Loeries: The Bird That Catches the Worms
Loeries: The Bird That Catches the Worms
Sunday, 16 August 2015, Durban ICC: The Advertising Industry waits in baited breath as the winners of the 37th Annual Loerie Awards are announced. From 2 944 entries, 1 020 finalists were selected, and only 2 won the coveted Grand Prix Awards.
This year, for the first time, winners from across Africa and the Middle East region were announced together in each category. This year also meant two new categories were added to the list of winners: Music Video and Service Design.
"The Service Design category is a new one, but a very relevant one given the increasing demand for brands to create meaningful engagement with their customers," said Gareth Leck, Loeries Jury Chairman for the service design category.
Defined as “The conceptual planning and organising of people, infrastructure, communication and material components of a service in order to improve the quality and interaction between the service provider and the consumer,”service design is shedding light on the truest form of advertising today. Even if you’ve created an award-winning campaign that astounds the world, if your face-to-face communication (such as an out-of-date website, rude cashiers or untrained centre staff) is not up to scratch, your brand is going to pick up a nasty reputation.
Gareth Leck, Joe Public CEO and Andrew Human, Loeries CEO, explained that this first time category is all about the points where you interact with the consumer, where things tend to fall apart fall apart in the real-world despite great campaigns that win awards for effectivity and reach. If your brand's staff don't fulfil that promise those customers are likely gone.
The following agencies walked away with recognition in this area this year:
Prize
|
Brand
|
Product
|
Campaign
|
Agency
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Gold
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Unilever
|
Lifebuoy
|
Handle on Hygiene
|
Geometry Global Dubai
|
Silver
|
Volkswagen South Africa
|
Volkswagen Up!
|
The Uber Test Ride
|
Ogilvy & Mather CTN
|
Bronze
|
Unilever
|
Joko
|
Vaya Via Joko
|
Joe Public Ignite
|
Bronze
|
The Safety Lab
|
Giva
|
Digital Giving Platform
|
Y&R South Africa
|
Bronze
|
Unilever
|
Whatsfordinner
|
Instant Inspiration
|
Liquorice
|
The rise of music television channels and online platforms such as YouTube means that music is becoming more interactive than ever before. These days, developing a hit song means having an equally successful music video, and developing a successful brand means having a talented video producer on hand.
Music video production has seen spectacular growth in the last year. Both creativity and quality has skyrocketed, and this new category awards exceptional work and talent in this field of the industry. The Music Video category was sponsored by Songstruct.
“In recognition of this fact, the Loeries - Africa and the Middle East’s premier creative industry awards - have created a dedicated category for music videos. The organisers are calling on music video producers from all over Africa and the Middle East to enter their music videos from the past year before the deadline of 31 May 2015,” notes Music Africa on their website.
The diamond in the crown of creativity, however, was the KFC SoundBite campaign. A concept that introduces the urban youth to unsigned local artists, the SoundBite campaign comprised of in-store “bone technology”allowing KFC customers to listen t local sounds by placing their elbows on the audio tables. Directional sound speakers are distributed through the store to give customers sitting in booths the ability to customise their music experience by choosing from a vast selection of DMX content via their cellphones. USB charging stations are conveniently situated at tables and screens are used as an interactive point of sale to stream daily specials and content.
Following KFC’s brilliance is Loto Libanais “Black Cats”campaign, another Grand Prix winner.The media campaign effectively encourages people in Lebanon to play the local lottery by making them feel luckier. By sending all black cats in Lebanon away; black cats are considered bad luck; people will have increased luck, thus increasing their chances of winning.
With these, and many other winners in mind, Decimal draws inspiration from the most innovative, creative advertising trends to produce effective, impactful campaigns. We not only look at the creativity, but also how it impacts your business and maximises your profits. It’s not always about winning awards, but when it is, we win big.
Better Advertising, Better Business
Better Advertising, Better Business
“Surround yourself with partners who are better than you are. Then leave them to go get on with it.” David Ogilvy, founder of Ogilvy & Mather.
