Tseliso Rangaka has been appointed as FCB Joburg and Hellocomputer Johannesburg’s group CCO, replacing Ahmed Tilly, who is leaving FCB Joburg.
Rangaka succeeded Chris Gotz as Cape Town ECD in 2015 and has been with Ogilvy South Afrrica for 13 years across both the Johannesburg and Cape Town offices.
Rangaka studied journalism at Rhodes University and went to the AAA School of Advertising where he realised a chance to turn creative writing into a career. He has worked with vast numbers of brands from Draftfcb, which was then named FCB Africa (now Nahana Communications), Ogilvy & Mather Johannesburg and Ogilvy Cape Town.
Thabang Skwambane, FCB Joburg and Hellocomputer Johannesburg group MD, said, ’Tilly has imbued our work with a real sense of relevance for the South African market; he has unselfishly nurtured many exceptionally talented young people. We are grateful that he chose to spend a chapter of his journey at FCB for the last three years and we’re sad he is leaving us, but we wish him the best of success in the next chapter of journey. That said, we are exceptionally excited to welcome Rangaka, who has been an inspiration to so many in the industry since he started his career at FCB and throughout his journey at Ogilvy.’
‘His commitment to pushing creative boundaries and making a positive impact in the South African marketplace resonates deeply with FCB Joburg’s values. I’m convinced he’ll take the agency’s already strong creative team to new heights and can’t wait to reap the rewards of his strong work ethic and understanding of what it takes to create truly iconic South African work,’ said Skwambane.
The King James Group has launched KingJames34° in Kenya – a partnership between the South African independent agency and the local arm of recent acquisition, 34°.
‘This announcement really marks the introduction of King James Group Africa. We’ve always wanted to expand into other parts of the continent but wanted to make sure we did it in a way that was true to King James – through local partnerships that bring local talent and expertise. Kenya was always our dream so this is the exciting culmination of a long-held ambition for the group,’ said James Barty, co-founder and CEO, the King James Group.
Following the growth of many corporate clients across the continent over the last few years, the new agency has a committed intent to match this expansion in the creative space. The agency will provide clients with the best-in-breed suite of services for which the King James Group is best known.
For Alistair King, co-founder and CCO of the King James Group, it’s all about the creative opportunity. ‘Having been involved in the creative community across the continent for many years, being able to play an active part in creating, and driving creative talent and excellence is extremely exciting for us. There are just so many opportunities for creativity to move the needle on growth for Africa.’
KingJames34° will become the group’s third office, with other offices located in Cape Town and Johannesburg. It is the start of a future-focused journey for King James Group Africa, which aims to drive creative excellence across the continent through its independent agency network approach.
The Good Things Guy has been named the Best Blog in South Africa for the third year in a row. The blog also came in tops as the Best Lifestyle Blog in the country for 2019.
Brent Lindeque, the founder ofGood Things Guy, launched the blog almost five years ago to change the national conversation and give South Africans a positive balance to the bad news in the country.
The South African Blog Awards is the official showcase and recognition platform for the very best of South African blogs. They endeavour to bring South African bloggers to the forefront of people’s attention, both locally and internationally, increasing exposure for South Africa’s great bloggers around the globe.
‘Through the recognition process of current South African Bloggers and the publicity created around the awards, blogs and bloggers, the platform looks to encourage people who are outside the realm of blogging to discover the fantastic world of blogging.’
The South African Blog Awards has evolved since its inception in 2010 through a process of public opinion, blogger opinion and social media experts’ opinions. Entries were open in 16 main categories, including Best Business Blog, Best Environmental Blog, Best Food and Wine Blog and Best Lifestyle Blog.
A personal crusader on a mission to empower through the power of positive thinking, Lindeque has achieved global recognition for his forward-thinking approach and has inspired a nation. Recognised as one of the Mail and Guardian’s Top 200 Young South African’s as well as a Primedia LeadSA Hero, and one of the GQ’s Men of the year for 2019, South Africa’s Good Things Guy is just thankful for the continued support of the readers. ‘I am so incredibly humbled and thankful for the awards – to be named South Africa’s Blog of the Year again is just mind-blowing,’ he said.
The platform has become one of the top good news sites in South Africa and has grown from a simple idea to share a few good stories on Facebook to a full team that brings good news to South Africans every day.
Ogilvy Cape Town and Egg Films collaborated on the latest ad from Gumtree South Africa. The advert takes a harmless jab at the current generation’s Insta-Fomo and offers Gumtree as a wallet-friendly solution.
The campaign was conceptualised by the Ogilvy team, consisting of Taryn Scher, Melissa Attree, Robyn Phillips, Daniel Fisher and Paul Fulton and directed by Egg Films’ newly recruited director, Robin Adams.
