First-Party Data Is Driving A Shift In Marketing Spend And Industry Innovation

By

-

June 7, 2024

First-Party Data Is Driving A Shift In Marketing Spend And Industry Innovation

The ways in which adtech and marketing organisations leverage data and technology is about to fundamentally change.

Adtech organisations sit at the very edge of innovation and the evolution of marketing. Artificial intelligence (AI), machine learning, the rise of data alongside the demise of the third-party cookie, have reimagined contextual messaging, creativity, and campaigns at scale.

Over the past year, the deal volume among adtech and martech companies saw an increase of 82% year-on-year despite concerns that the sector wouldn’t cope with the changes in third-party cookies and the introduction of privacy-focused targeting solutions.

‘This is largely due to the industry’s ability to embrace emergent technologies as well as its access to, and understanding of, data,’ said Gil Sperling, co-founder and CEO of Flow. First-party data is one of the most significant trends emerging and it’s driving both a shift in marketing spend as well as innovation in the sector. Under the spotlight because of regulatory changes, data sourcing, usage and protection are becoming increasingly important. However, for companies embracing this change, there is also a powerful opportunity to thrive. Companies with a first-party data strategy can also easily embed data privacy into their approaches and strategies to ensure sustainability and translate complexity into innovation.

‘It’s an exciting time because of this massive paradigm shift,’ continued Sperling. ‘We’re living on the edge of change and it’s healthy. Truly innovative companies aren’t stagnant, and those that are not stagnant, are creating a new narrative. If companies respect this change and interrogate how they can work with the data – especially with regards to keeping it clean, private and secure – then the future is better for everyone.’

It is, he said, the maturation of adtech, particularly in light of the demise of third-party cookies and the irresponsible collection of data. Consumer consent and privacy have become extremely important in the Information Era and adtech companies need tailored, contextual audiences, enhanced first-party data collection, and to find novel ways of using these touchpoints to discover new ways of connecting with markets and customers.

When it comes to the retail sector, first-party data stands as a cornerstone of understanding customer behaviours, preferences, and patterns. Unlike third-party data, which can often be less reliable and less directly relevant, first-party data is collected directly from customers and it holds immense value for retailers as it offers authentic insights into customer demographics, purchase history, browsing behaviour, and engagement levels.

Dan Levy, Co-founder and CEO of Flow, added that the trend towards a cleaner internet, and cleaner sourcing of data, is aligned with the shift in retail spend.

‘Retail media is a great example of how first party data can be used and is, to use a great analogy, eating into Meta’s lunch in 2024,’ he continued. ‘Budgets are moving away from Meta towards companies that have access to large quantities of first-party data, such as retailers. What’s also important to note is agencies and other media buyers aren’t under threat, as evidenced by the growth statistics, they’re still purchasing media, but the publishers have changed. Media can now be bought from anyone with first-party data, it could now be from an insurer or from a retail giant – the market is open.’

This trend is reflected in the automotive and property industries that have access to vast quantities of user data across key metrics such as user behaviours and preferences. This data offers highly targeted advertising options to real estate agents, developers, vehicle manufacturers and retailers within the motoring sector, all of which can be used to enhance decision-making and planning.

Of course, the data trend doesn’t stand in isolation. AI and machine learning are the gold standard in trends redefining the scale and scope of adtech today and in the future. AI, particularly generative AI (GenAI) has seeped into every industry and the change it’s introducing is as significant as the mobile phone – the ways in which adtech and marketing organisations leverage data and technology is about to fundamentally change, if it hasn’t already.

‘As much as AI and machine learning are massive trends, these technologies have been at the core of Facebook targeting, and Google data analysis and learning for years,’ Sperling explained. ‘These companies already have more data than anyone and can train their models better than most other companies can. Using AI for targeting isn’t new. What is new is GenAI and how this is used within your organisation to create content that’s personalised at scale. This technology is not only transforming how ads are created and served, but also making them more effective by tailoring them to specific audiences.’

‘It’s the blend of skills, expertise, and technology that is creating the next generation of adtech,’ concluded Sperling. ‘This is the best way to stay ahead of, and benefit from, the changing shape of the industry.’

FLOW
https://flowliving.com/

Loeries Extends Entry Deadline

By

Modern Marketing

-

June 7, 2024

The Loeries entry deadline has been extended until 14 June 2024. Don’t miss your final chance to showcase your creative excellence. Modern Marketing is a proud media partner of the event.

