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Tuesday, October 13, 2026
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Marketers And Brands Can Encourage Responsible Behaviour During Covid-19

By
Modern Marketing
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Victor Koaho, IMC Lead at The MediaShop.

Victor Koaho, IMC Lead at The MediaShop, says Covid-19 fatigue is real, but marketers are still responsible for their brands. With the lockdown regulations being relaxed since 16th September 2020, people have come out in numbers to be active and continue with their lives.

It seems that consumers have forgotten about the pandemic, and those who were complaining about their businesses being impacted are already operating as if there was never a pandemic to begin with. Consumers are visiting places of entertainment without observing the basics of social distancing, wearing masks or sanitising. People have been arrested leaving places of entertainment on weekends around 02h00 in the morning as opposed to closing at 24h00 midnight.

At the beginning of September, we saw club owners, promoters and musicians take to the streets of Johannesburg and Durban, stressing that they had not worked in six months and it was proving to be difficult to provide for their families. The interesting thing is that it is these very same owners, promoters, and musicians who were complaining about how their income had been impacted who are now flouting the law, but as marketers and brands we are equally to blame, as we associate our brands with these activities without putting measures in place to ensure that these festivities adhere to the current regulations that are put in place.

Towards the end of November, brands and distributors will be talking about Black Friday and encouraging consumers to participate in getting products and brands at a cost-effective rate from their nearest stores. Knowing how South Africans respond to sales, this day could become a nightmare to manage with potentially thousands of people not adhering to social distancing regulations.

So the responsibility to ensure that we do not get back to level 3 or 4 is upon us as marketers to keep reminding the companies that distribute our brands and their respective consumers that we are still under lockdown regulations and should behave. Let us not be reckless, because this could have more devastating effects on our economy, which will also result in brands losing out on further valuable revenue.

THE MEDIASHOP
+27112584000
www.mediashop.co.za

Coca-Cola Launches Cappy’s Nurture The Moment Campaign

By
Modern Marketing
-

Coca-Cola Company has launched a new marketing campaign for its juice brand Cappy that invites consumers to ‘Nurture the Moment’. The campaign invites people to find the beauty in simple moments of connection and is being rolled out across TV, radio, outdoor media, digital and social media.

‘I’m excited about this campaign as it touches upon something this year has taught us – that family moments are important. Although life can be busy and complicated, no moment is too big or small to be nurtured by the bold and refreshing taste of Cappy,’ said Stephan Czypionka, Marketing Director for Coca-Cola Southern and East Africa.

‘Last year, we conducted in-depth consumer research before setting out on the creative process for this campaign. The Coca-Cola Company is focused on growing its juice offering across Africa so the team made sure data and customer insights were used to inform the brief and underpin the creative process,’ added Czypionka.

If there is one thing that this year has taught us, it is that the little moments matter. Perhaps working from home meant more time for a parent to linger with family over breakfast instead of rushing out the door. Maybe a work call ended early and they were able to play dinosaurs with their toddler. Despite the challenges of the past year, many of us found the beauty in these micro-moments of connection with our loved ones. ‘The campaign aimed to capture these heart-warming moments in a series of vignettes that reflect the change in mindset that many of our consumers have had over the past few months of lockdown,’ said Czypionka.

Compared to how it is typically depicted, Coca-Cola’s insights showed that juice is a versatile beverage that can be consumed anytime and on-the-go. So the campaign focused on showcasing the different moments throughout the day when juice is a preferred beverage of choice, emphasising its versatility. ‘It’s going beyond the classic territory where juice advertising sits, which usually just focused on the benefits of the beverage. This campaign elevates the product, bringing in that emotional connection. It’s the warmth and relevance captured by this campaign that sets it apart,’ said Czypionka.

Coca-Cola’s returnable glass bottles feature prominently in the latest Cappy Burst campaign, which features more than 200 pieces of content. Social and digital media remains a priority, but they are also rolling it out across the traditional platforms of radio and television. The beauty of digital is that the audience becomes an active participant in the campaign and naturally helps amplify content. The campaign invites people to share the special micro-moments in their lives on social media to keep the conversation flowing.

The company worked with Cullinan & Cullinan, a boutique advertising agency, on the campaign. ‘The team did an outstanding job in portraying everyday situations with warmth and humour. There was a natural chemistry amongst the cast, with the result that each vignette depicting relevant slices of life comes across as relaxed,’ said Czypionka.