Wikipedia.org describes an advertsing agency as being a service-based business dedicated to creating, planning and handling advertising and promotional activities for its clients.
This seems like a simple, uncomplicated activity that any company can do for itself. So why bother paying an agency to sell your product?
Advertising, one of the tools of marketing that communicates to your customers on various levels, is a specialised field that is more complicated than what it seems to be.
“Advertising has become such a specific and exclusive field that it has its own mechanics of operations, its own experts to seek advice from and its own distinct significance not just in the arena of marketing but also in the entire dimension of branding the product.” says Mehreen Misbah, a popular blogger blurtit.com
An advertising agency not only offers experienced specialists in the field of customer communication, they are also able to give you an outsider’s perspective on your brand, and compile a comprehensive strategy that is best for your business.
Hiring a creative advertising agency, especially an advertising agency like Decimal, opens up new opportunities you might not have been aware of.
Of course, Decimal offers you more benefits than just a creative insight:
- Specialised Experience: With a team of experts in different fields of communication, including Social Media, Graphic Design, Animation / Video Editing and Copywriting, you can be sure that you are getting the best in-depth service for your business.
- Time Efficiency: If you don’t have an internal advertising department, and you find that developing an advertising strategy takes up valuable time that you could be spending on product development or financial planning, then hiring Decimal Agency could save you time and give your ad campaigns the attention it needs to succeed. We also work to strict deadlines, making sure you get the quality results you want in the time you need.
- Cost-effective: It may seem like the initial cost of hiring an advertising agency is a big expense, but Decimal has relationships with many media houses, printers and social media services. This means we get better rates, better dates and you get a faster service. Your advertising is also more effective, increasing your sales and profit.
- Effective Branding: Developing a brand can be complicated and energy-consuming. Decimal offers a full-service, including powerful branding, including logos, print advertising, web development, social media and promotional activities. We make sure that your business reaches the right audience and builds up a positive reputation in the market.
To get the most out of your advertising, call Decimal Agency today. We’ll make sure you get the benefits your business deserves.
Welcome to the Bigger Picture
Welcome to the Bigger Picture
You know all those motivational quotes that flood your Facebook account? Yeah, those puppies hugging teddybears, the woman staring out at the beach, the athlete running towards the finish line…? Do you have any idea what an impact these have on you?
In medical terms, Wikipedia.org describes this visual memory as:
“The relationship between perceptual processing and the encoding, storage and retrieval of the resulting neural representations. Visual memory occurs over a broad time range spanning from eye movements to years in order to visually navigate to a previously visited location. Visual memory is a form of memory which preserves some characteristics of our senses pertaining to visual experience. We are able to place in memory visual information which resembles objects, places, animals or people in a mental image. The experience of visual memory is also referred to as the mind's eye through which we can retrieve from our memory a mental image of original objects, places, animals or people.”
Our senses have a big impact on how we feel, who we are and what we do. And sight is probably the sensory tool we use the most. Our mind reacts very differently to visual stimuli than it does to other forms of communication. In fact, as much as 93% of communication is nonverbal.
Even though you might not appreciate the visual onslaught you get on Facebook, it actually does affect you. Humans have an innate fondness for different images, and each image represents an emotional or physical experience we have attached to it.
People generally think in pictures. It is the first form of recognition we experience as children, even before we can speak.Dr. Lynell Burmark, Ph.D. Associate at the Thornburg Centre for Professional Development says:
"...unless our words, concepts, ideas are hooked onto an image, they will go in one ear, sail through the brain, and go out the other ear. Words are processed by our short-term memory where we can only retain about 7 bits of information (plus or minus 2). This is why, by the way, that we have 7-digit phone numbers. Images, on the other hand, go directly into long-term memory where they are indelibly etched."
But what does this have to do with advertising, and Social Media in particular?
When it comes to developing Social Media campaigns that deliver results, nothing is better than visual content. The number of YouTube and Instagram users in South Africa has increased by 53% and 65% respectively. Pintrest, a social curation website for sharing and categorising images found online, is now South Africa’s favourite Social Media platform.
