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Pendoring Announces 2019 Award Winners

Amazing work created in South Africa’s 10 indigenous national languages was celebrated at The Pendoring Awards, which took place on 31 October 2019 at the University of Johannesburg’s Art Centre.

The 2019 Pendoring entrants included a variety of striking executions by South Africa’s top creative agencies and students of Creative Communication at tertiary institutions, all created in indigenous languages.

The Awards saw a total of 21 gold statues handed out. Apart from the two overall awards, ten of these are single-entry golds, three are campaign craft gold, four are campaign gold and the remaining four, craft gold.

The Prestigious Umpetha Winner, TBWA/Hunt Lascaris, took home two campaign craft golds and one campaign gold. The North-West University, who dominated the student category, won both a gold and a craft gold. Pendoring also awarded 23 silvers and 31 craft certificates on the night.

The complete list of winners can be viewed here

The Pendoring Advertising Awards are 24 years old this year. Originally created in 1995 to promote and stimulate the use of Afrikaans in advertising, the Pendoring has gone through a number of changes to celebrate all of South Africa’s indigenous languages.

This year’s event was hosted by Hulisani Ravele and Schalk Bezuidenhout backed up by Bombshelter Beast, with local cuisine and entertainment setting the scene for a local celebration. ‘It’s our collective responsibility to create an enabling environment for our indigenous languages to thrive. By putting local languages at the heart of creativity we can begin to entrench multilingualism and celebrate the rich cultural diversity of our society. The Pendoring Awards are excited to have UNESCO and the South African National Commission for UNESCO as endorsement partners starting this year as part of The Year of Indigenous Languages campaign,’ said Pendoring organiser Eben Keun.

Pendoring is unique in that it is the only advertising competition in SA with substantial cash prizes, not only for the overall winners but also for gold and silver winners in each category. The overall winner across all categories will enjoy an overseas trip worth R100,000 as a part of the Prestigious Umpetha Award. The overall student winner walks away with a cool R10,000, while every winner of a gold Pendoring receives R6000 and the silver award winners walk away with R2500 each.

The judges included: Steph van Niekerk (Creative Director – WPP Liquid), Molefi Thulo (Creative Director – Ogilvy), Claudia Potter (Creative Director – Joe Public); Khaya Mtshali (Designer – IBM iX), Marcus Moshapalo (Senior Creative Director – MC Saatchi), Mpumi Ngwenya-Tshabangu (Creative Group Head – Riverbed Agency), Mukondi Ralushayi Kgomo (Co-Founder of Think Creative Africa), Nkgabiseng Motau (Co-Founder of Think Creative Africa), Sunshine Shibambo (Managing Director – Cheri Yase Kasi), Seth Beukes (Art Director – Bain & Bunkell), Grant Sithole (Chief Creative Officer – Avatar Agency), Khanyi Mpumlwana (Senior Copywriter – FCB) and Nico Botha (Creative Director – Joe Public).

The 2019 Pendoring Awards Judge and Creative Director at FCB Africa, Khanyi Mpumlwana, said, ‘The fact that each entry is underpinned by skilled craftsmanship and emotionally engaging storytelling is evidence that quality work is being submitted this year, which I’m excited about. The best Pendoring entries are ideas in the mother tongue that become concepts and then campaigns. Translations just don’t cut it.’


Promotional Products Are A Simple Way To Keep Brands Top Of Mind

According to Nick Sarnadas, event director at Specialised Exhibitions Montgomery, marketing, specifically in a competitive economy, is a key business priority and branded promotional products are a simple, cost-effective way to keep brands top of mind. 

The global promotional products industry is doing well, despite an unstable international economic climate, and is said to be growing according to Econo Times, with other industry experts seeing this upward trend continuing until at least 2024. 

Through promotional products, advertising and marketing messaging, life cycles can be greatly extended to long after initial exposure. Statistics vary per country but, on average, around 80 per cent of recipients will remember the advertiser after receiving a promotional gift item and approximately 45 per cent of those keep the product for at least 12 months.

Does this positive market growth, however, extend to South Africa, where according to Statistics South Africa, we have just narrowly dodged a recession? 

