Chit Chat

What I like about the advertising industry is the people who make it work. The talented, who put South Africa on the world's creative map and prove that advertising does work; and the suits who manage the process that produces the magic.

During my 50 odd years in the communication industry I have interfaced with many of the advertising greats. One of these is Mike Able, previously managing director of Ogilvy, Capetown. He laid the foundation that built Ogilvy, Cape Town into the giant it is today.

In 2008, due to traumatic events that negatively affected his family, Mike emigrated to head up the MC Saatchi operation in Australia. It's a London agency currently in the process of building an international network.

Mike no sooner settled into his new position when he was asked by head office in London to open a branch in South Africa, and oversee the operation from Australia. Mike persuaded London that it would make far more sense for him to return to South Africa to launch the project.

MC Saatchi is now in operation in Cape Town, with a full complement of staff. Mike says the agency has BEE credentials and that the operation has clients in place. He adds that more are in the pipeline and his next step is to open in Johannesburg. I'm happy he's back.

The game

Outsourcing has become the marketing strategy du jour abroad. Big marketers from Frito Lay to Unilever are turning to the public for advertising ideas, through the web.

Don't fight - join 

In the short term the web will not reach the levels of penetration currently being experienced abroad. However, it would be short-sighted of marketers in this country to ignore the medium. The best approach, despite its low reach, is to bring it into the overall communications strategy of the brand. The web has an important role to play in that it can speed up word-of-mouth marketing, as well as strengthen relationships with consumers.

From a marketing perspective, the internet is just another communication tool that can work in harmony with other media genres. It will help strengthen brand relationships. It is not costly at this stage and will give marketers time to understand the medium and build strategies that connect well with the brand's consumer base.

Banning the internet

A recent research report published by the Economist magazine shows that 90% of CEOs disallow access to social networks during working hours, mostly Facebook and Twitter

The magazine's counter opinion is that this restriction is futile. It adds that by 2013, 43% of internet users worldwide will be able to access the Internet from their mobile phone.

The reason for the ban is cost and wasting time, but the magazine says: "Don't assume that people will not find other ways to waste time, i.e smoke breaks. Those in favour of access say that social networks make workers more productive as they enhance and augment intelligence. Interaction with employees allows them to contribute ideas to the benefit of a company."

Ramsay Media goes digital

Ramsay is selling  access to digizine versions of its magazines at 50% of their cover price i.e Getaway, Car, Wine, Popular Mechanics, Leisure Wheels, Wine, Compleat Golfer, Hotel & Restaurant.