Click Here, to go and view the pics from the 2010 AdReview Awards online.

Enjoy!

Questionnaires are also available for download on this website – see the Questionnaires menu on the right side of this page.

November 9 (Cape Town) and 11 (Johannesburg)

The fifth Brainstorm Conference is about New Marketing, as we’ve chosen to call it. Thanks to digital and online, the marketing world has hit the reset button and started again. For the first time, silos really are breaking down. At the Cannes advertising festival this year, judges kept saying they couldn’t decide which category entries belonged in. Bob Scarpelli, worldwide creative chief of DDB, said we’ll soon have only one category of award, and present it to the best idea.

Although we are running it in collaboration with the Online Publishers’ Association, this is not a conference about online marketing. It’s about the new, multi-channel environment, in which new and old media both play a part.

So it’s called “Catch a Wake-Up!” and its theme is marketing integration.

Its purpose: to help South African marketers and advertisers keep abreast of the latest developments, and demonstrate how to take advantage of them. Our speakers have been told to address an audience of intelligent laymen in plain language, devoid of jargon and acronyms, with plenty of case studies and three or four calls to action that they can implement immediately.

Fernanda Romano and another of the world’s leading experts in online marketing, Chris Colborn, chief experience officer at R/GA New York, will be announcing the finalists of the Bookmark Awards at an Online Publishers Association workshop to be held in the afternoon. Both digital luminaries will detail why certain works have been selected, as well as discuss current digital trends. The actual Bookmark Awards ceremony will be held on Thursday evening 12th November 2009

Topics:

Our speakers will address four of the current strands of marketing thought:
Integration. Always a desirable element in marketing campaigns, integration of every possible touch point is now crucial.
Digital. The new hot button is changing the marketing environment for ever. And don’t kid yourself that it doesn’t matter in
South Africa. It does. Remember the cell phone.
Green marketing: While high tech rules, worries about the environment grow. We see one as a threat to the other.
Mobile. The mobile phone is already the most widely used communications medium on earth. We examine how to turn it to marketing advantage.

Speakers:

Fernanda Romano, worldwide creative director, EuroRSCG: Hit the reset button! Maximise your marketing in a changed world.
Keith Shipley, CEO and founder of Net#work BBDO South Africa: Hello good buy. Make that sale!
Greg Garden, marketing director, Nedbank: Green marketing.
Pete Case, creative director, Gloo Digital: A five-point catch-up plan.
Stephen Newton, country manager, Google South Africa: Demystifying digital.
Rick Joubert, Executive Chairman, Yonder Mobile Media: Get mobile – the  digital future..

Venues:

Cape Town - at Kelvin Grove Club, 144 Campground Road, Newlands, on November 9, and
Johannesburg – at New Life Conference Centre, 1 Grosvenor Road, Bryanston, on November 11.
In both cases, the conference will start promptly at 09h00.

Fees and booking:

The full delegate fee is R1 980 per head.
Bulk bookings (for five or more delegates): R1 600 per head.
OPA members pay the bulk fee, R1 600 per head, for all bookings regardless of number.
Workshop only, starting with tea at 15h10: OPA members R300; non-members R500.

Fee inclusive of tea/coffee on arrival, mid-morning and mid-afternoon, buffet lunch, delegate pack and post-conference drinks.

TONY KOENDERMAN MEDIA is not a registered VAT vendor and no VAT is chargeable.

For booking forms, contact Terry Barker: 083 561 1171; or adbrainstorm@telkomsa.net.

To register:

Complete the registration form and return to drodney@mweb.co.za, and make payment electronically.

Click here to download the programme.

The reason that we went live with it this week, is that Tony Koenderman is filing from the Cannes Advertising Festival in France. I chatted to him yesterday and he said there will be some interesting stories coming through, as SA is once again punching above its weight.

Click here to have a look.

(From AdReview 2009)

A Lovemark is more than a brand. Kevin Roberts, the worldwide CEO of Saatchi & Saatchi says it’s the future beyond brands; a product, service or person inspiring, in a truly brilliant phrase, “Loyalty Beyond Reason”.  (Roberts, devised the concept of Lovemarks, and has made it the touchstone of his network.)

Loyalty is a word loosely interpreted in the marketing world. Consumer loyalty, brand loyalty or whatever loyalty you favour is generally nothing more than a choice made on the basis of current satisfaction. You are a regular buyer of your chosen brand of baked beans as long as it delivers the combination you require of price, quality and image. But that’s not real loyalty. If any of these ingredients is missing, if price does not equal value, you’ll switch to a rival brand at the drop of a can opener.

Real brand loyalty is epitomised by the loyalty of a football fan. He’ll support Manchester City or the Springboks through thick or thin, through good times and bad, believing in them even when they fall to 16th in the league, or eighth in the world rankings.

Loyalty beyond reason. A key component in being a Lovemark.

Lovemarks attract consumers, they owe little to traditional marketing techniques, and much to how they make the consumer feel.  Lovemarks use Mystery, Sensuality and Intimacy to develop a relationship with the consumer.  She is curious, excited, comfortable with her Lovemark.

The Saatchi & Saatchi Lovemarker model divides the brand landscape – let’s call it the brandscape – into four quadrants (see diagram), each offering a mix of love and respect.

Low respect and low love is the zone of Commodities. Brands have high respect but low love; Fads enjoy high love compromised by low respect. Lovemarks have high love and high respect.

