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Tag archives: Association for Communication and Advertising
ACA suspends DDB SA, Ireland/Davenport, Wunderman
by MarkLives. The suspensions follows after the agencies were found guilty of transgressing the ACA’s Code of Conduct governing tenders and pitches.
AdReview: A memo and the end of an institution
by Herman Manson. Tony Koenderman has cancelled AdReview — the industry awards show he has been running for nearly 15 years.
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.
Pitching Shouldn’t Be Speed Dating
by Charl Thom. Being appointed as the agency of record for a brand can be a process taking place in various guises
Framing the alcohol advertising regulation debate
The advertising and media industries are bracing for stricter government regulation of alcohol advertising. It is an incredibly complex and global issue, so here is a framework to help contextualise what is actually going on.
DDB/Draftfcb furore highlights industry confidentiality issues
A sparring match between Vodacom and Cell C has upended the advertising industry and lead to heated debate on whether or not it’s possible for agencies to effectively protect confidential client information.
Wayne Naidoo elected as ACA chair
Wayne Naidoo (CEO of Lowe Bull) has been appointed the new chairperson of the Association for Communication and Advertising of South Africa (ACA) in place of Reinher Behrens. Two vice chairs were re-elected, namely Mike Gendel and Boniswa Pezisa, while Nina Morris took the third spot vacated by the election of Naidoo. Naidoo will chair his first official ACA meeting in the new year.