“We’re seeing the beginning of the visual revolution in online usage in South Africa,”says Arthur Goldstuck, managing director of technology market researchers World Wide Worx.
“The global rise of video is now making itself felt here. Once the cost of mobile data comes down for the emerging smartphone market, video will become a dominant medium, strongly supported by other visual media.”
While visual use in Social Media is becoming a big factor in South Africa, it is important to remember that it isn’t a one-size-fits-all exercise. There is clearly a trend towards using visual content, but agencies need to tailor this according to their target market t make it effective.
Decimal Agency recommends consistent research and testing in order to get the right formula. The trends are constantly changing, making it imperative to know what your audience likes to look at. Daily interaction and content is a must as it engages your audience and leaves no space for being left behind.
This is also the method that Decimal Agency employs in its Social Media strategies. Since the addition of our Social Media Manager, the interaction of our clients has increased by approx. 30%. This is excluding the increase in paid-for media.
If you’re looking to make most of your Social Media content, call Decimal Agency. We not only get the Bigger Picture, we use it to get your Business Bigger.The Making of Amazing Advertising Agencies
Decimal: The Making of Amazing Advertising Agencies
The definition of what makes anything “great” is usually quite relative, and in a room filled with people, it is rare that you will find two people who agree on one definition of “greatness”.
However, there are some experts who claim they know what it is that makes for exceptional advertising, created by phenomenal agencies.
With this in mind, we look at what some of these characteristics are, and what an advertising agencies actually has to offer in making your brand great.
Dictionary.com on Advertising Agencies:
“An agency employed by advertisers to plan, design, place, and supervise their advertisements or advertising campaigns.”
The British Version:
“An organisation that creates advertising material, contracts for publication space, and sometimes undertakes market research on behalf of its clients.”
The first acknowledged ad agency was started by William Taylor in 1786. Of course, there was also James White in 1800 that started an agency in Fleet Street, London. This evolved into the infamous “White Bull Holmes” recruitment agency that went out of business more than a century later. Volney B. Palmer started the first American ad agency in 1850, claiming the innovation of placing its clients’ ads in various newspapers. James Walter Thompson, of James Walter Thompson Company, started the first “Creative Department” by providing hired writers and artists to create its clients’ campaigns on their behalf.
These were the firsts of many agencies, and since then the fight for greatness has become a very real and serious one. These days, an ad agency is a service-based business employed to create, plan and handle advertising efforts on behalf of its clients. The agency is usually independent from its client, giving it an outsider’s perspective in the client’s communication effort.
A full-service, or Through-The-Line (TTL), agency generally offers the following services:
- Advertising and Marketing Strategising
- Graphic Design, Copywriting and Printing (including Brochures, Packaging and Various Media channels)
- Media Purchasing
- Web Marketing
- Social Media Management
- Tracking Results for Brand Identity Management
However, any TTL agency can offer these services. When choosing a creative partner in brand building, consider these 5 characteristics, according to advertising specialists:
- The Right Services: When you’ve broken a bone (or a brand), you need more than one type of medicine to heal the problem. The same is true for branding. You need an agency that understands total-branding solutions for any situation. An agency that has experience in traditional advertising, digital marketing, social media solutions and inbound marketing techniques. An agency that understands your needs better than you do. An agency like Decimal that has over 50 years combined experience in Marketing, Advertising and Branding Solutions
- Fresh, Creative Ideas: It is what is expected from any agency these days. While businesses work to get their financial strategies and forecasting spot-on, ad agencies are expected to be innovative and clever. These are the agencies that come up with out-of-the-box-ideas and produce genius campaigns that not only win awards, but win ROI too. Decimal Agency has a complete team of hand-picked creative geniuses that don’t just think out the box, they’ve re-packed the box and wrapped it in interior-decorator style designs.