SA resellers weigh in 

Rainer Schulz of Thistle Promotions believes that, without supporting research on the South African promo product market, it is difficult to make a definitive statement on how the sector has fared recently. ‘Over the past year, we’ve seen contrasting variances in the South African promotional goods sector – some companies have drastically cut spending, forgoing marketing investment in lieu of channelling funds into staff retention, while others have started spending on promotional goods for the very first time in an attempt to grow brand awareness and market share by channelling funds into new areas.’ 

This sentiment is corroborated by another local promotional products reseller, namely David Kraukamp of Promo One, who explains that it has been a fairly tough year for the market, much like most other sectors in South Africa currently. ‘Unfortunately, many businesses are redirecting marketing spend, as it’s often the easiest place to cut budget. However, there is clearly still value in corporate gifts and promo items, particularly as we head into the festive season, as companies in general do still want to provide some sort of item to their customers, even if it is at a lower price point.’

Promotional Products Association International (PPAI) released 2018 global industry research that shows interesting results, especially when it comes to the five Rs of promotional products, namely: reach, reaction, recall, resonance and repeated exposure: 

· Reach – 89% of consumers have received a promotional product in the last six months. 
· Reaction – 79% of these actually researched the brand and 83% said they would be more likely to do business with the brand after receipt of the item. 
· Recall – 90% of respondents recall the branding, 80% recall the message and 70% recall the call to action. 
· Resonance – 82% recorded a more favourable impression of the brand after receiving a promotional product. 
· Repeated exposure – 81% say they keep their product for more than a year. 

These figures reinforce the fact that even in a difficult environment, with budgets tighter than ever and increased pressure to prove value for marketing spend, branded merchandise can be a powerful tool.

Where does local demand lie? 

Schulz shared that demand in South Africa has grown for practical products with a specific everyday use, such as notebooks, caps, and shopping bags (particularly important with growing awareness around eradicating the single-use plastic bag), stating that drinkware is currently very popular but the technology side, which saw a boom several years ago (with power banks being especially popular) is on the wane. Kraukamp agreed, adding that companies are taking more of an old-school approach again, looking for products that will stay within eye-line, like desktop items and wall clocks. 

‘Environmentally friendly gifts are on the upward trajectory, as businesses are becoming more aware of being socially and environmentally conscious, with a focus on the likes of reusable water bottles (glass or aluminium and even BPA-free plastic),’ Kraukamp added. 

The benefits inherent to promotional products are obvious, and they remain an important part of holistic marketing campaigns. This is a fast-paced sector, with thousands of options available, and a fairly complex value chain for the local reseller. 


New Consol Brand Campaign Takes Viewers On A Journey Of The Senses

Consol Glass’s new brand campaign celebrates the brand’s packaging and contents – how they are both meticulously crafted. Glass is inert, doesn’t leach, is odourless, and requires no additional layers to protect its contents. The campaign features an ambitious television commercial, as well as Out-of-Home and online ads.

Launche buy Grey Advertising Africa and designed for long-term appeal, the television commercial purposely steers away from a literal interpretation of how glass and beer are made, relying on an abstract and artistic presentation of the two manufacturing processes. It takes the viewer on a journey of the senses, using immersive visuals to create a visceral and intriguing experience. This odyssey of alchemy visits the inner space of barley shoots, grains of sand, and the furnaces melting the glass at Consol Glass’s Clayville plant. The voyage is neatly concluded with the payoff-line: ‘Perfectly made for each other’, which reinforces the notion that beer and a glass bottle are both expertly crafted and thus an ideal match.  

Consol Glass’s mantra, ‘From the earth, through fire, to perfection’ speaks to the unique and specialised process of glassmaking, which has been refined over thousands of years. Although perfection is a high standard, Consol Glass demands it, much like the products which fill their glass containers.

Taking this into account, the new Consol Glass campaign brings to life the making of both the glass container and the contents that fill it, hinting at the passion, expertise and artistry involved in producing both and the synergies that make them perfectly suited.

Consol’s Senior Executive: Marketing and Business Development, Dale Carolin, was very hands-on with the project, involved from concept to production to final edit. ‘Glassmaking is a specialised technical process, but one which requires a high degree of artistry. The idea for the campaign came about when, through conversations with our customers, we recognised the same passion for our respective products and a synergy in production processes: that they require nothing less than the quest for perfection,’ said Carolin.

