#Loeries2019 finalists: First batch

by MarkLives (@marklives) Loeries 2019 finalists are being announced all week long during Creative Week Durban, taking place 19–25 August 2019. All finalists presented here are unaudited results. All winners will be announced at the awards ceremonies, 23–24 August, at the ICC Durban.

This first batch contains: Design – Architecture; Design – Fabric Design; Design – General Product Design; Design – Interior Design & Temporary Structures; Graphic Design – Package Design; Integrated Campaign; PR & Media Communication Campaign; Print – Indoor Posters; Print – Print Advertising; Print Crafts – Art Direction; Print Crafts – Illustration; Print Crafts – Photography; Print Crafts – Typography; Print Crafts – Writing; Shared Value; and Tactical Use of Print.

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DESIGN – ARCHITECTURE
Agency/entrant Title Brand Product
dhk Architects Battery Park V&A Waterfront Park and piazza
Tsai Design Studio Zip Zap Circus School Zip Zap Circus School Zip Zap Academy
dhk Architects Norval Foundation Norval Foundation Art Museum
Slee & Co. Architects Hunting Lodge Hunting Lodge Hunting Lodge
David Krynauw Kleine Rijke Kleine Rijke Events Venue
DESIGN – FABRIC DESIGN
Agency/entrant Title Brand Product
Lulasclan Mantsho Tribe Mantsho by Palesa Mokubung Mantsho Tribe Textile Design
Lulasclan Azania Textile Design Lulasclan Textile Design
Lulasclan Geometric Balance Textile Design Lulasclan Textile Design
Havas Johannesburg Take This Thread Take This Thread Take This Thread
King James Group Fabric Siemens Siemens
Grid Worldwide Which way to satisfaction? Saint Saint Restaurant
Sunshinegun Iya-Shisa le-Griller’s Uniform Nando’s Griller’s Challenge Uniforms
VML South Africa The Sho Madjozi Collection Edgars Edgars Clothing
DESIGN – GENERAL PRODUCT DESIGN
Agency/entrant Title Brand Product
Bonisa Collection Bonisa Collection Bonisa Collection Light Fitting
Bonisa Collection Bonisa Collection Bonisa Collection Light Fitting
Bonisa Collection Bonisa Collection Bonisa Collection Light Fitting
Bonisa Collection Bonisa Collection Bonisa Collection Light Fitting
Bonisa Collection Bonisa Collection Bonisa Collection Light Fitting
Triple D Design One layer at a time. Sk8shades Protea Floor Lamp
Modern Gesture Woven Necklace Lampshade Modern Gesture Woven Necklace Lampshade
Ashlee Lloyd Design Studio Handmade Hand-Crocheted: The Amoeba Chandelier Ashlee Lloyd – Design Studio The Amoeba Chandelier
DESIGN – INTERIOR DESIGN & TEMPORARY STRUCTURES
Agency/entrant Title Brand Product
Trace Johannesburg Holocaust and Genocide Centre, permanent exhibition Trace Johannesburg Holocaust and Genocide Centre
Woolworths VM From Waste To Wow Woolworths Christmas window
Paragon Group 1 Discovery Place Interiors Interior Architecture 1 Discovery Place
Impact BBDO The Toxic Flag Waste Management Coalition Toxic Flag
GRAPHIC DESIGN – PACKAGE DESIGN
Agency/entrant Title Brand Product
Bittersuite Day births Night Vergenoegd Löw: The Wine Estate Limited Edition Packs
Capacity Relations Pocket Scotch Package Design Diageo-Johnnie Walker Pocket Scotch
Grey Advertising Africa A Better Bunny Chow The Bowery Bunny Chows
Sunshinegun Fabric of the Nation Castle Lager – ABInBev Castle Lager 500ml cans
FCB Joburg The Phonetic Can Coca-Cola Coca-Cola
INTEGRATED CAMPAIGN
Agency/entrant Title Brand Product
King James Group Conversations with Yourself Sanlam Sanlam
J. Walter Thompson Cairo Time to get in touch, for real. DHL DHL express
TBWA\Hunt Lascaris Johannesburg MaFeyvaZonke MTN South Africa MTN 8
J. Walter Thompson Cairo What Matter is Inside Shell Rimula Heavy Duty Engine Oil
Impact BBDO Zero Tolerance Ribbon 28 Too Many FGM
Duke Advertising Let’s Jive Together The Little Green Beverage Company Jive
TBWA\RAAD The Art Gap Standard Chartered Bank Institutional
FoxP2 Advertising Mullets IndieFin IndieFin Insurance
Discovery She was born to run Discovery Brand ambassador programme
King James Group The 200 Year Old Sanlam Sanlam
King James Group Sanlam 100 Years Sanlam Sanlam
Haas Advertising, SUNSHINE Agency Again & Again – Inspiration and Excellence in Perpetuity Sanlam Private Wealth Sanlam Private Wealth
Collective ID It Runs Deep Dickies 847
King James Group Fabric Siemens Siemens
Leo Burnett Gaza Border Beer Alexander Beer
Hanzo Films FZE Give in to Giving Emirates NBD Volunteer Programme
Ogilvy Cape Town Make A Meal of It KFC KFC
Joe Public United Welcome to inner peace country Chicken Licken Rock My Soul
Ogilvy Johannesburg Remarkable Regifts Mondelez Cadbury Dairy Milk
Showmax The Girl from St Agnes Showmax The Girl from St Agnes
Joe Public The Legend of Big John Chicken Licken Big John Top Deluxe Meal
Joe Public There Will be No Monuments Here Assupol Assupol
Ogilvy Johannesburg Shave to Remember Philips & The Nelson Mandela Foundation Philips Hair Clippers
Ogilvy Johannesburg Smash the Label ABInBev – Castle Lager Castle Lager
FCB Joburg ChatBanking Absa ChatBanking on WhatsApp
FCB Joburg The Phonetic Can Coca-Cola Coca-Cola
Grid Worldwide Vote for a better SA Vote for a better SA Elections 2019 campaign
Six Fingaz Media & 34° Xse Integrated Campaign Electoral Commission of South Africa Elections
VML South Africa Don’t Tell Me What To Do! Edgars Edgars Fashion
Impact BBDO The Blank Edition Al-Nahar Newspaper
Impact BBDO The Toxic Flag Waste Management Coalition Toxic Flag
PR & MEDIA COMMUNICATION CAMPAIGN
Agency/entrant Title Brand Product
TBWA\RAAD OMO Tag Unilever Lebanon OMO
TBWA\RAAD Clàsico Dogs SNIFF Pet Adoption
TBWA\RAAD Q5-0 Infiniti Q50
J. Walter Thompson Cairo Time to get in touch, for real. DHL DHL express
TBWA\RAAD The Art Gap Standard Chartered Bank Institutional
Eclipse Public Relations & King James MAN IN A VAN NETFLIX NETFLIX
DNA Brand Architects iLobola Nge Bhubesi AB inBev Lion Lager
King James Group The 200 Year Old Sanlam Sanlam
Impact BBDO Stop Dowrymongering UN Women UN Women
The Jupiter Drawing Room, Cape Town The Art of Fire Burger King South Africa Big King
Leo Burnett Gaza Border Beer Alexander Beer
Ogilvy Cape Town Make A Meal of It KFC KFC
Ogilvy Cape Town #OhSchweppes Schweppes – Coca-Cola Schweppes Soda and Tonic
Bonfire Media #VWDriveDry Volkswagen and Drive Dry Drive Dry
FCB Joburg The Phonetic Can Coca-Cola Coca-Cola
TBWA REKLAM HIZMETLERI A.S. Hailstorm in Istanbul IKEA IKEA carpets
Ogilvy Johannesburg Mandela Day – Shave To Remember Philips & The Nelson Mandela Foundation Philips Hair Clippers
Impact BBDO The Blank Edition Al-Nahar Newspaper
Impact BBDO The Toxic Flag Waste Management Coalition Toxic Flag
PRINT – INDOOR POSTERS
Agency/entrant Title Brand Product
FoxP2 Advertising Recipe BBL Security Products BBL Locks
FoxP2 Advertising Crown BBL Security Products BBL Locks
FoxP2 Advertising Nuke BBL Security Products BBL Locks
FoxP2 Advertising Ring BBL Security Products BBL Locks
Abnormal Kitchens Craft Homes The Ridge
Abnormal Playrooms Craft Homes The Ridge
Abnormal Cupboards Craft Homes The Ridge
TBWA REKLAM HIZMETLERI A.S. T-Shirt LAND ROVER Apparel
TBWA REKLAM HIZMETLERI A.S. Shirt LAND ROVER Apparel
TBWA REKLAM HIZMETLERI A.S. Polo Shirt LAND ROVER Apparel
Promise Boetie / Bhuti Ab InBev Castle Lager
Promise I.T. Guy / It-Girl Ab InBev Castle Lager
Promise Protestor / Professor Ab InBev Castle Lager
Joe Public Liberty Assupol Assupol
Joe Public How far will you go? Chicken Licken Hot wings
Joe Public Thinker Assupol Assupol
Joe Public Hero’s Assupol Assupol
Joe Public Husband People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Uncle People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Father People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