Submit your entries before the deadline to ensure your work is considered for one of the industry’s most prestigious awards. As Africa and the Middle East’s premier award that recognises, rewards, inspires and fosters creative excellence in the advertising and brand communication industry, winning a Loerie is the highest accolade for creativity and innovation across our region. The Loeries, a proudly not-for-profit company, promotes and supports creativity by helping marketers, agencies and consumers appreciate the value of fresh thinking, innovative ideas and outstanding execution.

The Loeries focuses on key categories where creative excellence amplifies a brand’s ability to connect with its audience. Entrants therefore have the choice of submitting their work in a number of categories such as film, print, radio and audio, digital, design, live events, PR, social impact campaign, service design, media innovation and a number of other innovative categories. These categories are continuously refined annually to ensure that they represent a true view of the types of consumer communication being created across the region.

For any queries regarding your entries, please contact the Loeries support team: info@loeries.com.

THE LOERIES
https://www.loeries.com

Nedbank Launches We’re For Africa Campaign

By

Modern Marketing

-

June 7, 2024

Nedbank Launches We’re For Africa Campaign

African excellence is taking its rightful spot on the global stage as the continent’s development and prosperity continue to accelerate. Nedbank’s We’re for Africa campaign celebrates this excellence and exemplifies it through its innovative use of artificial intelligence (AI).

The group is shaping communities through initiatives that support economic empowerment, environmental conservation, and community development. The We’re for Africa campaign spotlights these initiatives and celebrates their progress in the context of Africa Month using AI to tailor messages and creative assets to resonate with diverse audiences across the continent in countries where Nedbank has a presence, including Namibia, Zimbabwe, Lesotho, Mozambique and Eswatini.

‘A campaign that spans this many audiences is difficult to tailor to each unique voice and experience,’ said Courtney Chapple, Director of AI at The Brave Group, ‘AI was used at every stage of the campaign to ensure culture relevance, effectiveness and engagement across multiple platforms and we’re immensely proud of the results.’

According to Chapple, the campaign has transformed audience engagement and enabled a more personalised approach to messaging. Chapple also celebrates the speed and efficiency of the process, which took less than 19 days, including reverts and handovers. ‘This timeline is astonishing for the scale and intricacy of the campaign.’

Maude Korte, Executive Head of Nedbank Marketing Operations, said that the campaign is a celebration of Africa’s vibrant spirit and a reflection of the bank’s ongoing commitment to its growth and prosperity.

‘At Nedbank, we believe in the power of Africa and its people. Over the years we have been part of numerous initiatives that drive economic empowerment, environmental conservation, and community development across the continent. From supporting small and medium enterprises in South Africa to conserving biodiversity in Mozambique’s Gorongosa National Park, our efforts are tailored to make a real impact.’

This year the campaign takes a bold step forward by incorporating advanced AI technologies to enhance strategy and design.

‘We are focused on ensuring our marketing team is fully equipped to harness the power of AI by investing in programmes to enhance our team’s capabilities, ensuring we can move quickly and effectively in today’s fast-paced market environment,’ Korte said. ‘This initiative is part of our broader strategy to stay at the forefront of innovation and to deliver timely, relevant, and impactful marketing campaigns. We’re for Africa is not just a campaign; it is a pledge to the continent and about celebrating the progress we have made together while looking forward to the opportunities that lie ahead.’

Chapple concluded: ‘This process has shown us that AI cannot replace innovation, but it is essential to foster it to free up more time for creative thinking. I hope that as the technology evolves and its potential unfolds, we can keep up and discover new ways to deliver beautiful, relevant campaigns that truly speak to our audience.’

NEDBANK
https://personal.nedbank.co.za/home.html

Ogilvy South Africa To Deliver Integrated Through-The-Line Marketing Services For Vodacom

By

Modern Marketing

-

June 7, 2024

Ogilvy South Africa To Deliver Integrated Through-The-Line Marketing Services For Vodacom

Vodacom South Africa has appointed Ogilvy South Africa as its Integrated Lead Partner Agency, with effect from 1 August 2024.

