by Herman Manson. Net#work BBDO will now operate on the one-agency-two-offices model, with Cape Town taking on an operations and services role, and creative and strategy sitting in Jozi.
Search results for: Boniswa Pezisa
Shelf Life: Heineken budgets for responsibility
Heineken’s moderation message; Net#work BBDO and Libresse say what they mean; and Goodness Gang goes national — Cheryl Hunter’s weekly pick!
Effective creativity – mutually exclusive or myth?
Is creativity and effectiveness mutually exclusive, what is the relationship and can it be defined? This question was put to a number of captains of industry who served on the 2013 APEX awards jury and this is what they had to say…
Vice Chairperson of the APEX awards jury and Chief Executive Office of award-winning agency, TBWA – Ivan Moroke said that the relationship between creativity and effectiveness has been debated by marketing moguls and advertising gurus for decades and agrees that creativity and effectiveness are indeed linked. He added that the impression that creativity is only relevant if one talks about producing brilliant, ground-breaking adverts, is false. Applying creativity is intrinsic to delivering effective advertising – one needs merely to broaden how we define and apply creativity. And, likewise, effectiveness shouldn’t just be associated with the kind of advertising that delivers business results. Effectiveness should be measured alongside creativity. Moroke provided a good example – “Even if the central idea is not driven by explicit creativity – these days creativity is often applied somewhere else in the communication mix in order to deliver the message effectively to the audience. The Apple brand is a typical example of this.”
This comes as little surprise. With innovations in mobile devices, the fragmentation of media channels and tsunami of social media that has changed the way we interact – little wonder that advertising agencies have had to apply creativity in ways beyond a pretty picture.
SANEF statement on Loerie media accreditation issue
MarkLives doesn’t normally publish press releases in its main content feed but since this joint statement by SANEF and the Loerie Award relates, at least in part, to the issue of limited media accreditation that was initially raised on these pages, we are making an exception.
The statement, reprinted in full below, follows a complaint to SANEF by BizCommunity.com on the matter of media accreditation to the Loerie Awards, and the terms and conditions attached to it.
MarkLives had previously raised the issue of the partial accreditation of its editor, Herman Manson, which we felt was the result of an unfair and biased accreditation system that was applied with no consistently (some journalists had to submit a ‘media plan’ others did not), and was open to abuse to discriminate against specific journalists. Our case is set out here and we stand by it.
MarkLives welcomes the announcement that the Loerie Awards will be revamping their media accreditation procedures for the 2013 event. We have serious reservations about how the process was handled this year and any improvement that makes the current opaque procedure more transparent is positive news and a step in the right direction.
RIP Keith Rose — industry reaction and tributes
by Marklives. Keith Rose was the director behind some of SA’s most-iconic TV advertising. We will be publishing tributes and industry reaction throughout the day.