Lesoba looks sharp at Assegais

Written by News desk on November 16, 2010 – 11:41 am -

Lesoba Difference was the big winner at the Direct Marketing Association of SA’s Assegai Awards on November 10. In addition to a series of gold awards, the agency was also named supplier of the year.

Action Ambro’s, Joe Public and Draftfcb Cape Town also had good reason to celebrate with more than one gold apiece. Edgars was named organisation of the year and Mr Price Group Financial Services won inkosi/Assegai Award.

Association CEO Brian Mdluli says Assegai entries grew 17% this year. In two years they have grown 42%. “The significant growth shows that direct marketing uptake is increasing rapidly as businesses come under increasing pressure to measure the return on investment of campaigns, but also seek closer relationships with, and insights into, their customer base. Consumers are growing increasingly sophisticated in their requirements for marketing information, as well as the channels through which they want to be communicated with.”
Main awards sponsor was the SA Post Office (SAPO) and there was also support from Standard Bank, MTN, Computer Facilities, Absa, Services Seta, Nedbank and Action Ambro’s.

TRADITIONAL MEDIA
3D
Gold: Action Ambro — Swear All You Like
Silver: Joe Public — Brothers For Life
Action Ambro’s — The Invisible Host

DIRECT MAIL
Gold: Lesoba Difference — Nedbank More Fitness
Silver: The Agency/Action Ambro — Come Together
Bronze: Lesoba Difference — Endangered Wildlife Trust Rhino Poaching

DIRECT RESPONSE
TV, INFOMERCIALS & RADIO
Gold: Draftfcb — Lexus Optional is Standard
Silver: Action Ambro’s — Find “What’s His Name”
Bronce: Ogilvy Johannesburg — The Dramatic Turnaround

OUTDOOR, AMBIENT & PRINT
Silver: Action Ambro’s — Maths Is All That
Bronze: Foschini Group — Got a Card

UNADDRESSED CAMPAIGNS
Silver: Lesoba Difference — Potatoes SA
Bronze: Draftfcb CT — World of Uncertainty

CATALOGUE/MAIL
Bronze: Lesoba Difference —  Direct Mail Centre Sales Toolkit

ALTERNATIVE MEDIA
ACTIVATIONS/EXPERIENTIAL
Gold: Lesoba Difference — Hawkers Campaign
Silver: Lesoba Difference — Wilderklawer Seedless Watermelon
Bronze: Action Ambro’s — Find “What’s His Name”

TELEPHONE MARKETING
Silver: O’Keefe & Swartz — Standard Bank Chartis Accidental Death
Bronze: O’Keefe & Swartz — Accidental Death and Disability Upgrade

DIGITAL MEDIA
MOBILE
Gold: Mr Price Group Financial Services — Mr Price Group Financial Services
Silver: Carat/Isobar/TBWA — Unite Mzansi/Unite Mxit
Bronze: Gloo Digital Design — Juicy Details

ONLINE ADVERTISING
Gold: Stonewall+ — Stonewall+ Press Release
Silver: Draftfcb CT — Time-Wasting Banners
Bronze: Gloo/Net#work BBDO CT — TopTV MSN Takeover

VIRAL MARKETING & SOCIAL MEDIA
Gold: Gloo/Black River FC — Mini 6 Colours
Silver: uShaka Marine World — Sushi Digital
Bronze: Aquaonline — The Adventures of Eggward

WEBSITE & MICROSITE
Gold: Draftfcb CT — Retrenchyourself.com
Silver: Innoviate One-To-One — BMW X1 Conquest
Bronze: Action Ambro’s — Swear All You Like

E-MAIL CAMPAIGNS
Silver: Action Ambro’s — A Better Home For Your E-mail
Bronze: Aquaonline — September Rates Mailer

INTEGRATED CAMPAIGNS
Gold: Draftfcb CT — Retrench Yourself
Silver: Action Ambro’s — Swear All You Like
Bronze: iKineo — Jack Daniel’s Auction House

RELATIONSHIP MARKETING
CRM & LOYALTY
Gold: iKineo — Jack Daniel’s Auction House
Silver: Oscar Tango/10 Fold — Celebrating Strides
Bronze: Conexus — Going Berond

ERM
Silver: Lesoba Difference — Red Erm Programme
Bronze: iKineo — MTN Direct Marketing Forum

DATABASE & ANALYTICS INNOVATION
Bronze: SilverstonCIS — NetWRX Business Social Networking

CRAFT AWARDS
COPY
Silver: Joe Public — eBucks Direct Mailer
Bronze: Lesoba Difference — EWT Rhino Poaching

ART DIRECTION
Gold: Joe Public — Rock4Aids Direct Mailer
Silver: PrimaPlus — Making Things Possible
Bronze: Draftfcb CT — World of Certainty

CREATIVE SOLUTIONS
Gold: Joe Public — Rock4Aids Direct Mailer
Silver: Joe Public — Brothers For Life Direct Mailer
Bronze: Action Ambro’s — Swear All You Like

STUDENT MARKETING CAMPAIGN
WORKSHOP
Gold: University of Johannesburg — Catch a Glimpse
Gold: University of Johannesburg — Taking Flight

CURRICULUM
Gold: University of Pretoria — National Adoption

DOCTOR’S PROGRAMME
Gold: University of Pretoria — Potatoes SA Project

YOUNG DIRECT MARKETER OF YEAR
Gavin Forsyth, Home Choice

COMPANY & INDIVIDUAL AWARDS
Organisation of the Year: Edgars
Supplier of the Year: Lesoba Difference
Education & Training: Agon Training
Public Sector Service: City Power.
Direct Marketer of the Year: Joanne Cowie, of Nedbank
DMA Hall of Fame: Rory Duckles and Steve Bird
Inkosi/Assegai Award 2010: Mr Price Group Financial Services


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