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A marketingAadvertising
MARKETING NEWS
ThirtyFour was appointed to handle
the Ster-Kinekor business in October
2007, when a shift in business strategy was
needed. The recently launched interactive
movie competition has received positive
feedback from consumers and critics alike.
here for more.
ClickLhere
On Monday, 25 February, Creative Licence
Design (Pty) Ltd and Ceres Fruit Juices (Pty)
Ltd launched the new look Caribbean Smoothie.
here for more.
Clicklhere
ADVERTISING NEWS
A hand-crafted print ad
created by Jennifer
Macfarlane of Ogilvy Cape Town,
without the use of electricity, stole
the hearts of The Times Young
Creatives Competition judges at
a recent awards ceremony held at the 2008 Design
Indaba. Clicklhere
here for more.
The ads Perfect Man, Left Hand Drive, East Ender
and Lost Luggage were all created to reinforce
Avis' legendary brand promise “We Try Harder.”
According to Ogilvy Johannesburg’s Fran Luckin,
“We Try Harder” is one of the most famous brand
propositions in marketing history. Clicklhere
here for more.
Toyota is undertaking to honour its catch-phrase
‘Leading the way’ once again this year by
supporting the fourteenth annual Pendoring
advertising competition and project as a sponsor.
Toyota and the agency FCB were awarded with the
golden Pendoring for their online advertisement titled
here for more.
Hand, for the Toyota Quantum. Clicklhere
Pernod Ricard South Africa, one
of the largest spirits and wine
companies in the world, has renewed
its Golden Reel contract with
CineMARK for the fifth year in a row.
here for more.
ClickLhere
RECMA has awarded Universal McCann South
Africa, one of three agencies in South Africa to
receive an 'A' rating on the criteria “Competitiveness in
here for more.
pitches”. Clicklhere
Frieze Films has kicked off 2008
with a revitalised logo that is more
fluid and contemporary than that decided
on when the company opened doors
here for more.
some 10 years ago. ClickLhere
on
newsclip
itoring
Managing media intelligently
Friday, 29 February 2008
Wwww.totallymad.co.za
Grant Baker, CEO and founder of The Firehouse
Group, says that clients want to see tangible
results from their spends and there are accurate tools
available for measuring this. Statistics and data from
SAARF, LSM measurements and Nielsen ratings are
able to provide detailed information on how successful
various strategies have been. Clicklhere
here for more.
Trade Union Solidarity began publishing a
tongue-in-cheek advertisement about
affirmative action in newspapers on Saturday. The ad
appeared in the Business Day on 25 February. Click
here for more.
lhere
Clear Channel
Outdoor, along with all
other OHMSA members, is
contributing positively to the power shortages by
installing timer switches on its illuminated outdoor
here for more.
advertising structures. ClickLhere
"Treat all electrical cables and
power lines as live," was the
message from Eskom to township
communities, utilising
PRIMEDIA@HOME's Community
Chat Billboards, in an attempt to evade the high
number of electrocution fatalities. ClickLhere
here for more.
NEW ACCOUNTS
Vizeum South Africa, a
recently launched
specialist media strategy
planning & media buying agency, won the Coronation
Fund Managers media planning and buying business,
in a 2-way media pitch. ClickLhere
here for more.
PEOPLE ON THE MOVE
Former Springbok Rugby coach Jake White has taken
up a major shareholding in Verso Ventures through a
joint venture transaction with the Verso Group. Click
lhere
here for more.
JWT Cape Town has made the following new
appointments:

Russel Martin, Strategic Planner;

Zeenat Fakir, Account Manager;

Lisa Berghammer Account Manager; and

Britt Gilbert, Senior Account Executive.
Vizeum SA has appointed Kelvin Storie and Shihaam
Abrahams as Senior Media Strategists.
CineMARK has appointed Jenni Critchfield as the new
CEO of CineMARK as of 1 March.
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A Newsclip Media Monitoring Initiative
EDITOR’S CLIP
Who is advertising in SA Media?
At the Audit Bureau of Circulations business
breakfast in Cape Town last week, Ken McArthur of
Nielsen Media Research concluded that the
advertising platform in South Africa is healthy, as
the 2007 adspend figures indicate.
The four major categories where the adspend is
used are: health and beauty; travel, transport and
leisure; retail; and B2B. Interestingly, there has
been an increase of spend in all major categories.
Notable, was the 17% increase in adspend for
beverages and the retail growth of 13% between
2005 and 2006 and 16% between 2006 and 2007.
There has also been a noted increase of 30% in
media self-promotion: TV spend is at R6.3 billion,
up 74% on year previous, and while there is evident
growth in all sectors, the rate of growth has
decelerated in line with economic spend.
The adspend for print was up 14%, internet was up
56% (off a very small base), TV was up 22% (from a
large base), cinema was down by 9%, radio was up
12% and outdoor adspend increased 13%. This shows
that the market share development of print and TV is
comparable to previous years. The increased spend in
print media was concentrated largely in daily
newspapers and consumer magazines.
Who are the big spenders?
1. SAB Miller
2. ABSA
3. FirstRand Bank
4. Standard Bank
5. Government
6. Pick 'n Pay
7. MTN
8. Shoprite
9. Vodacom
10. Unilever
Of those in the top 10, the retail outlets appear to be
print-centric.
The top advertisers in magazines are Edcon,
Multichoice, Loreal, Unilever and Tiger SA; while
Shoprite and Pick 'n Pay spend the most in
newspapers.
Ad split
Regarding the top spenders, Nielsen conducted a
breakdown analysis to establish the media in which
they spend the most. The results were interesting,
to say the least.
ABSA = 34% television, 33% newspapers, 1%
internet
Government = 47% newspapers, 31% radio, 18%
television
Mass Mart = 53% newspapers, 33% television
MTN = 53% television
First Rand = 20.25% internet, 15% magazines, 16%
radio
Vodacom = 46% television, 15 radio
Marketing & Advertising News
The figures point to interesting trends, as can be
seen in the use of internet as an example. While
ABSA and First Rand are both in the banking
business, they are differently identified in their
adspend split. The former uses only 1% of its spend
on web-based advertising, while First Rand uses a
fifth of its ad budget on the same medium.
Conversely, both Vodacom and MTN have identified
television as the best place to promote cellular
phones and communications to the people.
The spend split is very interesting, especially after
hearing the Radmark Top 10 SA Radio Case Studies
on Wednesday. They ran examples of the use of radio
and its ability to create cross-promotion between
other media types. This becomes crucial in an era of
extensive media fragmentation across multiple
platforms versus corporate needs to spend money
wisely in reaching a specific target market.
Online and radio seem to be very popular
combinations, as the one is able to benefit from the
other - a radio ad, for example, can be used to direct
traffic to a website to then enter a competition. This
creates new online advertising opportunities and
encourages the use of new media by various
audiences.
See you next week.
DANIEL
GET TO KNOW THE TEAM
EDITOR Daniel Munslow
EDITORIAL ASSISTANT Pat McClelland
EDITORIAL ASSISTANT Trevyn Abegg
MEDIA RESEARCHER Roane Booth
MARKETING MANAGER Vanessa Evans
Daniel Munslow is on Facebook... Visit him lhere
here.
Daniel is a member of the Advertising Media Association
of South Africa (AMASA) and a Pendoring Awards
Committee member
GET IN TOUCH
Want to make a contribution? Want to share your opinions
and stories about the media industry? We want to hear
from you.
updates@newsclip.co.za or call
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us on (011) 288-6600.
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totallyMAd IS A NEWSCLIP MEDIA MONITORING INITIATIVE
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