advantage february 2013

7/30/2019 Advantage February 2013

1/60

antagevadTHINK BIG! MEDIA I MARKETING I ADVERTISING

TM

FEBRUARY 2013 R25.00 incl. VAT

VOLUME 20

2YEARSY O U N G

SMS Fotoactiv to 44065 to download the app which will allow you to activate this months front cover image.


2/60

H=F;ADK

9J=;GGD&L@=;DA=FLKKA?F9LMJ=

AK=N=F:=LL=J&

9\n]jlakaf_`YkYdoYqkZ]]f\]f]\Zqdaf]k&9Zgn]l`]daf]$Z]dgol`]daf]Yf\l`jgm_`l`]daf]&:ml$l`]fl`]j]kl`]\gll]\daf]&

A^qgmjogjc`Yk`]dh]\egj][da]flkhmll`]ajfYe]kl`]j]$l`]f]fl]jl`]*()+9H=P9oYj\k$Yf\hjgn]qgmj[j]YlanalqhYqkg^^&

;dgkaf_\Yl]^gj]flja]k2,EYj[`*()+

>gjegj]af^gjeYlagf_glg2ooo&Y[YkY&[g&rY'Yh]p&Ykhpgj]eYadYh]p8Y[YkY&[g&rY

Hosted by In par tnership with

and


3/60

C O N T E N T S F E B R U A R Y 2 0 1 3

va

ntage

a

d

ad antagev February 2013 3

06

57

58

REGULARS

COVER

This months cover was conceived by new creative agency,

Conversation LAB and illustrated by Olivia Villet. We see Harold,

a hapless businessman who cant see what Durban has to ofer.

Right behind him Durban lies bursting at the seams with business

opportunities. Hes blinded by his entrenched attitudes, which tell

him Durban is a backwater, not t or serious business

COMMENT

Editor Danette Breitenbach comments on the contentious FNB saga

TALENT

Rising stars in the media and advertising industry

THE LAST WORD

Rob Van Royen recommends one should be wary o anyone that

uses the word, content marketing

08

10

IMBIZO

THE BIG PICTURE

Our world in pictures courtesy Gallo Images

NEWS

Oresti Patricios salutes SA advertising andAdVantage on its 20th birthday.

Magdel Louwtakes a look at online website JustPlay. For every business

there is an equally important brand related role, Dion Chang explains why

social marketing is an essential cy ber tool. Daniel Scheferasks i your brand

measures up. The territorial nature o trademark protection is discussed by

Andrew Papadopoulos. Odette van den Haareels its time or business to be

creative. Danette Breitenbach speaks to Thembi Msibi about the important

role the ASA plays e nsuring advertising remains honest, truthul and legal

FOTACTIV APP BRINGS OUR FRONT COVERS TO LIFE!

This months ront cover heralds the start o an exciting new association between

AdVantage and and its new Fotoactiv app. From now By placing your Apple or Android

smartphone over our ront cover youll literally bring this ormally static image to lie,

courtesy o TLC Unlimited (a division o Primedia Unlimited)

The Fotoactiv app can be downloaded or ree rom the iTunes Store or Google Play.

It bypasses the need or barcodes, tags or RFID and the Fotoactiv platorm is able

to make its surrounding environment ully interactive, including content videos,

animations, interactions and web pages.

For more information, visit www.tlc-media.co.za, www.fotoactiv.co.za,

https://www.facebook.com/TLC.SA or www.twitter.com/TLCinSA.