PRINT – PRINT ADVERTISING
Agency/entrant Title Brand Product
TBWA\RAAD Big Families Connect Connect
TBWA\RAAD Big Families Connect Connect
TBWA\RAAD Front & Back Nissan Nissan Intelligent Mobility
TBWA\RAAD Front & Back Nissan Nissan Intelligent Mobility
TBWA\RAAD Front & Back Nissan Nissan Intelligent Mobility
TBWA\RAAD Front & Back Nissan Nissan Intelligent Mobility
TBWA\Hunt Lascaris Johannesburg Boy’s Weekend City Lodge Hotel Group Team Scheme
TBWA\Hunt Lascaris Johannesburg Girl’s Weekend City Lodge Hotel Group Team Scheme
TBWA\Hunt Lascaris Johannesburg ComicCon Weekend City Lodge Hotel Group Team Scheme
FoxP2 Advertising Snow National Geographic National Geographic Kids
FoxP2 Advertising Echo National Geographic National Geographic Kids
FoxP2 Advertising Puddle National Geographic National Geographic Kids
FoxP2 Advertising Moss National Geographic National Geographic Kids
FoxP2 Advertising Skunk National Geographic National Geographic Kids
DDB Mars Commission for Gender Equality Gender Equality
J. Walter Thompson KSA Likes Fuel Hate Saudi Telecom Company Cyberbullying Awareness Campaign
McCann1886 Don’t let them in Cell C Corporate Social Responsibility
McCann1886 Don’t let them in Cell C Corporate Social Responsibility
McCann1886 Don’t let them in Cell C Corporate Social Responsibility
TBWA\RAAD Front & Back Nissan Nissan Intelligent Mobility
Ogilvy Africa Coke & Coffee The Coca-Cola Company Coke & Coffee
Promise Soccer AfriSam All Purpose Cement
Ogilvy Cape Town Toothpaste & Orange Juice Volkswagen South Africa Volkswagen Crafter Van – Automatic Emergency Braking
Ogilvy Cape Town Meat & Vegan Volkswagen South Africa Volkswagen Crafter Van – Automatic Emergency Braking
Ogilvy Cape Town Socks & Sandals Volkswagen South Africa Volkswagen Crafter Van – Automatic Emergency Braking
Promise Bee Key Cake DStv KykNet
Promise Buy a lacquer DStv KykNet
Promise Eight miss DStv KykNet
MullenLowe MENA MENA Colours – UAE Dulux Dulux
MullenLowe MENA MENA Colours – Oman Dulux Dulux
MullenLowe MENA Pakistani truck INFINITI INFINITI QX50
Joe Public Bedroom People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Drum stick Chicken Licken Rock My Soul 3
DDB Robots Commission for Gender Equality Gender Equality
DDB 3D Food Commission for Gender Equality Gender Equality
DDB Nanobots Commission for Gender Equality Gender Equality
King James Group Cape Town Sanlam 100 Years – Grandchildren Sanlam Sanlam
King James Group Cape Town Sanlam 100 Years – Robot Sanlam Sanlam
King James Group Cape Town Sanlam 100 Years – Lightbulb Sanlam Sanlam
Joe Public Wing Chicken Licken Rock My Soul 3
Impact BBDO The Blank Edition Al-Nahar Newspaper
Joe Public Shower People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Kitchen People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
PRINT CRAFTS – ART DIRECTION
Agency/entrant Title Brand Product
TBWA\RAAD The Book of Art Gap Standard Chartered Bank Institutional
J. Walter Thompson KSA Likes Fuel Hate Saudi Telecom Company Cyberbullying Awareness Campaign
McCann1886 Don’t let them in Cell C Corporate Social Responsibility
McCann1886 Don’t let them in Cell C Corporate Social Responsibility
McCann1886 Don’t let them in Cell C Corporate Social Responsibility
MullenLowe MENA MENA Colours – UAE Dulux Dulux
MullenLowe MENA MENA Colours – Oman Dulux Dulux
MullenLowe MENA Pakistani truck INFINITI INFINITI QX50
DDB Mars Commission for Gender Equality Gender Equality
DDB Robots Commission for Gender Equality Gender Equality
DDB 3D Food Commission for Gender Equality Gender Equality
DDB Nanobots Commission for Gender Equality Gender Equality
Joe Public Thinker Assupol Assupol
Joe Public Liberty Assupol Assupol
Joe Public Hero’s Assupol Assupol
Joe Public How far will you go? Chicken Licken Hot wings
Joe Public Bedroom People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Kitchen People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Shower People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
PRINT CRAFTS – ILLUSTRATION
Agency/entrant Title Brand Product
FoxP2 Advertising Recipe BBL Security Products BBL Locks
FoxP2 Advertising Crown BBL Security Products BBL Locks
FoxP2 Advertising Nuke BBL Security Products BBL Locks
FoxP2 Advertising Ring BBL Security Products BBL Locks
Advantage Y&R Texting Death MTC CSR
Isobar Kenya Penscapes Sea Enova Industries Enova Pens
Isobar Kenya Penscapes Dunes Enova Industries Enova Pens
Isobar Kenya Penscapes Grass Enova Industries Enova Pens
Isobar Kenya Penscapes Sky Enova Industries Enova Pens
Sunshine Again & Again Sanlam Private Wealth Sanlam Private Wealth
Scanad kenya Elephant KFS Enforcement and Compliance Division (ENCOM)
Scanad kenya Cheetah KFS Enforcement and Compliance Division (ENCOM)
MullenLowe MENA Pakistani truck INFINITI INFINITI QX50
Scanad kenya Gazelle KFS Enforcement and Compliance Division (ENCOM)
Joe Public How far will you go? Chicken Licken Hot wings
PRINT CRAFTS – PHOTOGRAPHY
Agency/entrant Title Brand Product
McCann1886 Don’t let them in Cell C Corporate Social Responsibility
McCann1886 Don’t let them in Cell C Corporate Social Responsibility
McCann1886 Don’t let them in Cell C Corporate Social Responsibility
Joe Public Thinker Assupol Assupol
Joe Public Liberty Assupol Assupol
Joe Public Hero’s Assupol Assupol
Joe Public Bedroom People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Kitchen People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Shower People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
PRINT CRAFTS – TYPOGRAPHY
Agency/entrant Title Brand Product
Impact BBDO Mutilated Words 28 Too Many FGM Posters
Impact BBDO Mutilated Words 28 Too Many FGM Posters
Impact BBDO Mutilated Words 28 Too Many FGM Posters
Impact BBDO Mutilated Words 28 Too Many FGM Posters
Joe Public Husband People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Uncle People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
Joe Public Father People Opposing Women Abuse (POWA) People Opposing Women Abuse (POWA)
PRINT CRAFTS – WRITING
Agency/entrant Title Brand Product
Horizon FCB Dubai Stop Straw Lines Marie Claire Arabia Marie Claire Arabia
Promise Bee Key Cake DStv KykNet
Promise Buy a lacquer DStv KykNet
Promise Eight miss DStv KykNet
Joe Public Thinker Assupol Assupol
Joe Public Liberty Assupol Assupol
Joe Public Hero’s Assupol Assupol
FCB Joburg Since Since Unilever Sunlight Laundry Bar
SHARED VALUE
Agency/entrant Title Brand Product
CWDi 67 Logos Designathon CWDi NA
MultiChoice Africa The MultiChoice Talent Factory – Igniting Africa’s Creative Industries The MultiChoice Talent Factory N/A
Regency Foundation Networx Empowering people to empower themselves Old Mutual Alternative Investments NA
Hoorah Digital Consultancy FOR NATURE. FOR YOU. WWF NA
M-KOPA Upgrade your life with M-KOPA M-KOPA N/A
Squad Digital 52 Week Challenge SAFARICOM M-Shwari
TACTICAL USE OF PRINT
Agency/entrant Title Brand Product
FCB Durban Afrikaans Independent Media Isolezwe
Abnormal See more Kameraz Wide Lenses
M&C Saatchi Abel Rain Rain Go Away Lexus Rain-sensing windshield wipers
Impact BBDO Twix Faceoff Twix Twix Chocolates
Impact BBDO Twix Faceoff Twix Twix Chocolates
Impact BBDO Twix Faceoff Twix Twix Chocolates
Impact BBDO Twix Faceoff Twix Twix Chocolates
Impact BBDO Mutilated Words 28 Too Many FGM Posters
Impact BBDO Mutilated Words 28 Too Many FGM Posters
Impact BBDO Mutilated Words 28 Too Many FGM Posters
Impact BBDO Mutilated Words 28 Too Many FGM Posters

