Totally MAd newsletter 4 May 2012 :: Newsletter

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Totally MAd newsletter 4 May 2012

This week's highlights ...

Welcome to the latest TotallyMAd newsletter.

Top stories making headlines this week include: Adobe's State of Create global benchmark study reveals a creativity gap; Euro RSCG South Africa designs a billboard with a heartbeat for Dettol; and Jupiter Johannesburg’s Absa ad is recognised at the global D&AD Awards.

In this week's editorial desk article, Christine Greyvenstein writes about the fact that a lack of product knowledge could sink the brand ship, particularly where in-store promoters are involved. Comment on our blog or visit the La Resistance blog for other interesting reads.

Don't forget that you can contact the Updates team on updates@newsclip.co.za, or interact with us on our Twitter feed and Facebook page. We'd love to hear from you.

Marketing news

	Final countdown for the annual Integrated Marketing Communication Conference The #IMCC Cape Town edition is set to make its mark on the Mother City on 5 and 6 June at the Crystal Towers Hotel and Spa in Century City. Click to continue
**Marketing Indaba secures international speaker from Google SA** Google SA has confirmed that Brett St Clair, its head of new products for sub-Sahara Africa, will speak at the Marketing Indaba Conference. St Clair, who was a popular speaker at last year’s conference, will return on 10 May to talk about putting the plus (+1) behind Google and about how social media is changing online marketing. Click to continue
	*3M sticking with HIP2B^²* in Youth Innovation Challenge** HIP2B^², the youth organisation founded to promote the study of maths, science and technology-related subjects as a means to develop entrepreneurial skills and analytical thinking, has brought on innovative multinational technology company 3M as a valued partner for the inaugural HIP2B^² 3M Innovation Challenge. Click to continue
	PayU gets serious about online Online payment solutions company PayU heralds a new era with a revamped logo. The new visualisation now contains a simplified company name without any additional graphic elements. The major change to the logo entails the removal of the ‘click arrow’, making for a cleaner, distinct logo. Click to continue
	Refreshing start to Lighthouse Digital’s first Appletiser campaign After winning the Appletiser account last year, Lighthouse Digital set out to compile the first digital media strategy for the ‘it’s the weekend baby’ campaign to launch Appletiser’s new plastic bottle packaging to the South African market. Traffic was directed to Appletiser’s Facebook page to create excitement about the bottle’s new look. Click to continue

AMASA CT’s April meeting deemed a success AMASA Cape Town hosted a successful and well-attended April meeting at the Upper Eastside Hotel in Woodstock on 25 April, where Ross Chowles gave a presentation on his thoughts regarding the advertising industry. Click to continue
Adobe EMEA conference brings together global digital marketing expertise On 15 and 16 May, digital marketers and advertisers from all over Europe, the Middle East and Africa will converge in London to discuss the latest in global marketing trends during the Adobe EMEA Digital Marketing Summit. Click to continue
Study reveals global creativity gap New research has revealed a global creativity gap in five of the world’s largest economies, according to the Adobe State of Create global benchmark study. The research shows that eight in 10 people feel unlocking creativity is critical to economic growth. Click to continue
	Hunter’s Extreme Zero infiltrates the South African market Hunter's Extreme Zero is Distell’s new zero-sugar offering in its existing Hunter’s Extreme cider division. It is being positioned as the first beer alternative within the South African liquor market. Click to continue
	The Hunger Games goes viral Effective Measure, a leading provider of digital audience profiling solutions, has reported that Australian moviegoers were significantly influenced by the viral marketing of The Hunger Games, with 38% of survey respondents indicating that their anticipation to watch the movie is attributed to the opinions of their close friends. Click to continue

Advertising news

	Euro RSCG South Africa designs a billboard with a heartbeat for Dettol Erected along Johannesburg’s M1 highway in February, the 100m by 5m interactive billboard was aimed at highlighting Dettol South Africa’s new corporate identity as well as its support of the Children’s Hospital Trust. Click to continue
Shell Helix makes your car feel like a ‘supercar’ Shell Helix’s ‘supercars’ TV ad, which aired in South Africa for the first time on 1 May, demonstrates Shell’s long-standing technical partnership with Ferrari and captures the passion and excitement that Shell Helix believes all proud drivers feel. Click to continue
Airport advertising gets a good decluttering Continental Outdoor Media’s billboard strategy at airports has successfully decluttered the space while creating a better solution for marketers. Click to continue

People on the move

New trading director at Aegis Media South Africa
Nic van den Bergh has been promoted to trading director for Aegis Media in Sub Saharan Africa. He will be responsible for all trading activities within the group, with companies such as Carat, Vizeum, isobar, iProspect and Posterscope. He will also be heading up the group operations board, streamlining daily operations and client delivery. Click to continue