4/60

THINK BIG! MEDIA | MARKETING | ADVERTISING

'YWXSQ

Copyright AdVantage Magazine 2013

EDITORDanette [email protected]

PRODUCTION EDITORGill Abrahams

SENIOR JOURNALISTMagdel Louw

ART DI RECTORDavid Kyslinger

CONTRIBUTORS

Adele Paulsen, Andre Le Roux, Alastair Haarho, Daniel

Scheler, Dion Chang, Dr Antony Michail, Jean-Louis

Acarao, Kasia Kiell, Mary Papayya, Odette van den

Haar, Pierre van der Hoven, Rob Van Royen, Andrew

Papadopaulos, Craig Page-Lee, Aaron van Schalk

FEATURE WRITERS

Danette Breitenbach, Magdel Fourie

ADVER TISI NG

ADVERT ISIN G EXEC UTIVE

Sherrie Weir

Tel: 082 373 6149

Email: [email protected]

MEDIA24 MAGAZINES BUSINESS

& CUSTOM

GM MEDIA24 MAGAZINES

BUSINESS & CUSTOM

Dev Naidoo

PRODUCTION MANGER

Angel a Sil ver

SUBSCRIPTIONS

SUBSCRIPTIONS MANAGER

Petro van As

Tel: (011) 217 3222

[email protected]

FINANCIAL QUERIES

FINANCIAL LIASONSamanthia Radcliff

ACCOU NTS M ANAGE RMeda FisherTel: (011) 217 [email protected]

FOR ALL EMAIL CONTRIBUTIONS

[email protected]

ADVE RTIS [email protected]

POSTAL ADDRESSPO Box 784698, Sandton, 2146

PHYSICAL ADDRESSMedia24 Magazines Business & Custom

5 Protea Place, 3rd Floor, SandtonPhone: (011) 217 3210Fax: 086 271 4275

MEDIA 24

CEO MEDIA24 MAGAZINES John Relihan

CFO MEDIA24 MAGAZINES Raj Lalbahadur

FINANCIAL MANAGER Jameelah Conway

The views expressed in this publicationarent necessarily those o the publisher orits agents. While every eort has beenmade to ensure the accuracy o its con-tents, neither the editor nor the publishercan be held responsible or any omissionsor errors. Reproduction in whole or part oany contents o AdVantagewithout priorpermission is strictly prohibited. AdVantage magazine. All rights reserved.Requests to lit material should be made tothe editor-in-chie.www.media24business.com

www.advantagemagazine.co.za

Printed and Bound by Paarlmedia

4 ad antagev February 2013

C O N T E N T S I I F E B R U A R Y 2 0 1 3

KZN REPORT

An extensive report on the advertising and media industry in KwaZulu-Natal

Competition among the media o KZN is hectic.Magdel Louwnds out just

how vibrant the market isZulu Cool has taken on a lie o its own in KNZ.Magdel Louwtells us all

about it

Danette Breitenbach nds out why KZN is the place to be

AIRPORT MEDIA

Craig Page-Lee gives his take on airport media. Dave McKenzie talks about

the new innovations BOO! is planning, and Mze Deliwe is optimistic about

airport.tv

TELEVISION REVIEW

Why has SAs digital TV switch-on been delayed yet again? Magdel Louw

nds out why and takes an in-depth look at the industry as a whole

SKILLS SURVEY

Theres a shortage o young copywriters in SA. Danette Breitenbach

looks into this concerning situation

AGENCY AGENDADenord Magora and Graham Warsop chatted to Danette

Breitenbach about the their partnership

Alastair Haarhodiscusses the merits o working with a

design specialist

MARKETING MATTERS

Magdel Louwexamines audiences and consumer behaviour and

nds out rom Bryan Melmed why big data is so huge these days

MEDIA DIRECTION

Adding value to your

companys bottom line

is so important Adele

Paulsen tells us why

BRAND

DIALOGUE

Andre Le Rouxhelps

brands to write better

success stories

DIGITAL

DEBATE

Aaron Van Schalk

explains the world o

remarketing

32

34

37

43

46

52

20

22

24

26

27

28

30

INDEPTH

vanta

ge

ad

INFOCUS

CONTRIBUTORS

Adele Paulsen is the

executive director at the Public

Relations Institute of Southern

Africa. In 1997 Paulsen

accepted a position at the

PRISA Education and Training

Centre. In 2006 Adele moved over to PRISA where she

has risen through the ranks. Her driving force is her

passion for the industry. Page 27

Oresti Patricios is the CEO of

OrnicoGroup, a supplier of advertising

visual references in SA. He established

Ornico in 1984 with Spero Patricios. He

has an MBA from the Gordon Institute

of Business Science (GIBS) and huge

knowledge and experience, which he

brings to the brand intelligence offered by the OrnicoGroup.