‘I’m confident that the campaign will go global. It launched in South Africa first, and will be rolled out across Africa in 2021. There’s already interest from marketing teams outside of the continent looking to apply the campaign in their market, which is very exciting. The African marketing team has already established itself as capable of developing original marketing campaigns for export across The Coca-Cola Company’s universe and there is no doubt that ‘Nurture the moment’ has global appeal in a time of great uncertainty.’

Coca-Cola
https://www.coca-cola.co.za

#Loeries2020 Creative Week Speakers Share Tips On Creating Purposeful Campaigns

By
Modern Marketing
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Loeries 2020 Entries Now Open

Loeries media partner, Modern Marketing, asked some of the 2020 Loeries Creative Week speakers why advertising awards are important for the industry as well as their tips on creating successful and purposeful campaigns.

Several renowned names on the global creative stage will enthral the advertising and brand communications industry when the Loeries Creative Week broadcasts its virtual event (taking place from 16-20 November 2020). The event will have three channels with over 75 hours of content.

Tips on creating successful and purposeful campaigns

 

Why are advertising awards important for the industry?

LOERIES 
www.loeries.com
MODERN MARKETING
+27114501650 
info@modernmarketing.co.za
www.modernmarketing.co.za

Next Creative Leaders Competition Recognises SA Copywriter

By
Modern Marketing
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Bongiwe Neema Nouse, a copywriter at The Odd Number in Johannesburg.

Bongiwe Neema Nouse, a copywriter at The Odd Number in Johannesburg, has been selected as the MENA/Africa Regional winner in the Next Creative Leaders 2020 competition, run jointly by The One Club for Creativity and The 3% Movement.

Next Creative Leaders (NCL) is a portfolio competition that identifies, celebrates and gives a global platform to talented women and non-binary creatives who are making their mark on the world with both their work and a unique point of view on creative leadership that’s changing the industry for the better.  The complete list of 25 winners from 12 countries is available here.

The competition recognises those who are stepping into leadership roles, including copywriters, art directors, designers, Associate Creative Directors, newly-promoted creative and design directors with less than one year in the role, and creative teams who are doing game-changing work.

Entrants were judged by a diverse jury of 88 creatives from 25 countries on four-to-six pieces of creative work, their background and information about how they — and their work — are pushing the industry forward and making a positive contribution in terms of diversity, mentoring and advocacy.  

THE ONE CLUB FOR CREATIVITY 
oneclub.org
THE ODD NUMBER
www.theoddnumber.co.za

Eclipse Communications Reflects Full-Service Offering With New Brand Identity

By
Modern Marketing
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Jacki McEwen-Powell, Eclipse Communications Founding Partner.

Previously known as Eclipse Public Relations, the agency has rebranded to Eclipse Communications to reflect its full-service communications offering. The agency unveiled its new look in celebration of its growth as an agency.

Eclipse Communications Founding Partner, Jacki McEwen-Powell, said that the rebrand is more than just a name, service or corporate identity change – it is a strategic move.  ‘As we extend our African footprint beyond the three major city centres in South Africa and four in-country communications partners in Kenya, Nigeria, Namibia and Israel, we needed to ensure we evolved our brand identity to reflect who we are and how we are represented in the industry.’

The agency’s brand positioning, ’Guiding your Growth’ is a philosophy that underpins every aspect of what Eclipse Communications does and is applied to the clients it works with as well as the people it employs and retains. The visual rebrand is clean and striking, with circular linework, symbolic of the moon’s orbit. The new versatile design is reflected on its revamped website, social media platforms and all other communications collateral. 

McEwen-Powell said the simple, clean lines of the new logo speak to the agency’s adeptness at cutting through the clutter with messaging that is strong, purposeful and on point. ‘We have retained our hallmark midnight blue colour as we believe it engenders trust and represents the stability and harmony we pursue in our business.’

CEO and Founding Partner, Steve Powell concured, ‘We are not just a PR agency. We are not just a digital agency. If you can diversify from one core competency, it gives you more strings to your bow. If you can diversify into different areas of industry, it gives you further strings to your bow. We have developed into an adaptive, cross-functional agency, with many strings to our bow and the right people to pull those strings. Our diversity in people talent has led to a greater diversity of thinking, creativity and opportunity, generating additional revenue streams and an exciting future as we look forward to further growth.’