A passion project for Bioscope Films director, Fausto Becatti, the TV spot was a highly considered production that involved working with microscopic and macroscopic lenses, as well as commissioning the world-renowned Chris Parks, a specialist in capturing chemical reactions. An original violin score, detailed sound design and a bespoke poem were vital elements in creating a soundscape as appealing as the visuals.

As a final touch, Consol Glass’s brand-new mnemonic was added to complement the visual logo. It’s an easily recognisable, memorable sound that represents quality, purity and clarity. A palette of sounds made from various Consol Glass products was recorded and then manipulated in distinctive ways to create a unique sonic identity.

The billboards and Consol Glass truck branding feature larger-than-life bottles in various industries supplied by Consol, their contents and a succinct line which encapsulates that perfect match. Jam, honey, beer, cider, wine and sparkling wine were chosen for their visual appeal.

Legendary photographer, Michael Meyersfeld, took a graphic approach to the project, making the bottle and its contents look equally heroic and perfectly suited. The impeccably lit shoot captured the real look of glass, while big bold typography makes a striking impression. A black backdrop helps the glass detail stand out, highlighting its organic look and feel.

Short clips from the television commercial will be used as teasers in online media while online display banners will appear on social media and search sites. A 90-second version of the television advert will be shared on YouTube, as well as in cinemas. 


FCB Africa Announces New Group Name – Nahana

FCB Africa has rebranded to Nahana Communications Group. It is headed by Group CEO, Brett Morris, and brings together digital specialist Hellocomputer; media agencies The MediaShop and Meta Media; content creator Fuelcontent; public relations consultancy Weber Shandwick and full-service agencies McCann1886, HelloFCB+ and FCB Joburg as well as a socio-economic development arm: Nahana Foundation.

‘Nahana’ means to ‘think’ or ‘imagine’ in Sesotho and conveys the rationale for the Group’s composition, said Morris. ‘As a group, we believe that – using the power of creative thinking and imagination – we are able to help people and clients achieve extraordinary things and more than they ever thought possible.’

‘Sometimes ‘nahana’ is used to express a sense of disbelief, as if to say ‘I’ll believe it when I see it’ or ironically saying ‘can you imagine that?’ We like that. Because there will always be people who doubt the power of creative thinking and we love proving them wrong.’

Morris said Nahana comprises numerous specialist agencies with their own independent structures, cultures and management teams, and a desire to work together where synergy exists.

Each of these agencies is driven to help the modern marketer navigate today’s overwhelming choice of marketing and technology opportunities, he said. By bringing together specialists who develop creative solutions to business problems and seamlessly integrating these across channels and platforms, Nahana helps them navigate this complexity.

‘We’ve been managing complex integration for many of South Africa’s favourite brands for decades. We’ve evolved and refined this approach to one that embraces Open Architecture. We say we work with data in our spine, insight in our heart and creativity in our blood,’ he said.

Brett Morris – Group CEO – Nahana Communications Group.

‘Our mission is to engage clients early, intelligently and collaboratively, to tackle the business problem, not just the creative task. The aim, very simply, is to connect and integrate the best resources for a client regardless of where those resources reside within Nahana.’

Morris added that the Group had a strong transformation ambition at its core spanning leadership, including inclusivity and belonging. ‘Our ambition is to become a model for transformation by using all our resources and creativity to help build a sustainable economy for all South Africans. By being representative of the demographics of the country and creating an environment that is intentionally and deliberately inclusive, every single one of us will be able to meaningfully and authentically contribute to work that truly resonates with all South Africans,’ he said.


Spark Media Hosts Smart Targeting Seminar

On 23 October 2019, Modern Marketing attended a Smart Targeting Seminar hosted by Spark Media at the Bryanston Country Club, where Dr Carl Driesener – Senior Marketing Scientist from The Ehrenberg-Bass Institute – showcased that research achieves better results with targeting.

Driesener elaborated on components that contribute to brand growth:

– Building mental availability: making the brand easy to think of.
– Building physical availability: making the brand easy to find and buy.
– Distinctive assets: having recognisable and consistent branding.