For more, go to www.loeries.com.

See also

 

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The Power Report: 12 tips I learnt from listening to consumers

by Megan Power (@Power_Report) Listicles. I’m not a fan. And it’s not just the annoying word blend that in my mind, at least, conjures up a mix of popsicles, stalagmites and at least one unmentionable. No, it’s the whiff of clickbait that’s always sparked unease.

Deluge of competing content

But list-based articles (first popularised by digital news and entertainment outlets like Huffington Post and Buzzfeed) work. Little wonder — the title instantly lets people know what to expect; it’s a boon for seasoned skim-readers; and a blessing for time-starved audiences overwhelmed by a deluge of competing content.

I’ve given in this time, not because listicles are an easy way out when faced with writing a 1000-odd word piece (they’re not) but because I’d like to show, with the ease of a few select bullet points, just how simple it is to keep customers relatively happy. There are detailed, in-depth pieces on customer experience (CX) out there. This isn’t one of them. This is a lean to-do list, an old-fashioned pull-out-and-keep guide.

Many organisations, despite the best intentions, don’t invest much in customer experience. They either don’t understand the importance of it or. if they do, they fear the costs involved and aren’t convinced of the impact on the bottom line. They also tend to overthink the issue. This brief listicle is for them. It’s also for every CEO, business owner, marketing director, customer experience officer, insights manager, technology boss, innovation leader, head strategist, creative director, and user experience team who claims to put the customer first.

What business should do — the list

So, here’s a summary of what thousands of SA consumers, who shared their frustrations with me daily over six long years as a consumer columnist, would like business to do:

