Consumers want to be informed about what is happening close to home, which is why local newspapers are still the central platform for this type of news. Caxton Local Media invests in 141 local newspapers that act as a community mouthpiece, bringing relevant information to the surrounding communities. 34 of these newspapers have an “emerged […]
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How junk status will affect your marketing
Marketers across South Africa are all asking how junk status will affect your marketing expenses. Here’s some tips to help you stretch your budget for maximum ROI. If you’re tearing your hair out, looking for ways to cope with budget cuts, and downsizing your marketing budget, you’ve come to the right place. Whenever the economy […]
Continue readingMore TagHow to build a digitally-led strategy
Traditional media and business models are fast making way for digital platforms as users spend increasing amounts of time online and consume more on-demand content. While mainstream television continues to enjoy the lion’s share of marketing budgets in South Africa, digital’s slice is fast growing larger than other channels. Paul Coetzer, Strategic Director at Platinum […]
Continue readingMore TagNon-transparent commercial production affects all stakeholders
By Bobby Amm, Executive Officer, the Commercial Producers Association The issue of transparency has been a prickly subject in commercial production for a while now, with the US Department of Justice launching an investigation into agency bid-rigging in 2016. But transparency in commercial production remains a local issue as well. The suspects in the US […]
Continue readingMore TagDove: It shouldn’t have happened
by Monalisa Zwambila, CEO and founder of Riverbed Who first raised the outcry when Dove’s by now notorious campaign, featuring a black woman who removes her t-shirt to reveal a more ‘clean’ white woman, broke? In case you’re wondering, it was a makeup artist called Naomi Blake who, yes, is black. Of course, Naomi turned […]
Continue readingMore TagWhy Mass Market scores best in brand communication
Soccer Laduma, Die Son and Daily Sun have proved themselves time and again as being able to effectively communicate with, and hold the interest of, kasi consumers ̶ a culturally rich, diverse, trend-savvy market that holds enormous spending power in South Africa. Collectively, Daily Sun, Die Son and Soccer Laduma are seen by 8.9-million readers […]
Continue readingMore TagBusinesses are ditching big-name network agencies in favour of independents
Resting on your laurels is never a good idea. Not for people, and definitely not for businesses. In a saturated, chaotic industry like ours, it may seem like a decades-old multinational agency with hundreds of awards under their belt is always the better, less risky option. But current trends both in South Africa and across […]
Continue readingMore TagWhat makes an icon?
What do a controversial singer, a boxer and an archbishop have in common? The answer is not the punch line to a comedy skit but the fact that all three are highly revered as South African icons. Brenda Fassie rose from modest beginnings to stardom and was adored for giving voice to a marginalised community. […]
Continue readingMore TagThe power of personal branding
Who you are is up to you The 30 second elevator pitch, your next social media update, your LinkedIn profile, and the answer to the question ‘tell me about yourself’ are all opportunities to make a great first impression. According to Donna Rachelson, founder of Branding & Marketing YOU, they are also ideal occasions to […]
Continue readingMore TagBreaking through creative boundaries and newspaper columns
In advertising, the way to reach the consumer with the greatest impact is to use creativity to break through the clutter or to be disruptive. These terms are most often associated with out-of-home (OOH) and digital platforms respectively; however, the techniques are just as relevant and equally effective when used in print. The recent Budget […]
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