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Ranking the Analysts 2015

Consumers driven by promotions and special offers

A Nielsen study, SA Shopper Trends 2015/2016, reveals that shoppers exhibit promotion seeking behaviour, actively searching for special offers at grocery retailers. Many admit to searching for promotions while shopping; others regularly switch brands because of promotions.

Social media a good indicator of the Brexit outcome

In the aftermath of the dramatic decision by the British people to leave the European Union, many are seeking to understand just how the polls and pundits could have got it so wrong.

Big Stories

Shopper marketing: Update and simplify

Brands need to be aware of new technologies that allow for consistent consumer engagement, says Grey Africa shopper marketing expert Talita Myburg

Yossi Schwartz. Picture: SUPPLIED

Y&R and Edcon: ‘A pitch we had to win’

The ad industry is talking about whether Y&R can switch from selling baked beans to fashion, writes Jeremy Maggs

Grocery shopping’s e-commerce boom

There’s growth ahead for online grocery shopping, which creates opportunities for brands. But they need the right strategies in place to protect and grow their market share.

Google as a 24/7 sales force for marketers

An investment in a competent search engine optimisation (SEO) strategy can boost visibility and sales for companies. Yet as few as 21% of organisations include SEO in their budget, according to research conducted on 300 senior marketing decision makers in the UK. The research is surprising as it is widely recognised that appearing prominently in Google’s organic listing is a surefire way to build a brand, generate leads and make sales.

How to judge brand ambassador impact

With the right tools, marketers can make the most of the relationships they build with brand ambassadors, tracking and optimising influencer activity to inform smarter business decisions.


Become a super agency

To pinpoint value opportunities, companies need to understand the forces at play at a local level

Advertising economy: Coping in a squeeze

WPP says procurement and finance remain the dominant functions, for understandable reasons, with marketing taking a back seat

Using advertising to drive social change

Being able to deliver a campaign that combines brand values with social good is by no means simple – but this was the intention of Ogilvy & Mather Cape Town with its Volkswagen Amarok “Social Test Drive” campaign, which has been receiving positive responses from consumers and dealerships.

Nike voted coolest brand by SA youth

Nike remains the coolest brand, according to South Africa’s youth. The results of the 12th annual Sunday Times Generation Next survey – the leading youth brand preference and consumer behaviour research – were announced at an awards ceremony in Johannesburg last week. Nike walked away with a slew of awards, including coolest clothing brand, coolest shoe/footwear brand and coolest brand slogan: “Just do it”.

Learning to talk to South Africa’s youth

The common theme running through all this year’s presentations and discussions at the annual Sunday Times Generation Next conference was that marketers and advertisers need to learn to speak the language of Generation Z in order to win their buy-in.


Most valuable brands: What drives success

Technology tops brand rankings; mobile access is a key trend

Airline magazines an effective means of consumer engagement

What’s a flight without the obligatory airline magazine tucked into the back of the seat in front of you? Of course, for many it’s merely a way to pass the time between take-off and the firing up of laptops. However, a quality airline magazine should hold your attention a little longer than that. Successful airline publications know their readers and what their interests are, catering for them by providing content that is not only informative, but presented in an attractive and engaging manner.

Improving the shopper experience

“Traditional” shopping is being displaced as technology becomes a bigger part of the experience. Consumers are more aware of the choices open to them and shopping has become more convenient, as well more visual and appealing.

Is AR our new reality?

In the last few years “augmented reality” (AR) has started finding its way out of the dark corners previously reserved for niche technologies used by gamers and geeks and into the mainstream, where it has the potential to become a formidable marketing tool.

Countdown to Sunday Times Generation Next Awards

The Sunday Times Generation Next Awards take place this Friday (June 10) at the Sandton Convention Centre. It’s an annual event at which South Africa’s coolest brands – as determined by eight- to 22-year-olds – will be announced.


