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Primaplus spears Inkosi Award
The awards, presented by the South African Post Office, were exceptionally well-supported after a four-year sabbatical, with a total of 126 entries from 20 agencies and corporates. Of these entries, 80 made it through to finals and 33 finalists received awards. In addition, three special awards were made.
Commented Brian Mdluli, CEO of the DMASA, “We're very pleased with the turnout for this year's awards, both from an entry perspective as well as a sponsorship point of view. After a four-year sabbatical, the direct industry has once again stepped up to the plate and put their support fully behind the Assegai Awards.
“It speaks volumes about the growing credibility that direct is gathering and the high regard that it is afforded by some of the biggest brands in the country. Some of the industry's biggest industry names stepped on to support this year's awards and a huge amount of credit goes to these sponsors for putting the Assegai's firmly back on the map,”
Sponsors of the Assegai Awards 2007 were the South African Post Office, MTN, Absa, Greymatter, Effective Intelligence, Vodacom, Standard Bank, Services Seta, Expo Centre Johannesburg, Computer Facilities and TransUnion.
| Category | Company | Name of entry | Award |
|---|---|---|---|
| Media – Direct Mail | Greymatter | 4x4 "on or off" mailing | Bronze |
| Media – Direct Mail | Action Ambro's | Local is Lekker | Silver |
| Media – Direct Mail | Lesoba Difference | Liberty Life Architects | Gold |
| Media – Alternative Media | Wunderman SA | MTN SMS – Ya Seiva | Silver |
| Media – Alternative Media | TEQUILA\JHB | Drunk Driving can be fun | Gold |
| Media – Mass Media | Action Ambro's | Rand Show | Gold |
| Media – Multiple Media/Integrated Marketing | 5TH Dimension Marketing | Purina ONE | Bronze |
| Media – Multiple Media/Integrated Marketing | Wunderman SA | MTN SMS – Ya Seiva | Gold |
| Media – Telephone Marketing | Conexus | Long Distance Lead Generation | Silver |
| Media – 3D | Action Ambro's | AIG Ogre Invitation | Silver |
| Media – 3D | Lesoba Difference | Medshield Aids Day | Gold |
| New Media E-Marketing | Standard Bank | Savings on IB | Silver |
| New Media E-Marketing | Lesoba Difference | Nestle College of Chocology | Gold |
| New Media – Mobile Marketing | BrandNew Advertising | Cadillac BLS Boomerang | Bronze |
| New Media – Mobile Marketing | Old Mutual Investment Group Property Investments | Bluetooth in Malls | Silver |
| New Media – Mobile Marketing | Digital Solution Group | "What's Your Flava" | Gold |
| Strategic & Integrated marketing – CRM/Loyalty | Wunderman SA | MTN Yello Fortune | Silver |
| Strategic & Integrated marketing – CRM/Loyalty | Primaplus | Shell G-Force Programme | Gold |
| Strategic & Integrated marketing – ERM | Lesoba Difference | Liberty Life Entry Level Market | Bronze |
| Strategic & Integrated marketing – ERM | Lesoba Difference | Vodacom Consultative Committee | Silver |
| Strategic & Integrated marketing – ERM | Wunderman SA | FNB Project Protocol | Gold |
| Technology Solutions – Database | 5TH Dimension Marketing | Tim & Tom | Gold |
| Technology Solutions – Database | Conexus | Datafix | Bronze |
| Creativity – Art Direction | Action Ambro's | Spring Mailer | Bronze |
| Creativity – Art Direction | Lesoba Difference | City Varsity Peak Campaign | Silver |
| Creativity – Art Direction | BrandNew Advertising | Where does Poo come from? | Gold |
| Creativity – Copy | Action Ambro's | Showreel Book – Smuggled Letter | Silver |
| Creativity – Copy | Primaplus | Vuyiswa Goes Home – Annual Report 2006 | Gold |
| Creativity – Creative Solutions | Lesoba Difference | St. Johns | Bronze |
| Creativity – Creative Solutions | Primaplus | MWeb Voice Box | Gold |
MWEB Voice Box Gold
| Student Awards: | |||
|---|---|---|---|
| Student Marketing Team of the Year | University of Pretoria for Potatoes SA | Phumzile Jane Manana, Aunyena John Moloisane, Ofentse Dinawe Moloko, Sifiso Chimbuzi, Mandisa Thabisile Bohlela, Lwandile Luzipho, Nhlanhla Nkosi | Gold |
| Student Marketing Campaign of the year | University of Pretoria | Cell C C-Spot | Silver |
| Student Marketing Campaign of the year | University of Pretoria | Cell C Meet-on-the Street | Gold |
| Student Awards Special Mention | Contribution to DM education in SA | Prof Yolanda Jordaan | |
| Young Direct Marketer of the Year | Action Ambro's | Thato Mokoka |
Michelle Perrow, chairperson of the Assegai Awards committee event, added, “The Assegais are still the most respected measurable marketing awards in the industry and many agencies and corporates put a tremendous amount on work into their entries. What is also very evident from the entries is that there is a growing spectrum of work being done for brands by traditionally direct agencies. Greater spend is being pushed towards taking traditional above the line campaigns and adding a response mechanism to these to gather data and garner a response, rather than just being purely a brand building exercise.
“I also believe that the added focus that the legislative environment has put on direct has been positive for the industry. Besides driving up standards and requiring greater levels of professionalism from direct marketers, it has also made big brands sit up and take notice of the potentially devastating effects of losing their direct arm, something that has been for very long considered the poor cousin of advertising.
She continued, “Being forced to take real stock of the value DM brings to the total picture has meant a lot of brand owners have had to take a scientific and calculated look at exactly how they are handling their DM activities and relook at their prioritisation of marketing activities.”