Dr Carl Driesener – Senior Marketing Scientist from Ehrenburg-Bass Institute.

Five steps for smarter targeting

1. Think inclusion, rather than exclusion: keep as many in as possible (do not exclude anyone in your targeting).
2. Make your target market descriptions evidence-based: know all your customers (target buyers from any and everywhere that your brand can be found).
3. Avoid the heavy buyer trap: story chasing history (you cannot get people who are already buying to buy more, get the light buyers).
4. Buy media on numbers rather than indices: focus on reaching more of your broad target market (rather hit 2 buyers once than hitting 1 buyer twice).
5. Do not sacrifice reach for engagement: reach more, target less, as it is difficult to recover from not reaching people.

Misconceptions about targeting:

– There’s no need to target heavy brand buyers: don’t ignore them but don’t solely focus on them because it is hard to get ‘heavies’ to buy more than they already do.
– Don’t make the decision for your customers – advertise to everyone, even the ones that the brand isn’t ‘suitable’ for.
– Check stereotypes: do not base your marketing on a certain gender, race or sexual preference.
– Think about all customers, including category buyers (likely to buy) not just existing buyers.
– It is the many ‘light’ buyers that most need reminders.


The State Of Influencer Marketing In South Africa

Ryan McFadyen, Co-Founder and Head of Strategy at HaveYouHeard.

HaveYouHeard co-founder and Head of Strategy, Ryan McFadyen, says the best word to describe the state of influencer marketing in South Africa is ‘fledgling’. And that is why, while both budget for and reliance on influencer marketing is growing year-on-year, there is considerable uncertainty and hesitation when it comes to fully adopting the medium as a critical component of brand-to-consumer communication.

A closer to home analogy of fledging would be ‘teenager’; someone showing signs of maturity, promise and independence but just as often being unpredictable and unreliable. The reluctance can be partly attributed to the normal evolution and growth pattern of any new medium or channel (moving from the ‘new-and-experimental’ phase into the ‘established-and-trusted’) but the possibility exists that the more logical cause is that the industry is largely led by tech entrepreneurs rather than marketing practitioners.

The priorities for these entrepreneurs have been turning a profit, scale and automation; priorities no one can really criticise. However, success in these three areas has been achieved by unintentionally sacrificing the integrity and perceived value of the industry itself.

The historic behaviour of agencies and companies active in a new industry or within a new channel would be to come together to organise themselves and establish industry associations focusing on education, benchmarking and governance, which we attempted to do 10 years ago when influencer marketing was more word-of-mouth marketing. These are outputs that are critical in establishing the channel as a solid, reliable, understood and used offering.

Disruptive entrepreneurs aimed at building scale to take advantage of the global gold rush for influencer dollars have not prioritised this type of wisdom and this is why, 10 years down the line, there is still so much doubt and uncertainty about influencer marketing as a solid marketing tool.

Compounding the issue is the ambiguity around measurement and ROI of all digital channels. How can we truly ascertain effectiveness if we can’t truly determine results? With 70% of advertising spend now being used on digital platforms, we would expect performance tracking to be hyper-accurate. However, too many digital platforms bandy about unsubstantiated and unverified statistics – and there’s considerable proof of past inflated or inaccurate numbers.

Another brake on the industry’s adoption as a useful tool is uncertainty as to which of the disciplines should ‘own’ influencer marketing – digital, PR, general marketing or activations – or should it be an entity on its own? While influencer marketing is a core component of what all brands now do, there are very few departments and roles that are built specifically to cater to this discipline.

There are no established and universally agreed skill sets, knowledge, capabilities and experience for the industry, as you would have for PR, eventing, digital or any other discipline. This also means that there is no formal training or curriculum of skills to develop up and coming talent.

The industry is currently in a critical stage of its development. It is moving from the ‘let’s try it phase’ into the ‘it has to work’ phase. This means that the next phase will be one or two options – ‘that didn’t work, let’s forget about it’ or ‘that worked, let’s invest more in it’.

My vision is for an industry that is professional and mature. Where there is ambiguity and confusion now, in a few years we will have data, detail and consensus. There will be a more practical sharpening of the methodologies, tools and outcomes as we continue to separate the pretenders from the performers. This will cover areas such as measurement and ROI, identification and evaluating. It will be in how we use Influencers within our integrated campaigns and how we value and pay based on performance.