Commenting on the appointment of Ogilvy South Africa, Andisa Ntsubane, Managing Executive of Brand, Marketing and Communications at Vodacom said, ‘Aligned to our operational cadence, periodically, we are afforded the opportunity to review our agency portfolio to ensure that we remain competitive, while at the same time ensure that our agency ecosystem supports the new direction we are travelling as South Africa’s most iconic brand. Our efforts enable us to accelerate our shift from a traditional Telco to a future-fit technology communications leader. We are excited at the prospect of Ogilvy South Africa being handed the baton, and the responsibility to steward the Vodacom brand into the future, as we enter the next chapter of growth.’

Renowned for creating iconic advertising for some of South Africa’s major brands, Ogilvy South Africa was chosen as a partner following a rigorous, yet meticulous process up against several leading contenders in the advertising and communications industry. Ogilvy’s integrated solution is most ideally suited to deliver and service many facets of Vodacom’s integrated account.

‘We are absolutely delighted to be appointed by Vodacom as their Integrated Agency Partner. It is a market leading brand that positively touches so many lives in our country, and is on an extraordinarily exciting journey from Telco to Techco,’ commented Pete Case, CEO & Creative Chairman of Ogilvy South Africa.

Vodacom South Africa thanks VML South Africa for the significant contribution they have made in enhancing its brand equity over the past few years. More recently, VMLY&R South Africa was instrumental in launching Vodacom’s 30th birthday campaign with an iconic ad that celebrates three decades of wonderful – coinciding with South Africa’s 30 years of democracy. Their commitment has been pivotal in defining the brand. Vodacom extends VML best wishes for the future.

OGILVY
https://www.ogilvy.co.za/

VODACOM
www.vodacom.co.za

HP Indigo’s Customers Can Offer Their Services To Freelancers And Designers On Fiverr Marketplace

By

Modern Marketing

-

June 6, 2024

HP Indigos Customers Can Present Their Services To Freelancers And Designers On Fiverr Marketplace

Under the umbrella of HP Indigo, every Fiverr user can now find the printing collaborators they need for their business. HP Indigo and Fiverr International announced a collaboration that makes digital print more accessible to Fiverr’s millions of users. PSPs who are part of HP Indigo’s global user community can now offer their services on Fiverr’s new ‘solution marketplace’, allowing Fiverr’s global network of freelancers and designers to extend their services to a full solution that includes printing.

‘As a market leader, recognised by brands for setting the standard in digital print, and with an install base of over 7500 presses globally, we commit to continuously driving the digital transformation and supporting our customers to expand the demand for digital print services. This collaboration represents the innovation of our printing network through our cutting-edge solutions as well as the creation of new business models and industries for digital print,’ said Noam Zilbershtain, VP and General Manager, HP Indigo.

‘This collaboration offers Fiverr’s freelance talent and businesses a seamless, end-to-end experience that spans from initial design concepts to the final printed product. This comprehensive suite of services ensures that all aspects of the design and print process are covered, from A to Z,’ said Gali Arnon, Chief Business Officer at Fiverr.

With the world’s largest digital print user base, HP Indigo plans to expand this collaboration by incorporating more print services and applications through its extensive print network. The global reach of HP Indigo users complements Fiverr’s worldwide presence.

Fiverr, with its hundreds of thousands of freelancers offering a wide array of services, can now extend these to include printing solutions. This marks the start of a collaboration between HP and Fiverr, beginning with select HP Indigo PSPs featured on Fiverr’s new solution marketplace. This will serve millions of users, focusing on Fiverr’s designers’ community.

KEMTEK IMAGING SYSTEMS – HP INDIGO
+27 11 624 8021
kittym@kemtek.co.za
www.kemtek.co.za

Hoorah Helps Drive New Levels Of Creativity At Alexforbes With Internal Agency

By

Modern Marketing

-

June 6, 2024

The Junxion team.

Hoorah has helped Alexforbes evolve its marketing by partnering with the integrated financial service provider to build an in-house agency. The agency, called Junxion (so named because it sits at the intersection of creativity and the Alexforbes business), allows Alexforbes to consolidate control of its marketing activities through a single point of entry. Previously, those activities were fragmented among a variety of agencies and freelancers.

The in-house agency operates on a hybrid model. Under this model, some staff are employed directly by Alexforbes and others are employed by Hoorah. The Hoorah team provides strategy, oversight and management services to ensure the success of the internal agency.

‘At Hoorah, we embrace new models of partnership,’ said Hoorah Group COO Clyde Mallon. ‘We believe the in-house agency model is a fantastic way for brands to bring digital marketing capabilities in-house to transform their marketing approach.’

