McCann Worldgroup held its third Insight Exchange at its Johannesburg offices on 12 November.;The Insight Exchange is a McCann initiative that acts as an industry forum where the marketing industry can discuss and share facts and figures, industry trends, review the latest business books and get exposure to the latest creative offerings from international and local markets.
At this Insight Exchange some interesting facts emerged: the best reach against all South African adults was TV: Generations (31.3%) followed by Print: Jet Club Magazine (18%).;Radio audiences have also increased by nearly 1 million from 2005 to 2008.;
The Insight Exchange is the brainchild of Rob van Rooyen, Group Executive Planning Director at McCann.;He says, “We find more and more that we are operating insular and as much as we don’t want to believe this, we are less exposed to the factors that affect our marketing plans on a daily basis.’
According to Rolien Gouws, Strategic Planner at McCann Erickson, the facts that are produced for Insight Exchange should assist with producing more effective marketing plans.
One of the interesting trends is that society is getting explicit.;”What about your brand?’ asks Van Rooyen.;Media plays a massive role in the way people perceive the world.;This has contributed to a wide acceptance of sex and its associated industries in the commercial world.;Many factors affect the way people have accepted these morals.;”There is a lot of advertising that reflects this and feeds on this trend,’ says van Rooyen.;”The issue is not whether to do it, but how to do it, and whether it’s right for your brand.’
Richard Hewitt, Research Insight Officer at McCann Erickson shared a few book reviews.;Keeping the Millennials, by Joanne G Sujansky and Jan Ferri-Reed, is his favourite.;”Probably because I am a millennial and could relate to the book,’ he said.;The book focuses on Human Resources and what millennials expect and experience in the workplace.
If you are interested in attending the next Insight Exchange, please contact Marisa Louw on marisa.louw@mccann.com or 011-235-4600.