Page 10

Andre Le Rouxhas worked

in the advertising and branding

Industry for close to 10 years He is

the founder of Mercury 1 Strategic

Consultancy. His passion is brand

intelligence as well as brand identity

development and finding new ways

of helping brands to more effectively engage

with consumers. Page 28


5/60


6/60

COMMENT

NOT EVEN two months into the year and the

proverbial has already hit the fan. You probably

know what I am going to talk about: the

contentious FNB ads. Actually thats not quite

correct, I thought there was nothing wrong with

the FNB ads and that it addressed an issue in our

society that is extremely pertinent. For me the ads

were in line with the brand and what it stands for.

So what was disturbing about it then? Its just an ad

campaign. The disturbing part was thereaction of our Government and their

supporters, who branded the ads as a

treacherous attack.

The ANCs spokesman, Jackson Mthembu,

said: The ANC is appalled by the FNB

advertisements in which the ANC, its

leadership and government (are) under

attack on a commercial masqueraded

as youth views.

The ANC Youth League said it was an

obviously lame attempt to recreate an Arab Spring

while the ANC Womens League called them

offensive and politically biased advertisements. The

SACP said it was incensed by the advertisements.

This has to worr y you if you are a c itizen of this

country. Why did an ad on television garner more

response than the riots and protests that were

occurring at the same time in Zamdela,

Sasolburg? If this is an indication of governments

response to what it perceives ascriticism we are in for a long and

bumpy ride this year.

On a happier note its our 20th

birthday. Thank you for the birthday

wishes we have received so far

heres a taste:

Twitter: @danettefrog44

An ad is just an ad.

Or is it?


A VETERAN AD MAN warned us, You either stay in

Durban and get out of advertising or you stay in advertising

and get out of Durban. So we decided to start an agency

approximately 4 000 miles wide, with a height just shy of

6 000 miles, its just that our operations are centred in

Umhlanga.

Surely that veterans notions of centralisation are redundant with

globalisation and modern communications? Centralisation is

unnecessary and does nothing to improve anybodys quality

of life, anywhere. Why should Durbanites swap their pleasantquality of life? Albeit one that has earned them a reputation of

having an easy-going attitude that borders on laziness. With

over 320 days of sunshine per year, warm seas and sandy

beaches, KZN attracts 15 million holidaymakers every year.

They seem to have acquired a taste for that easy-going way

of life too.

All this belies the fact that Durban is a commercial hub with an

enterprising vibrancy that attracts, and is home to world-class

business. Dont take our word for it, ask Mr Price, Unilever,

SPAR, Dunlop, aQuell, Trellidor, GAME, Beier, Bata, Rainbow

Chicken, Beaver Canoe, Marriott, Aspen Pharmaceuticals,

Compendium Insurance or The Lion Match Company theyll

all say the same.

Oh, and lets not forget that Durban is home to Africas largest

port, the 9th largest in the world.

And yes, its a city of contrasts! Outside that awesomely

large world-renowned icon, Moses Mabhida stadium,

youll find small businesses and crafts people selling

their wares at I Heart Market.

So what have we got? A city thats a global player with an

entrepreneurial culture. And a communications capability

that transports our creative director from Brighton, UK

to our office just right of the sugarcane fields. And an

attitude that says theres nothing much to KZN apart from

beaches, pleasant climate and slothful oblivion.In a nutshell, those were our insights to crack our concept

forAdVantagesFebruary cover design.

Our first idea was to have a sketch in which Durban wanted to

keep all its best stuff secret, however Durban with its glorious

beaches made those saucy postcards of Donald McGill an

irresistible reference. We discussed the concept with Olivia

Villet, an illustrator who has a world-wide reputation as a

Childrens Book illustrator. We felt her use of flat colour and

strong line would be perfect for a modern take on McGills

work. She agreed.