‘For a company like Alexforbes, this comes with some significant benefits,’ he added. ‘By consolidating with a single partner, it can realise significant cost efficiencies and build scale internally. Our hybrid approach additionally allows it to have the benefits of an externally managed solution where we take ownership and accountability for the success of the studio, but the staff are still embedded in their organisation. The operating model is also built bespoke to Alexforbes, giving it a greater level of control, direct access to its data, and intimacy with the team.’

For Colette van Dyk, Head of Group Marketing at Alexforbes, the shift is designed to have a direct impact on Alexforbes’ clients. ‘Our motivation for transitioning to an internal agency model was deeply rooted in our commitment to our clients,’ she said. ‘We recognised the need for marketing initiatives that resonate with our audiences on a profound level, fostering meaningful brand engagement and driving loyalty.’

‘By establishing an internal agency, we aim to achieve just that. Having a dedicated team within our organisation allows us to craft campaigns that speak directly to our clients’ needs, preferences, and aspirations,’ she added. ‘This direct connection enables us to deliver more impactful marketing initiatives that forge stronger relationships and drive lasting value.’

Van Dyk believes that the internal studio will also help solve some of the challenges Alexforbes previously faced when working with a fragmented group of agencies. ‘While our previous engagements with external agencies yielded positive outcomes, there are obvious challenges inherent in the outsourced model,’ she said. ‘The issue of cost in managing multiple agencies providing various services proved to be financially cumbersome. And resource orientation to and understanding of our business can be tricky to sustain within external agency teams where there is significant staff turnover.’

Looking forward, Van Dyk hopes that internal will help drive new levels of creativity at Alexforbes. ‘We envision our internal agency evolving into a dynamic hub of creativity and innovation, continuously adapting to the evolving needs of our audience and the industry landscape,’ she said. ‘Our marketing approach will be characterised by agility, insights and a relentless pursuit of excellence.’

Hoorah has previously built internal agencies for brands including Avon, Heineken Beverages, and Nestlé, which made them a natural fit for Alexforbes when taking the internal agency leap. ‘Before engaging with Hoorah, I had some familiarity with the concept of an internal agency approach, primarily through industry discussions and insights,’ said Van Dyk. ‘However, our direct engagement with Hoorah provided a deeper understanding of how such a model could be effectively implemented within our organisation.’

HOORAH DIGITAL
https://hoorahdigital.com

Server-Side Tracking Is About To Change The Online Advertising Landscape

By

Modern Marketing

-

June 6, 2024

Server-Side Tracking Is About To Change The Online Advertising Landscape — Erin Deetlefs, Digital Campaign Manager.

Erin Deetlefs, Digital Campaign Manager at +OneX, says that this year, things are moving fast with Google intending to get rid of all third-party cookies by the end of 2024. Within the first quarter, Chrome phased out 1% of third-party cookies globally and progress will accelerate throughout the year.

This follows the introduction of new features in the Mozilla Firefox and Apple Safari web browsers to prevent cross-site tracking with the aim of promoting privacy friendly practices. With Google Chrome holding more than 75% of browser market share in South Africa, it has thus become urgent for marketers to rethink many of their old tactics.

Nearly five years since the industry started talking about the demise of the third-party cookie, it remains a mainstay of most brands’ digital advertising efforts. Third-party cookies allow programmatic platforms and their advertisers to track visitors’ website activities from one site to another. This tracking data enables advertisers to target users with ads based on their online behaviour and inferred interests.

Some companies have started to prepare for the sunset of third-party cookies by focusing on first-party data, or the data they collect about customers (with the user’s consent) on their own digital platforms such as apps and websites. One of the most powerful ways that advertisers can close the gap and make effective use of first-party data is through server-side tracking.

Flipping The Script With Server-Side Tracking

In the cookie world, we collect user data via a small file on their web browser, or on the ‘client’ side. With server-side tracking, data about how the user interacts with the website or app is instead captured on the cloud server. This data might include page views, button clicks, or purchases. Tools such as Google Tag Manager (GTM) enable brands on to manage tags, triggers, and variables on a server rather than within the web browser.

This data can be processed, stored, enriched and combined with first-party data on the server side. The server can use an application programming interface (API) to format the data and send it securely to destinations such as data vendors, data collection partners or analytics platforms. At this point, the data can be used for purposes such as targeted advertising and tracking paid media placements.

