AWARD-WINNING CAMPAIGNS
Does big, splashy advertising pay off in tough times?
Is there any point at all in companies lavishing millions of rand on award-winning advertising campaigns?
With more than 50% of South Africans living below the poverty line, many more in debt and most of the rest cautious about spending, is there any point at all in companies lavishing millions of rand on award-winning advertising campaigns? The answer, say advertising agencies, is a resounding yes. During times of economic stress when discretionary spending is limited, it may be tempting to play safe and simply keep marketing ticking over, but the potential long-term damage to turnover and brand strength is considerable. If you’re not noticed, you might as well not be there at all. You’d expect agencies to say that. More work means more income for them. Award-winning work attracts not only new clients but also the best advertising talent. The biggest winners, though, are clients, the agencies say. To outsiders, most advertising awards shows are an orgy of industry self-congratulation of no relevance to outsiders. However, Charl Thom, MD of the local FoxP2 agency, quotes a UK study of 2...
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