Finally, we took a little of the sauce out and settled on Harold,

a hapless businessman, who stares at some minnows

in a search for business opportunities in Durban. Behind

him lies a city of opportunity, a thriving beach and a shark

that menacingly approaches Harold. Maybe the shark is

going to take a bite of Harolds rear, maybe he realises

Harold isnt very good at business, on the other hand its

possible that Harold supports the Lions. Whatever! Watch

out Harold!

Strategy:Tamerin Borland, head of Strategy and

Analytics, Conversation LAB

Copy and art Direction: Christian Anstice, creative

director, Conversation LAB

Illustration: Olivia Villet, illustrator, Conversation LAB

For more information, visit www.tlc-media.co.za, www.fotoactiv.

co.za, https://www.facebook.com/TLC.SA or www.twitter.com/

TLCinSA.

COVER DESIGN

THIS MONTHS COVER WAS CONCEPTUALISED AND

DESIGNED BY CONVERSATION LAB


7/60

Mabel Mamabolo 011 280 5997


8/60

OURWO

RLDINPICTURES

THEBIGPI

CTURE

SAOPAULO

,BRAZIL-DECEMBER31:GeneralviewduringtheNewYearspartyon

AvenidaPa

ulista.(PhotobyWilliamVolcov/NewsFree/LatinContent/GettyIma

ges)


9/60

www.g

alloimages.c

o.z

a

www.g

ettyimages.c

om


PeoplegatherastheycelebratetheNewYearonthe

TrocaderosquarebesidetheEiffelTowerinParis.

AFPPHOTO/FREDDUFOUR

SOUTHQUEENSFERRY,SCOTLAND-JANUARY01:Girlsholdin

gsaltireflagsjoinaroundathousandNewYearswimmers,manyin

costume,whobravedfreezingconditionsintheRiverForthin

frontoftheForthRailBridgeduringtheannualLoonyDookSwim

in

SouthQueensferry,Scotland.(PhotobyJeffJMitchell/GettyImages)

PRAGUE,CZECHREPUBLIC-Localresidentsandtouristswrite2013with

sparklersa

stheycelebrateNewYear.(PhotobyMichalSvacek/MAFRA/isifa/

GettyImages)

Fiftythousa

ndbiodegradableballoonsarereleasedbySaoPaulos

Commercia

lAssociation(ACSP).Anofficeboyfirstreleased100balloonsin

1992andth

eeventthenturnedintotraditionforcelebratingNewYearwhen

ACSPtookover.AFPPHOTO/YASUYOSHICHIBA

AbandofC

apeMinstrelsperform

intheannualMalayChoirandMinstrelsCa

rnival,January2,2013,

inthecitycentreofCapeTown.

AFPPHOTO

/RODGERBOSCH

NEWYORK,NY-DECEMBER31:TimesSquare,December31,2012

NewYorkCity.(PhotobyMikeCoppola/GettyImages)


10/60

IMBIZO

01993 WAS A YEAR of high tension and dramafor SA. It was two years after FW de Klerkcommitted to ending apartheid and creating anew multi-racial constitution. It was the year afterde Klerk and Mandela were jointly awarded theFelix Houphouet-Boigny Peace Prize at the Unescoheadquarters in Paris. During a time of hope andanticipation, the unspeakable happened ChrisHani, general secretary of the South AfricanCommunist Party, was assassinated taking SA to thebrink of violent insurrection.The country would be pulled back from a potential

abyss by Mandela, who wisely reacted to the crisis

by saying: Tonight I am reaching out to every

single South African, black and white, from the ver y

depths of my being. A white man, full of prejudice

and hate, came to our country and committed a

deed so foul that our whole nation now teeters on

the brink of disaster. A white woman, of Afrikaner

origin, risked her life so that we may know, and

bring to justice, this

assassin. The

cold-blooded

murder of Chris Hani

has sent shock waves

throughout the

country and the

world. Now is the

time for all South

Africans to stand

together against

those who, from any

quarter, wish to

destroy what Chris

Hani gave his life for

the freedom of all of us.

