New digital tool connects brands and ad agencies
Ramify.biz, an online and mobile business acquisition tool, has been launched to connect South African brands and marketers to ad agencies. The objective is to help marketers and entrepreneurs grow their businesses’ brands through access to info concerning relevant advertising and marketing communication partners. The service also extends to service providers and suppliers for agencies, allowing ad agency executives to find project partners, based upon skill sets, to expand project capacity. This should result in growth for small agencies and start-ups.
The service is offered to smaller and mid-sized brands, as well as larger brands with very hands-on marketing executives. “A lot of marketers are only familiar with a handful of ad agencies and, while databases with information on possible agency partners do exist, they are generally walled in as paid-for services,” says Ramify.biz founder, Herman Manson, who is also the publisher and editor of the South African advertising and marketing industry news site, MarkLives.com. Ramify.biz allows agencies to create a database-driven listing that will assist marketers in picking communication partners, such as information on services offered, BBEEE scores and the size of the agency. Marketers then specify their partner requirements using the Ramify.biz search function and matching results are returned. Marketers may then shortlist agencies/suppliers and pull comparative data for review. Ramify.biz offers its search functionality free of charge. Agency profiles are free, too, encouraging the inclusion of the broadest possible range of agencies in the database.
Innovative Advertising Ideas
Removing stereotypes in advertising – Unilever launches #unstereotype
To remove the stereotypes in advertising, Unilever announced at Cannes #unstereotype, its global ambition for all of its brands and the industry at large to advance advertising away from stereotypical portrayals of gender; delivering fresh campaigns that are more relevant to today’s consumer. It is urging marketers globally to be aware of the outdated stereotypes of gender that advertising still propagates and the fact that progressive portrayals are proven to not only be better for society, but better for brands.
Aline Santos, executive VP of Global Marketing for Unilever, says, “Stereotyping in advertising is a prevalent issue for all genders. However, our research shows that the negative effects are most keenly felt when it comes to representations of females. In fact, 40% of women say they do not identify at all with the women they see in adverts. Advertising can be a powerful force in leading positive cultural change. We believe it is our responsibility, alongside the industry, to be at the forefront of this change by positively portraying people as they truly are today – progressive ads will lead us to a progressive future for all.” Several of Unilever’s partner agencies have already confirmed that they will be adopting the new approach – including BBH, 72andSunny, JWT, DDB, MullenLowe and Ogilvy, with many more likely to follow suit.
Times Media to drive airtime sales for 1KZN TV
Effective 1 July 2016, Times Media will drive airtime sales for the Zulu-language television channel 1KZN TV. For the past three years, it has been the fastest growing community stations in South Africa and has a past 7-day audience of 1.7 million viewers. Vernon Matzopoulos, head of broadcast at Times Media says, “This channel is a gem. It knows and understands its audience intimately and delivers exactly what they want. It has done the hard work in building the viewership, now it is our job to bring in the revenue these numbers deserve.” 1KZN TV is available as a free to-air channel in Kwa-Zulu Natal, as well as in five million homes on DStv 261 and on StarSat channel 482. The strong local focus (up to six hours a day of Zulu-language shows including news and current affairs) is tailored for its core 25-45 year old market.
Station manager of 1KZN TV, Edwin Mncwango, emphasises that the revenues generated by Times Media will help the channel’s staff of 52 to expand local content further. “Because we are in control of the production process, we are able to tailor shows specifically to the needs of advertisers targeting our community.” Times Media believes regional advertising is poised for growth, as brands look for more cost-effective and resonant ways to engage.
Exciting Media Campaigns
HALLS reveals its new candy shape, vibrant packaging and TVC
HALLS recently announce a new shape and revitalised packaging. The modern packaging shimmers on shelf and the new candy shape with the “H” emblem delivers a better mouth feel, all while delivering the same flavours and freshness that consumers know and trust. Tamryn Attwell, Mondelez SA Brand Manager for HALLS, says: “HALLS is truly an iconic candy in South Africa and while steeped in consumer trust and heritage, we believe the shape change and new packaging will be enjoyed by consumers.”
What’s happening in Africa
United States concerned over media intimidation in Lesotho
In a press statement, Elizabeth Trudeau, director, Office of Press Relations Washington, DC, expressed the United States’ deep concern for the increasing pressure on the media in Lesotho, particularly noting the 9 July 2016 shooting of Lesotho Times/Sunday Express editor Lloyd Mutungamiri. Journalists in Lesotho have also expressed concern for their safety in the current climate of harassment and intimidation. The statement read: “We welcome the statement by the Minister of Communications, Science and Technology condemning the shooting and encourage the government to investigate it fully and hold those responsible to account. “Freedom of expression is a constitutional right in Lesotho and journalists must be able to do their critically important jobs without fear of intimidation, harassment, and violence,” the statement concluded.