How four cousins made wine a classless drink

How Four Cousins disproved the idea that wine is for the rich and became a mass-market leader

Easy access to black-owned marketing and advertising businesses

While partnering with black-owned businesses or agencies is increasingly becoming a prerequisite for all manner of activities and ventures, finding suitable partners is no easy task, resulting in many missed opportunities for SA agencies and marketers. In a bid to combat this challenge, the Independent Agency Search & Selection Company (IAS) conducted extensive research and created an “A-list” database that provides industry players with access to over 50 black- and black female-owned agencies in 13 key sectors of the marketing communications industry. The database features suppliers, businesses and agencies.

First Google case study for banking in SA

Google has published its first case study for the South African banking industry, based on a successful online marketing and search strategy developed by Flume Digital Marketing for its client Nedbank Insurance.

Managing brands in an environment of user-generated content

In the digital era, marketers and brand custodians have found that their jobs and activities have evolved. While this has opened a new world of opportunities, it’s also posing challenges which need to be managed to ensure that consumers enjoy a consistently engaging experience with their brands.

Rob Davies. Picture: BUSINESS DAY

BEE reality hits marketers

New BEE code prioritises black ownership and widens pool of human resources in advertising

Opportunities for SA agencies to outsource creativity

Outsourcing has been identified as a potentially lucrative way for South Africa’s specialist businesses to weather the economic storm and take advantage of opportunities. Glenn Gillis, MD of digital animation and augmented reality agency Sea Monster, says these prospects extend to outsourcing creativity too.

Barilla targets millennials via mobile videos

Video content is becoming an increasingly attractive option for brands wanting to connect with consumers. Pasta brand Barilla is the latest to use it. As part of its drive to target millennials, the brand has partnered with social influencer Hannah Hart to create a video series called While the Water Boils. Hart is the creator of My Drunken Kitchen, a YouTube series which features her cooking while drinking alcoholic beverages. My Drunken Kitchen, which launched five years ago on YouTube and is watched primarily by millennials, currently boasts more than 2.4m viewers.

New priorities for marketers

Recent research conducted by Marketing Week shows that customer experience, data and brand strategy have all gained in importance, while advertising has become less of a day-to-day priority for marketers.

Catering to the mass market in SA

South Africa’s mass market and the growing black middle class offer numerous opportunities for marketers. Building meaningful connections through insights is an important part of being able to cater to the needs of this segment of consumers – and connections are key to building loyalty, agree Monkey Concepts Advertising founders Thato Tshabalala and Thando Makhathini, regardless of colour or which economic bracket consumers fall into. Township-born Monkey Concepts Advertising has recently partnered with Joe Public as part of its youth development programme.

Picture: ISTOCK

Creative circle rankings: Up, down and out

Advertising’s creative directors rank agencies by how they do in the industry’s top award festivals

Six African youth trends

Marketers who want to build brands in Africa need to know how young Africans think, says Robyn de Villiers, CEO and chair of Burson-Marsteller Africa. “Empowered by a new, technology-enabled world order and the loosening of previously restrictive social hierarchies, young, cosmopolitan Africans are taking a bold approach to creating their own futures,” she says. “While the traditional narrative of hardship and struggle still contains some elements of truth, African youth are renouncing these stereotypes and bringing their A-Generation game – providing brands with opportunities for more creative and daring ways of engagement.”

Gau Narayanan, Boniswa Pezisa and Keith Shipley. Picture: SUPPLIED

Net#work: Changing of the guard

Top ad man reflects on highs, lows and outlook for the industry as he hands over the CEO’s reins

Understanding activations for FMCG brands

When it comes to planning and bringing to life in-store and out-of-home brand activations, particularly for FMCG brands, consumer insights are the main determinant of success.

Industry Insights

Half an hour with Cas Dreijer

To succeed in a competitive industry, you have to do things differently, says Cas Dreijer, the founder of brand activation agency Be Salt. He has ensured that the cornerstone of Be Salt – which celebrates its third anniversary on 1 July – is its people. Making a profit is not the aim of the business, he stresses; instead, it’s all about dealing with people – staff, clients and suppliers – and ensuring that they are all invested.

Using sponsorships to drive value

Last year New Balance was appointed the official technical partner of Cricket SA (CSA) and the Proteas. Levergy was subsequently appointed as its sponsorship agency on the cricket account in August 2015. Our brief: to assist New Balance to derive meaningful value from its investment.