A NEW ERA

AdVantage Magazine was born into that era which

was marked by Mandelas generosity and his desire

to unite and grow the country. Trade sanctions that

had been imposed during apartheid were lifted,

and this saw a decline in inflation. The advertising

business-to-business magazines first years were at

the dawn of democracy when the Mandela

government restrained from resorting to economic

populism, and foreign capital was flowing into this

country.

In terms of advertising, it was a period where brands

were investing strongly in advertising and in some

cases taking risks to build their brands. Who can

forget the Classic

Continental Rooftop

Ad that had us all at

the edge of our seats

in cinemas? The ad

was shot on the

roof of a building in

downtown

Johannesburg,

Oresti Patricios takes a look back at the dawnof SAs democracy and the commercials andadvertising people who were a part of our lives


- a saluteBy Oresti Patricios YEARS2


11/60

IMBIZO

and had the city (and

country abuzz). The

ad opens on a shot of

a wheel with a

Continental tyre,

which hurtles into

action as a white

Opel ramps over a

hump, and veers

dangerously close to

the edge of the high

rise. Then skids.

Brakes squeal. But the

vehicle is safe, albeit

millimetres from the

edge, thanks to (you

guessed it) the

Continental tyres.

In 1993 Hunt Lascaris

[now TBWA\Hunt\Lascaris] had been going for 10

years. They were founded under the mantra of

lifes too short to be mediocre by John Hunt and

Reg Lascaris who did their first client presentation

out of the boot of a Toyota. Their second client was

Nashua that realised the birth of that legendary

Orson Welles payoff line: Saving you time, saving

you money, putting you first. But the voice over

was no Welles, but a local imitator the duo used.

In 1993 a former UK barris ter was into his fourth year

as the creative head of a new ad agency called The

Jupiter Drawing Room. That was none other than

Graham Warsop who would go on to become the

most awarded creative director in the history of

local advertising as measured by the number of

Creative Circle creativity points awarded to him.

Warsop went into business with Renee Silverstonein 1987, and the two subsequently became

advertising legends.

This means that Warsop

celebrates a quarter of

a century in the

industry this year, the

same year that

AdVantage turns 20.

A CAN OF THE BEST

At the time that AdVantage was created, the company

that became known as Ornico was

close on 10 years old. From a

humble start-up situated in

Sandtons twin towers, Ornico has

grown its product offering to

become one a leading

advertising and reputation

research companies in Africa.

Today, Ornico employs close on

a hundred people and has

offices in Johannesburg,

Durban, Cape Town and Lagos,

and enjoys representation in a

number of other African

countries. We started our

business a couple of years

before the inimitable Castrol ads staring Boet (Ian

Roberts) and Swaer (Norman Anstey) were created,

and which so many locals fell in love with because

of the humour the ads contained.

I cannot express in words

what a privilege it

has been for Ornico

to grow up

alongside the local

advertising industry,

from the unbanning

of the ANC and

release of Mandela, to

the first democratic

elections; through the

creation of a vibrant

economy; to witness

the birth of the digital

era; and to see local

start-ups and agency

founders become

international giants.

A TOAST

The great tragedy, of

course, is that the opinionated

octogenarian John Farquhar is no longer

with us to raise a glass to toastAdVantage.

Farquhar adored advertising, lived for it,fought for it, screamed for it, while he

courted and cajoled agencies to do better

work. And Farquhar did so much to make

AdVantage the magazine it is today.

So as we toastAdVantage for its premium

content, exclusive analysis and thought

leadership, lets remember Farquhar and all

he did to bring insight, innovation and

excellence to the industry.

SaluteAdVantage! Heres toanother 20 years.


ADVANTAGEMAGAZINE WAS BORN INTOTHAT ERA WHICH WAS MARKED BY

MANDELAS GENEROSITY AND HIS DESIRE TOUNITE AND GROW THE COUNTRY

o South African advertising

n Hunt receiving the lifetime achiever award at the 2012 Loerie Awards


12/6012 ad antagev February 2013

ITS THE culture of South African consumers, they

love competitions. Theyre just generally very sensitive to

good deals and prizes.

