Andrew Human, CEO of the Loeries Africa and Middle East, addressed the topic ‘How to create award-winning campaigns’ at the #ModernMarketingTrendCamp. 

He illustrated a few of his favourite Loeries award-winning campaigns, discussed innovative campaign strategies that brought new and fresh thinking and how the campaigns were relevant to the brand, target audience and medium used.

LOERIES 
www.loeries.com

MODERN MARKETING EXPO 
+27114501650  
info@modernmarketing.co.za
www.modernmarketingexpo.co.za

According to Kantar’s Adtrack – a proprietary advertising testing system that has evaluated the impact and liking of all brand advertising in South Africa since 1984 – the Sasol ‘Ama-Glug-Glug’ campaign, created in 1999 by Lindsay Smithers FCB, now FCB Joburg, has retained its pole position as South Africa’s Best Liked Ad ‘of all time’.

Kantar released a retrospective of the ads that have found their way into South Africans’ hearts and minds, and analysing what Saffers like when it comes to watching TV. The retrospective ‘high fived’ Vodacom and Coca-Cola, which have the most ads in the Top 35 Best Liked Ads, with four and three respectively.

As far as agency groups go, the Nahana Communications Group (to which both the FCB and McCann agencies belong) and Ogilvy between them account for 15 of the 35 ads on the list. Nahana notched up eight while Ogilvy accounted for seven. There are also 2 ads, one each, created by McCann Erikson London and Ogilvy London.

Commenting on the accolade, FCB Joburg’s Chief Creative Officer, Ahmed Tilly, and group MD Thabang Skwambane congratulated all the brands and all the agencies responsible for South Africa’s Most Liked Ads over the last 35 years.

They especially paid tribute to the brave Sasol client, Andriesa Singleton; Gaby Bush, the Creative Director at the time; Les Sharpe, the Film Director; and Dr Thomas Oosthuizen, the Group Director for Planning and Marketing.

‘Today, science shows that, when it comes to motivating people, emotions are what drive us as humans. Brands need to evoke a strong, positive emotion – the more resonant, the better. And, for creatives to create a powerful experience, the strategy needs to identify what is most motivating to people and how the brand can satisfy these needs. These three gentlemen, legends in the industry, instinctively knew that, and created a piece of communication that resonated so strongly with the South African public when it was flighted, it set the bar,’ Tilly commented.

FCB Joburg have regularly dominated the Adtrack survey and are currently still leading the way, being the only agency with two campaigns in the top 10 in 2018. ‘FCB Joburg is a dramatically transformed agency operating in a media and marketing landscape they wouldn’t recognise,’ added Skwambane. ‘We are very proud of the fact that we’ve managed to continue that tradition and consistently produce some of the most loved communications in South Africa today.’

FCB JOBURG
+27115666000
fcb.co.za

Modern Marketing wishes all its readers a joyous festive season and a prosperous New Year. We will be closed from 13 December 2019 and will reopen on 9 January 2020. Thank you for your support throughout the year!

Be sure to add our Modern Marketing expo dates to your 2020 calendar:
• Johannesburg: 9-11 September 2020, Gallagher Convention Centre.

Modern Marketing
+27114501650
www.modernmarketing.co.za

Havas South Africa has been appointed as lead agency for handling the creative and internal communications of Bidvest Bank in South Africa. 

Havas South Africa CEO, Lynn Madeley said, ‘It’s such a fantastic win for Havas, a nod to our capability in financial services. We are honoured to be coming on board to service the Bidvest Bank business in South Africa. I believe that our know-how of the sector, our unique approach to strategy and creative, our truly integrated offering, along with our Vivendi partnership with Universal Music Group and Gameloft, makes us perfect for the job at hand. And with the leadership of John Davenport, we are poised to make a meaningful difference to the Bidvest Bank business.’

‘What’s incredible about the win is that Bidvest Bank as a business is very much like Havas in behaviour. The brand is a big business, yet it is agile and personable enough when getting things done, always asking if things can be done better. There’s a sense of ownership that we both identify with, and that is key to a successful client-agency partnership. We are looking forward to putting out some stellar work that will no doubt shake up the financial services sector,’ said John Davenport, Chief Creative Officer at Havas South Africa.

Jodi Raviv, Chief Marketing Officer at Bidvest Bank said of the appointment, ‘We are excited about Havas’ fresh approach to integrated marketing and look forward to working with them to further build our brand. We are a challenger bank with an agile and unusual approach to banking and problem-solving. We believe that with Havas’ similar approach to business, our brand and business will thrive with their guidance and expertise.’

HAVAS SOUTH AFRICA
+27115493600
info@havas.co.za
www.za.havas.com

Iconic Collective announced that the addition of Jawbone Brand Experiences to the group will see the group bolster their service offering to provide an omnichannel, multi-discipline turnkey solution for their existing and potential clients.

Jawbone Brand Experiences joined the group as the brand activations, event management, experiential marketing, customer experience, and exhibition management service offering division.

Iconic Collective CEO, Dermot Latimer said, ‘We are proud to welcome Jawbone Brand Experiences to the Iconic Collective group. Jawbone Brand Experiences are synonymous with providing flawless and effective on-the-ground delivery for experiential marketing and events, a service that will benefit our clients. We are now eight agencies with one voice, operating as a collective of creative businesses to deliver end-to-end solutions for our clients. Jawbone’s services will complement our existing shopper marketing, UX, development and technology, design, experiential, print, digital, creative production, public relations, and post-production services.’

‘Joining the Iconic Collective is a major milestone for Jawbone Brand Experiences. It has always been our long term vision and goal to be part of a truly integrated agency that allows us to innovate and expand with access to multiple disciplines and skills sets. We are looking forward to the collaboration that will mutually enhance delivery to best serve our clientele. We will continue serving existing Jawbone Brand Experiences clients whilst bringing our extensive wealth of expertise to the group,’ added Sven Reinertsen, Founder and CEO of Jawbone Brand Experiences.

ICONIC COLLECTIVE
+27317640702 
hello@icollective.agency
icollective.agency