The advert illustrates how it is getting harder and harder to be happy with what you’ve got when your timeline is filled with celebs and influencers living their best lives. But what if you could live that life too? Or at the very least a life that (vaguely) resembles ‘The Life’.
‘Adams’ attention to detail really comes through in these spots. Not just with the gorgeous cinematography and art direction, but even how the voice-over landed the quirky humour and concept. He is obsessive in the best way possible,’ said Ogilvy’s creative director, Taryn Scher.
Google quietly announced the phasing out of the manner in which it collects, stores and sells consumer information gathered by its super-dominant Chrome browser. According to Geoff Cohen, partner at DYDX, in theory, this is a win for consumers.
‘It can’t really be argued that removing weaponised data from the hands of increasingly intrusive, unequally regulated, marketing superpowers is at face value a bad thing,’ he said.
Unsurprisingly, given that this information is the lifeblood of its advertising business, it is committing to an awfully long sunset period of two years with lots of income-statement covering caveats. But like the introduction of GDPR in Europe, the way this particular retreat plays out may have some significant collateral damage impacting marketers, media owners and oddly further consolidating power in the hands of established platforms.
The winners and losers of these changes:
Consumers, kind of. Anything that protects consumers from needless exploitation is a good thing, but a large part of the functionality and frictionless use we expect from our digital products is derived from the gathering of relevant data and behaviour.
Facebook, Amazon and Google will be able to increase the amount they charge marketers to access their logged in, permissioned walled gardens in social, commerce and search. Other channels that have sizeable user data/registered consumers will have a marginally stronger hand, but not nearly as strong as the platforms.
Adtech/Martech vendors clamouring to design, market and sell the latest technology suite and attendant three-letter acronym to increasingly swamped and confused marketers.
Prospecting over remarketing. Without tracking and granular analytics, marketers will be forced to review their strategies, increasingly focusing on building top-funnel acquisition and brand building rather than aggressive remarketing and follow me everywhere ads.
CRM and owned audiences. Registrations and using every single available data stream will become, quite rightly, the norm. Direct communication, bypassing the platforms, will become the single largest potential for marketers in an anonymous world.
Media owners who relied on user data to package and sell their readers in Google and Facebook’s marketplace. Unless there is a concerted effort to form login partnerships providing a scaled audience, the media owners will again be forced to accept lower prices.
Google: despite the long lead time it has given itself, the business is under significant regulatory pressure with competition complaints about market dominance being registered across the world. This is going to be a tricky time for them and could lead to some messy commercial outcomes.
Digital analytics software is going to see a large drop in accuracy and granularity. For years, business owners have relied on the insights provided by user data and behavioural tracking, but in an anonymous world, this changes and we can expect to see a lot more ‘sample’ data than the granularity we have come to expect.
Overall, these changes are overdue. The pendulum in digital marketing and user experience has swung all the way to creepy from contextually relevant and this is the impact of the broader market pushing back as well as asking for a bit more respect and duty of care. We should enjoy it while it lasts before the pendulum swings back again, as it inevitably will.
Whaam Concepts has announced major leadership restructuring with the appointment of Nicholas Curle as the new MD, while outgoing MD and Founder George-Marc Kairuz takes up the Board Chair position.
Curle said, ‘Whaam Concepts has to-date grown extensively under Kairuz’s leadership and I am both honoured and enthused to take up the mantle. We are now looking at an aggressive growth and scaling strategy that will enable Whaam to operate at a global level.’
‘Whaam has seen double-digit growth over the last three years and with the recent acquisition of a Digital Marketing Arm, we can further expand our offering across the Creative Agency and Marketing spectrum,’ Curle added.
‘I believe companies who are future focussed are the ones that will succeed. I believe that Whaam Concepts in any form, local or global, has the power to redefine our industry,’ said Kairuz. ‘The heart and soul of our business is bringing brands and people together. The Board believes that with Curle’s guidance, the South African team will solidify and build the business as initially envisaged. We will continue to grow the offering and structure – looking to the global markets for depth and best utilisation of resources.’
Wynand Smit, CEO Inovo, says organisations must first conduct an honest assessment of their existing self-service offerings and how effectively these are meeting customer expectations. The reality is that when it comes to self-service, most South African businesses do not fulfil even the most basic customer demands.
This is where analytics become crucial to understand the problems customers are experiencing and the journey they take to try and solve it themselves prior to phoning a contact centre. Irrespective of the industry sector, 81% of customers want to take matters into their own hands and solve queries before reaching out to a contact centre agent. In fact, 67% of people prefer self-service over speaking to a company representative. So, how can companies leverage this to differentiate themselves in the market?
Not only must decision-makers focus on improving the self-service options currently available on their websites and mobile apps, but they must also be willing to adopt new channels such as WhatsApp and social media to engage with end-users in an environment where they are most comfortable in. For example, if a customer is sending a WhatsApp query, a business can immediately create significant intimacy by wishing them a happy birthday or introduce another personalised component based on the data they have on that individual.
