Trends show move towards integration, augmentation of traditional with new media and multiple channel approaches
Brian Mdluli, CEO of the DMASA says the industry response has been phenomenal and rewarding despite an incredibly challenging year on both the business and legislative fronts. “This year saw 265 campaigns registered and worked on for submission. These were whittled down by our panel of filter judges to 189 campaigns which made it through to the final round of judging. Each year the Assegai Awards has grown in terms of entry numbers. The 2010 Assegai Awards increased entry numbers by 17% on 2009, a year which also saw a massive increase of 42% up on entry numbers in 2008. And this year’s entries close on a significant increase once again.”
The DMA attributes this growth to the fact that direct marketing uptake is increasing rapidly as businesses come under increasing pressure to measure the ROI on campaigns and also seek closer relationships with and insights into their customer base.
“Assegai entry numbers are growing, the quality of work is improving each year and clients are getting to see the real bottom line benefits that sit behind the art and science of marketing. Each year an analysis of the entries reveals a telling story – more and more businesses, from small entrepreneurial outfits right through to the largest blue chips, are investing in direct and integrated marketing,” says Brian.
“Based on an analysis of the entries in each category, it is particularly exciting to see the growth in channel integration and use of multiple channels to reach consumers. Traditional direct channels such as mail remain very strong and active and the growth in the digital categories and social media has been phenomenal. But what is very noteworthy is the number of entries in the multiple channel category – by far our largest entry numbers out of 30 categories,” he explains.
Views that digital channels such as web, email, social media and SMS would spell the end of more traditional direct channels have proven unfounded judging on this year’s entries. “Integration definitely seems to be the trend and marketers are making use of multiple channels to drive response across media channels. It is especially pleasing to see that the silo mentality seems to be subsiding and marketers are realising that to be a successful direct marketer, you need to embrace the versatility and appeals of different channels,” says Brian.
It’s a view that is echoed by the South African Post Office (SAPO), which has seen a remarkable resurgence of traditional direct mail. Matshepo Majola, Senior Manager of the Direct Mail Centre at the South African Post Office adds: “Only a few years ago, direct mail appeared headed toward a supporting role within the direct marketing media mix. Digital forms of marketing glittered as the ‘new’ media. The poor economic conditions and reduced marketing conditions have encouraged marketers to look at the value of mail marketing and its consistent power to drive responses. This in turn has resulted in a dramatic shift in the relevance and power of direct mail. As a result, direct mail is experiencing a remarkable resurgence,” says Matshepo.
“It’s a new world of direct and interactive marketing and many of yesterday’s assumptions have changed. Multi-media marketing is more important than ever, but e-mail and phone are no longer the central players they once were – it is now all about integrated communications. Direct mail is enjoying an unprecedented level of appeal and relevance and finding its place in a combined communications mecca of new and traditional channels,” explains Matshepo.
Post Office’s e-Postal Business Unit supports this evolution in the marketing and communications space. The e-Postal business unit is an extension of the traditional mail business, offering a multi-faceted communication and transaction solution. It includes services such as e-Messaging (SMS, Fax & Email), Hybrid Mail and Electronic Bill Payment & Presentment (EBPP). “The EBPP component is being positioned as an enabler to offer convenient and alternative channel for SAPO customers to transact, explains Matshepo .
Computer Facilities, a direct marketing fulfilment bureau and one of the category sponsors of this year’s awards adds to the debate. “Todays direct is about integrating and leveraging the best channels available, that are suited to your consumer’s habits and preferences, driven by data and analytics, and that conform to the demanding regulatory environment governing direct marketing. Like in other media forms, we cannot adopt a one-size-fits all approach to media application. Each one of your audiences will have a different penchant for digital media technologies as they do for traditional media. The manner in which media pioneers such as newspapers, magazines, radio and TV have embraced the use of social and digital media should be a lesson for marketers in terms of integrating and leveraging, rather than replacing,” says Shay van der Poll, Business Development Manager at Computer Facilities.
