A warm welcome from Jeremy Maggs to everyone at The Smartest Event of the Year
Agencies Agency of the Year
It was time to announce the agency chosen by other agencies, who stood out head and shoulders above the rest. Congratulations to the Agencies Agency of the Year award goes to Ogilvy JHB.
We welcomed to the panel:
Adrian Ephraim – Independent Online
Yusuf Abramjee – Primedia Broadcasting
Deon du Plessis – The Daily Sun
Gordon Patterson – Starcom Mediavest Group
Barry Sayer – Continental Outdoor Media
Andy Rice – Yellowwood Future Architects
Anastacia Martin – Mail & Guardian
The Smartest Event of the Year saw a panel of the top minds in media come together to discuss the worries, past events, and future happenings in media for 2010.
The first half of discussion brought up great topics from the World Cup 2010’s involvement, to racial discrimination reporting in news.
There was as shift in marketing from an excitement of the 2010 World Cup, where we now see that not as many companies bought into the marketing field as they should have.
Main opening points:
- Newspapers saw a decline in sales, as most people stayed at home during this period, rather watching at home, as consumer behaviour showed that consumers felt prices would go up, and transport would be an issue during the 2010 World Cup.
- People are also looking for an easier mobile solution. They’d like to get newspapers on their phones.
- Yusuf Abramjee thinks the radio industry has done very well, and the World Cup boosted it.
- Adrian Ephraim saw a spike in mobile platforms with people at home, and news on the go. Everything is gravitating towards a digital platform. A shift needs to take place in the print environment, and it needs to become more techno savvy.
- Deon also thinks every facet will adapt where necessary, be it on online or wherever.
- Andy Rice thinks that 2010 isn’t the year to remember from a commercial point of view. Most were caught unawares, in the context of a global recession. People forget that people go back to the brands they trust in times of recession, and they did not adapt their strategy towards it.
- Gordon made a point that most radio audiences are declining. It comes down to content. Not enough effort has been put in to find the want of the consumer. Circulations have declined and will continue to decline, because of pressures that aren’t being communicated. It will fuel the interest in traditional ABL media.
- Yusuf: Newspapers will be focusing more on the niche, and might become high end luxury product.
- Andy Rice: The synergy when you put a media strategy together that blends the best of old and new. It is fed by digital agencies, as traditional media people need guides. It’s about strategy, content and tone.
- Deon: “The middle of the market moves and warps. 8 years ago when we launched, even 30 years ago to now, shows that LSM 1 and 2 will disappear. We have moved from those markets to a LSM 5 and 6 market.” Newspapers must move on, and stay on trend.
- Yusuf feels that generalizations should not happen. We need to take stock of what we are doing, right and wrong. There are major problems within the print industry. “I wonder if the prolem is not about race?”
- Why do we have to follow international news, why not set a benchmark of following our own agendas?
Barry Sayr’s response is that international media just does it better.
Yusuf says “with race agenda it is always diverted to another argument. There is a lot of room to sell good news”
- Adrian Ephraim “We can’t discard the effect of the New Zealand story for South Africa, and can’t make it about race.”
Do we have a proper understanding of what audiences want?
Deon: A new charter for us has been done, so we do in depth research regularly.
Andy Rice: I think the media who as businesses live by the survival of brands who advertise there, don’t learn the lesson of brands about differentiation. There are to aspects to media, the WHAT and the HOW. The brand differention is what media fails to spot, let’s deliver media in a completely original format.
Gordon: Media need more frequency of engagement. Research is controlled by the media owner, and should actually be owned by the clients who buy, as we end up with this two thirds view of the market, which is just a lie. It affects all agencies, and products that people buy. Clients need to take the responsibility.
Honesty in media – are they really honest?
Barry feels that news and media should be honest and live integrity. Everything is blown up, with a glossy glow and hyperbole. People want an experience though.
Andy feels that different genres interpret different news worthy articles differently.
Why do digital and traditional platforms not merge to work collectively?
Deon: “it is happening right now.”
Gordon: “We have 2 economies in SA. Digital is routed in the upper LSM, but moving downwards. Specialization happens because there are too few people in the industry who fully understand it, those who know it, and are in it.”
Adrian: “the attitude is changing. All of a sudden media platforms are becoming interested. There is a whole world newspaper can’t afford not to be a part of. These platforms need to be educated.”
Jeremey: Do you think you’re selling the concept of digital enough?
Adrian: “We’re still grappeling about it., because the options out there are so ever changing.”
Andy: It’s about, within the media groups, that journalists. It is the digital media’s agency own responsibility to market themselves and get the message of what needs to be done out there. Or sell themselves as evangelists, but those with answers.
Barry: From an outdoor adv point of view, we have to take a broader point of view. You can see a lot of integration internationally with outdoor advertising platforms and digital platforms. Even billboards are becoming immediate and can compete with radio and TV.
What are your things to look out for 2011:
Adrian: More innovation. Tell stories differently.
Deon: The year to sell more and get more ground back.
Yusuf: The legacy of 2010. Local government elections. Corruption. Malema. Govermnet delivery.
Andy: Braver agencies.