In addition, there’ll be better and more integrated use of influencers in campaigns, and they will be used with purpose – either not at all or centrally to the idea. Influencer marketing will continue to grow and will become more professional with influencers building themselves into media empires and brands themselves. And brands will start to deal directly with them as automation and professional services adapt.

There needs to be a more aligned and consolidated approach to influencer marketing to ensure we grow the integrity of the industry. And it can’t just be from the brand or agencies’ point of view – it needs to include that of Influencers too. This is why HaveYouHeard is embarking on establishing such an entity with the hope of bringing together the key stakeholders and influencers globally within the industry to create an open forum to achieve these much-needed goals.


Ogilvy Appoints Chief Of Strategy And Growth Officers

Mathieu Plassard and Neo Makhele.

Ogilvy SA has appointed Neo Makhele as chief strategy officer and Mathieu Plassard as chief growth officer.

Makhele’s mandate will be to fuel the agency’s modern marketing orientation. She has been at Ogilvy SA since 2004, and most recently was Ogilvy SA group strategy director for almost six years. She is currently completing her MBA at the Berlin School of Arts.

Plassard will help build Ogilvy SA’s business strategy and future offerings, leveraging the strengths of Ogilvy, the Social.Lab, Collective ID, Superunion and Geometry. Most recently in his 20 years of experience in agency management and brand stewardship, he was CEO of Ogilvy.

Alistair Mokoena, Ogilvy SA CEO said, ‘Makhele and Plassard are two experienced individuals who are both passionate about their crafts. We are certain of their ability to anticipate client needs and evolve our capabilities to drive effectiveness and deliver great business results. We wish them all the best in their new roles.’


MullenLowe Epitomises Challenger Mentality With New GWK TVC

MullenLowe ECD Kirk Gainsford explained that the success of the first advertisement for GWK made the production of the second one both terrifying and exciting. When GWK challenged them with the next story, they knew they couldn’t make something as good as the last one, they had to make something better.

The project, Directed by Ruan Vermeulen of Bewilder took four weeks of shooting with six creatives capturing and animating every movement. Another team built miniature sets at the studio. While shooting, a team of six animators and compositors worked on the animation. 3D printing was used to create the complicated objects, with at least half of the objects in each scene have been 3D printed.

The first GWK TVC took four months to shoot and produce, described by Gainsford as an insane time of creative energy. ‘This time around we spent more time developing the characters and their own stories. Although two separate stories about the people who produce the food we eat, we decided to feature the same family – we meet the whole family and we travel all the way back to the past,’ he said.

The voice tells the child’s story, Old MacDonald had a farm, which has been rewritten by MullenLowe. ‘This story is about every farmer, no matter how big or small. The end line says it all, ‘… and now he wakes up every day to feed you and you and you, because, that is just what farmers do,’ continued Gainsford.

Neil de Klerk, executive head of GWK Group marketing and communications, stated that we should never underestimate South African talent. He said the first installment This Man Is Building A Rocket gripped the imagination of people worldwide. ‘We believe that the next installment in the story will do exactly the same, and we’re very proud that this incredible story has been produced locally in partnership with MullenLowe South Africa. This campaign recognises the incredible people that together are working for a better future for all of us.’

‘This new TVC epitomises the MullenLowe challenger mentality. It challenges the rules in terms of developing an innovative campaign and TVC for an Agri brand. It challenged the format and production process when it comes to consumer-facing advertising. It challenged how we see farming. What the audience sees is an incredible shot and recounted story that unfolds in 90 seconds – ninety seconds that has taken over two years to produce,’ concluded Gainsford.


Riverbed Positions Harvestime As Makoti Go-To Brand

Partnering with commercial director, Mpho Twala from Rudeboy Collective, Riverbed Agency produced a TVC that spoke to the convenience of frozen vegetable and frozen potato brand Harvestime within a very familiar South African context of a young wife trying to impress her husband’s relatives.