  1. When you’re done listening, listen some more. If you can’t grasp what your focus groups and customer insights are revealing, frame the question differently until you do; don’t just shrug and move on. Far too often, I see insights managers “getting” what a customer survey was trying to tell them only when I later raise the same problem during customer-journey testing. This brings me neatly to my second point:
  2. Test your journey or processes routinely, either internally or independently. Whatever route you take, customers want you to feel exactly what they do. So, get into a customer’s shoes and see how much you enjoy the walk. It’s illuminating and, in my experience, usually produces quick wins.
  3. Communicate in plain language —ditch the jargon, acronyms and clichés. Use a customer’s vocabulary, not the company’s. Besides, it’s against the law to communicate so poorly that your customers don’t understand. Test communications against how you speak to your mother, spouse, co-worker in everyday conversation. Do you talk about a vehicle or a car? Mortgage or homeloan? Do you buy bread or purchase it? Do you “leave no stone unturned”? Really? And nonsense like “Have a good day further” must go, along with infuriating platitudes like “sorry for the inconvenience” just after you’ve mistakenly drained half a customer’s bank account. Same goes for acronyms: you may well spend your day talking ABXs, and TRBs and PDCs but leave them at the door.
  4. Take customers into your confidence. Explain why certain policies are in place, even if it’s a little uncomfortable. Customers want to be levelled with from the get-go. Don’t expect customers to be reasonable if you aren’t transparent. There are many different ways to share pertinent info with your customers. Be creative. Be pro-active.
  5. Don’t draw up company policies on the basis your customers are crooks looking to abuse the system. Some are but not the majority. Create fair policies with the majority’s interests in mind.
  6. Know who your customers are. Don’t design products and rules based on the needs of millennials and then wonder why your over-60s balk at them. When they do, respect them enough to admit the oversight and rework the plan. Customers will feel heard and love you for it.
  7. Make your websites useful — and functional. Don’t force customers to complete 10 different steps, when two would do, just to find the information they’re after. Design your tools so they’re easily accessible and customers don’t have to jump through hoops to use them. Too many organisations boast large user-experience (UX) departments but their websites and process designs are atrocious. What are these UX teams doing all day? Remember, too, to design for mobile, which is where customers increasingly access your content.
  8. Whatever channels (call centre, email, social media, chatbots) are used for customer queries or complaints, make sure they work. Timeously. The days of “we will respond in 2–3 days” are long gone. Be honest, too. If your turnaround time is still 12–24 hours, say so. Then make sure you stick to it.
  9. Keep your labelling and marketing honest. Customers don’t like to feel misled. It’s a trust thing.
  10. Design simple loyalty programmes that don’t require huge effort. And don’t change the goalposts halfway through. Get it right before you launch.
  11. Know the basics of the Consumer Protection Act. This applies to the CEO down. The act has been around for more than eight years now; nobody can plead ignorance. It’s shameful that some savvy consumers know more about its provisions than business itself. A particular message to retailers with rigid, non-compliant “Refund notices” up in their stores: take them down until you can get them right. You’re confusing shoppers and showing contempt for not only the letter of the law but its spirit.
  12. Lastly, learn some humility. Say sorry. The long-mocked catchphrase in the 1970s movie, Love Story, “Love means never having to say you’re sorry” doesn’t sit well in 2019 either. Wronged consumers want to see businesses fall on their swords. Rightly so. Besides, they’re certain never to see it in local politics, so humour them.

It’s not an exhaustive list; far from it. But it suggests organisations don’t need service champions, or the appointment of customer experience officers, to start getting the bare minimum right. They just need the will — and perhaps the odd listicle or two.

 

Megan PowerMegan Power (@Power_Report) has nearly 30 years’ experience working in South African media, including investigative journalism and news editing; she now runs Power LAB, a strategic communications and customer experience agency focusing on customer journey audits, crisis readiness and brand reputation. Megan’s consumer column, The Power Report, ran weekly in the Sunday Times for six years and has now found a new home on MarkLives.

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Can’t touch this — can social results be tangible?

by Kathryn McConnachie (@KathMcConnachie) What’s that sound? Listen carefully. There it is again — the sound of social media marketers across the country doing a collective tap dance to demonstrate their value to clients every month during the reporting cycle. Some even put on a special performance for clients who request an interpretive dance called “Show us how social drives offline sales”. It’s quite something to behold.

Spoiler alert: It usually involves impressively large leaps to tenuous conclusions.

Can’t track that

Measuring social performance through sales is possible when linked to ecommerce and a digital path to purchase with trackable touchpoints. It’s decidedly more complex when that’s not an option.

As measurable as social is, this isn’t an episode of Black Mirror. There are touchpoints in the path to purchase that aren’t trackable. While social can sway a customer to ultimately buy a product in store, without being able to track that person’s thought process, you won’t know for sure. It could just as well have been the positioning of the product on the shelf, the recommendation of a friend, or because Mercury was in retrograde.

There’s no data point (unless you’re doing digital coupon redemption or a consumer poll) that will give you a definitive answer that A led to B when it comes to offline conversions. So, when sales aren’t an option, how else can we make social results tangible and show real value?

Know what success looks like

If you find yourself doing interpretive dance in reporting meetings with clients, it’s probably because you’re on different pages about what success on social looks like. Sign off realistic, measurable goals which are tied to business objectives upfront. Be clear when sales can’t be a direct goal.

Set goals for social to be tracked through actual actions such as email signups, downloads, enquiries and reviews. If you don’t control the conversion phase in the consumer journey, get better at quantifying awareness and consideration through these types of metrics.

If a client’s obsessed with sales, they may also need to be reminded that the customer journey doesn’t end there. Social is key on the other side of the sales funnel, especially when it comes to customer retention, loyalty and advocacy. These all can, and should, be tracked in social reporting.

Turn your audience into a database

If your efforts are limited to social platforms alone, no matter how big your audience is, it will remain a mostly anonymous entity apart from some basic demographic data. Add value by turning that anonymous following into a smart database of existing and potential customers through strategic lead-generation campaigns.

Getting followers to give you their email addresses shows a much-higher degree of intent and genuine interest in the brand — getting closer to conversion. Even if your client doesn’t have an existing CRM tool to plug this database into, you can use it to better refine your social targeting. Build lookalike audiences from your databases to significantly improve the targeting and efficiency of media spend (a language all clients understand).

Track behaviour beyond social

Social clickthroughs mean very little without being able to track what’s happening on the other side of the click. Unlock business insights by marrying social data with Google Analytics. Even the simplest, user-friendly website with product information, where to buy and a contact form can help shift your understanding of customer intent to make more-informed decisions for social.

You can’t know the value of a follower who never comments on or publicly shares your content. But, if that same user clicks through to your website from social, where you have Facebook Pixel installed, you’re able to understand so much more about them and unlock the power of remarketing and personalisation in your social strategy.

Quantify customer service

Social media has become the go-to channel for customer service. Don’t let the customer conversations you’re managing daily (even hourly) be reduced to a single data point, such as page engagement, in a report. Properly track and quantify these interactions.

Keep a record of patterns in consumer interactions — good, bad, bad-turned-good. Every meaningful conversation with a customer should be valued by a client — some even as much as a sale. For brands without direct-to-consumer sales channels, social is as close as they can get to their consumers, so make it count.

~•~•~

Showing value from social is simple when you stop trying to make tenuous connections that can’t be backed by data. Report on actions, rather than assumptions, and the value of what you do will be clear. No interpretive dance or spirit fingers needed.

See also

 

Kathryn McConnachieKathryn McConnachie (@KathMcConnachie) is the creative director at Retroviral Digital Communications. A journalist and digital media editor turned copywriter, she’s crafted multiple award-winning digital strategies and campaigns across industries. If she doesn’t tell you what she thinks of an idea, her eyebrows will. Gif game: Very strong.

“Motive” is a by-invitation-only column on MarkLives.com. Contributors are picked by the editors but generally don’t form part of our regular columnist lineup, unless the topic is off-column.