- A Clear Process: A Creative Agency worth its weight in gold, doesn’t only come up with innovative ways to tell your brand story. It does so in a calculated, strategic way that will help your brand grow to its potential. Partner with a creative agency that realises the value in a comprehensive strategy that produces measurable results. Decimal Agency is proud of its strategic, proven process that has yielded great results for national and international brands
- Strong Project Management: Design is a lot, but it is not everything. Advertising is not just about preparing the message, but also about delivering it to the right people. This requires a team with the experience and processing skills to make realistic and reasonable requests deliveries. A good creative agency will make your life easier, not more difficult. With a dedicated traffic management team, Decimal Agency sets realistic goals and deadlines that the whole team work hard to meet, based on years of experience and effective time management.
- Measurable Results: If your agency understands goals, metrics, analytics and benchmarks as much as they understand composition, vectors, alignment, attention to detail and pantones, then you’ve hit the jackpot. Progress towards your goals should be measured every step of the way through tracking, analysing, research and asking the right questions at the right time. Decimal understands that reaching your goal is our goal, and we are as focused on your success as we are on our own.
Decimal is noted as one of the fastest growing agencies in South Africa, and is definitely a legend in the making. Contact us now for more information on how we can grow your brand to legendary status!
Decimal Gets Original with Native Advertising
Decimal Gets Original with Native Advertising
“Ambiguity: open to or having several possible meanings or interpretations;equivocal”
In the Advertising Industry, this is better known as Native Advertising.
When social media first graced us with its presence in the early 20th century, the idea of paying for content on these platforms was frowned upon. In fact, it became the black sheep of the social media family.
But the ugly duckling has evolved into a beautiful swan. Native advertising has taken on many forms, evolving from “editorials”, radio programmes and branded TV shows to promoted tweets and Facebook sponsored stories. These days, native advertising is on the tongue of the entire ad industry and, in some cases, is even referred to as the rebirth of advertising.
Why is native advertising so popular? Well, it works...
IPG Media Lab and Sharethrough recently conducted a study that surveyed 4,770 consumers of B2C brands like Southern Comfort and National Geographic and found that people:
- View native ads 53 percent more than traditional displays;
- Have an 18 percent higher purchase intent after viewing native ads as compared to banner ads; and,
- Are 13 percent more likely to share native ads as compared to regular banner ads.
More than 92% of social media influencers say that have, or would consider accepting compensation from an advertiser to promote a brand through their social accounts.
In fact, traditional outbound marketing has started taking a backseat to this controversial method of reaching consumers. According to a survey, 72% of clients have actually requested native advertising as part of their marketing solution.
However, when native advertising is done poorly, the results can be as bad as it is good when done correctly. It is all about execution.
Wasserman shares the cautionary tale of Atlantic Media and the native-advertising industry’s first big flop: An article commissioned by the Church of Scientology that “read like warmed-over PR.” The target market was irritated, and the media had a field day. The negative publicity caused havoc, and a lot of corrective action had to be taken.
However, when done correctly, the consumer doesn’t care that the content is paid for. The advertising is giving them something entertaining to spend their time on. In fact, they even have the need to share it, reaching a bigger target and building your brand.
The increase in social media spending noted by E.J. Schultz notes the following: “The increase in social media spend is justified by the 24/7 demands today’s consumers place on brands. It’s important to adapt to the shift in customer expectations, but it’s also necessary to be realistic: You can’t be respond to every inquiry in a timely manner.”
So, what does native advertising to do with Decimal Agency?
As a TTL (Through the Line) agency, Decimal employs a professional, informed and successful method of native advertising, combined with more traditional methods. With over 50 years of combined experience in the marketing industry, Decimal constantly finds new and innovative ways to reward your consumers with actions that build trust, faith and strong relationships.
