Ad of the Week with Oresti Patricios – When a brand invests in the human spirit

When we think of the exemplars of the human spirit, it’s easy to think of sporting heroes, artists and other remarkable people who have truly excelled. One’s mind easily turns to extraordinary South Africans like multi-award winning paralympic swimmer Natalie du Toit; or the internationally acclaimed singer Miriam Makeba; or renowned author and anti-apartheid activist, Alan Paton. Then there’s the man who suffered greatly but overcame to lead a nation and in the process became a global icon – Nelson Mandela.

All these people have something in common: a spirit of determination to persevere, to overcome and to triumph. These are the kinds of role models we hope our children will emulate. But there are other, more everyday heroes, whose successes don’t always play out on a public stage.

Recently I heard a story from a friend who stopped at a garage near Estcourt, and happened to pull up alongside a KZN hospital outpatient bus. Whilst filling her tank, she watched as the emergency worker helped an old man with Parkinson’s up the bus’s narrow stairs. One slow step at a time, the man painstakingly climbed the vehicle’s stairs to take his seat.

All the other pensioners in the bus were grumbling and impatient, waiting to be taken to the local hospital timeously for their check-ups and medical visits. It must have taken at least 15 minutes for the man to board, but not once did the medical employee show any sign of impatience. He just calmly and compassionately supported the old man, as they worked to achieve a common objective.

Pendoring Awards more competitive than ever

by Herman Manson (@marklives) The Pendoring Awards, established in 1994 to promote and award Afrikaans language advertising, is coming to the Cape, one of the two provinces in South Africa where it is spoken by the majority of residents. It’s been warmly embraced by the city and its ad agencies.

The Pendorings have joined Cape Town’s Creative Week and the award ceremony takes place the Friday before the Loerie Award ceremonies (which happens on the Sat & Sun evenings of Sept 22 & 23).

Pendoring General Manager Franette Klerck says the move to Cape Town has reenergised the award show which has been run as a Section 21 (not-for-profit) company since 2010. This year saw over 500 entries – a jump of 40% on 2011. Entries from ad schools increased from 62 to 94 this year while entries from agencies jumped from 283 to 384.

Most categories saw increased entry levels although numbers for Outdoor were disappointing, Klerck admits. Digital entries grew well and, in a departure from judges comments on the crop reviewed in 2011, were commended for a dramatic increase in quality

Brand Journeys: MWeb – not quite ‘just like that’

For many people MWEB is still the big black box, which it launched in 1997, the same year the business was established by MIH Limited (a Naspers company). The big black box, in case you don’t get it, was a box, and black, and offered wary South Africans everything they needed to connect to the Internet via dial-up modem, with the payoff line “Just like that” (I still hear the finger snap in the background).

The commercial Internet was new, exciting, and big business was getting in on the act. The first dot com bubble had yet to burst and MWEB was spending large swathes of money buying up rival ISPs before its 1998 listing on the JSE.

Today it is a friendly consumer brand wholly owned by Naspers. Its pay-off line has changed to Connect & You Can to reflect the growing acceptance and integration of the Internet into daily lives. It serves a user base of over 300 000 subscribers (which is not that much higher than figures available for 2005 – although it has had success in converting many of those to ADSL) of whom more than 200 000 sits on ADSL. They consume 4.5 petabytes (4,500,000,000,000,000 bytes) of bandwidth per month.

Jupiter Joburg wants ‘more skin in the game’

by Kim Penstone. It shouldn’t come as a surprise to hear Jupiter Joburg’s Alison Deeb describe the current state of affairs at the agency, post the soul-destroying loss of the Edcon account in March this year, as “very exciting”.

2010 hit the reset button in Cape adland

In spite of some turbulence, post Great Recession it turns out that 2010 wasn’t such a bad year for Cape Town’s adland after all. While big account moves in Cape Town were rather limited, agencies are taking the initiative to reinvent their internal processes, in some cases shedding staff and departments, while looking for work coming out of Johannesburg or internationally.

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