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.
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.
Advertising’s creative directors rank agencies by how they do in the industry’s top award festivals
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.”
Top ad man reflects on highs, lows and outlook for the industry as he hands over the CEO’s reins
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.
Navigating shareholder and investor relations in a high pressure, fast-changing business environment forms a critical part of running a listed business – and comes with a plethora of challenges and opportunities for management to develop lasting strategic communications plans.
Marketing global FMCG brands at a local level can be a challenge. Discussing this at the inaugural FMCG Insights and Conference in Johannesburg this week were Sharon Keith, Coca-Cola SA marketing director; Sarah Britten, Y&R LabStore regional strategic director; and Pippa Capstick, Joe Public Ignite executive.
The FMCG industry is dynamic, fast-paced and competitive – and it’s going to become even more so. Retailers, suppliers and marketers all face challenging “PESTLE factors”: political, economic, social, technological, legal and environmental conditions.
The Red & Yellow Springboard Marketing Institute, established by industry heavyweight Sharon Worrall in 2014 to improve transformation in advertising and marketing, has been instrumental in the creation of a black-owned Insights Ignition collective known as Fast Coffee to further skills development, particularly in the area of consumer insights.
There are 152 wineries on the Stellenbosch Wine Route and all of them are trying to position their products as the best in the valley or their wine-tasting tours as the most varied. Or they market their picnics, their views or their play areas.
The Turkington sisters talk about their agency's remarkable growth since its inception a decade ago
University students graduating in 2016 will have obsolete qualifications for which there will no longer be a profession by 2025, all because of digital disruption and innovation, says Wayne Houghton, director of Growth Implementation Solutions at Frost & Sullivan Africa.
In an era when consumers expect personalisation and authenticity from the brands they choose to interact with, and rate these attributes almost as highly as the service itself, generic brands that lack relevance find themselves losing share of voice. On the other hand, brave and savvy brands are using a personal approach to forge emotional connections and engage their audiences. Knowledge of your customer has become the key to providing successful content.
Local humour with local authenticity seems to be hitting the mark
Two big brands, Edcon and MTN, in talks with global agencies as part of new advertising strategy
The rand has hit record lows in 2016 and doesn’t look likely to recover soon. But David Graham, Digital Engagement Leader at Deloitte, believes the currency’s depreciation could in fact help South Africa’s local outsourcing industry. He says South Africa could establish itself as a cost-effective destination for outsourcing contracts.
Online messaging service WhatsApp – owned by tech giant Facebook – recently announced that it had added end-to-end encryption to every form of communication on its service.
Popimedia has launched South Africa’s first Ad-Tech Academy to help marketers understand the technology used in social and digital media.
If you were a tattoo artist and wanted to open your own tattoo parlour but weren’t sure of the best location; or were idly wondering in which areas of South Africa people own more cats as opposed to dogs; or what the main reason is for people visiting garage forecourts (and no, it’s not to get petrol, it’s to buy airtime), the data revealed in Roots 2016 would more than likely provide you with the answers.
South Africa’s public relations industry’s top achievers were announced at the Prism Awards in Johannesburg last night at the Indaba Hotel. Small consultancy PR Expert won Campaign of the Year for its work on “Creating Groundswell for South Africa’s First Dance Movie – Hear Me Move” with Coal Stove Pictures. Overall, 49 awards were made in 34 campaign categories.
In the world of public relations, innovation and creativity are non-negotiables. At this year’s Prism Awards, which take place on April 17, entries will be judged on these and other criteria that take campaigns out of the realm of standard and ordinary.
The first Financial Mail AdForum of the year, hosted in association with Ornico, focused on retail advertising, a particularly interesting sector right now in the adverse economic climate. The panel comprised Ahmed Tilly, founder and ECD of Black River FC, Lara Cassel, managing partner at the Strategy Department, Deon Wiggett, creative partner at Famous Copy, and Mongezi Mtati, marketing manager at Ornico.
Deloitte recently announced its annual TMT (technology, media & telecommunications) predictions for 2016.
Leaders in business and government gathered in Sandton last week to collaborate on identifying the major issues facing the country and put forward possible solutions. Problems surrounding innovation, health care, education and competitiveness were thrashed out through robust and interrogative debate at the Sunday Times Top 100 Companies second annual Directors Event.
There’s been much talk about the need for brands to tap into the emotions of consumers. And brands that are able to inject storytelling into their marketing efforts find that making an emotional connection with consumers becomes that much easier. Easy to say, sometimes less easy to do. To be successful, storytelling from a brand perspective must be authentic. This is not about making a sales pitch; stories must be based in reality even if they are embellished with a measure of creativity.
As businesses demand a better return on investment for customer events and event sponsorships, marketers no longer “spray and pray”. Brands now target “tribes” – but is that strategy also becoming outdated?
With tennis star Maria Sharapova the latest in a line of sports stars to lose lucrative sponsorships as a result of a failed drugs test, it appears brands are taking a firmer stance with the individuals they sign up to represent them. The trend is evident in South Africa too.
The ACA has launched the ACA AGENCY LOCATOR™, an online tool that will change the way in which marketers search for agencies, while making the process more time- and cost-effective.
April Fool’s Day is a good excuse for brands to have some fun, and provides a valuable opportunity to connect with consumers. But this year’s pickings were slim for South African brands. Only a few brands made use of the opportunity. Was this because consumers are more concerned with politics right now?