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#AgencyFocus: Anthropology works at atypical Demographica

by Carey Finn (@carey_finn) “We believe that chemistry can be created, which is why we use anthropology,” says Warren Moss, founder and CEO of specialist business-to-business (B2B) marketing agency Demographica. “If you understand another person’s context and culture, you’re able to connect with them easier.”

Differentiation

Warren Moss
Warren Moss. Supplied.

Emphasising the human side of market research and communication, Demographica, which was established in 2006, draws on what it defines as the study of human societies and cultures and their development to inform its strategies — an approach that, Moss believes, differentiates it from other agencies.

According to him, the agency stumbled across the idea of leveraging anthropology a couple of years ago, in an article published in the Harvard Business Review. He and his partners brought in an anthropologist to help them understand how they might “weave” the study into their work — and never looked back. “Over the years of learning how to do that, and what works and doesn’t for our clients, we have built up a really strong anthropological practice,” he continues. “It’s unintentionally become one of our major selling points.”

The agency applies a methodology it calls “the Demographica way” to solve complex advertising problems: this begins with a look at data before moving on to research, which is where the anthropology comes in — aided by a number of full-time anthropologists on the team. The research process is immersive, emphasising in-depth observation to generate insights into the decision-making journeys of businesses. Strategy, creative and execution follow.

Senior professionals

Putting what may be viewed as a predominantly academic field into business practice isn’t the only thing that sets Demographica apart; the medium-sized agency handles staffing differently too, says Moss. Avoiding measuring its size by the number of employees on its payroll, the agency, which operates on an output-based model, prioritises the hiring of senior professionals with proven track records over vast fleets of more junior staff members. “Our model is to have fewer, more-senior people doing bigger things,” he explains. “At Demographica, we have senior people physically writing strategy, physically doing the creative work.”

One such person, who came on board at the end of 2018, is general manager Lauren Damant, who Moss describes as a critical hire with experience scaling agencies on an operational level — something Demographica has an eye on. He says that interest is growing from businesses which are increasingly recognising the niche the agency fills and reaching out to partner with his team. In response, Demographica is looking at changing its core leadership team to be more representative and better able to deliver on work for clients.

Another appointment is that of business coach, Julie Humphreys, who brings with her over 20 years of broad marketing and communications experience.

“Demographica has a globally unique approach to B2B marketing which organises around using business anthropology to inform strategic planning and the use of marketing technology to support creative execution,” explains Moss. “All four of these disciplines (anthropology, strategy, martech and creative) are integrated under Julie’s leadership. Essentially, the person in charge of the signature work of a creative agency would be the highest ranking creative [ECD or CCO in some cases] — Julie is responsible for Demographica’s signature work.”

CSO+Partners

The CSO+Partners team: Werner Odendaal , Wynand Coetzer and Beth Strauss. Supplied.
The CSO+Partners team: Werner Odendaal , Wynand Coetzer and Beth Strauss. Supplied.

Demographica has also concluded a significant investment in strategic consulting agency, CSO+Partners, which will retain its independence and brand.

“Wynand Coetzer, Beth Strauss and Werner Odendaal are all ex-agency strategists who left Base2 to form a consultancy called The Painted Dog Collective,” explains Moss. “Part of the Demographica investment was to rebrand as CSO+Partners. Each one of them has a deep speciality and focuses on that type of work. Wynand is a specialist in future thinking, Beth is a specialist in behavioural strategy and werner is a specialist in systems strategy. They have delivered significant strategic work and management consulting services to MTN, Bryte, Old Mutual, Yes4Youth, Investec, Nedbank, V&A Waterfront, Volvo Trucks and more.

CSO+Partners logo“We’ve made the investment because the CSO+P team bring a true business consulting capability to Demographica, in a similar way to what Yellowwood does for TBWA. While CSO+P is not exclusively B2B [it works in FMCG and retail as well], over the last 18 months our clients have been blown away by the depth of expertise, and when we saw the value that they were bringing to Demographica clients, we moved swiftly to invest in them to help them grow.”

Key wins

The past 18 months have been busy for the agency, bringing several key wins, including BCX (part of the Telkom Group). Moss says that his team is hoping to further expand the client stable in the remaining months of 2019, growing both the retainer- and project-based components of the business. Originally 100% project-based, the agency’s work is now approximately 40% retainer- and 60% project-based. Overall, Demographica showed 100% growth in profit from last year to this year, and an estimated 30% in revenue.

While South Africa still holds a lot of potential, the market is small, and the agency’s goals large. “We’re seriously ambitious,” he says. “We want to be the best B2B agency in the world, unequivocally.” He says that the agency has been told more than once that the work it does, and the way it operates, is globally competitive. He adds that other businesses have tried to acquire Demographica many times, pointing to this as further evidence that the agency is recognised as a leader in the B2B field.

While there is no set timeline for achieving its international goals, the next stop is Europe and North America, where the agency will start to showcase its capabilities, says Moss. However, managed growth, rather than an explosive expansion, is the ticket, he adds. Based out of Joburg, the agency already serves clients further north, via partner agencies in Accra, Lagos and Nairobi.

See also

 

Demographica logo
demographica.co.za
Ramify Premium

  • Office locations: Joburg
  • Revenue band: R80–100m
  • Staff count: 45
  • Key clients: BCX, RCL Foods, Nedbank, Bryte Insurance, Volvo Trucks, Old Mutual
  • Services: Account-based marketing, demand generation, customer acquisition, sales enablement, strategy, creative, digital, social

 

Carey Finn“#Agency/BrandFocus” is an ongoing weekly series updating the market on ad agency performance, including business performance, innovation, initiatives, the work, awards and people.

Carey Finn (@carey_finn) is a writer and editor with a decade and a half of industry experience, having covered everything from ethical sushi in Japan to the technicalities of roofing, agriculture, medical stuff and more. She’s also taught English and journalism, and dabbled in various other communications ventures along the way, including risk reporting. She is a contributing writer to MarkLives.com.

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Frank: Kindness & the client‑agency relationship

by Mimi Nicklin (@MimiNicklin) Recently, there was a phone call with one of our partners. I wasn’t on it but one of my team was and they were discussing a project with tight timelines, low budgets and high pressure. Sounds familiar, right?! Given we take huge pride in being able help solve problems, that was the focus of the call. It should have been a good one. It wasn’t.

Unkind, rude & unnecessary

Here is where I feel sad, really sad. In our plight to solve, to understand and to ‘lean into’ a solution, the partner on the phone spoke to my team member in a tone that was unkind, rude and unnecessary.

Why is it that, even in today’s transparent society, people think it’s ok to be unkind, simply because the phone call is between two people “at work”? Beyond that, why is it that, when I ask this question and use the word “kind”, the discussion is frowned upon?