“The bottom line is with the advent of the Internet, the way new products and services are marketed have changed even though the aim of business in bringing economic and social values remain unchanged. Indeed, the bottom line of increasing revenue and profit are still the same. Marketing has evolved to more of connectedness, due to the new characteristics brought in by the Internet. Marketing practice was once seen as one way, with firms broadcasting their offerings and value proposition. Now it is seen more and more as a conversation between marketers and customers. The challenge now is to get marketers to use an outside-in thinking approach which is data-driven, focusing on identifying consumer insights and developing a strategy with the right online and offline combination,” says Shay.
Brian Mdluli from the DMA adds: “Marketers are starting to break through the silo mentality and integrate all media channels including social across the marketing organisation. Consumers expect brands to have a multi-faceted presence.
“If I had to define this year’s key trends in direct, it would be augmentation and integration of channels. ROI is the fundamental driver behind direct marketing, and achieving this is about science and analytics – this year’s awards are testimony to that,” says Brian.
The 2011 Assegai Integrated Assegai Awards are once again sponsored by a host of sponsors who are kings in the direct space including:
- The South African Post Office – presenting sponsor for the fifth consecutive year.
- African Bank – Supplier of the Year category sponsor
- Computer Facilities – Young Direct Marketer category sponsor
- Nedbank – Hall of Fame category sponsor
- MTN – CRM& Loyalty and Mobile category sponsor
- Standard Bank – Student category sponsor
- Absa – Direct Marketer of the Year category sponsor
- Demographica – E-mail category sponsor
- 5th Dimension – 3D category sponsor and Assegais creative campaign sponsor
- SAS – sponsor of the Database and Analytics category and judging facilities
- List Perfect – database sponsor
2011 Assegai Integrated Marketing Awards Winners
This year’s Assegai Awards introduced a “leader” award, aligning very much to the process adopted by the international Echo awards. Leaders are identified in the final audited campaign scores based on the overall creative concepts which include copy, graphics and production quality, marketing strategy and response results. Leaders are those entries that could qualify in terms of their final audited scores for an Assegai award. From the leader awards, the top scoring campaigns are then awarded gold, silver and bronze awards. In some instances more than one gold, silver or bronze is awarded – this only happens where campaigns have identical scores.
The Inkosi award – given to an entry that has excelled above all others across strategy, creativity and return on investment – went to Boomtown Strategic Brand Agency for “Always On”.
|
Company / Entrant |
Campaign Name |
|
| Media Awards – 3D sponsored by 5th Dimension | Award | |
| Boomtown Strategic Brand Agency | Always On | Gold |
| TBWA Hunt Lascaris Durban | Build it | Gold |
| M&C Saatchi Abel | Mr. Delivery Blogger Drop | Silver |
| Ogilvy | Dis Hoe Ons Rol | Silver |
| Action Ambro’s | Escape the Office | Bronze |
| Direct Mail | ||
| Ogilvy | Cell C Retention Pack | Gold |
| WinDirect | Magic Boat | Silver |
| Mortimer Harvey | Virgin Money “Gertrude” | Silver |
| Lesoba Difference | Nedbank – Certificate of More | Bronze |
| Lesoba Difference | Nedbank – Silver Service | Bronze |
| Action Ambro’s | Worst Job in the World | Leader |
| Action Ambro’s | It’s Not Funny | Leader |
