The Awards began in 1998 as a way to celebrated integrated marketing excellence and relaunched in 2007, independent of other awards and with a renewed focus on market trends and developments each year. Those awarded this year are said to have produced "admirable campaigns that deliver remarkable results".
DMASA CEO David Dickens welcomed attendees while chairman Warren Moss highlighted the importance of ROI in the direct marketing industry.
Honour is not given for extravagant production values, enormous budgets or big-name companies at the Assegais. Instead, the awards recognise breakthrough strategy and creative brilliance across all direct marketing media, from the obvious mail and print to broadcast, digital and mobile.
@OFyTalk Best Newcomer #Assegais2017 pic.twitter.com/8pH5PhoXXa
— Adelaide Motata (@AdelaideMotata) November 9, 2017
The evening also provided a platform to showcase the beauty of diversity not only in the direct marketing sector, but also in its offerings. Halo Advertising took home the highest accolade of the night, the Nkosi Award, for Jacaranda FM's More Music You Love campaign.
ALL THE WINNERS AT 2017 DMASA #ASSEGAIS2017!
| Media | |||
| Category | Award | Agency | Title |
| 3D | Gold | Geometry Global Cape Town & Ogilvy | Slave Calendar |
| 3D | Gold | Demographica in collaboration Halo | Bryte Insurance - Hospitality |
| 3D | Gold | Demographica in collaboration with Halo & Georja & Tracy | Old Mutual Corporate - Once Advanced. Now Outdated |
| 3D | Bronze | Halo Advertising | Big Ideas are Scary |
| 3D | Leader | Demographica in collaboration with Halo | Standard Bank Business Banking - Medical Campaign |
| Direct Mail: Addressed Campaigns | Bronze | African Bank Limited | Passport to the Republic of Life |
| Direct Mail: Addressed Campaigns | Bronze | African Bank | The scoop on our loans |
| Direct Mail: Addressed Campaigns | Bronze | Mortimer Harvey | Honour Your Roots |
| Direct Mail: Addressed Campaigns | Leader | Mortimer Harvey | Farewell old friend |
| Direct Response Mass Media: TV, Print, Out-of-home and Radio | Gold | Halo Advertising | MORE MUSIC YOU LOVE |
| Direct Response Mass Media: TV, Print, Out-of-home and Radio | Bronze | DUKE | DebtBusters - Numbers |
| Email Marketing | Leader | Kaffeine CRM Specialists (Pty) Ltd | Opel Meet the New Germans |
| Email Marketing | Leader | Net#work BBDO | Vagina Varsity |
| Email Marketing | Leader | 3 Way Marketing | Ride of Your Life |
| Experiential Media | Gold | Halo Advertising | MORE MUSIC YOU LOVE |
| Experiential Media | Gold | M&C Saatchi Abel | The Nedbank ReImagination Project |
| Experiential Media | Leader | Ogilvy | VW Amarok Social Test Drive |
| Experiential Media | Leader | Ogilvy | DStv Halloween Run |
| Face to Face Activations / Field Marketing | Black Spear | Halo Advertising | MORE MUSIC YOU LOVE |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Silver | Liquorice Advertising | Amarula #NameThemSaveThem |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Silver | Ogilvy | VW 011Beats |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Silver | Liquorice Advertising | Knorr DinnerOnDemand |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Silver | Ogilvy & Mindshare | KFC Soundbite |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Bronze | MMobitainment & Brainbow Conscious Creatives | Ariel Impossible made Possible |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Bronze | Ogilvy | KFC Suppertime Stories |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Bronze | Ogilvy | Vodacom Play Every Day |
| Mobile Marketing: Interactive (Display, Games, (pull) Banner ad, Mobi Sites) | Leader | Carat SSA | Guinness Osagyefo Campaign |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | Gold | Mindshare & Ogilvy | Launch of KFC Soundbite |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | Gold | TBWA\Hunt\Lascaris\Durban | Jägermeister Back The Artist 2017 Phase 1 |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | Gold | Liquorice Advertising | Knorr DinnerOnDemand |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | Silver | Connect @ Joe Public | Chicken Licken Afronaut |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | Bronze | Ogilvy | VW 011Beats |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | Bronze | Liquorice Advertising | Amarula #NameThemSaveThem |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | Leader | Connect @ Joe Public | McCain Plate |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | Leader | FetchThem | Italtile-Account Based Remarketing |
