Marketing encompasses many different activities all designed to captivate – and keep – the hearts, minds and disposable incomes of new and existing customers.
Specifically, in the context of Proudly South African, the country’s only official buy local advocacy campaign, this means finding local vehicles to carry our message, the better to resonate with South Africans, to whom we are appealing, after all, to support their own.
Humans have a desire to belong. We all want to fit in somewhere and identify with something. Marketing’s role is to give customers that sense of belonging through the brand choices we make precisely because we identify with a specific product and the way it makes us feel.
But group identity is never entirely homogenous. Whilst we want to belong, we are all individuals. As a marketer, once you have identified your audience and what its values, aspirations and expectations are, like any relationship you must build it and nurture it and entrench your brand identity with each and every person who is the sum of the whole of your consumers.
Given this complexity of identity, brand executions and activations need to be focussed and consistent, finding platforms and vehicles for communication and messaging that align with the identity you have now created. This goes for the style of clothes we wear, the cars we drive, or the devices we use. Identity is found it the genre of music we listen to – you will see group identity manifest itself at a musical concert or team event where everyone will be wearing similar clothes and will be in approximately the same age group – theirs was not a random once off choice of outfit or event to attend. All the elements have come together to create an identity with which each individual in the group can associate.
Once a brand strays away from its core identity, it risks alienating those customers that were drawn to their product in the first place because it made them feel safe, rich, virtuous, attractive or powerful but always affirmed and validated as part of something bigger than themselves.
As Proudly South African, we appeal to consumers’ sense of national pride and patriotism. We discourage conflating our controversial politics with simple pride in our flag, national anthem, spectacular coastline and landscapes which we use to encourage a sense of positivity in the country. We promote the desire to support each other, nowhere are we more united than on the sports field, but more especially for the buy local movement, in the every-day purchasing choices we make.
Local is lekker. Local is quality. Buying local creates jobs, and we all know we could do with more of those.
Happy MaKhumalo Ngidi
Chief Marketing Officer – Proudly South African
The entry deadline for the inaugural Marketing Achievement Awards, which celebrate excellence in the science and art of marketing, has been extended from 22 February to 28 February 2019.
“We have been inundated with requests for an extension from various busy marketers – we recognise that sometimes, we just need to be flexible, and so we were happy to grant this extension,” says Anne Kirkpatrick, Director of the Marketing Achievement Awards.
Industry awards play an important role in celebrating excellence and upholding high standards for agencies in the advertising and marketing fraternity. There has, however, been a gap in South Africa in terms of dedicated awards for marketers and brand owners – until now.
The awards recognise and reward innovative marketers whose work demonstrates excellence in marketing strategy, creating and delivering value that satisfies the needs of their customers, driving brand sustainability, while simultaneously raising the profile of marketing in South Africa.
It’s time that marketers are recognised for the important role they play in leading organisations and not merely for the role marketing plays in communications.
With this in mind and in the spirit of future-proofing marketing – by creating a benchmark to maintain high standards in the industry – a council of esteemed marketing professionals collaborated to launch the Marketing Achievement Awards this year.
“The Marketing Achievement Awards are about encouraging innovation and creativity within the strategic environment of marketing,” says Yvonne Johnston, owner of Fast Forward Coaching and chair of the Marketing Achievement Awards council.
The Marketing Achievement Awards are being held from 26th to 27th June 2019 at Sun City. There will be an industry golf day, a networking welcome cocktail event, hosted by the MAA on the 26th and a business forum and summit on 27th, with the awards ceremony and gala dinner being held in the Superbowl on the evening of the 27th June.
“For the first time our industry is looking at marketing capability as a framework – basically all the skills and competencies required to be a world-class marketer,” says Alistair Mokoena, CEO of Ogilvy South Africa and Marketing Achievement Awards council member.