While the word Makoti describes a young married woman or a new wife, it is also a word abundant in culture and expectation. Traditionally, Makoti plays a vital role in the home, having to take care of the dishes, washing and cooking, as well as her new family. ‘Harvestime recognises that in modern society, Makoti still wants to impress her new family with their favourite dishes, but as time is usually tight, we have gone the extra mile to do some of the work for her, so that she can spend more time adding her magic touch,’ said Jabulile Gwala from Harvestime.

Targeting young, emerging couples and mothers across LSM 4–7, the latest Harvestime TVC promotes Harvestime’s value without compromising on quality. These home cooks are driven to express love and care for their family and a desire to feel appreciated and admired for making a delicious meal or side dish.

Bridget Johnson, the agency’s ECD, said, ‘Everyone can relate to the stress and anxiety of meeting the in-laws for the first time. While it is a universal situation, our creative had to embody the cultural and typical South African nuances that we knew our audience would resonate with. Twala is a seasoned storyteller with a knack of landing authentic characters and humour that connects. As such, the casting was crucial. We wanted the audience to see their own family members in this story, and associate it with their own experiences.’

‘It is always such a privilege to create work that entertains and stirs up emotion – connecting in a meaningful way. Working with Mpumi Ngwenya, the creative lead on this brief, our creative team is proud to have crafted a little moment of connection on behalf of our client. It’s what keeps our jobs real,’ added Johnson.


B2B Digital Marketing Can Be A Costly Mistake If Not Done Correctly

Judith Middleton, CEO of DUO Marketing and Communications.

According to Judith Middleton, CEO of DUO Marketing and Communications, digital platforms are so accessible, so many may consider digital marketing a quick and easy win, but this can be a costly mistake.

When we consult with clients, they quickly realise the extent of the behind-the-scenes work that needs to happen before we can even consider launching a campaign. We also understand the time it takes to get their digital assets campaign-ready. Once the legwork is done, the campaign can run its course, and what is left are monitoring, adjustment and reporting.

However, the key is getting the fundamentals right. Several of our clients assist customers on their cloud journey, and they will be quick to warn that the planning usually takes longer than the actual migration. This analogy also applies to business-to-business (B2B) digital marketing. Getting the fundamentals right can make or break a campaign.

Thanks to platforms such as LinkedIn, a company’s website, and its own social media channels, more and more B2B technology companies are turning to digital marketing to promote their services and solutions to potential customers.

However, the fundamentals are extremely important, but what do they entail? The first step is to conduct an audit of all your digital assets, most importantly your website. Your website is your online shopfront where you affirm with future customers who you are, what you do and why they need you. Your social media channels are next as well as your other owned, earned and paid channels.

A website audit looks at aspects such as your content, tags and meta descriptions, forms, goals and analytics. In our experience, businesses often want to launch a campaign but are unaware that their website may have very little to no information on that specific service or product. This happens when a business extends its services, establishes a new business unit or division, or acquires a new competency. At the very least its website will initially have a page dedicated to this new service, but the depth of information and spill over to its blog and other owned channels are often lacking.

Here is where putting yourself in your future customer’s shoes is a crucial exercise to ensure you tick all the boxes. Ask yourself – if I am a future customer will I A) Understand what this company is about? In other words, is your business’s value proposition clear? B) Will I find more information about the service or solution being marketed on its website? What about other channels such as its blog, social media channels and articles in the media or third-party endorsements? C) Will I be able to find out more information, enquire about their service, obtain a quote or book a demo with a click of a button?

Now for the behind-the-scenes fundamentals. Digital marketing allows for rich analytics, but for a business to reap the benefits of these insights, it must ensure that the analytics and goals are set up correctly and tested. It can be an eye-opener to look underneath the bonnet, so to speak, when it comes to the backend of websites. In our experience, goals are often left forgotten, the analytics need to be updated and forms do not pull through. We interrogate everything under the bonnet, we prod, and we adjust until we’re satisfied that the engine works optimally.

These are some of the crucial fundamentals we look at during the planning stages of a digital marketing campaign. Of course, there are other aspects to consider too. It is during the planning stages that a trusted partner who understands the B2B technology landscape, as well as digital marketing, can ensure that the fundamentals are in place. Such a partner will also make sure that the campaign is well-planned, optimally executed and thoroughly monitored and adjusted so that it delivers the agreed ROI. 

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