A tribute to a colleague and extraordinary person, who embraced the brave men and women of the EMS and all they stand for and project managed the Centrum Guardian initiative for 8 years – we salute you Corlé Greyling.
The recent AMASA Awards afforded us a great opportunity to announce South Africa’s official benchmark in Content Marketing: The Branded Content Marketing Institute of South Africa. The association was launched as an affiliated branch of the global BCMA, who have a head office in London.
We revealed the South African Branded Content Marketing Association Chapter at the AMASA Awards by sponsoring a give-away draw for a Go Pro camera as well as the Best Branded Content Campaign Award, won by Native VML for Nedbank’s Ke Yona Team Search.
But the real story of The BCMA in South Africa started a few years back with advertising agency One Lady and a Tribe and our work with Pfizer on the Centrum Guardians Project. As this campaign (now in its eighth year) evolved from a print ad and 3Talk campaign into a 13 week TV series, it was clear we weren’t working within a conventional advertising framework. We had begun creating branded content, but we hadn’t given it a name.
So we searched for an institute or association which could teach us more about advertising within the context of content to engage with consumers and came across the BCMA, with branches around the world (including USA, South America, Russia, Scandinavia, Middle East & North Africa and Spain) but there wasn’t a Chapter in South Africa – which made the next step obvious.
Anyone interested in marketing will be excited about transmedia or branded content: it’s a narrative expressed across a variety of touchpoints in different ways, changing the way ideas are captured.Transmedia planning is, in essence, one story with multiple expressions of that story shared on different channels.
Marketers want to connect globally, share ideas, set industry standardsand develop best practice.To help us do this The BCMAhas created a proprietary measurement tool with Ipsos, determining what makes branded content effective and how it delivers on ROI. We look forward to holding regular forums and workshops for BCMA SA members and share best practice as technology evolves and we need to be able to measure its effectiveness.
This note from Andrew Canter, Global CEO, BCMA, inspires us on our journey: “We are immensely proud to have launched the BCMA South Africa Chapter. It is an exciting time to be involved in branded content marketing and we are looking forward to working with the leading practitioners to showcase best practice and share learnings. We are so pleased to be working with such an inspirational team of people and are sure BCMA SA will be a great success.”
The South African consumer, enabled by technology, is now so ahead of marketing trends that they’re creating them. As we become more and more disrupted by digital, the buyer landscape will compel us to deviate from traditional marketing strategies. We no longer need to think outside the box, we need to think about the box not being there at all. One way of doing this is to invite non-traditional marketing people into the mix when you’re brainstorming your next advertising campaign.
To tap in to what the consumer may not even know they’re looking for yet, invite different kinds of people to contribute to your marketing campaign strategy upfront. And where better to start than in your initial brainstorm? The objective is to look for virtuosos engaged in the production of culture who can input on our exponentially changing society. People (like artists) who are engaged in the production of culture. These types of professionals bring different knowledge and energy into the mix and will help to inspire some magic by throwing art, data and futurist predictions into the creative melting pot.
1 Artist Consultant
Artists are being used as consultants for big-brands (GAP, MTV, and Coca-Cola) to bring fresh vision and acumen to short and long term strategies. As Skull-A-Day creative phenomenon, Noah Scalin, says about using Artist as Consultants: “The set of skills artists learn allows us to be consistently innovative and consistently come up with new ideas.” An artist with a different world view could be the innovative creative force you need to unlock a different way of marketing your brand.
2 Data Scientist
In Benjamin Spiegel’s article “Why Every Marketing Department Needs a Data Scientist” he says: “Data = Power”. You need someone with “power” in your brainstorm – that person is someone who knows what the best day to sell airtime to teenagers is. Spiegel goes on to say: “In today’s marketing world, the power and knowledge often lie with the person with the best data access and deepest understanding of that information.” Who better than someone who can translate customer data into behaviour to help you roll out your next marketing campaign?
Simply put, a Futurist a person who studies the future and makes predictions about it based on current trends. The word has also become a verb: “To Future”; and “Futuring” is now being used as a disruption technique by business leaders trying to tap in to the zeitgeist that they can’t quite put their finger on. The benefit of inviting a skilled Futurist into your Tribe is that they may identify mega-trends that will have a great impact on the social and business economy.
