Advertising: tailor the message
Three themes emerge from the world’s top ad campaigns for media excellence — the role of data, event-led strategies and the role of partnerships in connecting with youth
SA has sneaked into the top 25 of the latest Gunn Media 100 list of the world’s best campaigns for media excellence, with 23rd spot.The list ranks the world’s most awarded campaigns and agencies based on their performance in media competitions around the world.Notes one local strategic director: "In many ways this is the list all agencies strive or should strive to be on, given that it evaluates the real-time performance of our output in terms of sales and brand awareness."One of the campaigns that propelled SA to a top 25 position for 2017 was for Distell’s Amarula liqueur brand. Called "Name them save them" the ad personalises the prospect of losing an African elephant by inviting people to name surviving African elephants. It was conceptualised and executed by Cape Town-based agency Liquorice (which is part of DigitasLBi, the world’s largest digital network) in association with the FCB agency.Liquorice is also the best performing local shop on the Gunn rankings, with a second ca...
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