| Lesoba Difference | Nedbank – Opportunity Pack | Leader |
| 5th Dimension | Edgars – Red Carpet | Leader |
| 5th Dimension | Edgars – Happy & Sad | Leader |
| Media Awards – Direct Response Advertising (TV, Infomercials & Radio) | ||
| Leo Burnett | Salvation Army | Silver |
| human.kind advertsing | Ons Verstaan | Bronze |
| Prima Integrated Marketing | Important things | Leader |
| human.kind advertising | You Need The Hippo | Leader |
| Media Awards – Direct Response Advertising (Outdoor, Ambient & Print) | ||
| Lesoba Difference | MRA Print Ads | Silver |
| human.kind advertsing | You Need The Hippo | Bronze |
| Prima Integrated Marketing | The Malaria Movement | Leader |
| Unaddressed Campaigns (Direct Distribution / Inserts) | ||
| Lesoba Difference | Nedbank Professional Campaign | Gold |
| Action Ambro’s | Escape the office | Gold |
| Action Ambro’s | Nice to meet you | Silver |
| Alternative Media (Activations) | ||
| Euro RSCG South Africa | Volvo S60 Naughty Convoy | Silver |
| CKNet Internet Services | Land Rover Evoque Reveal | Silver |
| Gloo Digital Design | Brandhouse Drive Dry | Bronze |
| Prima Integrated Marketing | The Malaria Movement | Leader |
| Alternative Media (Experiential) |
|
|
| Gloo Digital Design | South African Tourism Touch Table | Silver |
| NATIVE Digital Agency | You need the Hippo | Silver |
| Gloo Digital Design | BMW digital billboards | Bronze |
| Telemarketing | ||
| The Standard Bank of South Africa Ltd | Home loan fixed rate | Bronze |
| Online Advertising | ||
| Prima Integrated Marketing | The Hippo helps out | Bronze |
| Social Media | ||
| Boomtown Strategic Brand Agency | NMMU Flash Mob Viral Video | Gold |
| LM&P | Doritos Late Night | Silver |
| CKNet Internet Services | Land Rover Heritage Campaign | Silver |
| Ogilvy | Don’t Marry Kate Marry Me | Bronze |
| TBWA Hunt Lascaris Durban | My SPAR Campaign (facebook) | Bronze |
| Euro RSCG South Africa | Volvo S60 Naughty Convoy | Leader |
| Ogilvy | Dis Hoe Ons Rol | Leader |
| Retroviral Digital Communications | Nando’s CEO | Leader |
| Ogilvy | MGD Dark Horse | Leader |
| Trigger Communication Consulting | Woolworths Advent Calendar | Leader |
| NATIVE Digital Agency | You need the Hippo | Leader |
| Website | ||
| Gloo Digital Design | Samsung Smart TV | Gold |
| NATIVE Digital Agency | VISI | Silver |
| HomeChoice | August eCommerce Site | Bronze |
| Action Ambro’s | Worst Job in the World | Leader |
| HomeChoice | Autumn’s Falling Prices | Leader |
| Lesoba Difference | Nedbank More Freedom Website | Leader |
| Action Ambro’s | Big Voice in the Sky | Leader |
| Email Marketing sponsored by Demographica | ||
| Ogilvy | SAA – Serving you the world | Gold |
| Prima Integrated Marketing | The Careometer Campaign | Gold |
| Action Ambro’s | Escape the Office | Silver |
| HomeChoice | Two Day Discount Voucher | Silver |
| HomeChoice | Catalogue Teaser Series | Bronze |
| HomeChoice | Countdown Sale | Bronze |
| HomeChoice | 48 Hour Sale | Leader |
| Action Ambro’s | Worst Job in the World | Leader |
| Ogilvy | DStv’s got your January sorted | Leader |
| Jinja Interactive | Montblanc Fathers Day Mailer | Leader |
| Mobile sponsored by MTN | ||
| Action Ambro’s | My Resignation | Gold |
| The Foschini Retail Group | Xmas | Silver |
| MEC Carat | Cell C Photocode | Bronze |
| TBWA Tequila | IEC 2011 municipal elections | Leader |
| Mortimer Harvey | Colgate Smile | Leader |
| NATIVE Digital Agency | VISI | Leader |
| Multiple Channel | ||
| Ogilvy | Tell Trevor | Gold |
| Trigger Communication Consulting | Nike More than Air | Gold |
| Draftfcb South Africa | Hilux “Man Up” | Silver |