And if you’re looking for more fresh faces in 2016 you may also be calling on a Virtual Reality Experience Designer and 3D Printer Design Specialist. Exciting times ahead!
Sheila McGillivray, Tribe Leader
Centrum® 100% Fan, Fun & Spoof.
While shooting the new 100% Fan, 100% Fun TVC for Centrum®, our fabulous team had a great deal of fun making this “spoof” video.
100 % Great Teamwork #LoveWhatWeDo
100% Fan. 100% Fun.
To call South Africans fanatical rugby fans is an understatement. This applies even more so during Rugby World Cup years when fans from all walks of life show their true colours and unite behind the Boks.
This playful commercial for Centrum® harnesses that passion and invites everyone to share their 100% Fan moments.
Advertising has left the rarefied atmosphere of one-way communication and marketers are now under intense scrutiny in a 24/7 public arena. An enlightened approach is key to speaking to savvy consumers and the value of emotional engagement (EQ) in business has never been higher. Brands that reveal their humanity make the best connection with consumers. How effective the connection is largely dependent on the emotional intelligence of a business.
Not all stories are inherently emotional, but engaging with human emotions is a great way to connect with consumers on a deeper level and get results. Working in an environment where EQ is a priority ensures that your business has the emotional tools to make the right connection with the consumer.
Here are the 10 practices on how to bring EQ into your business.
- Be as maniacal about mission as metrics.
Marketers with a mission to do good and do good business show that the (positive) numbers will follow.
- Obsess over customers not competitors.
Focus on what your customer wants and how to keep them happy not on what the (perceived) competition is doing.
- Be radically transparent.
Leadership shows the way: if a leader is transparent, the ethos of a business will naturally follow.
- Be selective about peers.
Instinct plays a role in gauging who to do business with. Tough initially, but the rewards of associating with like-minded people will change your life and your business.
Invest in individual mastery
Employees are not a ‘valuable asset’ they are the invaluable source of business strategy and creative direction. Invest in their mastery and defy conventional ‘wisdom’ when rewarding them.
- Face the facts.
To be agile and turn things around, honesty is critical. Facing facts is usually about admitting that something’s not working. If it’s not working, say so and fix it.
- Work plus life; not work versus life.
Forget work/life balance. Aim for work that’s part of life and that nurtures – not something separate that is in competition with ‘life’.
- Be a perpetual work in progress.
Nothing is certain, change is inevitable. Regard your business as flexible on strategic direction and non-negotiable on values.
- Place ideas before egos.
The great idea should be a win-win for everyone. Strive for creative environment rather than leadership roles and structures.
- Give yourself the autonomy to be awesome.
If your business is doing any or all of the above you are awesome.
Sheila McGillivray, Tribe Leader
In a marketing climate that increasingly demands brand authenticity as well as more socially aware brand engagement, are we entering a phase where client, agency and most importantly,customer, is less willing to give no-strings-attached cash towards Corporate Social Investment (CSI) projects?
Previously the most common way to support a CSI project or charity has been by writing a cheque or giving cash. Cheque-book philanthropy or charity appeals directly to the public asking them to donate money to a worthy cause. But the definition of ‘worthy cause’ is changing, as is the way that people wish to contribute. The changing digital marketing landscape also offers up more innovative ways of becoming involved. Over and above money there are holistic ways we can get involved and make a difference.
Here are 5 reasons why we feel that the days of cheque-book charity are drawing to a close.
We’ve all felt the pressure to donate, the guilt versus the overstretched budget. But in 2015the consumer is a true marketing participant– we’re starting to override the guilt factor, knowing that we are doing ‘good’ via other means. We’re also more demanding of transparency and want to see a convincing strategy and results, before donating.
CSI is being replaced by Cause Marketing. A responsible brandstrategy should be designed to meet long-term business objectives, including improved customer retention, enhanced consumer loyalty, increased sales and market-share growth. People will not part with money without due attention being paid to sustainability.
So keen are we on authenticity and genuine interaction with our brands, ‘flawsome’ has replaced ‘awesome’ when it comes to getting to know a product. Brands that show character and humility (particularly via their social media platforms) will be loved, rather than judged for their ‘flaws’. Being genuine impacts on how brands approach their cause marketing projects. They’ll be wary of coming off as ‘saviours’ via a begging bowl. We’ll see different ways of harnessing the public’s desire to do good; resulting in deeper commitment and involvement in social change.