ECLIPSE COMMUNICATIONS
eclipsecomms.com

Sanlam Offering Financial Insights And Tools To Creatives At #Loeries2020

By
Modern Marketing
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Sydney Mbhele, Chief Executive: Brand at Sanlam.

The theme of the 2020 Loeries Creative Week is #CreateChange, and Sanlam will be offering financial insights and tools to creatives who work in this fast-paced industry that sees many talented individuals struggling to find time to focus on financial planning.

Sanlam has affirmed its commitment to South Africa’s creative industry through a partnership with the Loeries, Africa and the Middle East’s biggest creative festival. Sydney Mbhele, Chief Executive: Brand at Sanlam said the creative industry has the power to catalyse meaningful change in the South African economy. ‘In light of the turbulent economic environment, and the devastating effects of Covid-19, we believe there is value in using the power of creativity to make a difference in people’s lives.’

He said that the so-called ‘orange economy’ plays a vital role in stimulating an economy. ‘Creativity breeds new ideas and new products that directly translate into value, both financial and societal. The impact is pervasive.’ 

Mbhele said that financial excellence and creative excellence have many parallels. ‘Both require good planning and strong partnerships. Behind every piece of award-winning work, there is some extremely smart planning. Unfortunately, it is not always true that the same level of planning is applied to finances – and that is where we come in. We are looking forward to helping some of South Africa’s brightest creative minds plan for their financial futures.’ 

Sanlam will offer financial insights and upskilling to creatives through a series of webinars, newsletters, a dedicated page on the Loeries website and a strong presence during the Loeries Creative Week broadcast, taking place from 16-20 November 2020.

Loeries CEO Preetesh Sewraj said, ‘Our partnership with Sanlam is an opportunity to continue our trend of innovation at the Loeries. This will be the most expansive programme ever initiated by the Loeries and a financial services provider to bring valuable financial insights to the industry. Sanlam is also a highly ranked brand in the Loeries Official Rankings 2019, proving that creative excellence really does lead to business results.’

The Loeries has rewarded creativity for over 40 years and its focus is on fostering creative excellence in the advertising and brand communication industry across Africa and the Middle East. There is good reason why winning a Loerie is the highest accolade for creativity and innovation across the region.

Culminating in the biggest creative gathering in the region, Loeries Creative Week gathers the best, most innovative, minds for a festival that offers networking, creative inspiration, and the recognition of great work. This year, to accommodate the impact of Covid-19, entries were free and yielded a record number of submissions.

LOERIES 
www.loeries.com

Matrix Communications Group Partners With TMI Media

By
Modern Marketing
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Quinton Jones, MD of Cape Town-based TMI Media and Kgaugelo Maphai, Chairperson of the Matrix Group.

Quinton Jones, MD of Cape Town-based TMI Media, announced that they will be partnering with Matrix Communications Group – chaired by Kgaugelo Maphai – as part of their growth strategy.

TMI Media has in the last three years been recognised by winning a number of awards including the Financial Mail Adfocus Independent Media Agency of the Year in 2017 and 2018. Jones said, ‘I couldn’t think of anyone better to partner with and to help us take the business to the next level in our journey. I have always respected Maphai and the fact that he puts people and agency culture first, resonates with me. I’m excited about the future and what this partnership and the group will deliver for our growth.’

Jones is passionate about digital media and creating innovative media solutions for clients. During his 20+ years in media and communications, he has had the opportunity to run media divisions at numerous big agencies including TBWA Hunt Lascaris and most recently in his role as Group MD of Carat. 

‘It made sense that we find one of the best, local, independent media agencies to partner with, and Jones and his team have consistently punched above their weight. I’m impressed by their ability to win awards and clients in the last couple of years. Our group strategy is to partner with businesses that are owner-led and managed, and who are experienced, passionate, and driven to deliver great results for clients. TMI Media certainly fits the bill and together, we hope to achieve our ambitious plans. We look forward to the opportunities this partnership will provide,’ said Maphai.

‘We will continue to offer innovative solutions for clients and ensure that we contribute in bringing talented and diverse media professionals into the industry. We want to prove that local agencies can also deliver engaging and groundbreaking work,’ said Maphai. The group has plans to open an office in Gauteng and to also conquer key markets in the rest of the continent through a strategic partnership, which is currently being finalised.