The awards are open to all brands, irrespective of size and budget, in the following categories:
“We would like to encourage as many brands and the marketers behind their successes to enter – it is time to shine and showcase the amazing work that you do,” says Kirkpatrick. “In particular, I am looking forward to seeing entries come through in the Brand Positioning and Internal Marketing categories. But go through each category to find which suits your brand and campaign best.”
Says Geoff Whyte, Nando’s CEO and member of the awards council: “These awards focus on the insight and marketing thought that leads to the great campaigns that everyone sees.”
Endorsed by the Marketing Association of South Africa (MASA) the Marketing Achievement Awards are the new benchmark for marketing excellence in South Africa.
“At last we have awards by marketers, for marketers, celebrating marketers, assessed by marketers, and it’s about time,” says Heidi Brauer, CMO of Hollard Insurance and an awards council member.
The awards council members, who will be judging the entries, are all seasoned marketers and successful business people who aim to raise the bar for marketers through the Marketing Achievement Awards.
How to enter
Entries are easy to prepare and for most categories should be 1 000 words or less. Submissions should be concise and demonstrate how customer needs have been identified and used to focus, align and empower organisations and meet business objectives.
The judges are looking for a clear understanding of strategic intent. Additional collateral to back this up is also required. Entries are strictly confidential.
Marketers can enter more than one category. Follow this link to enter: https://www.marketingawards.co.za/
The Marketing Achievement Awards, endorsed by the Marketing Association of South Africa (MASA), already has a number of key partners including:
There are still a number of sponsorship opportunities available, contact Clive Grinaker at firstname.lastname@example.org.
Follow this link to watch a video of what the council has to say about the awards: http://bit.ly/MarketingZA
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Marketing Achievement Awards
South Africa’s Marketers Rewarded for their Excellence – Call for Entries
The inaugural Marketing Achievement Awards – an event that celebrates excellence in the science and art of marketing – will recognise and reward those innovative marketers whose work demonstrates the intrinsic value inherent to this crucial discipline, whilst simultaneously raising marketing’s profile and elevating it to the position it rightfully deserves within South Africa’s businesses.
As Yvonne Johnston, Chairperson of the Marketing Awards Council, says: “The Marketing Achievement Awards are a way for us to help bring credibility and gravitas to the profession.”
To achieve this, the awards look deeper than creative execution and uncover the brilliant, incisive thought processes that inform great strategic marketing. We live in uncertain times where businesses and brands that adapt best to seismic shifts are driven by visionary marketers. As Simon Camerer, Chief Customer Officer at MultiChoice who are the awards’ Presenting Partner, says:
The marketing world is changing. With shifting market forces and an unpredictable economy, we require marketing ingenuity that continues to drive work forward despite these challenges. As such we are hoping for work that shows success within these kinds of contexts.
The Marketing Achievement Awards will be a platform where marketers are acknowledged by South Africa’s top business minds, recognised for their continued efforts to challenge the status quo, and rewarded for excellence, bravery, commitment and tangible success.
Endorsed by the Marketing Association of South Africa (MASA), these awards are for marketers by marketers. “MASA’s core purpose is to elevate the professionalism of marketing, and represent and protect the business interests of marketers,” explains Greg Garden, CEO of MASA.
“Spotlighting and recognising exceptional marketing achievements are impactful ways of doing this, and as such we are very pleased to play a partnership role in making these awards the benchmark for marketing excellence in South Africa”.
In order to lift the trophy on the night, entrants will need to prove their strategic abilities in one of the following categories:
- Purpose led marketing
- Strategic sponsorship marketing
- Brand positioning
- Marketing innovation
- New product or brand launch
- Reputation management (Corporate and Brand)
- South African resonance marketing
- Brand marketing B2B
- Integrated marketing
- Limited budget, unlimited idea
- Internal marketing
- Rising Star of the year (nominated)
- Marketer of the year (nominated)
The Marketing Achievement Awards are overseen by a collective that Mr. Garden describes as an “excellent group of judges with extensive marketing and business experience”
Ms. Johnston and Mr. Camerer are joined on this Council by established doyens like Geoff Whyte, Chief Executive Officer of Nando’s – who are also Founding Partner of the awards – Alistair Mokoena, Chief Executive Officer of Ogilvy South Africa, Heidi Brauer, Chief Marketing Officer of Hollard Insurance, Rob Fleming, Chief Marketing Officer of Blue Label Telecoms, Lethepu Matshaba, Vice President of Home Care Unilever, and Mike Middleton, Marketing Consultant and Futurist.