The shift from givingreactively to helping proactivelycan be seen in powerful campaigns that don’t ask for money – such asMandela Day. For many people giving of their time, helping directly with skills development and even just lending their voice to a campaign on social media equates to a more holistic way of making a difference.
Having the win-win situation of doing good and doing good business is something we’re going to see more of. In the spirit of abundance, business and social upliftment can prosper together and will define what successful Cause Marketing is in the future.
See One Lady and a Tribe’s award winning Centrum® Guardian Campaign as an example of a win-win Cause Marketing project unlike any other – www.centrumguardian.com.
This year heralds an atmosphere in marketing that feels unlike any other. While some brands will find the onus of being authentic a challenge, others will relish the opportunity to flex their story-telling muscles, inspiring brand love. A great marketing strategy will include a tangible commitment to social change and show innovative ways of doing it. We look forward being inspired, being inspiring, and activating change.
Sheila McGillivray, Tribe Leader
About: One Lady & A Tribe:
Advertising agency, One Lady & a Tribe, is a collaboration of like-minded professionals exploring unchartered strategic angles for brands.At our core is a commitment to Cause Marketing – we like to think that we’ve made a difference when the Tribe has spoken.
Contact: Sheila McGillivray
Summer Place, Hyde Park, Johannesburg: the perfect setting for the first Advertising and Media Association of South Africa (AMASA) Awards – elegant and intimate. AMASA, well known for bringing like-minded industry people together, didn’t disappoint with their Awards shortlist or their focus on championing media and advertising in South Africa. Notable amongst the awards was the Highly Commended for Branded Content, presented to ad agency One Lady & A Tribe for their Centrum® Guardian Campaign, a small victory for Cause Marketing in South Africa.
The AMASA Award celebrations kicked off with a retrospective, looking back at the media industry over the last 40 years, recognising and honouring industry legends. As Rob Smuts, owner of RMS Media said in his opening, when AMASA formed in 1970 there were no computers, no televisions in SA and no AMPS (All Media Products Survey). The media landscape is now unrecognisable to that of four decades ago and no more so than in the field of Cause Marketing.
Cause Marketing can perhaps be seen as the evolution of Corporate Social Investment, which is often a matter of signing a cheque without due attention being paid to sustainability. Cause marketing is designed to meet long-term business objectives, including improved customer retention, enhanced consumer loyalty, increased sales and market-share growth.
An Agency/Client/Consumer Win-Win
One Lady & A Tribe’s Centrum® Guardian Campaign, as recognised with its latest award from AMASA, is an ongoing example of how a campaign can evolve and continue to benefit business, as well as the pillars of our emergency and rescue services and the public in general. The impact of this campaign has been substantial. Sue Cartwright, Marketing Manager of Pfizer Consumer Healthcare South Africa, comments: “The Centrum® Guardian Project has been win-win for both Pfizer Consumer Healthcare and South African’s emergency services industry. It has played an integral role in the commercial performance of the Centrum brand since its inception in 2008 – helping the brand achieve double-digit growth year-on-year, driving category growth and continuing to gain market share points each year.”
“For the emergency services industry, the project has helped to provide much-needed recognition and reward for the work they do while supporting upliftment efforts through extensive sponsored training – an excellent example of ‘doing good while doing good business’.”
Sheila McGillivray, Tribe Leader
When asked how to comment on One Lady & A Tribe’s AMASA award Sheila McGillivray, Tribe Leader, said, “It’s an honour for us to be recognised for the Centrum® Guardian Campaign. I’m proud that I’ve straddled the past pioneering successes of the SA industry, as well as now being part of leading change in the industry. We are thrilled to be recognised by AMASA, particularly because of its obvious commitment to youth development and media innovation. Just the fact that #AMASAAwards trended on Twitter shows that we are part of a platform larger than the gathering actually at the Awards. It’s a great shout-out for Cause Marketing too – I can’t wait to see what the future holds!”
About: One Lady & A Tribe:
Advertising agency, One Lady & a Tribe, is a collaboration of like-minded professionals exploring unchartered strategic angles for brands. At our core is a commitment to Cause Marketing – we like to think that we’ve made a difference when the Tribe has spoken.
Contact: Sheila McGillivray