The advantages of this approach are numerous. Because tracking takes place on the server rather than the user’s device, ad blockers and privacy settings won’t disrupt tracking efforts. This enables brands to future-proof tracking for the imminent cookieless world. Advertisers also benefit from more accurate data, enabling more accurate attribution of credit to campaigns for conversions.

More Accurate, But Also More Privacy Friendly

Another benefit is that advertisers have more precise data for better and more accurate targeting, helping them reach the right people with the right message. Server-side tracking enables more accurate cross-domain tracking by consolidating data collection on the server-side, which can be challenging with client-side tracking methods like cookies.

Importantly, more accurate targeting and attribution is achieved in a manner that is more privacy friendly. Data is anonymised on the server before it is distributed via the API and the advertiser has full control over which data it shares. This respects user privacy, while still giving the advertiser valuable insights. This makes it easier to comply with privacy regulations and maintain user trust.

Getting Started With Server-Side Tracking

In addition to its many advantages, server-side tracking also has some drawbacks. In some instances, the data collected may not be as rich or as granular as client-side tracking. It’s also more complicated to track users across different platforms without cookies or device fingerprints. In practice, we can thus expect brands to continue to use first-party cookies for some purposes, in addition to server-side tracking.

Another drawback is that server-side tracking can be more complex to set up and maintain. Most advertisers will need to seek an agency with deep technical skills in APIs and cloud platforms to support them. Those that make the investment will be richly rewarded. Server-side tracking is about to change the online advertising landscape as advertisers get set for a world without third-party cookies.

+ONEX
www.plusonex.com

2023 Effie Index Ranks Joe Public As The Most Effective Independent Agency In The Middle East And Africa

By

Modern Marketing

-

June 6, 2024

2023 Effie Index Ranks Joe Public As The Most Effective Independent Agency In The Middle East And Africa

The Effie Index identifies and ranks the most effective agencies, marketers, brands, networks, and holding companies by analysing more than 4750 finalist and winning entries from eligible global, regional, and national Effie Awards competitions around the world. Announced annually, it is the most comprehensive global ranking of marketing effectiveness. agencies, marketers, brands, marketing effectiveness.

FMCG/CPG, fast food and beverage companies dominated this year’s rankings, with three out of the Top Five Most Effective Brands being QSRs.

AB InBev and McDonald’s demonstrate their dedication to effectiveness by taking top spots in the Marketer and Brand rankings, respectively, for the third year running.

The competition for Most Effective Agency Office showcases the global breadth and strength of agencies in relation to effectiveness. The Top 10 Most Effective Agency Offices span the globe, representing Argentina, Brazil, Colombia, India, New Zealand, Ukraine, and United Arab Emirates. Similarly, the Top 10 ranking for Most Effective Independent Agencies include Argentina, Brazil, China, Denmark, India, New Zealand, Peru, Ukraine, and the United States.

‘The Global Effie Index has become the gold standard for measuring marketing effectiveness,’ said Traci Alford, Global CEO, Effie Worldwide. ‘The companies and brands at the top of our rankings demonstrate the highest commitment to effectiveness. No matter what their business challenge, they all have one thing in common: they continue to drive tangible successes for their brands. I’d like to congratulate all the teams involved, they represent the very best of our industry and should be very proud of their achievements.’

This year’s rankings are representative of Effie Awards finalists and winners announced between January 1, 2023, and December 31, 2023.

2023 Regional Rankings

Middle East And Africa

Landmark Group (marketer), K-Lynn (brand), Publicis Groupe (holding group), Leo Burnett Worldwide (agency network), Leo Burnett Dubai (agency office) and Joe Public (independent agency).

Asia Pacific

The Coca-Cola Company (marketer), McDonald’s (brand), WPP (holding group), Ogilvy (agency network), McCann Worldgroup Gurugram (agency office) and Special (independent agency).

Europe

McDonald’s (marketer), UNITED24 (brand), Omnicom (holding group), McCann Worldgroup (agency network) and Gres Todorchuk (agency office and independent agency).

Latin America

AB InBev (marketer), McDonald’s (brand), Omnicom (holding group), BBDO Worldwide (agency network), AlmapBBDO (agency office) and GUT (independent agency).