| Mortimer Harvey | Absa Kweeka campaign | Silver |
| Ogilvy | Dis Hoe Ons Rol | Bronze |
| Action Ambro’s | Big Voice in the Sky | Bronze |
| NATIVE Digital Agency | Standard Bank | Leader |
| Trigger Communication Consulting | Disney XD Launch | Leader |
| Euro RSCG South Africa | Volvo S60 Naughty Convoy | Leader |
| TBWA Hunt Lascaris Durban | TOPS SA FAVOURITES | Leader |
| human.kind advertsing | You Need The Hippo | Leader |
| HomeChoice | Autumn’s Falling Prices | Leader |
| Aon South Africa | One size doesn’t fit all | Leader |
| CRM & Loyalty Sponsored by MTN | ||
| Demographica | SA Consumer Initiative | Silver |
| ERM | ||
| Ogilvy | Imperial iPledge | Gold |
| Action Ambro’s | You are called to bear witness | Silver |
| Lesoba Difference | x2 ERM Programme | Silver |
| Dashboard Integrated Marketing | Shell Internal CSI Campaign | Bronze |
| Database & Analytics sponsored by SAS | ||
| Gloo Digital Design | South African Tourism Touch Table | Gold |
| Liquorice Africa | Sweetspot and smart-e | Silver |
| Copy | ||
| M&C Saatchi Abel | Mr. Delivery Blogger Drop | Gold |
| iKineo | Oh, Darn | Silver |
| Lesoba Difference | Youth Campaign – uturn | Silver |
| Prima Integrated Marketing | MSF Somalia Appeal | Bronze |
| Action Ambro’s | Worst Job in the World | Leader |
| Art Direction | ||
| M&C Saatchi Abel | Mr. Delivery Blogger Drop | Silver |
| Lesoba Difference | Peugeot Motors SA Loyalty Club Magazine | Silver |
| Prima Integrated Marketing | A Platinum Experience | Bronze |
| Creative Solutions | ||
| Boomtown Strategic Brand Agency | Always On | Gold |
| Gloo Digital Design | BMW digital billboards | Gold |
| Gloo Digital Design | Brandhouse Drive Dry | Silver |
| M&C Saatchi Abel | Mr. Delivery Blogger Drop | Silver |
| Action Ambro’s | Nice to meet you | Bronze |
| Gloo Digital Design | South African Tourism Touch Table | Bronze |
| NATIVE Digital Agency | Vodacom Thumbs Up | Leader |
| human.kind advertsing | You Need The Hippo | Leader |
| Lesoba Difference | Sapo Fat Free Campaign | Leader |
| Gloo Digital Design | Samsung Smart TV | Leader |
| Public Benefit Awards | ||
| 3D | ||
| 5th Dimension | Doctors Without Borders | Silver |
| Direct Mail | ||
| WinDirect | Magic Bean | Silver |
| Lesoba Difference | EWT Santa Wish List | Silver |
| 5th Dimension | Cotlands – Heads & Hearts | Silver |
| Multiple Channel | ||
| Lesoba Difference | CSI Adoption Initiative | Gold |
| Copy | ||
| Lesoba Difference | CSI Adoption Initiative | Gold |
| New Comer Awards | ||
| Dashboard Integrated Marketing | Shell Internal CSI Campaign | Gold |
| Student Marketing Awards sponsored by Standard Bank | ||
| University of Johannesburg – ASAI | S.C.R.U.M | Gold |
| University of Pretoria | Hand-Held Health: Mission Triple-H | Gold |
| University of Johannesburg – Think Tank | Rugga Mondays | Silver |
| University of Johannesburg – The Urban Marketers | Come Scrum with the boys, it’s worth a try | Bronze |
| Young Direct Marketer of the Year sponsored by Computer Facilities | ||
| Dani Thurgood – Lesoba Difference | Gold | |
| Company & Individual Awards | ||
| Supplier of the Year sponsored by African Bank | SAS | Gold |
| Organisation of the Year | Computer Facilities | Gold |
| DM Education & Investment | ABSA | Gold |
| DM Education & Investment | Pollen Interactions | Gold |
| Public Sector Services | SA Post Office | Gold |
| DM Marketer of the Year sponsored by Absa | Khardine Craven | Gold |
| DMA Hall of Fame sponsored by Nedbank | Andrew Ambrogioni | Gold |
| Inkosi Winner | ||
| Boomtown Strategic Brand Agency | Always On | Inkosi |
No comments yet.