Which is why JustPlay, who now gives away a prize a week, is

such an effective platform for attracting potential customers

to engage with brands, reckons Gidon Alter, CEO.

The way it works is members of JustPlay visit the site to choose

from a variety of possible prizes theyd like to win (anything

from a Luis Vuitton handbag to a trip around the world) by

filling out a questionnaire related to a particular brand. The

users are then entered into the

competition, irrespective of the

answers they supply. The product or

service that the questionnaire is based

on is also unrelated to the prize onoffer. This then ensures an indepen-

dent objective response enabling

JustPlay to present said brands with a

database of potential and qualified

clients that showed definite interest in

their product, he explains.

And its working. After only four years in

the business, JustPlay now has over

450 000 registered users, is among

the top 50 biggest websites in SA and

the 2nd biggest entertainment

website in the country. And by the

end of this year they want to reach

the one and a half million mark.Theres no other website exactly like

ours in the world. The whole process is innova-

tive. But whats especially unique is t hat visitors

can opt out at any time if they dont want to

continue engaging with the brand, but are still

eligible for the prize. In fact, we actually go a step

further by really trying to push a person off a

questionnaire in order to double qualify

customers and so ensure that the visitor is really

interested in the product.

NO LOSERS

According to Al ter at any given time, 30 to 40 brands a re

active on JustPlay. We welcome any brand with mass

appeal, with banks and insurance brokers usually being

the biggest.

Yet interes tingly enough as a per formance based online

marketing platform, JustPlay only charges advertisers

based on objectives achieved. Therefore only once a

user opts in, the brand gets charged by JustPlay, he

points out.

Questionnaires are not issued randomly either, but are

prioritised based on a balance of how much mass appeal a

product has and how much the brand is willing to pay for

the spot. Over 20 000 questionnaires

are answered daily (half a million per

month) resulting in around 1 500

leads generally being generated per

day (over 30 000 a month). And,depending on the size of a brands

budget, between 10% to 25% of

leads are converted into customers,

depending on the industry.

JustPlay further generates about

900 new signups (over 20 000 a

month) and around 5 000 unique

visitors per day and seeing as

each member must be registered to

play, the data compiled is consid-

ered good data, he remarks.

However, JustPlay is not just applied

for customer acquisition, but

research, creating awareness andengagement as well. He stresses the

conversational approach of the questionnaires is designed

to ensure its not just blatant advertising. To set up the

right questionnaire, we work with the brand on what they

want to achieve. For only research purposes for example,

we also throw in questions that dont necessarily qualify

the customer.

On the other hand, Alter says, from JustPlays side they

spend a fortune on search marketing and generating

newsletters to keep people engaged. Theyre also active

on their mobisite, Facebook and MXit, to offer different

touchpoints where users can play.

Plus all the prizes you see are our overheads, which is our

marketing expense.

They also regularly give back by running questionnaires for

charities such as Johannesburg Child Welfare for

whom they had generated R5 000 through donations in

just one week. So yes, the package is working. Our

sales team is following up with advertisers and the

appeal from advertisers is fantastic.

A WIN-WINSITUATION

THE JUSTPLAYAUDIENCE

By Magdel Louw

FEMALE

MALE

between the ages of 18 and 35

between LSM 6 8

between LSM 9 10

64%

36%

60%

51%

45%

Online lead generation website JustPlay has found a way of marketinga brand and leaving consumers smiling at the same time

IMBIZO


13/60

IMBIZO


For more ino contact Michael Codd | 011 280 3000 | [email protected]

Gallo Music Publishers is proud tocelebrate the success o Cape Townshottest new composer, Bruce R etie.

Fresh rom Hollywood, Bruce hasrecently been recognized as one

o the worlds leading composersand orchestrators, ater having justcompleted the score or the newanimated movie Adventures InZambezia.

Locally produced, Adventures InZambezia is South Aricas mostsuccessul ilm to date. Although still anew release, it has secured distributionin over 60 territories worldwide and hadits score recorded by the HollywoodSymphony Orchestra in LA.