Is it because “kindness”* is an “emotional” word “that women use”, or that it’s “not fit for the professional working environment”? Is it because the previous boss told them “that’s ok, it’s just business”? Or is it because the team before let it slide?

Say no

The reality today is that the blur between home and work is very thin indeed. I would even argue that, on many days of the week, there is no line. So, if you wouldn’t talk to your wife, brother, or friend like that, then please don’t talk to my team like that. I don’t care if you think “kindness” is reserved for kids or animal rescue campaigns. Kindness is a human behavior that we all deserve.

I think it’s time that we, as an industry of passionate people, say no to those behaving badly. Put the phone down. Or don’t. But either way, stop the conversation and change the direction quickly.

The upside of this is that these moments should make us, as leaders, want to step up higher, work harder, network more, speak louder. To find partners that want what we want, and to build teams that work peacefully in the knowledge that their boss will protect the baseline of human behavior, before worrying about the baseline of the P&L. Because we are a team and the team comes first.

Won’t stand for it

It may have made me sad to hear it but I woke up the next day stronger because of it. I will not stand for it — even if the industry says we should.

*Updated on 21 August 2019: “sadness” has been corrected to “kindness”.

 

Mimi NicklinBased in Dubai, Mimi Nicklin (@miminicklin) is managing director of RAPP MEA, an Omnicom company. An experienced leader — she’s led global and regional brands from Europe, Asia, the Middle East and Africa on both agency- and client side — she believes in the systemisation of empathetic leadership and influence. Mimi considers leadership to be 100% about serving her team, rather than the other way around, and is avidly committed to creating change for good in the industry. She is also a keynote speaker and thought leader. Her new MarkLives column, “Frank”, focuses on being frank and open about issues in adland.

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The Martini Shot: #MeToo in SA film production

by Bobby Amm. The #MeToo movement has come to South Africa and, in particular, the South African film production sector where, some local advocacy groups claim, sexual harassment is rife and under-reported.

The international movement began following allegations against several high-profile individuals in the US film industry and went viral in 2017 in an attempt to demonstrate the widespread prevalence of sexual assault and harassment in the workplace. The personal testimonies and support of many of Hollywood’s leading stars has ensured the success and longevity of the campaign.

SA’s advertising sector has recently been asked to step up efforts to ensure that women working in advertising (and its production) are adequately protected and that the proverbial casting couch no longer presents the threat it once did. It’s been agreed that a code of conduct should be drawn up for the industry, and that more should be done to effectively educate people about this issue and encourage those who are adversely affected to come forward to make complaints or, if necessary, press criminal charges against the perpetrators. The overall objective is to eliminate sexual harassment in the workplace, set down procedures to deal effectively with the problem and ensure the creation of workplaces that are secure and safeguard the dignity of woman.

Definition

So, what exactly is sexual harassment? The Code of the Commission for Conciliation Mediation and Arbitration (CCMA) defines it as follows:

  1. Sexual harassment is unwanted conduct of a sexual nature. The unwanted nature of sexual harassment distinguishes it from behaviour that is welcome and mutual.
  2. Sexual attention becomes sexual harassment if:
  3. The behaviour is persisted in, although a single incident of harassment can constitute sexual harassment; and/or
  4. The recipient has made it clear that the behaviour is considered offensive; and/or
  5. The perpetrator should have known that the behaviour is regarded as unacceptable.

In addition to the basic definition, the CCMA has defined several forms of sexual harassment:

  1. Sexual harassment may include unwelcome physical, verbal or non-verbal conduct, but is not limited to the examples listed as follows:
  2. Physical conduct of a sexual nature includes all unwanted physical contact, ranging from touching to sexual assault and rape, and includes a strip search by or in the presence of the opposite sex.
  3. Verbal forms of sexual harassment include unwelcome innuendoes, suggestions and hints, sexual advances, comments with sexual overtones, sex-related jokes or insults or unwelcome graphic comments about a person’s body made in their presence or directed toward them, unwelcome and inappropriate enquiries about a person’s sex life, and unwelcome whistling directed at a person or group of persons.
  4. Non-verbal forms of sexual harassment include unwelcome gestures, indecent exposure, and the unwelcome display of sexually explicit pictures and objects.
  5. Quid pro quo harassment occurs where an owner, employer, supervisor, member of management or co-employee, undertakes or attempts to influence the process of employment, promotion, training, discipline, dismissal, salary increment or other benefit of an employee or job applicant, in exchange for sexual favours.
  6. Sexual favouritism exists where a person who is in a position of authority rewards only those who respond to his/her sexual advances, while other deserving employees who do not submit themselves to any sexual advances are denied promotions, merit rating or salary increases.

Responsibility

The CCMA’s code goes on to specify that it is the responsibility of employers or companies’ co-ordinating projects which involve groups of people to “create and maintain a working environment in which the dignity of all is respected”. Furthermore, “a climate in the workplace should also be created and maintained in which victims of sexual harassment will not feel that their grievances are ignored or trivialised or fear reprisals” and recommends a series of guidelines that can assist in achieving these ends.

Every company should adopt an individualised policy that can be widely distributed and followed and which sets out clearly what actions should be taken if sexual harassment or abuse does occur. Appropriate action must then be taken, and emphasis must be placed on confidentiality and resolving the issues with due care and sensitivity.

This will undoubtedly become a bigger issue in time and the CPA encourages every company to give it the attention it deserves to preserve the integrity and reputation of our wonderful industry.

 

Bobby AmmBobby Amm is chief executive of the Commercial Producers Association of South Africa (CPA), the trade association of production companies that produce television, cinema and internet commercials for the local and international market. After a brief stint in journalism, she began her career in the industry at the Consultative Committee for the Entertainment Industry in the early 1990s. She first joined the CPA in 1997 but left three years later to join a production company. After finding that she missed the big-picture perspective of the CPA and the interesting issues which continuously perplex the production industry, Bobby returned to the CPA in 2003. She contributes “The Martini Shot” column monthly, covering developments, trends and insights into the commercial production and film services industries in South Africa, to MarkLives.

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SA TV Ratings: SABC 2 — primetime top 20 for Jun 2019

by MarkLives (@marklives) The hottest primetime shows on SABC 2 in South Africa revealed: TV ratings for June 2019.