The value of brands that push back

The cliché is that products should be silver bullets and brands should make life as rosy as possible. But when brands ask people to do their fair share of the work, they make a valuable contribution to society.

The importance of brand ownership

Michael Eisner, CEO of The Walt Disney Company from 1984 to 2005 and recognised for revitalising that company, said that as chairman and CEO, his job was to provide a corporate structure and culture that enabled the Disney “cast” members to perpetuate the values and traditions that fuel the Disney magic.

Half an hour with Petra Liu

In the current economic climate, agencies have to be responsive and reactive, adapting to the changes in SA, says Petra Liu, founder of Wetpaint Advertising. Despite the challenges faced by the industry, she says a “business as usual” approach is imperative – companies still have to put their brands out there if they mean to keep operating.

How does your content affect consumers’ buying cycle?

With hordes of consumers in the market, each with a short attention span and too much content to pay attention to, the brands that earn loyalty and attention are those that add value and relevance by creating and publishing exceptional content.

Selling value and quality

In tough economic times, FMCG brands need to sell affordable quality. Consumers are feeling the pinch and tightening their belts. Consequently, the retail environment has become extremely competitive with brands vying for shelf space and the consumer’s attention.

Half an hour with Jason Levin

A successful career in marketing and advertising relies on three things, says Jason Levin, MD of HDI Youth Marketeers: working with a good team; building strong client, supplier and colleague relationships; and challenging and inspiring yourself to do ever better work.

The consequence conscious culture

Billionaire businessman Sir Richard Branson says most corporate mission statements are full of “blah truisms and are anything but inspirational”. He has a point – it may be time to reconsider the corporate reason for existence, ultimately articulating something more useful and tangible that will make sense to all stakeholders.

How Web developers can serve their clients’ business

A Web development company cannot simply serve one purpose: clients have to be part of the journey, not be burdened financially and, overall, be successful with their website. Web developers need to learn their clients’ business processes, and be able to provide sound business expertise to ensure that a return on investment is inevitable.

Useful content increases customer spend

Recent research by Ackermans has shown that store account holders who receive the brand’s custom publication spend a third more than account holders who don’t receive the publication. Over a measured period of 24 months, customers who received the Ackermans Club magazine slowly increased their spend.

Collaboration and integration

My first campaign outside the 30 second box was a campaign for Metro FM. It was an audio DJ profile for the trade and I think I stole the job bag off some other writer’s desk at TBWA. Nobody really wanted to do it. It wouldn’t win an award – it fitted into no category, was too long in the format and would be shown only internally and at roadshows. On the other hand, I got to interview all the DJs, discover the inner workings of the hippest radio station on the planet, and cover the rent.

The changing radio landscape- Part 2

Clients are producing their own top-quality radio content Because anyone with the right skill set can now produce and distribute content, companies have a huge opportunity to engage their customers in a highly effective way by delivering to them information that they really want, that talks to their passions and that enriches their lives.

Radio’s changed landscape – Part 1

The radio landscape has changed significantly over the past five years. And we'll be watching it continue to change dramatically over the next five years. These are some of the shifts that have already taken place.

Who exactly is the person behind your inbox icon?

Bizarrely, social media has erected barriers to communication between ordinary people like me and brands.

Youth and the digital world

The “always-on” digital tendencies of the youth in the Generation Z and millennial groups consistently manage to attract attention and criticism from older generations. In our recent white paper, “A Youth Lost in Translation”, which is based on research done by HDI Youth Marketeers, we explore the views of 5,400 urban and peri-urban young people and uncover both the positive and the negative consequences of the digital behaviour of SA’s youth.

Is your business drowning in data?

We live in an age where information is readily available … and there is lots of it. It’s estimated that in 2011 alone, 1.8 zettabytes of information was created (the equivalent of 200 billion HD movies) and this figure doubles every two years. But if information is multiplying and so easy to access, does it still represent a true competitive advantage in business today? And are we not perhaps investing a huge amount of money and effort into collecting data that is irrelevant when it comes to doing business better?