South Africa’s first Lovebrands were established by research conducted for Saatchi & Saatchi by TNS Research Surveys among a demographically representative sample of 2000 urban adults.

Eight brand categories were examined, and questions were asked about the respect for the brand, and whether it was loved, liked, or tolerated. For example, a ‘respect’ question was, “This brand has a good reputation”. Do you agree, disagree or have no opinion? A ‘love’ question was, “This brand is in touch with people like you.”

The top Lovemarks are:

Petrol: BP is the only Lovemark. Engen, Shell and Caltex qualify as brands, but Sasol, Total, Exel and Zenex are mere commodities.

Food and convenience stores: Pick n Pay, followed by Shoprite. Woolworths and Checkers are brands, and the rest commodities.

Cars: BMW, followed by Toyota. Mercedes-Benz, Volkswagen and Audi are brands.

Beer: Castle Lager was the leader, but Amstel, Carling and Hansa were all Lovemarks too.

Facial skin care: Vaseline Intensive Care was the only one. Surprisingly, Dove and Olay are the only commodities.

Cellphones: Nokia is the only Lovemark, Samsung the only brand.

Chocolate: Cadbury’s and Cadbury Dairy Milk are the only Lovemarks.

Clothing retailers: Edgars stands out.

Ogilvy had a strong showing at the 2009 AdReview Awards, claiming the honours in three categories. But DDB’s stellar creative form (which earned it a Cannes Grand Prix), and its pound-for-pound out-punching of the larger agency, bagged it the Agency of the Year accolade. Full details are in Tony Koenderman’s AdReview, which is published with this issue of Finweek.
Ogilvy Johannesburg’s work for KFC won two awards: The Big Idea and Radmark Radio Campaign of the Year. The agency also came out tops of the closely contested Gauteng Agency award.
Jupiter’s business and creative performance earned them Marketing Communications Group award. Commercials director of the year was Keith Rose who directed the Allan Gray TV commercial devised by KingJames Cape Town. Yet it was Draftfcb which walked away with campaign of the year for African dictator who tells Vodacom customers and prospects: “We’ve been having it.”
Among the Cape agencies it was last year’s newcomer and creative extraordinaire FoxP2 that dominated. The 2009 newcomer of the year is sports sponsorship agency Matchworld. Sports sponsorship agencies’ outstanding performance saw Exp awarded Marketing Services Company. Its MD Justin Sampson and Interbrand Sampson executive chairman Jeremy Sampson are the first father and son to win in the same year. Interbrand took the Design Shop of the Year.
Another interesting win is Magna Carta taking the PR Consultancy of the Year for the fourth consecutive year. The judges ended up with the tough choice between having a new winner and settling on the best. Gloo also maintained its winning streak for the third straight year as Digital agency.
With something like 25 media agencies now in business, it was decided tolevel the playing field by acknowledge small (billing below R450m) and large agencies. Media Agency of the Year went to Mindshare and Applied Media Logic was named Small Media Agency. Although there was no Durban agency of the Year, TBWA Durban took The Boabab Award for its success in building relationships with clients.
Mike Schalit was recognised as Advertising Person of the Year. Known for his creative genius, it was his devotion to socially responsible and sustainable advertising that set him apart.
Due to the remarkable number of outstanding small agencies, awards were also made to Six Hot-Shops. Not all are traditional but have all found a sphere in which they excel: Mick & Nick, Mediology, 34, HDI Youth Marketeers, MetropolitanRepublic and Fine Healthcare.

RadMark Radio Campaign of the Year
The Radio Campaign of the Year is one of a number of new features that will be introduced to this year’s AdReview. “We’re doing it to encourage the maintenance of standards in radio advertising,” says RadMark.
Entering for the radio award is simple: just send in recordings of the campaign on a CD, with a brief explanation of the strategy. Also eligible are multi-media campaigns in which radio is a prominent component. What we’re looking for is the campaign that made the most impact, creatively and effectively.
A campaign is defined as a minimum of three advertisements for a single product or service, with a common theme or linking device. It must have been flighted for the first time between 1 January 2008 and 28 February 2009.
Entries must reach us by February 28.
The entry must be accompanied by an entry form (see attachment AR RADIO ENTRY FORM).

The Power Thirty
We’re looking for the 30 most influential people in marketing, advertising and media. They are the people who have had the most impact during the past year on the advertising/marketing/media industries, either through service to the industry, or achievements within their companies. They may have been headline-grabbers, or their achievements may be largely unsung.
You may make up to five nominations.
In your nomination, put the nominee’s name and company or organisation. You may also add a one-sentence outline of their achievements, but this is not compulsory. (See attachment AR POWER).

People to watch
We will name five rising stars in the advertising, marketing and media arena. People who can be expected to rise to the top of the profession.
If you want to nominate someone, use the attached form: ARWATCH and get it to us by February 20.

Judging process
To preserve the integrity of the judging process and to reduce the possibility of false claiming, an Elder Statesman of Advertising has been appointed to oversee the judging, and to act as a whistle-blower and auditor. He is Ian Shepherd, now-retired former CEO of Grey Advertising South Africa.
In addition, ther same function will be performed for the Media Agency of the Year award by MediaCompete CEO Paul Wilkins. He will be a non-voting member of the panel.

AdReview will be launched at the AdReview Awards banquet on April 23, at the Theatre on the Track.

For information contact Tony Koenderman: tonyk@finweek.co.za; 083 268 7386.

AR RADIO

AR POWER

ARWATCH