Use music in new ways

Gallo Music Publishers: Representing some o the biggest International Publishers in Arica,including Warner/Chappell, Walt Disney, Pig Factory, Spirit Music, Shapiro Bernstein, Bicycle Musicand Sugar Music, as well as well known composers such as Joseph Shabalala, Dorothy Masuku,

Caiphus Semenya, Sipho Mabuse, Don Laka, R ingo Madlingozi, Lucky Dube and many more.

Bruce Retie is proud to have been parto this project. Previously a schoolteacher, this classical and orchestralmusician ound his passion late inlie and has subsequently becomeo the most sought-ater eature ilm

score composers in the country. He iscurrently working on his second eatureilm Khumba.

Bruce has been nominated or BestScore in an Animated Feature at themost prestigious award ceremony in theanimation sphere The Annie Awards.He is up against big-gun productionssuch as Brave, Rise O The Guardians,Ice Age 4, The Lorax and others - a hugeaccolade or this homegrown talent.

OUT OF HOME

THE NEW PLANS for 2013 will bring the association closer to

becoming strongly recognised in the minds of the OOH

advertising industry, as well as other types.

To show its salt, OHMSA puts forward two primary goals as part of its

re-engineering and development programme:

t Assist with the growth of market share for the OOH sector from

4.59% to 6.0% in 24 months

t Grow membership to levels that will see the association represent at

least 75% of the OOH spend

Essentially this means that OHMSA will become a marketing

organisation for the OOH sector. A set of OHMSA sub-brands will be

rolled out during 2013, providing much improved benefits for

members and are designed to create new revenue and income

opportunities for the association. Some of these brands already exist

such as:

t OH! Connect networking dayst OH! Awards

t OH! News Daily (launched 1 November 2012)

OHMSA has launched OH! Classifieds, an exciting brand ex tension,

where OOH media players have the opportunity to advertise their

businesses for only R100 a month on i ts website. The following

categories of advertising are available: Printing and production,

flighting, manufacturing, media sales and media ownership

We receive many enquiries each month from media owners looking for

information on various subjects. So we are encouraging suppliers to

list their companies under our categories. Also, media owners and

media agents can list their companies and have the opportunity to

connect with each other.

Some of the other sub-brands to be rolled out are:

t OH! Awards Monthly

t OH! Conference

t OH! Online

t OH! Digital

t OH! Members Dedicated Portal

t OH! Resources (Research and data)

t OH! Recruitment/Jobs

Emphasis will be placed on providing services and information digitally

to members and the industry moving the association from being

irrelevant to being e-relevant.

2013 LOOKS BRIGHT

For too long, Out of Home Media of South Africa(OHMSA) has been scorned by other media owner

associations as irrelevant and not truly representative

of the Out of Home (OOH) advertising sector.

Hopefully, this perception will be replaced by

something more positive and reflective as OHMSA

executes its growth plans for 2013 says Sarel du

Plessis, executive director, OHMSA

ACCORDING TO the Sunday Times(January 27) a furious ANC delegation accusedMichael Jordaan, CEO First National Bank, of insulting the government and feeding into the

opposition narrative by portraying the party and government in a bad light.

The Sunday Timesstory went on to say, The ANC team reminded the banks bosses that FNB

held the lions share of government accounts.

The ad features a young high school student giving a speech at the historical Naledi High School

in Soweto. She shares the thoughts of young South Africans and talks about their prospects

for the future, their concerns for the present and the challenges they will face.

