers). It is therefore representative of a
broad attitudinal approach to the consumption, use
and action elicited by community press.
See you next week.
DANIEL
GET TO KNOW THE TEAM
EDITOR Daniel Munslow
DEPUTY EDITOR Pat McClelland
EDITORIAL ASSISTANT Stefane Jason
MEDIA RESEARCHER Roane Booth
MARKETING MANAGER Vanessa Evans
here.
Daniel Munslow is on Facebook... Visit himLhere
Daniel is a member of the Advertising Media Association
of South Africa (AMASA) and a Pendoring Awards
Committee member
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