North America

Unilever (marketer), Froot Loops (brand), IPG (holding group), McCann Worldgroup (agency network), Starcom Chicago (agency office) and Mischief @ No Fixed Address (independent agency).

Most Effective Marketers

Top 5: AB InBev, Unilever, McDonald’s, PepsiCo and The Coca-Cola Company

AB InBev has held the top spot for the third time in a row, with Gold and Grand winning work for 15 brands across 10 markets. Unilever is back in the second spot after dropping to fourth last year, moving McDonald’s to #3. PepsiCo has re-entered the top 5 for the first time since the 2021 Index, with The Coca-Cola Company hot on their heels, rejoining the Top 5 for the first time since 2020.

Consistently high performers, Mondelēz International, Procter & Gamble, Yum!, and Nestlé took #6-#9, while Netflix entered the Top 10 for the first time, challenging the dominance of CPGs and QSRs.

Most Effective Brands

Top 5: McDonald’s, KFC, Oreo, UNITED24, Burger King

McDonald’s continues to showcase their commitment to effectiveness by claiming the #1 spot as Most Effective Brand for the third year running. Similarly, KFC retains its #2 spot for a second year, marking its fifth consecutive appearance in the Top 5. Burger King confirmed the dominance of QSRs by maintaining its place at #5.

Oreo joined the Top 5 for the first time as the #3 Most Effective Brand. As did UNITED24, winning in over 10 categories, locally and regionally. UNITED24, the Initiative of the President of Ukraine, was launched as the main venue for collecting charitable donations in support of Ukraine. Its high ranking in the 2023 Index, reflecting work that ran in 2022/2023, is a testament to the Ukrainian advertising and marketing community’s perseverance, creativity, and strength during even the most challenging of times. UNITED24 and agency partner, Gres Todorchuk, won Effie Ukraine’s 2023 Grand Effie for “Azovstal. A symbol of perseverance.”

Most Effective Agency Holding Groups

Top 5: Omnicom, WPP, Publicis, Interpublic (IPG), Dentsu

Omnicom claimed the top spot as Most Effective Holding Group, unseating last year’s highest performer, WPP. Omnicom’s position was secured by strong global performance from DDB, BBDO, PHD, OMD, and TBWA offices, among others.

Publicis held the third position for the second consecutive year, with IPG and Dentsu taking fourth and fifth, respectively.

Most Effective Agency Network

Top 5: McCann Worldgroup, DDB Worldwide, Ogilvy, BBDO Worldwide, Leo Burnett Worldwide

IPG’s McCann Worldgroup regains the top spot, after a year at #2. McCann Worldgroup previously held the title as most effective agency network in the 2018-2021 Index. As part of Omnicom’s strong performance, DDB Worldwide climbed from fourth to second, and BBDO Worldwide took fourth place. WPP’s Ogilvy and Publicis Groupe’s Leo Burnett Worldwide take the #3 and #5 spots, respectively.

Most Effective Agency Offices

Top 5: AlmapBBDO (São Paulo, Brazil), Leo Burnett Dubai (UAE), McCann Worldgroup Gurugram (India), GUT (Buenos Aires, Argentina) and Leo Burnett India (Mumbai)

AlmapBBDO came out on top as the #1 Most Effective Agency Office. Their success came from a strong performance across their client portfolio, winning 18 Golds across 10 brands, including Amazon, Meta, VW, Heineken and PepsiCo. Leo Burnett Dubai claimed the #2 spot, appearing in the Top 5 for the second consecutive year.

GUT and McCann Worldgroup Gurugram re-entered the Top 5 in the third and fourth spots, with Special (Auckland, NZ), Ogilvy Mumbai (India), DDB Bogotá (Colombia), Gres Todorchuk (Kyiv, Ukraine), and Africa Creative (São Paulo, Brazil) rounding out the Top 10.

Most Effective Independent Agencies

Top 5: GUT (Buenos Aires, Argentina), Special (Auckland, NZ), Gres Todorchuk (Kyiv, Ukraine), Valor Socios de Marcas (Lima, Peru) and GUT (São Paulo, Brazil).

GUT (Buenos Aires) secured the title of the Most Effective Independent Agency with 2 Grands and 18 Golds across 8 categories. Special took second place, reappearing in the Top 5 after a year’s absence. Gres Todorchuk, driven by their stellar performance on UNITED24, came in at #3. Latin American agencies claimed 3 out of the top 5 spots, with Valor Socios de Marcas in fourth and GUT (São Paulo) in fifth.