As much as this group of luminaries will be arbitrating, they are also there to guide, enrich and help shape the future of this discipline and have already been actively involved in setting the standard for these awards.
“We’re looking for people who are passionate about excellence in marketing,” explains Mr. Whyte. “It’s time for marketers to be in the spotlight,” comments Mr. Mokoena when asked about the importance of these awards. Mrs. Matshaba is looking for “entries that demonstrate thought leadership and tangible business results”, whilst Mr. Middleton believes these awards have the power to push the marketing industry forward and “ensure that South Africa is amongst the best marketing countries in the world.”
The Marketing Achievement Awards aims to highlight world-class campaigns that display vigour, insight, authenticity and innovation in the science and art of strategy; simple marketing that combines rigorous upfront thinking with solid ideas that go beyond mere communication.
The conveners are looking for short, easy-to-prepare entries that demonstrate how customer needs have been identified and used to focus, align and empower organisations to continually meet these and, ultimately, achieve tangible business results.
All marketers from across South Africa are encouraged to enter their best work so that they can be measured against, and recognised by, their peers. The entry mechanics are quick and simple and begin with accessing: https://entries.marketingawards.co.za/. Entrants should then browse through the categories available and enter relevant work into one or more.
Judges are looking for a concise, clear understanding of strategic intent captured, for most categories, in one thousand words or less. Additional collateral to back this up is also required. All entries are treated with the utmost confidence, ensuring that hard work and trade secrets are never revealed.
Entries close on the 28th of February 2019. Thereafter the event will be hosted at Sun City from the 26th to the 27th of June 2019, with the Marketing Achievement Awards Forum and Gala Awards Dinner taking place on the 27th.
The Marketing Achievement Awards will set the benchmark. Only the greatest minds, the truest ideas and the boldest approaches will walk away as winners on the night.
The organisers are appealing to all marketers to step up and show their strength, to be role models, to showcase best practices, and to receive the kudos so deserving of those who tirelessly work at the cutting edge of their professions.
Entries Close: 22nd of February 2019
Awards Ceremony: 26th to 27th June 2019 at Sun City
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We are thrilled to announce that our endorsement by the Marketing Association of South Africa (MASA) has been finalised and the Marketing Achievement Awards will be held at Sun City on Wednesday, the 3rd April 2019.
We’d like to thank our amazing partners, patrons and council for all their kind assistance and words of encouragement during the various delays we have experienced. We’d also like to thank all those who have entered the awards to date for your patience while we have re-structured the program – It’s a GO!
With the MASA buy-in to the program, we not only have peer review but industry ratification of the adjudication process. Our industry is fragmented enough and through this partnership, we now get to build inclusive frameworks, which benefits all marketers in South Africa.
For many of you, “It’s a GO!” means casting off your suits and ties while you pick up your last-minute supplies and head off to your holiday destinations.
We would, however, like to encourage you to take a moment to reflect on all the hard work, planning and execution undertaken this year. Have your strategies paid off? Have their results met your expectations? Are you proud of what you have achieved? Then make a note to visit our entry portal over the holidays and register to enter your work – all instructions are on the portal.
It’s a simple process and for most categories, we want to understand your strategic intent in 1000 words or less, with some collateral to back it up – easily accomplished in your first week of 2019!
All the best for the holidays – if you are travelling, please stay safe
The Marketing Achievement Awards