Talented youngsters join OFyt OFyt (old friends young talent), which opened its doors in Muizenberg this month, has a unique operating model designed to attract passionate, mainly historically disadvantaged young talent. Click to continue
	AudienceScience appoints international marketing manager AudienceScience^®, a global digital marketing technology company, has announced the appointment of Tamara Santiago-Downes as international marketing manager. Click to continue

Industry awards

Primedia Lifestyle secures 13 finalist positions in the ICSC European Shopping Centre Marketing Awards One of South Africa’s leading shopping centre marketing consultancies, Primedia Lifestyle, an Unlimited subsidiary, has received multiple finalist nominations by the International Council for Shopping Centres' (ICSC) European Solal Marketing Awards for the third year running. This rewards strategic shopping centre marketing campaigns. Click to continue
	*Adams & Adams sponsors Loeries* Travelling Exhibition in Pretoria** Adams & Adams law firm has deepened its relationship with The Loerie Awards by sponsoring the Pretoria leg of the exhibition tour. The Loeries Travelling Exhibition will be on show at The Open Window School of Visual Communication in Irene from 9 to 19 May, with an official opening taking place on 10 May. Click to continue
	Jupiter Johannesburg’s Absa ad gets recognition at global awards The Jupiter Drawing Room (Johannesburg) was one of the agencies to be named as a winner in the global D&AD Awards for its Absa ‘Team of Millions’ advertising campaign. This was in the category ‘Inserts and wraps for press’. Click to continue

Eurobest returns to Lisbon Cinemark presents the 5^th Eurobest Festival of Creativity, Europe’s leading inspirational, learning and networking event for the advertising and communication industry and the largest annual awards for European creative communication, which this year celebrates 25 years. It will be held for the second year in a row in Lisbon, Portugal, from 28 to 30 November. Click to continue
Cannes Lions announces final juries for branded content and entertainment, film craft and mobile Through the official representation of Cinemark, the Cannes Lions International Festival of Creativity has announced the final three juries for this year's event: branded content and entertainment, film craft and mobile Lions. Click to continue
Euro RSCG trailblazers jet off to Cannes for Young Lions 2012 Two talented young creatives from Euro RSCG (part of the Havas Group) South Africa will be heading to the Cannes international advertising festival in June to represent the country in the prestigious Cannes Young Lions competition. Click to continue
Net#work BBDO scoops another top international radio award Net#work BBDO scooped a coveted Yellow Pencil and In Book Award in the D&AD Awards in London night for its Mercedes Benz Attention Assist radio campaign. Click to continue

From the editorial desk ...

Lack of product knowledge could sink the brand ship
Many of us fear the promoter who lurks in the aisles of supermarkets, just waiting to pounce with a product that will ‘change our lives’. But what about the converse – when you’re actually interested and want more information on a new product, but the promoter isn’t well informed? This week, Christine Greyvenstein looks into how a lack of knowledge about newly launched products could potentially harm the brands. Click to continue

TLC selected to spread awareness around Incolabs' Lip Ice

Incolabs has selected the ideal environment in Primedia Unlimited’s washroom advertising platform ...

Provantage helps to create awareness of its Burger King's Whopper burger

The arrival of the restaurant chain Burger King was highlighted by an advertising campaign tha ...

Engen is one step closer to 50% black ownership of retail service station network

Engen, South Africa’s leading fuel retailer has scored another win for black economic empowerment with the appointment of Mackay Bundwini as the franchise owner of its next 1-Stop retail service station.

Tiletoria acquires Floors Direct

Tiletoria, one of South Africa’s leading tile retailers and wholesalers, has just acquired the retail flooring business of Floors Direct. Operating principally out of Gauteng, Floors Direct is South Africa’s leading flooring supply and installation experts.

Problemio offers a 4 app course for entrepreneurs

Ever dreamt of starting one's own business or are in the process of starting one? Now there is a way to get affordable and quality help and guidance. Whether one's goal is to start a brick and mortar business or an Internet start-up company, it is a daunting adventure where mistakes ca ...

RadioHeads turns up the volume for Standard Bank

RadioHeads, a specialist radio marketing agency in South Africa, is putting years of radio experience and expertise to good use, and attracting blue-chip clients, like Standard Bank, who are looking to leverage the marketing power of the air waves.

Managing your brand’s identity

Communication is often an understated factor in marketing. However, it is one that if not managed or monitored, can sway the perception of your brand to be something it is not. The power of branding is that it is about building a personal relationship with your customers. Therefore the tone in which you communicate to build this relationship is crucial.