Once again, the Top 10 showed a healthy mix of agencies from across the world. Ranked sixth, Robert/ Boisen and Like-Minded, from Copenhagen, and seventh was held by Mountains, from Shanghai. Mumbai agency, The Womb Communications, and Buenos Aires agency, DON, shared the 8th place ranking. Mischief @ No Fixed Address took the #10 spot for the first time, an impressive feat for an agency founded in 2020. The 2023 Effie Index data predates GUT’s sale to Globant in late November 2023.

View the full rankings here.

EFFIE AWARDS
www.effieawards.co.za

Effie South Africa Extends Awards Entry Deadline

By

Modern Marketing

-

June 4, 2024

Effie South Africa Extends Awards Entry Deadline

Securing an Effie Award is a prestigious honour, celebrated worldwide for excellence in achieving business and marketing goals. The Association for Communication and Advertising (ACA) and Effie Awards South Africa have extended the deadline to enter this year’s programme and are calling on South African agencies, clients, media partners and start-ups to submit their Effie Awards entries before the final extended deadline on Thursday 13th June.

‘We understand how demanding agency life can be, and that’s why we’re extending the deadline for the Effie Awards South Africa. This extension gives you more time to showcase your most effective work. We encourage all agencies to seize this opportunity to gain the recognition you deserve for your outstanding marketing effectiveness. Ensure you get the recognition you deserve by submitting your entries before the deadline and earn your place among the best in the industry,’ said Gillian Rightford, ACA Executive Director.

Entries must be submitted exclusively via the Effie Awards SA website. Acceptance of entries via the portal will close promptly at midnight on the day. Full details on how to enter, including details on the categories and entry requirements are available here.

The Effie South Africa Jury will consider entries during the first round of judging on Tuesday 9th July, with the second and final round scheduled for Thursday 1st August. The Grand Effie judging session, where a select panel of judges will deliberate on whether to award a Grand Effie, will take place a week prior to the Effie Gala event.

The Effie Awards South Africa is hosted by the ACA and sponsored by Investec, Nedbank, PepsiCo and SAB.

EFFIE AWARDS
www.effieawards.co.za

Entries Are Open For 12th Annual New Generation Digital Media Awards

By

Modern Marketing

-

May 31, 2024

Entries Are Open For 12th Annual New Generation Digital Media Awards

New Gen is thrilled to announce that entries for the 12th annual New Generation Digital Media Awards (New Gen Awards) are officially open, with the entry deadline set to close on Friday 12 July. Modern Marketing is a proud media partner of the event.

For more than a decade now, these awards have been a symbol of recognition and celebration for the true leaders in South Africa’s communication, media, and digital technology sectors, as well as the top tertiary education institutes. They inspire us to strive for excellence and push the boundaries of innovation, setting new standards of success that we can all aspire to.

With 60 industry-specific categories, the New Generation Awards are the most prestigious independent digital media awards programme in the country. They acknowledge exceptional and innovative result-driven marketing campaigns, the best use of social and digital media, as well as traditional marketing, and cutting-edge tech solutions employed by leading companies, agencies, and individuals to promote themselves, and their brands and products, in disruptive and pioneering ways.

Work will be considered that has been commercially launched in South Africa between 01 May 2023 and 14 June 2024. For more details, and to enter this year’s awards, click here.

Two new awards have been introduced in both, the agency and corporate categories: Best CRM Strategy Campaign Award and Best Email Marketing Campaign Award .

Reasons to enter:
– Boost employee morale and enhance company performance.
– Winning brands have seen greater client appreciation, which helps maintain their competitive advantage.
– Over 60 industry-focused categories to enter.
– Attract South Africa’s best talent to work for your business.
– Showcase cutting-edge work across multiple media disciplines.
– Winning brands are an attractive option for consumers.
– Compete alongside the best digital agencies and corporates in SA.
– Promote creative excellence to new and existing clients.
– Clients gain a better understanding, of the individual winners and their strategic inputs across campaigns.
– Flash the New Gen logo across your stationery for 12 months.
– Add winning work to your pitches to stand out from the rest.

NEW GENERATION DIGITAL MEDIA AWARDS
https://www.newgenawards.co.za/pages/awards