Of course, the risk in embracing multiple channels is that companies might not have a fully-fledged self-service offering available on each platform. This could easily result in customer frustration, if not managed correctly. An example of this is a chatbot only being able to process statement requests via WhatsApp and not allowing for refunds that might be available on the website.
Integration is vital
During tough economic times, delivering good customer service is critical to the success of any business. In the past, companies could get away with not fulfilling this mandate as moving to a competitor was difficult and most of the services available were similar. However, this will be the year where the competitive environment in South Africa will show its maturity.
People now have a wealth of options available to them from insurtechs and fintechs that are more agile in meeting their needs, are more cost-effective, and provide the level of self-service expected of a digital environment. For example, there are a plethora of hardware stores available in the market. Yet, a new entrant is differentiating itself by offering free DIY classes in-store to attract customers. A completely different mindset is therefore needed when it comes to service in this country.
But in addition to building differentiation, self-service is vital to improve security. While it is possible for malicious users to find different pieces of information on an individual and use that to gain access to their accounts via traditional channels, it is much more difficult to do so via a self-service channel.
Take online banking as an example. Not only does a user need to download and install an application, but their device must be linked to the service in addition to a username, password, and OTP. All these elements contribute to a more secure (and authenticated) environment. While identification is great to deliver personalised service, authentication is essential to verify that the customer is who they say they are.
Self-service (at a basic level) is not that difficult to roll out. Most local businesses have already implemented it, whether that is on their websites or through an application. However, when it comes to using newer technology that enables things such as chatbots and WhatsApp, decision-makers are still hesitant to implement them.
To this end, they are adopting a wait and see approach especially in terms of determining the use case capable of providing customers with the service they expect. With current channels not providing a sufficiently high level of self-service, it is hardly surprising that companies might want to focus on getting those areas right first. Even so, changes are coming as South Africans start becoming more critical of the service they receive – and the ways and means available to solve it themselves.
Spectrum is Caxton’s locally produced video-on-demand platform, which has been successfully launched across 73 Caxton-owned local news websites.
According to thinkwithgoogle, 90 percent of people say they discover new brands or products on video platforms. And 2019 saw ‘Near Me’ searches top trending search behaviour in South Africa. Now South African consumers can discover local content in a brand safe, contextualised and non-intrusive video environment.
Designed and built by local tech company Tysflo (Spectrum’s software development partner) the data compression technology used by the platform ensures a maximum data consumption rate of 1.2mb/s. This ensures that a diverse range of viewers can access its HD channels and video-on-demand content in an exceptionally data-friendly way.
All content on Spectrum has been curated, and advertisers have power over the context in which their communications will appear. Speaking to the importance of brand safety, Alan Shenton, COO of Tysflo, said, ‘Caxton enjoys high levels of trust owing to its accountability, and the trustworthiness of its sites grows confidence in clients’ brands. Essentially, the integrity of Caxton’s content lends credibility to clients’ products and services. This isn’t only brand safety; it’s leveraging a reputation built over many years.’
Commercial opportunities afforded by Spectrum are overseen by a collaborative partnership between Caxton’s digital marketing wing, Hive Digital Media, and radio broadcasting media sales house, United Stations.
Reckitt Benckiser appointed Havas Media South Africa as the lead media agency handling media strategy and media buying in South Africa.
Vineel Agarwal, Regional Head of Havas Africa: East and Southern markets said, ’This is an incredible start to the year for us in the South African office, and within the global Havas network. At the heart of our drive as a marketing business is, together with our business partners, to make a meaningful difference to bottom lines and to our communities. We are confident that our team will go beyond the call of duty to deliver stellar work that delivers great value in this partnership with Reckitt Benckiser.’
Havas Media South Africa was named top in RECMA growth rankings over three years from 2016, a record growth for a media agency in South Africa. Sustained by a team of young and energetic talent, with a breadth of experience, the agency has continued to grow, partnering with brands across various sectors. Globally, Havas Media network topped 2019’s campaign agency growth rankings, echoing the individual market growth.
‘We are problem solvers at Havas Africa. We put our clients at the centre of our thinking and our solutions are anchored by relevant proprietary research tools that keep us in the know regarding the behaviour of consumers. This approach is underpinned by our reinvented media agency model that follows a 360-degree view of content within an integrated media universe. This and many other tools in our arsenal will absolutely bolster our excellence-driven team to succeed in this partnership,’ Agarwal continued.
The Havas Media – Reckitt Benckiser relationship exists in Kenya, where the Havas Kenya team, has successfully retained the partnership for the East Africa region. Both teams will work together to deliver successful campaigns that positively impact the business’ bottomline.