SABC 2 logoSABC 2, June 2019

Top 20 Programmes All Adults 15+
June 2019 Prime Time 5.30pm—10pm
Adults 15+ years U:35830 S:8486

Source: BRCSA June 2019

Day

Date

From

To

Station

Programme title

Genre

AR

Viewers

Share
Thur 20/06/2019 2101 2131 S2 Muvhango Dram 15.82 5 667 440 43.6
Wed 26/06/2019 1800 1830 S2 7De Laan Soap 8.1 2 903 796 24.9
Fri 14/06/2019 2056 2059 S2 Music Musi 7.88 2 821 657 6.2
Wed 26/06/2019 1830 1901 S2 Nuus News 4.83 1 730 862 13.4
Tue 11/06/2019 2130 2200 S2 Giyani Dram 4.61 1 652 151 18
Thur 20/06/2019 1829 2100 S2 State of the Nation Address 2019 Actu 4.3 1 539 018 11.1
Fri 14/06/2019 2129 2201 S2 Mmalonya Dram 3.53 1 266 038 13.3
Wed 12/06/2019 2057 2100 S2 Live Lotto Draw Vari 3.43 1 227 246 10.2
Thur 27/06/2019 2132 2202 S2 Speak Out Actu 3.3 1 183 279 15.1
Tue 25/06/2019 1730 1759 S2 Venda/Tsonga News News 3.12 1 117 475 11.7
Sat 22/06/2019 1900 1955 S2 American Ninja Warriors Vari 3.1 1 110 894 9
Sun 09/06/2019 2000 2028 S2 Ses/Tsw/Sep News News 2.88 1 030 076 9
Sat 15/06/2019 2029 2057 S2 Ga Re Dumele Sitc 2.87 1 028 707 10.3
Sun 09/06/2019 1900 2000 S2 Showville Quiz 2.77 991 342 8.2
Sun 09/06/2019 1800 1829 S2 Fokus Actu 2.68 960 766 8.8
Wed 26/06/2019 1901 1930 S2 Geure Uit Die Vallei Vari 2.57 919 056 6.7
Sun 09/06/2019 503 1800 S2 Comrades Marathon Spor 2.46 881 754 15.4
Wed 26/06/2019 1701 1730 S2 Bleach Yent 2.46 880 531 10.5
Mon 03/06/2019 1900 1955 S2 Voetspore Maga 2.31 828 215 6
Sat 08/06/2019 1802 1830 S2 1000 Lives Actu 2.15 771 209 7.6

 

Broadcast Research Council of South AfricaThe Broadcast Research Council of South Africa (BRCSA) is a non-profit, industry body that was incorporated in 2015 to cater to the audience research needs of the radio and television industry in South Africa. In 2016, it changed its policy about giving away TAMS and now only monthly reports, highlighting the top 20 or 30 primetime shows on several popular channels, are available.

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Young, Gifted & Killing It: Farah Fortune

by Veli Ngubane (@TheNduna) Farah Fortune (@fcfortune), African Star Communications founder and CEO, shares with us her life journey, from being born in Cape Town and being raised in Europe to working on the Oscar-winning movie, Tsotsi, and also running a women-empowered agency in South Africa.

Veli Ngubane: Tell us more about yourself: where did you grow up and what did you want to be when you were growing up?
Farah Fortune: I’m Farah Chirine Fortune. I was born in Cape Town, South Africa. I grew up there ’til I was six years old. We then moved to Kimberley, where most of my family are from, and left there when I was 10 to live in Brussels, Belgium. We lived in Belgium ’til I was 13 and then lived in Manchester, England, ’til the age of 25.

VN: Congratulations on the success of your company and your 11 years in the game. Tell us more about African Star Communications (ASC)?
FF: ASC was started to give women a chance in the PR industry. The industry was and still is quite male-dominated. We see women front the industry but the men still own the companies. My business is women-owned and -run. All my staff are women and we always try and use female suppliers first. We have four divisions in the company: Celeb PR, Corporate PR, Social Media and Eventing. We help companies understand their audience and speak to their consumers directly.

VN: What was it like working as a publicist for Tsotsi, South Africa’s first Oscar-winning movie?
FF: I absolutely loved working on Tsotsi. It was career-elevating for me to work on such a phenomenal movie which birthed such amazing stars. It was a great learning curve for me and taught me so much about my industry. I was challenged during that campaign and it helped me acquire the skills I needed to progress in my career.

VN: Tell us what you do and what does a typical day look like for you?
FF: I am now, 11 years later, at a different position in my company. I am now less involved in the day-to-day running of the company and more involved in bringing in new business for the company. I also am more involved in personal projects, so my day is also filled with proposals and projects aimed at those.

VN: Tell us more about your company’s future plans: what does the next five years look like?
FF: I’d love to grow the business and see my staff taking more control of the day-to-day running. Expanding into Africa is where I’d like to be; my investment interests for the business are on the continent. We are venturing into the digital side of PR currently and you’ll see our shift fully over the next two years.

VN: What are the key things you’ve learnt in your business journey that you wish you had known when you started the business?
FF: I wish I had more financial training before starting this business. I learnt so many lessons I could’ve avoided through some good advice and access to information. Some valuable lessons were learned, don’t get me wrong — I just wish I could’ve avoided most of the stress.

VN: You are a mother: what advice do you have to mothers who are balancing motherhood and running a business?
FF: Don’t let anyone tell you “you can’t”. You really can. You can do it all. You can be a mom and a businesswoman. You can travel, see the world, work, party, live… do whatever you want. Being a mom is not a life sentence to a boring life of no ambition. Balance is something you will need to learn, according to your circumstances. Motherhood will always take priority to me but I know, in order to maintain my sanity, I need ‘me’ time.

VN: What are some lessons you can share with female business owners and lessons you’ve learnt in your journey?
FF: You’re going to have to work twice as hard as any man you know. It’s not fair but it’s the reality we live in, so my advice is work smarter rather than harder. It’s ok to cry; it doesn’t make you weak but, remember, makeup is expensive, so don’t waste it. You will fail; you can start again, it really isn’t impossible. Stressful? Yes. Impossible? No.

VN: Why do you think the communications industry is struggling to transform and what do you think should be done to fast-track transformation?
FF: The communications industry seems to have a block towards 4IR [fourth industrial revolution]. They don’t seem to understand how rapidly technology is taking over in every industry. Communications needs to look at innovative ways to transform the industry before it’s reduced to social media accounts.

VN: What advice would you give someone completing their high-school education this year and looking to follow a career in the PR or creative industry?
FF: Look at the digital side of the PR and creative industry. Make sure the institution you wish to study at is progressive and already adapting [its] coursework to the current technological climate. Look for good mentors, too, preferably ones who are able to guide you into your chosen profession.

VN: What do you feel is missing in the PR industry today and what should the future look like in SA and the rest of the continent?
FF: Nothing specifically is missing; however, we could do with a serious overhaul on what is taught about PR. I always feel interns are only really equipped for the admin side of PR. Africa is the last developing continent in the world; therefore, I feel we should be looking to develop industries and skills that don’t leave us. Make it lucrative for Africans to stay in Africa.

VN: What legacy do you want to leave when you retire from the industry?
FF: I want to leave the industry as a pioneer in PR — someone who paved the way for PR to be better and greater. I want people to know that being an entrepreneur is possible and very achievable. They must know you don’t need much to be great. If just one person can say I did that for them, then I’ve won at this thing called life.