Matrix Group
matrixgroup.co.za

Provantage And TAPTAP Drive Greater Integration Of Mobile And Out-Of-Home

By
Modern Marketing
-

Provantage Media Group (PMG) has taken its digital offering to the next level with the launch of Sonar geo-location technology, having partnered with TapTap to drive greater integration of mobile and Out-of-Home (OOH).

The audience powered mobile geo-location offering will allow for the extension of campaigns from OOH into the digital realm. PMG, through its various divisions, will be offering this geo-location service to all its campaigns to create additional reach, fostering greater integration of OOH and mobile, and offering brands the opportunity to drive more personalised engagement and a closer connection with consumers.

This follows PMG signing an exclusive agreement with Africa Media Alliance that will see it roll out Sonar across all its divisions, with a focus on PMG’s digital platforms, in the form of its digital place-based networks and digital boards. Africa Media Alliance is the sub-Saharan Africa venture partner of global behavioural and location intelligence technology platform, TapTap Digital, having launched the TapTap product in South Africa in 2019.

TapTap leverages geospatial technology and artificial intelligence for multi-dimensional audience planning, omni-channel media activation, and advanced online and offline measurement.

‘This venture is the result of extensive research into finding the right partner and has been driven by the growing link between OOH and mobile. The link is further enhanced through the ability of pairing geo-locational technology with campaign roll-outs in order to deliver even more effective solutions for brands,’ said Jacques du Preez, CEO of Provantage Media Group. ’It is well known now that OOH and mobile integration drive brand lift, recall and ROI, and we’re excited to be able to offer our existing and future clients a world-class mobile integration service alongside our various OOH platforms. This will change the OOH landscape in Africa.’

Sonar product will allow for campaigns delivered within the airport space, for example, to extend their reach using location-powered mobile OOH. ‘By geo-fencing airports, malls, golf courses, billboards, commuter nodes and activation zones, we can drive additional awareness and engagement across the various locations, as well as retarget consumers who have been in these locations, via their mobile devices,’ said Du Preez. ‘Based on the brief, we can build custom audience segments using multiple location-enhanced data points, to effectively amplify specific sites/locations.’

Sonar can run campaigns in 36 African countries and its total reach across the continent is over 200 million users and billions of impressions. What this means is that PMG could provide an integrated OOH and Mobile campaign for a client that runs concurrently in South Africa, the Ivory Coast and the United Arab Emirates (Sharjah) – all countries in which PMG has a presence.

‘We are very excited about this partnership – it further entrenches TapTap as an omni-channel, scalable location intelligence and technology-rich platform driving business for brands, both big and small,’ said Garth Rhoda, Director of Africa Media Alliance. ‘We were looking for a partner in the OOH space and were attracted to the Provantage heritage, their innovative approach with their products, and their diversity in their offering, covering many demographics in the market. We look forward to assisting more clients in amplifying their messages into the digital space, focusing on extending the reach and driving engagement and performance for brands.’

Continued integration of OOH and mobile

OOH and mobile are increasingly being integrated as the platforms complement each other, and, if combined, are able to optimise interaction with an audience and represent an efficient way to maximise reach.

In a piece titled ‘Case Studies: OOH + Mobile Integration Drive Lift, Recall, and ROI’, Rainbow Kirby-Stearns and Elizabeth Rave suggest that ‘Data + Mobile + OOH = Results.’ They go on to cite research shared in Campaign, which showed that mobile click-through rates increased by up to 15% when supported by OOH. Additional research from Outsmart stated that better performing OOH campaigns created a 38% uplift in short-term brand action taken via mobiles, with 66% of all actions being direct to the brand itself.

The days of treating advertising touch points as if each works in isolation is long past and marketers are being forced to ask themselves which combinations of ad exposures work best to influence customers. Specifically, this applies to a consumer segment for which the smartphone has become an ever-present tool.

PROVANTAGE MEDIA GROUP
www.provantage.co.za

Logo Visibility Has A Greater Impact On Consumer Buying Activity

By
Modern Marketing
-

According to the Novus Group, every second of your brand exposure counts, and it is vital to know how many people are being exposed to the company’s identity at any time, as well as how it impacts on brand awareness.

