Welcome to the first AAA newsletter for 2002.
Please put Tuesday 30 April in your diaries now. On this night, the AAA will be holding a landmark event which will encompass the following:
Watch this space for more details in the coming weeks!
A Transformation Think Tank, involving all AAA members, will take place at the Gordon Institute of Business Science on Saturday 16 March. The aim of this exercise is to develop a powerful, shared vision of what a transformed advertising agency industry looks like.
Says Mpho Makwana, AAA Chairman, “Transformation of the advertising agency industry – in all respects – is a process of constant renewal. We, not others, must define our future for us. The outcome of this process will be communicated to all of the industry stakeholders, including media and Government.”
The Think Tank will be facilitated by John Goss who has achieved great success with the “Appreciative Inquiry” approach. All indications are that members will experience an enjoyable, positive and “non linear” exercise.
As a result of the Racism Hearings in November 2001, four Task Teams have been set up under the guidance of Government Communication and Information System (GCIS) and the Department of Communications (DOC) to address the following areas: Industry Vision, Content in Advertising, Representivity and Transformation of the Industry, and Research and Adspend. The Task Teams are scheduled to meet on 20, 25, 27, 28 March at the AAA offices.
A large number of industry, civil society and educational bodies are represented on the Task Teams, and a report-back to Parliament will be made before the end of the year.
AAA representatives on the various Task Teams are: Nkwenkwe Nkomo (FCB South Africa), Mpho Makwana (Saatchi & Saatchi), Sizakele Zwane (Herdbuoys McCann Erickson), Nina de Klerk (AAA) and Ludi Koekemoer (AAA School of Advertising).
On 30 November 2001 the AAA, under the leadership of Dawn Klatzko, held a full day workshop at the Indaba Hotel for various government departments. The aim was to provide Government with various marketing perspectives on generating more creative and comprehensive campaigns.
ASOM, PRISA and the DMA also participated in the workshop to encourage co-ordination and integration of communication elements.
Steve Miller, who represented ASOM, provided a marketer’s perspective on preparing the brief, identifying the communications tools that are best suited to their needs and generally provided an analogy between Government tasks and the traditional marketing scenario.
Sizakele Zwane provided an update on the role of advertising with particular focus on the role that advertising’s played in the transformation of South African society.
John Hunt addressed the role of creativity in campaigns. His hat tricks were very well received.
Representing PRISA was Sej Motau who provided insights into the role of public relations and how this added a different dimension to the creativity of campaigns.
Michelle Perrow represented DMA and provided insights into the increasing role of direct marketing and the multi media scenario.
This workshop was the second in a series of workshops the AAA, and Dawn Klatzko in particular, has organised in co-operation with GCIS. A third workshop may be organised by GCIS for AAA members in 2002 where the complexity of, and role players in government, campaigns will be addressed.
The AAA has through the assistance of Mike Gendel, designed the “Select an Agency” service on its website www.aaa.co.za.
Says Nina de Klerk, Executive Director AAA, “This will be of enormous value for marketers and global clients in their agency search and shortlisting. The Select an Agency page contains a 3-way search engine for marketers and allows for both a structured agency feature list as well as free-form entry for agencies to describe their profiles and detailed credentials”.
Marketingweb has offered to put a link through to the AAA website in order to promote the AAA service. Marketingweb itself has created a service concentrating on personality profiles in agencies, which can complement the AAA’s.
The AAA website already includes other information such as the ASOM-endorsed 10 point pitch guidelines, Transformation Charter, Code of Conduct and many other items of interest.
No doubt this service will take a lot of trial and tribulation out of the pitch process.
On 28 February, Hamish Pringle, Director General of the IPA (Institute of Practitioners in Advertising) in the UK arrived in South Africa to chair the final Judging meeting for the AAA Apex Awards 2002.
He has been involved in the advertising industry for twenty-six years in which he has had a variety of involvements with the IPA. He also has his own branding and marketing communications consultancy, Brand Beliefs Limited and is well known for his work and books on building brands through cause related marketing.
Whilst his stay in South Africa was for a very short period, he did manage to meet with executive committee members of the AAA Board, and address a group of 120 people at a workshop on Cause Related Marketing organised by Andy Rice of Yellowwood Brand Architects. Anybody who would be interested in obtaining a copy of his presentation can contact Lia Clayton on (011) 781 2772 or via e-mail lia@aaaltd.co.za
In our last newsletter of October 2001, it was reported that Saatchi & Saatchi was the only advertising agency to receive the IMPUMELELO TOP 300 award.
TBWA Hunt Lascaris (Johannesburg) has subsequently informed us that they were also awarded an IMPUMELELO TOP 300 award on 10/9/2001 as one of the Top 300 Empowered Companies in SA.
Our apologies and congratulations to both TBWA Hunt Lascaris and Saatchi & Saatchi for this great achievement.
We encourage members to inform us of any omissions or errors as well as any news and views which they would like us to include in our newsletter.
Please contact Lia Clayton, AAA Marketing & PR Co-ordinator, for more information on (011) 781 2772 or mail , or visit target="_blank .