The power of brand slogans

In marketing, language is an important tool, and when it is used in a strategic manner it can have a meaning that shapes ideas and sticks in your memory. This can, in turn, create a meaning that can be so powerful that it can capture an audience for a lifetime.

Advertising News

TLC selected to spread awareness around Incolabs' Lip Ice

Incolabs has selected the ideal environment in Primedia Unlimited’s washroom advertising platforms by TLC, to reach its consumers ahead of winter for its ‘Naughty or Nice’ Lip Ice advertising campaign that runs nationwide from April to June.

Provantage helps to create awareness of its Burger King's Whopper burger

The arrival of the restaurant chain Burger King was highlighted by an advertising campaign that harnesses the reach and impact of an array of media channels. Further to the launch, the multi-national restaurant chain is creating awareness of its famous Whopper Burger across Transit TV, IRT Station, Bus branding and PRASA train station branding.

Marketing News

Engen is one step closer to 50% black ownership of retail service station network

Tiletoria acquires Floors Direct

In Focus

Provantage takes out of home advertising to a new level with Transit.TV

On Wednesday, 13 February, Provantage launched a new digital media network known as Transit.TV. This digital network will offer advertisers across the country a national digital television network that will operate in selected taxi’s, train stations and in taxi rank lanes.

Conversation LAB: A new agency for a new world

There is the belief that when it comes to ‘big idea’ agencies, you don’t have to look any further than South Africa’s two main cities, Cape Town and Johannesburg. You’d find an argument to back that up too. Simply take a look at where the South African winners of this year’s Loeries are located to understand my point.

New Accounts

Conversation LAB wins the Chubb Fire and Security SA account

Up and coming creative agency, Conversation LAB, hot on the heels of their Mr Price Sport and Hirsch’s business wins, has now added international fire and security giant, Chubb Fire and Security South Africa to their fast-expanding client base.

Bletchley Park wins the Wonga.com account

Wonga.com, a ground-breaking online lender, has appointed Bletchley Park as their creative marketing agency in South Africa after a successful pitch process.

People on the Move

brandhouse appoints Dayalan Nayager as its national accounts director

Prior to joining brandhouse, Nayager was the general manager of Sales for Heinz Foods South Africa where he lead key accounts, Field Sales, Export, Food Services and Category Management divisions. His appointment was effective from Friday, 1 March.

Fran Luckin set to join Quirk Johannesburg

Fran Luckin, a highly acclaimed South African executive creative director and winner of a multitude of local and international awards, will be joining Quirk Johannesburg as its new executive creative director.

Marketing Profile

Experienced trio launch WhyFive, a fresh take on market research.

Success in business depends on asking the right questions. ‘Why?’ is always the right question, say the founders of newly launched market research business WhyFive; and marketing wisdom holds that if one asks ‘Why?’ five times, any question will be fully answered.

TollReach to evolve into AutoReach to grow footprint of in-car marketing

Re-invention is the key to business success. It requires the evolution of years of expertise within an ever-changing market to compete for a potential consumer’s attention and spend. On Wednesday, 8 May, the successful TollReach - a pioneer in reaching a moving but captive audience - will evolve into AutoReach to grow the footprint of in-car marketing.

Advertising Profile

Turbine Brand Revolution launches in association with human.kind advertising

Although Turbine Brand Revolution and human.kind advertising are separate entities, there is synergy where it is most essential, and together the agencies are able to provide a full service offering, from logo and corporate identity design, to full campaign execution.

The Hardy Boys joins forces with Disturbance

Independent through the line communications agency, The Hardy Boys have acquired Disturbance – Durban's leading multi-disciplinary creative hot-shop – with a view to broadening its current service offering.

The home of live theatre events in high definition

Cinema Nouveau screened by Fish Eagle Brandy will be the first movie theatre in South Africa to join other movie theatres, worldwide, in screening live performances of plays in High Definition (HD), as seen at the National Theatre in London.

A day with the Field Band Foundation, Soweto band … with Black Like Me

Black Like Me was proud to announce their partnership with Field Band Foundation- Dobsonville band to host a day of fun and motivation to the 180 members during a recent visit to the Soweto band.

Personalities

Getting to know Living Your Brand's CEO, Daniel Marcus

Living Your Brand CEO, Daniel Marcus is a busy man. When he's not in the office, he's either at the gym or planning his next move in the wee hours of the morning. Marketing Update managed to catch up with him to find out more about him. Here's what he had to say.

Getting to know Y&R Johannesburg's new MD, Kingsley Potter

Y&R Johannesburg recently appointed Kingsley Potter as its new managing director. He took some time out of his busy schedule to speak to Marketing Update.