According to Harvard researchers, about 90% of purchasing decisions are subconscious. This means the longer your company’s logo is seen, the more likely people are paying attention to your brand, and the greater the impact is on consumer buying activity. By having greater insight into your company’s visual imprint and impact, you are better able to determine how your brand awareness is built through a loyal audience that is exposed to the brand frequently.

Until recently, it was difficult to track this impact effectively and accurately if the company name wasn’t actually spoken during the broadcast. Novus Group’s new Automated Logo Recognition product helps brands quantify the exact amount of broadcast exposure they are getting. By calculating the total screen time exactly, brands gain new insights into the overall impact of sponsorship and brand building campaigns.  

The logo detection software analyses recorded images frame by frame to identify logos. It can identify graphics on a variety of objects, in different shapes and sizes, and with various lighting settings and backgrounds. The product then allows classification of the recognised logos and brands by placement, appearance and duration of appearance. Think about the difference in impact of a pocket-sized logo versus a banner next to a sporting arena or even a billboard. The logo detection product will initially be introduced for television, and Novus will soon expand this service to other media platforms. 

Why is Logo Detection important?

Logo Detection plays a key role in informing sponsorship campaign strategies. By verifying return on investment (ROI) more accurately than ever, it provides strong guidance for future actions and tactics taken by media and marketing agencies, TV stations and business intelligence providers. 

This is especially important for sports sponsorships and other sponsored events, where it is important to understand how audiences interact with the brand across different media sources. This allows brands to effectively leverage logo detection to respond to a consumer in a timely manner. It also helps detect illegal uses of the logo and protects the brand image by assisting in fraud prevention and identifying counterfeits. 

NOVUS GROUP
+27836074109
joe@novusgroup.co.za
novusgroup.co.za

Ads24 Ensuring Customer-Centric Solutions With Restructured Team

By
Reporter
-

The newly re-energised Ads24 team is headed by seasoned sales professional Tasmia Ismail. The team will focus their skills and experience on a number of key future-focused aspects within the media sales and marketing process, all aimed at ensuring a customer-centric, integrated product solution, packaged to meet client-specific objectives.

Ads24 has implemented positive and far-reaching changes aimed at achieving a more collaborative approach to client needs, in light of the ever-changing media landscape and customer expectations. The key factors driving the repurposed structure are the need for agility, accessibility and creativity. 

‘South Africa’s media sales environment is dealing with seismic changes brought about by Covid-19, the bleak economic outlook and lightning-fast technological developments and we want to ensure that our client-facing teams are geared to meet these challenges now and in the future through collaboration coupled with the highest levels of sales service,’ said Ismail.

Gayle Edmunds heads up the Ads24 Content hub as Content Editor. She is responsible for reinforcing the power of well-crafted content and implementing co-created brand content strategies across the Media24 digital and print platforms.

Tian Liebenberg continues to lead Business Development – Inland, and drive innovative advertising programmes across multiple platforms with a focus on digital and television.

Samantha Africa is appointed as Business Development Manager – Coastal. In addition to delivering solutions to clients, she will oversee the digital support and implementation team. 

Conrad Stanley (Inland) and Leanne Loubser (Coastal) are responsible for pamphlet Business Development and to ensure the growth and reach of distribution into Media24’s news brand environment. 

Pierrette Spadoni’s Business Development portfolio includes government and careers and she is responsible for developing and implementing sales strategies for the government sector across Media24 news and digital platforms.

In order to equip their sales force with an agile and responsive service to clients, they have the following team members.

 – Shane Jacobs: Sales Strategist. His role is to devise national and local business strategies for the group’s news and digital channels.
– Dalene Muller is Commercial manager: Media Intelligence, providing insights, research and data in support of sales strategies.
– Marise van der Lith is Head of Marketing and focuses on developing a comprehensive communications programme in support of the sales team. She continues to promote the co-creation of integrated advertising solutions. 

This streamlined leadership team is firmly committed to ensuring easy access to their diverse skill sets and will work closely with clients to design individually tailored solutions that meet expectations. ‘We support the group strategy of providing quality news journalism to all South Africans, irrespective of interest or cultural persuasion. Our commitment is to partner with our clients to develop and deliver multi-channel advertising solutions that support brands and deliver results,’ concluded Ismail.

ADS24
+27112591700
ads24.co.za
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