VN: If you had a super power, what would you want it to be?
FF: I’d love to vanish patriarchy from someone’s entire being so we can all have a fair chance.

VN: Tell us something about yourself not generally known?
FF: I’m a cartoon addict. I have been all my life and, at my big age, I still love it.

VN: What exciting projects are you working on at the moment?
FF: We’re currently working on dropping Khuli Chana’s new album and Ms Supa’s new single. We also have some exciting brand events launching soon. I’m also working on a number of personal projects which I can’t wait to launch.

VN: Brag a bit, tell us about your awards, brands you’ve worked on… don’t be shy.
FF: LOL! I’ve recently received an award from the United Nations Chairwomen’s Awards for my work within the women empowerment field. In 2014, I received an award from the Women’s World Congress in India for my work promoting women in entrepreneurship. I also received an award for being part of the Top 50 individuals, globally, for social innovation in Mauritius in 2017. That’s enough. ?

VN: Please would you supply two or three pieces of work you have been involved in?
FF: I am the current Chapter Leader for the Women Will project run by Google. I support a child in Zimbabwe with her schooling; have done [so] since she was in primary school; her mom is a domestic worker in SA and she’s a straight-A student. I am also working with PRIDE FACTOR for their #ConnectedYouth campaign; we are travelling around SA visiting universities to equip young people to move onto the next phase of their life, either with financial, business or other skills.

 

Veli NgubaneVeli Ngubane (@TheNduna) entered the world of advertising with a passion after completing his BSocSci (law, politics and economics) at UCT and a post-graduate marketing diploma at Red & Yellow, where he’s currently advisory board chairman. He also sits on the IAB’s Transformation & Education Council, is a DMA board member and Loeries, APEX, Pendoring, Bookmarks and AdFocus. He is the group MD of AVATAR and co-founder of M&N Brands, which is building an African network of agencies to rival the global giants. In his monthly column “Young, Gifted & Killing It”, he profiles award-winning, kick-ass black creative talent in South Africa.

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Fair Exchange: Choices for building brands is one of the keys to success

by Erna George (@edgeo23) In a world of endless choices, some marketers are falling into the ‘spray-and-pray’ approach. You can’t have it all and you can’t cover all the bases — attempting to try to be everything to everyone is unnecessary (and daft). Developing great brands is dependent on making good choices, rooted in understanding your consumer, the market and while keeping your brand guidelines at the heart.

Marketers: focus and direction are your job and, if you’re unable to make tough and relevant choices vs being led by various subjective opinions, consider what role you’re actually fulfilling. After making the decisions on segmentation, whether it’s positioning or pricing, make a brand-driven choice about where to play and ensure you stay true to this.

Whom are you targeting?

In the recent workshop which inspired this column, many struggled or were confused around the target market. There were longstanding marketers who wanted the brand in question to target ‘all mothers in South Africa’; however, these same marketers couldn’t articulate how we would bring meaning to everyone in this group. Consider that there are moms who’re very strict about nutrition or free-from options; those who are more pragmatic and believe in moderation; and those who are indulgence-seekers. Choosing a ‘middle-of-the-road’ compromise won’t appeal to any of these moms in a truly relevant way. In fact, trying to appeal to all will result in mediocrity at best and brand schizophrenia at worst.

Consider Nando’s. There’s nothing middle of the road in its communication. It either appeals to you or not. If Nando’s presented something not polarising or eyebrow-raising-worthy, true advocates would probably question their beloved brand. Taking this a step further, we know that those who love the communication aren’t the only ones eating at Nando’s. This is why we differentiate between the consumption target market and the media target audience.

When you narrow your focus on the media target audience, who have the mindset you target at centre of gravity; you protect your brand proposition. The result is a message with real resonance — direct resonance to the core target and aspirational value or appeal to a broader audience. Don’t worry that this narrow focus means fewer converted consumers. When people understand what you stand for, they think of you when the right occasion presents itself.

What’s your golden thread and your GO/NO-GO areas?

Determine and be clear on what allows you to stretch the brand feasibly ie what gives you credibility to grow and in which areas, if any. Coca-Cola’s golden thread is a dark carbonated liquid that has been long-standing (since inception in 1886). Its ‘stretch’ is into health derivatives (sugar-free or green) and flavours of dark carbonated liquid (vanilla, cherry etc). [Yes, there is some appearance of White Cola — let’s see if this golden thread remains or how it evolves]. To extend into other segments, the Coco-Cola Company uses other brands in its portfolio (Fanta, Bonaqua, Stoney) that are best-placed to capitalise on the opportunities.

So, what about your brand is critical to stay true to if you want to stretch to new variants or new categories? It’s almost more important to decide where you will never go to ensure you stay true to the brand persona and ensure brand credentials stay strong.

To help stay on track:

  1. Pretend you have half your budget.
    I found that I was most-focused when my budget was tiny. There was no space for silly “what ifs” or making decisions based on “maybes”. I had to be 100% focused on staying true to the brand. This doesn’t mean that there’s no room to trial new approaches; it simply means being well-considered and ensuring you’re clear on how a platform or channel will build your total brand message or meaning. If you’re unsure, imagine you have half the budget and sense-check that the execution of an idea is on point.
  2. Capture your brand
    Where have all the Brand Guard Books and Brand Bibles gone? I am showing my age but record-keeping in my day feels like it was a lot better than it is today. While not very efficient [anyone remember the A3-sized flip files we used to keep copies of brand activity and comms elements (one for each year) with copies of competitor activity, including disks with TVCs (!)?], we made up for it in rigour. Facilitate your choices with a deep understanding of history and context. Guessing isn’t permitted when you’re a caretaker of a brand that’s older and bigger than you. A proper history in this technological age should be easier but how many brand teams are tasking someone with this? Or is the excuse and/or reality of time pressures impacting this? The adage of “short-term pain for long-term gain” seems to ring true here.
  3. Partner with the right agencies to craft and execute this focused journey.
    Consider that often agencies work on brands longer than single brand team members. Ensure all partner agencies truly understand the brand, what it stands for and where it’s going. Make sure the record-keeping is good on all sides. Lastly, ensure all of you aren’t distracted by bright shiny and new things — stay true to the brand roots and strategy.

In trying to do and be everything to everyone, you’ll end up meaning nothing to anyone. Focus is critical. The irony is that being focused and streamlined makes your appeal broader, more meaningful and better able to offer relevance to a wider audience. Make the choices — you’ll find that, if it’s on brand, it’s easier than you think.

 

Erna GeorgeAfter starting at Unilever in a classical marketing role, Erna George (@edgeo23) explored the agency side of life, first as a partner at Fountainhead Design, followed by the manic and inspiring world of consultancy at Added Value. She has returned to client-side, leading the marketing team in the Cereals, Accompaniments & Baking Division at Pioneer Foods. Her monthly “Fair Exchange” column on MarkLives concerns business relationships and partnerships in marketing and brandland.

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