Delarey Hattingh, co-owner of Johannesburg-based multi-disciplinary and award-
winning creative agency Monarchy, emphasises that the company has always been
very passionate about making promos. Since its inception it has been privileged to
receive many local and international awards.
Delarey Hattingh says of 2013’s PromaxBDA Africa: “This year is going to be
awesome; I think it will almost be a re-definition of how people are going to
experience PromaxBDA Africa.’
He adds: “I know Vanessa Sheldrick, the wonderful organiser, spent a lot of time
with industry leaders to come up with a fresher and novel way of approaching this
year’s event. We have a new venue, and the speakers are going to be great as
always! This year, there is also a session with three companies (creative) “battling’ it
out live on stage.’
World-class industry
“I personally feel that clients have started to take promos for granted and we have a
culture in South Africa in which we underestimate the intelligence of the viewers.
Most promos, with the exception of some incredible theme pieces and campaigns,
have a run-of-the-mill feel,’ says Hattingh.
He explains: “We need companies not to only push clients, but clients to expect the
most and best that our industry can possibly deliver, and nothing less. We are a
world-class industry and very few countries can keep up with us. I would love to see
clients breaking the mould of how we do things and how we roll out campaigns for
big launches.
“This doesn’t necessarily mean massive budgets, because there aren’t many of
those, but it means original thinking and passionate executions that challenge
viewers to be part of an emotional experience, which are the things promos and
imaging are really selling.’
Hattingh comments: “If promos are used effectively, they can touch people in such a
way that we not only build brand equity, but also a living and breathing emotional
relationship with our viewers to show how much we care about their leisure time.
“Promos can become the talking points of everyday conversations and the reason
viewers return daily for more and better programming.’
Promo advantage
Hattingh says promos have an advantage over advertising because they are
comfortable and familiar to audiences and give agencies permission and a
responsibility to inspire, excite, inform and touch viewers as no other marketing
medium can.
“We launched Kona, the first all-Kenyan produced soapie on M-Net AfricaMagic, shot
with the Lions rugby team for an epic, slow-motion promo for their weekly programme
Lions 4 Life, and did the massive campaign for the Africa Cup of Nations for the
wonderful guys at SuperSport, just to name a few,’ he comments.
Being a multi-disciplinary, creative agency that enjoys motion design in all shapes
and forms, Monarchy specialises in design-driven strategy, branding and live-action.
Hattingh mentions: “So it really depends what the project asks for. We won’t do 3D
animation just for the sake of doing it. Each and every spot is looked at and we
decide what it needs to be the most effective product. Everything from visual
effects (VFX), motion graphics, illustration, grading and live action is considered and
sometimes all of them are used if the project calls for it.’
The power of emotion
Hattingh says Monarchy uses emotion to draw in viewers and keep them engaged. “If
people feel, they listen. It is not about selling a product; it is about selling an
experience. If you understand the “why’, you are able to know the “how’.
“If you look at the scope of different imaging, branding and promos we produce, the
collective of that work speaks about the choice our viewers have. But it is our
responsibility as a company to sell each and every product (programme) on its own
merit, to push audience ratings and then of course revenue for our clients. If we
make our viewers happy we make our clients happy, and that is what we always aim
to do.’
He comments that Monarchy’s business is to promote and brand channels,
programmes and networks so that clients get the best marketing on air. “Whatever
the budgets, we pride ourselves to give clients more than they expect.
“Promos aren’t fillers for airtime, they are the mouthpiece of our clients’ brand,
personality and value for the public. We have the honour to have our work seen by
millions every day and with that comes the responsibility to give viewers something
that enthuse their affinity and their loyalty to our clients’ amazing products,’
concludes Hattingh.