Decimal Shares: Viral Videos
Viral Videos
Name: Budweiser - Lost Dog
By: Budweiser / Anomaly
Reach: 44 699 311
Name: T-Mobile - #KimsDataStash
By: T-Mobile / Publicis
Reach: 14 770 579
Name: BudLight - Super Bowl 2015
By: Bud Light / Energy BBDO
Reach: 10 610 316
Name: BMW - Newfangled Idea
By: BMW 2015 BMWi3 / KBS
Reach: 8 411 962
Name: Toyota - Superbowl 2015
By: Toyota 2015 Toyota Camry / Saatchi & Saatchi
Reach: 8 158 682
By: Pepsi / Mekanism
Reach: 7 292 981
Name: Snickers - The Brady Bunch
By: Snickers / BBDO (New York)
Reach: 6 901 932
Name: Microsoft - HoloLens
By: Microsoft
Reach: 4 975 728
Name: Skittles - SettleIt
By: Skittles
Reach: 4 912 169
Decimal has Blogger Brain
Decimal has Blogger Brain
"Because a great blogwriter, in the end, is someone you want to be friends with."
South Africa’s online advertising industry is worth R319 000 000, and still growing.
Online retail generates R688 000 000 in sales.
There are roughly 26 000 South African blogs, read by over 600 000 people.
Money? Blogging? See the connection here…?
Frequent blogging seems quite easy, inexpensive and really effective in attracting more customers to your business. However, this inbound marketing device is more than just a quick money-making strategy, and can cause quite a brain-drain if not done properly.
Unlike other forms of writing, blogging creates a very personal relationship with your consumers. You are inviting an audience to comment, share, analyse and judge what you are saying, and how you are saying it. It is because of this immensely personal relationship that you need to be a blogging-genius to get the results you want.
Jared Kisten, Social Media Manager at Decimal Agency, believes that you don’t focus on having a great blog; you focus on producing a blog that’s great for your readers.
So what makes a good blog?
1. A Brain-doused Content Plan: Your blog says a lot about your ability to plan, and random blog posts will show how little effort you’ve put into communicating with your consumers. You need to follow a strict content plan, based on long- and short-term social media goals.
“Have a single focus about a topic you really enjoy, and put a little of yourself into it,” says Kevin Donahue, co-creator of Fanblogs.com
2. A Sense of Purpose: Think about the problems your consumers may have, and consider the questions they might ask. Now, answer them.The more practical and informative, the better. Solve their problems.
“A problem is a chance for you to sell a solution.” Jared Kisten, Social Media Manager at Decimal Agency
3. Something to Say: It is important to develop a clear, confident voice that speaks with personality. Put yourself into your writing, speak to your consumers and make it personal. Write as if you’re talking to them. Sure, they’re not talking back, but only for the moment. Soon they will. So talk as if you’ve got their ear, and as if they’re listening but just chomping at the bit, waiting for their chance to respond.
“The one thing that you have that nobody else has is you. Your voice, your mind, your story, your vision. So write and draw and build and play and dance and live as only you can.” Neil Gaiman
4. Unique Selling Point: Just like your brand, your post has to be a unique, individual and entertaining. Amuse your readers, tell them stories. There are thousands of blog posts on the internet: give your consumers a reason to choose yours
“What is genius but the power of expressing a new individuality?” Elizabeth Barrett Browning
5. A Clue: You have to know what you are doing, why you are doing it and how it needs to be done. Online advertising changes on a daily basis. If you aren’t familiar with the technical terms of blogging, you are probably spending valuable resources on a dead ROI. I fyou don’t know what Google is, you better Google it soon.
“You have to constantly be up to date with the latest trends, otherwise you will lag behind and become completely irrelevant.” Says Kisten.
Jared Kisten, our Social Media Manager here at Decimal Agency, has over 5 years experience in Online Marketing and Social Media, with over 5 leading brands, including Mimmos, Drimac, Hi-Fi Corp, Incredible Connection and Soviet Denim. Jared takes care of everything from online strategies, Social Media performance to blog and website maintenance for top brands. As part of a full-service agency, Decimal Agency can offer a complete Blogging package based on expertise and know-how. Our digital solutions produce tangible results that gets your brand on the tips of everybody’s fingers.
