SCREEN AFRICA EXCLUSIVE:
What drives South Africa’s leading agencies to make successful campaigns? How do they come up with award-winning concepts? And how can one improve their digital skills for marketing success?
The second Digital Agency Showcase, presented by Red & Yellow Creative School of Business, unpacked these questions, providing attendees with key tools needed to improve their marketing skills for the digital world.
Held on 16 May 2019, the event saw the Red & Yellow Creative School of Business, in partnership with IAB SA, bring six of South Africa’s leading agencies, as well as marketing and advertising students, under one roof at their Cape Town campus in Salt River.
Heléne Lindsay, head of Customer at Red & Yellow School comments: “For 25 years, Red & Yellow has always been driven by the purpose to provide education that is highly industry-relevant and future-focused…We launched the Digital Agency Showcase in 2018 as a means to bring six of SA’s top digital agencies together, in one room, for one day – to share their learnings, insights and revelations … basically, the components that contribute to their amazing success.”
The event commenced with a speech by Paula Hulley, CEO of IAB SA, who expressed IAB’s dedication to the media and marketing industry by ensuring its continuous partnership with Red & Yellow to bring the annual showcase to life.
Hulley shared: “The IAB empowers the Media and Marketing Industry to thrive in a digital economy. We do this through our connected culture and access to experts and expertise to drive our industry forward. Today’s Digital Agency Showcase and continuous partnership with The Red & Yellow School is exactly this – an energised, accessible, industry-driven event, where leaders and future leaders gather under one roof to share learnings and smart, actionable and motivating insights to make better digital decisions.”
“The agencies today are part of the IAB family and top performers at the IAB Bookmark Awards. We look forward to hearing their insights on what it takes to thrive in the digital economy today,” Hulley added.
Agencies taking part in this year’s showcase included King James Group, VML, Ogilvy, TBWA Hunt Lascaris, Publicis Machine and Hellocomputer. Each agency presented for 45-minutes, with a Q&A session following the presentation. Presentations included some of the agency’s recent award-winning works as well as key insights to each campaign’s success.
Culture is where our brands live
Digital creative director of TBWA Hunt Lascaris, Johann Schwella presented a session on how brands should adapt to the world we live in. In his presentation, Schwella portrayed how culture plays a huge role in the brands they work with and that conforming to what is happening in culture is what makes TBWA brands stand out.
Schwella referenced the agency’s work on the Breaking Ballet ad campaign for Joburg Ballet.
Instead of focusing on the obvious choice, Swan Lake, which has been redone numerous times on the world stage, TBWA briefed the dancers to identify current news stories and create #BiteSizedBallet dance pieces on them.
Schwella shared how brands need to play within a culture context to stay relevant and presented a clip of the ballet dancers interpreting the immensely popular boxing match between Floyd Mayweather and Conor McGregor.
Schwella also stressed the importance of having a “reactive budget” in order to react to what is trending right now and things that attach to culture.
“Content needs to speak to a community and react to culture,” Schwella enthused.
Relevance + Talkability
Ogilvy’s Evan Milton, who is head of digital strategy at the agency, as well as data and analytics, highlighted how the agency made brands matter. The focus on relevance and talkability was emphasised throughout this presentation.
Milton advised the importance of picking the right content to go to the right channels so that it resonates with the audience in the right manner. An example he used was how KFC went viral after an ad in which the fast-food chain mocked Brazilian football star Neymar’s famous rolling by creating their own version of a footballer rolling all the way to KFC to grab a meal.
Other noteworthy spots presented by the agency included the #ShaveToRemember campaign which celebrated 100 years of Nelson Mandela, and the #NoExcuse movement by beer brand, Black Label that took a stand against women abuse.
Co-speaker and creative director at Ogilvy, Melissa Attree, also shared how agencies can get it right by using what she calls “the key channels to navigate modern marketing”. These include using email and personalisation. Agencies need to do less but better, she said, and this can be done by planning effectively.
Attree said creatives should ask themselves the questions: “What is the point of it all?” and “what does success look like for the client and for me?”
“The key objective is to achieve creativity and effectiveness all at once,” she concluded.
Attendees were also treated to exciting prizes throughout the day that included course vouchers worth R5 000, R10 000 and R20 000 respectively. IAB SA also gave two lucky audiences tickets to the IAB Summit19 valued at over R4 000.