2016 AMASA Awards finalists announced
The 2016 AMASA Awards finalists have been announced. There are 61 entries that stand a chance to win a Gold Award or the coveted Roger Garlick Grand Prix at the Awards ceremony on 25 October. The AMASA AWARDS exist to celebrate successful ‘all-rounder’ media campaigns; ones which are based on sound insights, underpinned by great ideas, followed through with perfectly executed strategy to achieve outstanding and measurable results – all the while celebrating innovation.
As AMASA grows rapidly year on year, it becomes a bigger imperative for the governing body to add more focus on celebrating and sharing high standards of work, innovation, executions, trends and strategy within the media and advertising industry. The AMASA Awards have been created to not only launch a larger celebration of industry work, but also to build on the famous Roger Garlick Awards from previous years to include new categories for entry. The industry is fast changing to include new media formats and AMASA wants to reflect these innovations with their award categories. View the full list of finalists here.
Innovative Advertising Ideas
Digital on-demand entertainment set to grow in South Africa
Taryn Uhlmann, executive head of operations at Discover Digital, a digital entertainment and video on demand services company, predicts multiple key trends to shape on-demand services in the short term. The first trend is that the small screen will become the TV of the masses and the TV of the youth. With a sharp uptake in smartphone penetration and a market hugely receptive to multimedia on mobile, mobile video on demand will be a natural progression for South African and pan-African audiences.
She goes on to explain that on-demand digital entertainment services will start differentiating by making an effort to understand their audiences better and curate content around the interests of those audiences. There will be an increasing focus on content for individual viewers and interest groups, instead of content for generalised audience demographics. Growth of the digital on demand entertainment market will be increasingly dependent on partnerships between stakeholders across content development, technology providers, data services and consumer brands.
The lines between telecoms and broadcasting will continue to blur and new alliances will be forced across disparate sectors. Short form on-demand content will become increasingly popular. Growing out of YouTube culture, customised short programmes and content packaged in 30-second snippets up to 8-minute segments will be seen as the ideal way to grab entertainment on the go, or catch up on summaries of important news or sports events. To read the full list of top ten trends, click here.
National Credit Regulator targets false, misleading advertising
The National Credit Regulator (NCR) is launching an ad campaign on ‘misleading advertising’ to educate and inform consumers about credit related adverts that are misleading to consumers. The two-pronged approach will tackle debt-counselling first, followed by credit providers advertising. “The NCR has noted with great concern debt-counselling advertisements that are false and misleading to consumers,” says Kedilatile Legodi, manager: debt counselling at the NCR.
These advertisements, in the form of SMS, emails and telephone calls, usually promise consumers a saving on monthly instalments by a certain percentage (predominantly up to 60%) before they conduct an assessment on the consumer’s finances. When doing an assessment for debt counselling, some debt counsellors, that usually operate call centres, inflate consumers’ monthly expenses to reduce the amount available to repay debts. This is unethical, misleading and a misrepresentation of what debt counselling is. A debt counsellor must first assess the consumer’s income against the living expenses, such as school fees, groceries, etc., to determine the amount that can be used to negotiate reduced payments. “Consumers should be aware that it is incorrect for debt counsellors to promise specified upfront reduction of instalments before conducting a proper assessment.”
Consumers who receive misleading SMS and calls are urged to immediately report these with the names of the debt counsellors or their registration number to the NCR on 0860 627 627 / email@example.com.
Exciting Media Campaigns
Toyota Fortuner 4X4 urges SA to vote for one of four sporting heroes. Why?
The Toyota Fortuner 4×4 Challenge – currently appearing on television, in print, on radio, at point-of-sale and on billboards as well as on the web and social media – is urging South Africans to vote for one of four local sporting heroes. Unusually, it doesn’t disclose why. The TVCs driving entries are just 15 seconds long, but there are four of them, and they’re quite punchy. But there’s no clue as to what Phase 2 will bring. If you want to find out what happens next, you’ll just have to enter.
Watch Ryno Benjamin’s call to action here: https://www.youtube.com/watch?v=V-QvuCoHrAU
See Siphiwe Tshabalala’s skills here: https://www.youtube.com/watch?v=h7sM81Rj4yg
Can you figure out how Giniel de Villiers does it: https://www.youtube.com/watch?v=EvTbTCQ3Fkk
Does Andrew Mclean get your vote here: https://www.youtube.com/watch?v=7VeTNGyrlm8
What’s happening in Africa
Defining women in media
“The benefit of equality in gender is immense,” says Danette Breitenbach. According to McKinsey, if women play the same role as men by 2025 they will add US$28tn to the African economy. Yet for social, economic and cultural reasons, women have less than 24% voice in media and are still generally portrayed in stereotypical roles that do not reflect who they are. For women to move beyond this, they need a place at the table and use the opportunities it provides by having a strong voice. It is important to have a voice at the table, even if yours is the lone voice, agrees Kwangu Liwewe and Andia Chakava, who were part of a panel discussing the topic: “Redefining the voice and place of women in media today” at the CNN Multichoice African Journalist Awards 2016 Women in Media Forum that took place in Johannesburg on the eve of the Awards.
“As a female journalist I learnt that you have to fight for your stories,” says Liwewe, content executive at M-Net’s Zambezi Magic Channel and Talk show host of Talk with Kwangu. Investment professional and co-founder and MD of Alpha Africa Asset Managers, Chakava, says that representation in organisation does not mean women have a voice. The perception that women can only cover soft stories also resulted in a conversation. “Who assigns the journalists – male editors – and this determines what stories journalists are given,” says Liwewe. This perception stems from society and how women’s role in society is perceived. “It is an attitude and cultural problem that find their way into the workplace and create barriers for women. As journalists, however, you have the power to portray women differently,” says Chakava. The definition of soft news was also challenged, as journalism is about the telling of stories. “Media is a great platform to role model women to tell their stories and so enable other women,” says Matsi Modise, MD of SiMODiSA, an industry association that accelerates entrepreneurship, and a panel member.
About Get Set Go Media
At Get Set Go we specialise in planning and implementing media campaigns that align with your brand strategy. Our advertising reach spans across TV, Radio, Newspaper and Magazine media in Namibia, Botswana, Lesotho, Swaziland, Angola, Mozambique and Zambia. Some of the services we offer include media strategy, media buying, proof of flighting and research on the media landscape. Our team partners with local media agencies in South Africa and takes care of the entire media buying process for them. If you are a media owner or a client, we would love to hear from you!