1.
Politics and advertising/communications
We can make some observations that there is a lot of
activity in South Africa around the forthcoming elections, although most of it is on the ground and around social media. WE
know that there are agencies involved with the political parties but they are
shy to talk about their involvement and we think that this is understandable in
a new democracy such as ours.
Political advertising has always been a hot potato –
worldwide.
More advanced democracies are more open about their
advertising strategies and many well-known agencies such as Saatchi &
Saatchi back in the 70”s ( remember “ Labour isn’t working” - billboard)
and now M&C Saatchi UK – brought the Conservatives back into
power a few years ago again with their ad campaign. Havas – has always
been involved in political advertising in UK and US.
Agencies here in SA such as The Agency – going back more
than 30 years ago – helped the National Party. Hunt Lascaris in the 90’s
helped the ANC in its first campaign and later Ogilvy helped the ANC.
Why would agencies be shy here?
·
We think that it is a tricky one to navigate as
other clients of those agencies might object to being in an agency that looks
after a particular party.
·
We also think that agencies want to protect
their staff – in an era where violent protest about politics is rife – witness
Egypt and the Ukraine.
So it was impossible for us to obtain comment from the
agencies who we believe are looking after the current political campaigns for
the respective parties – and we must respect that.
Perhaps after the elections it will be easier.
What is also interesting of course – is the use of social
media by the party leaders – that is a full time intensive job!
2.
Awards season
Awards are here and everyone is starting to build towards
them.
The PR industry, PRISM awards (locally) and internationally
– the Golden World Awards run by IPRA.
The ad industry, Loeries (still quite early for that)
and the Cannes Lions – the most important event on the calendar and celebrating
60 years this year. Lots of categories – more than ever and lots of
opportunities for South Africa which has always been very successful at Cannes,
often punching well above its weight.
So the role of awards?
·
Helps the industry become more competitive in
terms of standards
·
Recognizes success
·
Peer recognition
·
Attracts staff – staff like to work for
successful recognized agencies
·
Clients – clients like to know that their
agencies are strong industry players and they like to be proud of their
agencies
·
Clients like to feel that they too had a role in
the success of the awards
·
Generally speaking awards measure campaigns from
a creative AND effectiveness perspective – and this trend has grown in recent
years
Great case studies – essential
Well presented on video – essential
In fact often the case study video demands more time and
energy than the campaign itself.
Digital campaign success is the new kid on the block and an
opportunity for agencies in the advertising and PR space>
·
Regardless of our bandwidth – this will improve
soon
·
Agencies need to prepare
·
Consumers want to be part of the story now –
it’s a two way street or a 360 story
·
Consumers want to engage – measurement of
success
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