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Assegai Awards 2012 opens for entries

The 2012 DMASA's Assegai Integrated Marketing Awards sponsored by the South African Post Office is now in full swing. Entries are open for the very best in direct and integrated marketing campaigns that were executed between May 2011 and September 2012.
Assegai Awards 2012 opens for entries

This year, the very best examples of powerful direct response advertising can be entered into 30 categories across six sections. The deadline for entries is noon on Friday, 12 October.

The South African Post Office steps on board once again as presenting sponsor for the fifth consecutive year. Other category and product sponsors who have already stepped up are:
• African Bank
• Blue Label Data Solutions
• Computer Facilities
• Demographica
• Edcon Group
• Inter-Net
• Information Capital
• Nedbank
• O' Keeffe and Swartz
• P:Cubed
• Standard Bank
• List Perfect
• Sentient
• Focus Rooms

This year sees the addition of two new categories namely SME Direct Marketing Newcomer and the Young Direct Entrepreneur of the Year awards. The SME Direct Marketing award will be awarded to the Small Medium Enterprise which is using Direct Marketing for the first time, during the awards allocated timing. The Young Direct Entrepreneur of the Year award is for young Direct Marketers, below the age of 34. This category specifically looks at exceptional entrepreneurial concepts, ideas and business strategies in the field of direct and interactive marketing.

Nurturing the direct leaders of tomorrow

"It is important to recognise young talent in order to nurture our future direct leaders. In addition, it is very encouraging to see that direct marketing is increasingly being used by SMEs and entrepreneurial business, driven by the fact that direct is scientific and results are so tangibly measurable - crucial for any business on a tight budget. The SME Direct Marketing Newcomer award will recognise a small and medium sized business making its first foray into the area of direct marketing, while the Young Direct Entrepreneur of the Year award gives the industry an opportunity to see what the entrepreneurs are producing in terms of direct marketing business strategy. We can't stress enough the importance of a sound direct business strategy as well as clever and innovative creative concepts and ideas," says Michelle Perrow, acting chairperson of the DMASA and responsible for the Assegai Awards portfolio.

Assegai Awards 2012 opens for entries

The Direct Marketing Association's Assegai Integrated Marketing Awards are the independent, premier awards wholly dedicated to the multi-billion rand direct marketing industry, recognising and rewarding excellence in multi-channel direct response marketing. Agencies, corporates, educational institutions, students and SMEs have until 12 October 2012 to submit their entries to compete for a coveted Assegai award.

Joost van Nispen to head judging

The judging will be headed by the renowned Joost van Nispen. Joost has spent his entire career perfecting the art of direct marketing around the world. He was first introduced to South Africa when he was recruited by Ogilvy & Mather to set up Oglivy & Mather Direct (now OgilvyOne). Thereafter he held various senior management positions at Ogilvy & Mather. He is currently a Professor in Direct, Interactive & Relationship Marketing at ESIC Business & Marketing School, and member of its Executive Committee and Board of Directors in Spain. Joost will join a team of South Africa's very best direct and interactive marketers as judges of this year's entries. Judging will take place from 23 - 26 October at the Focus Rooms in Sunninghill.

"To ensure the best calibre of awards, one needs to ensure that the judges are of the highest calibre. Joost van Nispen really is one of the best direct marketers in the world and we are privileged to have him as our lead judge this year. It's also a wonderful opportunity for our South Africa judges to engage with him and share ideas and best practice," adds Michelle Perrow.

Massive credibility

Direct marketing is about combining analytics and science in a creative package with a single minded objective - return on investment. In fact stripped to its fundamentals, the awards are all about results, measuring the actual ROI performance of the winning campaigns - winning new business, more revenue, better retention, respect, credibility and being the leader of the pack. There is massive credibility and kudos in receiving an Assegai Award, so a lot of emphasis is placed by corporates, agencies and individuals on winning. There is a huge amount of industry respect for an award that is not solely based on left-brain creative thinking, but rather on what that creative thinking actually achieved on the bottom line for a business.

This year's entry website and creative theme "A Red Carpet Experience", was developed by 5th Dimension, a multiple award winning agency and specialists in the field of direct marketing.

Organisers are aiming to attract 200 entries across the six sections and 30 categories this year - ranging from mass media through to multiple media, activations, social media, integrated marketing, e-commerce, telephone marketing, database to CRM, to mention a few. The most sought-after award is the coveted INKOSI ASSEGAI, given to the best overall direct campaign across all categories.

For more, go to or alternatively contact the Assegai Awards office on tel +27(0)11 894 2767 or email az.oc.sdrawaiagessa@ofni. To book for the gala evening at SAX Arena on 15 November 2012, contact Nadine on az.oc.snoitacinummocst@PVSR.

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