ADVANTAGESCANNED THE SOCIAL MEDIA AND NEWS

FEED REACTIONS:

I HAVE to say that I really liked the First National Bank (FNB) campaign that the ANC hated so

much. I liked it because it is always refreshing to see a commercial corporation having the

balls to stand up and speak out against what it sees as social injustice. Chris Moerdyk

There is little that amazes and even less that shocks me in politics. But I have to say that the

ANCs disquieting and dishonest accusat ions against a top South African bank this week

reaches that threshold. Mzwandile Jacks

Absolutely ridiculous. Saw the AD on youtube. Very inspiring and not sure why the ANC wanted

it pulled. Its a cry for us all to work together. AdVantage Facebook post.Renier Lombard

At the end of January FNB executives were draggedover the coals in a meeting with the ANC

A STORM IN A TEA CUP


14/6014 ad antagev February 2013

IMBIZO

FROM BROAD managers, to fancy

strategists, to PR bewitches, to engirdled

ambassadors, to everyone-is-doing-it-

so-I-can-too designers. Their roles, albeit

technically different, has a similar tenor to

save the face of the brand, to duck from

flying debris and if it hits to wipe the egg

off its glower. All of these brand roles

invaluable to the business that forge

them, priceless to the clients they so

humbly serve and dedicate their awards

to and of course this all offers a revived

spectrum of bumptiousness. But in this

jot of quality, who is truly the janitor of it?

MY NAME IS BILLY

Quality control, the process of reviewing all

factors involved in a process, is about

inspection: a scrutiny of value, and

delivery of promises. Different from

quality assurance that makes sure the

right things are done in the right ways

and attempts to approve the processes

to avoid any problems along the line. The

control places its emphasis on

uncovering defects and reporting to a

higher power if something is not up to,

lets call it, scratch. So looking at both

control and assurance who quantifies

and qualifies this exact science within a

business? The brand name of course.

Buyers pay premium for products or

services that bear a brand name,

sometimes even for an indistinguishably

different product or service that

carries the right epithet. Benjamin

Klein (a professor emeritus of

economics at UCLA) relates how in

the Communist revolution of 1917

all brand names on goods in the

Soviet Union were banished as the

numero unosbelieved that the

extra cost for a product

that was merely

promoted was

imprudent. But the demise was swift,

consumers had no idea how to

differentiate between products using

past experience: so bad products could

not be condemned and good experiences

could not be vaunted.

FLYING IS FLYING?

The incentive for a brand (with a brand

name) is greater as the surety of quality

is implied, and a premium is paid for this

added assurance. So even when it

comes to something as congested as the

airline industry where so many brands

exist and compete the quality controls

(whether to do with experience or

security) takes precedence over price

now that low cost airlines have

disappointed around the world with theirlack of quality and snarky tune ups.

Flying is flying, but what quality gets

associated with the brand is what directs

consumers from one airline to another,

again and again. Take the aspirin

example (highlighted by Prof. Klein): a

standardised product where the basic

ingredient is acetylsalicylic acid but the

consumer is willing to pay more for the

brand name

Disprin as he

knows what

hes getting.So simply the

brand directly

reflects the

quality.

Virgin Atlantic,

the pioneers

that they are,

took quality

into a new

realm and

handed over

the reigns to Billy Yeomans, age 10, from

Chichester in the UK. Little Billy was

appointed to test and approve the

airlines newly refurbished 747 fleet as

the Junior Approvals Manager. This

Virgin Atlantic refitting of the entire

leisure fleet of 747s cost the business

well over 50 million and so finding

quality measures was high on the list of

priorities.

So Billy, although it was one small part of

the brands once-over, could report

back on everything he experienced from

food, to entertainment, to service etc. He

will also be consulted for future on-board

improvements and specifically for

child-focused developments undertaken

by the airline. So plug the proverbial

Billy into every department, area,division and see whats truly happening

under the hood. Sir Richard Branson, the

father of the maverick brand Virgin, has

outdone himself this time: finding new

ways to see where the brand can

improve on their quality and adding in an

element of fun.

LEG ROOM

The potential lesson here, to brands and

agencies, is that quality is not only seen

or experienced by the obvious roles

designated to finding gaps and coupsand the usual customer services with

report backs. But more importantly by

giving the right person just enough

access, and leg room, to thoroughly

consider and evaluate the brand within

parameters that can be controlled and

reported on, might just be the way to

ensure quality and distinction tomorrow,

and the next day.

Lets see whos next to upheave in the

revolution of quality.

advantage february 2013

Documents