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New MD for King James II

Lesego Kotane has been promoted to managing director of King James the Second, effective 1 August 2018. Kotane joined the King James Group as strategic planning partner five years ago and has been part of the senior leadership team in Johannesburg. Former MD Charles Matterson will now focus on client service and operations. “Lesego came […]

Ad of the Week with Oresti Patricios – King James II debut

A good ad has to achieve a simple, but almost illusive task: it has to communicate a brand’s message in a way that stays with the viewer. In doing so it more often must compete for the viewer’s attention with other messages and other media that are also vying for the audiences’ attention. Sometimes this is achieved by the massive repetition of advertising messages on a variety of channels. But the problem with that approach can be saturation – the feeling that if you see an ad just one more time it is going to drive you insane. I guess that’s throwing money at the problem – going for reach and penetration, instead of being smart.

But every now and again an advert will achieve memorability by creating clever little ads (or series of commercials) that give one that ‘warm, fuzzy feeling’. Those are the ads that make you feel good, make you smile or even have a little laugh. I’ve often talked about humour in this column because it is so often used in local advertising, and rightly so because South Africans love nothing more than having a good belly laugh. But achieving the humorous ‘sweet spot’ is a tricky balancing act. Brands can run the risk of getting things wrong and creating ads that are either cringe-worthy, sadly unfunny or horribly offensive.

Autopage, which is part of the Altech Group, is a cellular service provider that is not tied to any of the major networks. Rather, AltechAutopage Cellular acts as a ‘broker’ or agent of sorts for MTN, Vodacom and Cell-C, which—it claims—gives clients more choice. The campaign created by those smart folk at the King James group of companies, to promote Altech’s mobile offering consists of three ads to date, (perhaps in time they’ll produce more). Each ad contains the same basic message, but the context for each commercial puts a slightly different spin on what the promise means.

Loeries 2018 official rankings

The Loeries has released its annual rankings based on performance at the 2018 Loerie Awards, held in Durban in August 2018. This year, for the first time, points for finalists were included in calculating rankings (capped at 10 finalists); previously, points were only awarded for Bronze and above. Agencies The top three agencies are Joe […]

Pendoring releases agency rankings for 2016

Following requests by advertising agencies for an official ranking of the 2016 Pendoring winners and finalists, the organisers have heeded the call and issued a ranking based on this year’s Gold, Silver and overall winners, as well as the shortlisted in both the professional agency and student categories. With the Cannes advertising ranking as guideline, […]