by Alistair Mokoena (@AlistairMokoena) My prediction is that we will continue to see many more agencies close shop while others downsize. We will also see clients in-source some services and recycle or “sweat” their advertising material. It’s a jungle out there. Yes, strength can help you survive, but it takes a lot more to thrive.
Author archives: Simone Puterman
Fair Exchange: Brands must have a purpose to win with people
by Erna George. Functional benefits such as ‘double the goodness’ or ‘three times the power’ are nowadays difficult to uphold as they are easily copied. And, with increased choice and consumer cynicism, they are no longer good enough.
Ad of the Week: Be the man you want to see (Sapeurs)
by Oresti Patricios (@orestaki) Too often, one finds that creative directors try to manufacture emotion in the ads they produce. Then again, when something does come along that strikes a nerve, and cuts through the dross, it really makes me take notice. The Guinness Sapeurs spot by Abbott Mead Vickers BBDO — celebrating a Congolese social phenomenon called “Sapeur” — is a case in point.
Grubstreet: 2014 — the year of epic media battles and empire building
by Gill Moodie (@grubstreetSA) 2014 is promising to be a year of epic battles and empire building in the South African media sector.
The Dissident Spin Doctor: 10 things I learnt in 2013
by Emma King (@EmmainSA) This time of the year is rife with all the predications of what the ‘trends’ will be this year. But just as helpful is to be reflective and to look back at what’s happened over the past year and to think about what has been learned.
The Word: Peer-to-peer recommendations cut through the noise
by Mongezi Mtati (@Mongezi) If you are managing a brand, statistics point to word of mouth and authentic peer-to-peer recommendations as an effective solution, which means you need to trust your brand evangelist community and educate them enough to talk about you. At the very least, you should start building an inner circle.
Shelf Life: Incredible Connection pilots high-fashion stores
Louise Marsland (@Louise_Marsland)’s pick of new product, packaging and design launches this week: Incredible Connection rebrands with pilot high-fashion stores and a new retail philosophy; Sodastream bubbles on about its new brand ambassador; and Magnum uses tweets as currency to sweeten brand awareness.
Ad of the Week: Richelieu’s rollicking round up
by Oresti Patricios (@orestaki) Just when you thought you’d seen all the “Best of 2013” lists and articles, here comes Richelieu with a loony parody of Katy Perry’s “Roar” that takes more than a few pot shots at the events of the past year.
Millennial Ad-Grad: Lessons from digital activists
by Faheem Chaudhry (@FaheemChaudhry) As the communication industry moves on a journey from message dictation to message discovery, there is much marketers may learn from other disciplines of persuasion. Perhaps the most powerful persuasion community in the modern world are those of digital activists, as massive communities are established, engaged and empowered to drive action in an instant.
YouTube Views: Three case studies in best practice
by Jerome Mouton. Today we highlight three case studies that are shining examples of best practice on YouTube. What makes these interesting is that all three campaigns decided to go the branded-entertainment route, unlike the majority of South African marketers, who simply upload TV ads.