Speaking on the appointment, Yawer Rasool, Marketing Director Africa, Hygiene Home Business Unit said, ‘This is the start of a great partnership. Having Havas Media as our strategic media agency for South Africa not only gives us capability to leverage a pan Africa media strategy but it also allows for holistic communication plans given Havas Johannesburg is also our advertising agency.’
Echoing the positive sentiments on the appointment is Kunal Sahgal, Marketing Director, Health business portfolio, ‘I look forward to this new chapter and partnership with HAVAS. I’m excited about the tools that HAVAS has in its arsenal to drive more effective and efficient media impact on iconic brands like Dettol, Durex, Gaviscon & Disprin.’
Havas Media South Africa will be taking care of the media strategy and buying across all offline media. Leading the team will be three specialists, Head of Client Service, Melissa Read, Head of Strategy, Carel Scheepers and Head of Digital, Katherine Couzyn, supported by a multi-disciplinary team of strategists, planners and buyers.
The Association for Alcohol Responsibility and Education (aware.org) launched a new code of Commercial Communications for alcohol beverage brands that sets out clear guidelines for responsible marketing of their products to reduce harm.
The industry’s Code for Commercial Communications (the Code) was recently launched to its partners, media, key marketing industry players and members of government at an event that took place at The Capital Hotel on Park in Sandton, Johannesburg. It was developed as a comprehensive self-regulatory framework and guideline that provides specific and structured principles for the crafting and dissemination of marketing messages for alcoholic products.
According to the organisation, the purpose of the Code is to represent a firm commitment by the members of aware.org to maintain high standards of responsibility and ethical conduct in all commercial communication activities, ‘which will demonstrate that we, as an industry, believe in marketing for change’. It is designed to ensure that alcohol-related commercial communications are conducted in a manner that neither conflicts with nor detracts from the need for responsibility and moderation in liquor merchandising and consumption.
Ingrid Louw, CEO ofaware.org, said, ’Through the Code, we aim to encourage the best creative minds in the country, both agencies and marketers, to become world leaders in the responsible marketing arena. The Code is the industry standard that we can and must live by.’
According to the World Health Organisation (WHO), South Africa is the sixth largest drinking nation in the world even though only 30% of South Africans consumer alcohol. The alcoholic beverage industry has been mulling over the potential impact of the National Liquor Amendment Bill, presented for public comment in 2016, which could result in severe restrictions on the industry’s ability to market their products if enacted into law.
‘The aim is certainly not to wag the finger, but it is an opportunity for us to engage with those who have the greatest influence on the strategic and creative expression of the marketing of alcohol products, whether on television, radio, billboards or in digital spaces, which is where most brands communicate their brand messages today, and which will continue to grow exponentially in the future,’ continued Louw.
Notable speakers at the launch event affirming the industry’s commitment included: Chief Director of the National Liquor Authority, Prea Ramdhuny; Heineken Corporate Affairs Director South Africa, Millicent Maroga; MD of Diageo SA, Graeme Harlow; and Vice-President for Corporate Affairs at SAB, Zoleka Lisa, who opened the event on behalf of the Chairman of the Board of aware.org, Ricardo Ferreira.
‘We need to develop a common industry vision,’ said Lisa. ‘The introduction of our self-regulated Code is more than just a promise and goes beyond compliance. We, as an industry, already actively support campaigns that reduce alcohol abuse and we invest billions each year in responsible marketing activities.’
A dynamic and challenging panel discussion chaired by veteran journalist and radio presenter John Perlman featured Chief Director of the National Liquor Authority Prea Ramdhuny, Corporate Affairs Director, Distell Southern Africa Jolene Henn, CEO of the Advertising Regulatory Board (ARB) Gail Schimmel and Chief Creative Officer at Joe Public Xolisa Dyeshana.
‘When Government launched its policy document seeking to change advertising laws and regulations, it was in response to the wide-ranging socio-economic effects of alcohol abuse in the country and the industry’s seeming lack of motivation to change its harmful marketing practices,’ said Ramdhuny. ‘Our hope is that through this Code, the industry can demonstrate that it is not only committed to responsible marketing but can make a real and immediate change in how its products are marketed,’ she continued.
The debate raised tough questions about the potential efficacy of the Code and the practicalities of its implementation and adoption, as well as its potential impact on alcohol harm reduction in South Africa.
The launch event was concluded by an announcement of aware.org partnering with the Loeries in the annual Loeries Student Challenge, where design, advertising and marketing students around South Africa are invited to find creative solutions, which combats underage drinking using Instagram as a first to mobile creative platform for change.
‘As the alcohol industry, we will lead from the front with responsible marketing through creative innovation. We believe that this challenge will be one of our first milestones in driving real and sustainable change through creativity, both locally and internationally,’ concluded Louw.
The winning campaign will be produced professionally with Facebook/Instagram’s guidance, together with the winners, and run on Instagram to millions of people, courtesy of Facebook.