by Felix Kessel (@FelixAK) How does African advertising stack up against the global standard of creativity? Stop and think before you provide a reflex answer to this seemingly simple question.
Author archives: Simone Puterman
The Real McCoy: The power of detail
by Sean McCoy (@TheRealMcCoyTRM) My recent immersion in the hospitality industry has brought the notion of internal branding sharply into focus. Notwithstanding that it was at the premium end of the industry, or even extreme premium, the commitment to the role of people in delivering the brand experience was visibly on display and something to digest.
Creation: Finding a creative job in 2015
by Artwell Nwaila (@artwelln) It’s that time of year when creatives start scratching around for new job opportunities. I don’t know what’s in the air but it reeks of sweet creative success and growth. I’ve compiled five points that should help your search be a little bit easier.
Shelf Life: Elegant but with an untamed twist
Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches: an untamed look for KWV Wild Africa Cream; USN launches endurance range; The Capital aims to take over business travel space; and Nespresso promotions deck the halls.
#3D: Make data your New Year resolution
by Prakash Patel (@prakashpatel_1) I would like to conclude the Five Steps to Data-Driven Marketing (DDM) by combining the final two steps, 4 and 5, as one as they are so closely connected — data management and marketing, and closing the loop from ‘cradle to grave’.
Tuned: Wanderlust of the Millennial explorers
by Thabang Leshilo (@Thabang_Leshilo) ‘Experiences’ are the be-all and end-all for us millennials, that generation of earth’s inhabitants fast defining themselves as global citizens. As such, our preferences and behaviours will dramatically change the travel industry as we — well, as you non-millennials — know it.
Ad of the Week: Getting Dad’s approval for a car
by Oresti Patricios (@orestaki) I’m generally wary of car ads that use dangerous stunts and high-speed driving, as if the ‘thrill of the drive’ is the most important consideration when buying a car. That said, I think Nissan Almera’s “Dad’s Approval” from TBWA\Hunt\Lascaris turns the model on its head.
Brand Culture: A new reason for an old New Year’s Resolution
by DK Badenhorst. Language can’t stretch forever. It either has to move (ie healthy must mean sexy) or it snaps back (healthy means healthy again and sexy means sexy). Health can’t move; it has family and a job in the health environment. Brands such as Vital and categories such as ‘organic food’ require that it hangs on to its conventional meaning. So what now?
The Word: Proceed with caution — customer ahead
by Mongezi Mtati (@Mongezi) More often than not, when brands launch new products, they tend to want to reach out to the ‘influential’, to the people with a large following. In my less-than-humble opinion, the general perception is still the notion that megaphones increase market share.
The Business of Business: Where do creative directors come from?
by Jerry Mpufane (@JerryMpufane) If the advertising agency business is all about the work, then where does the attitude, influence, inspiration, and the vision behind the work come from? Many of us accept that a myriad of skill sets in the creative campaign value chain can influence the work. But, who holds the cards?