| Online Campaigns: banners, micro sites, remarketing and other online campaigns | Leader | Mindshare Johannesburg | KFC 9 For R99.90 |
| Search Marketing: SEO and PPC | Gold | Mindshare Johannesburg | KFC Soundbite |
| Search Marketing: SEO and PPC | Bronze | Conversation LAB | Dunlop Mobile Search has Arrived |
| Search Marketing: SEO and PPC | Bronze | Rogerwilco | HomeChoice SEO Campaign |
| Search Marketing: SEO and PPC | Bronze | Rogerwilco | CWC Search Marketing Campaign |
| Search Marketing: SEO and PPC | Leader | NMPi | Gumtree – Driving organic performance |
| Search Marketing: SEO and PPC | Leader | ClickMaven | Momentum Health buying cycle campaign |
| Social Media (Social Media Platforms) | Black Spear | Ogilvy | KFC Burritos |
| Social Media (Social Media Platforms) | Gold | Mindshare Johannesburg | Launch of KFC Soundbite |
| Social Media (Social Media Platforms) | Gold | M&C Saatchi Abel | 10X Grocery Slash |
| Social Media (Social Media Platforms) | Gold | M&C Saatchi Abel | Strongbow Tweet To Redeem |
| Social Media (Social Media Platforms) | Gold | 10th Street Media and Promise Digital | Free Your Style |
| Social Media (Social Media Platforms) | Silver | Ogilvy | VW 011Beats |
| Social Media (Social Media Platforms) | Silver | Liquorice Advertising | Knorr DinnerOnDemand |
| Social Media (Social Media Platforms) | Silver | Ogilvy | MTV FCK#HIV |
| Social Media (Social Media Platforms) | Bronze | TBWA\Hunt\Lascaris\Durban | Jäger X |
| Social Media (Social Media Platforms) | Bronze | TBWA\Hunt\Lascaris\Durban | SPAR Neighbour Day |
| Social Media (Social Media Platforms) | Bronze | Gorilla | Azishe |
| Social Media (Social Media Platforms) | Bronze | Connect @ Joe Public | SA Brew |
| Social Media (Social Media Platforms) | Leader | DUKE | Garagista - Bat Piss |
| Social Media (Social Media Platforms) | Leader | Connect @ Joe Public | Chicken Licken Afronaut |
| Social Media (Social Media Platforms) | Leader | Demo Warehouse | Demo Warehouse- Yellow Box Sale |
| Social Media (Social Media Platforms) | Leader | Firewater | #SuperSweetSurprise |
| Social Media (Social Media Platforms) | Leader | Carat SSA | Guinness Osagyefo Campaign |
| Social Media (Social Media Platforms) | Leader | Mindshare | WFD Dinner on Demand BOT |
| Websites | Gold | Liquorice Advertising | Amarula #NameThemSaveThem |
| Websites | Bronze | Ogilvy | VW Amarok Social Test Drive |
| Multi Channel/ Country Campaigns | |||
| Integrated Direct Marketing Campaign (R500 000 budget or less) | Gold | Levergy | Feel the Fire |
| Integrated Direct Marketing Campaign (R500 000 budget or less) | Gold | MotorHappy | South Africa's Ultimate Journey |
| Integrated Direct Marketing Campaign (R500 000 budget or less) | Silver | Mortimer Harvey | What Happens Inside Stays Inside |
| Integrated Direct Marketing Campaign (R500 000 budget or less) | Silver | Demographica | BMW - X5 PHEV |
| Integrated Direct Marketing Campaign (R500 000 budget or less) | Leader | TBWA\Hunt\Lascaris\Durban | Jägermeister Back The Artist 2017 Phase 1 |
| Integrated Direct marketing Campaigns (min across 3 channels) | Gold | Demographica in collaboration with Halo & Georja & Tracy | Old Mutual Corporate - The Diminishing Value of Money |
| Integrated Direct marketing Campaigns (min across 3 channels) | Gold | Halo Advertising | MORE MUSIC YOU LOVE |
| Integrated Direct marketing Campaigns (min across 3 channels) | Gold | Old Friends Young Talent | KIA World's Longest Test Drive |
| Integrated Direct marketing Campaigns (min across 3 channels) | Silver | M&C Saatchi Abel | Heineken UEFA Champions League Campaign 2017 |
| Integrated Direct marketing Campaigns (min across 3 channels) | Silver | Liquorice Advertising | Amarula #NameThemSaveThem |
| Integrated Direct marketing Campaigns (min across 3 channels) | Bronze | Mobitainment & Brainbow Conscious Creatives | Ariel Impossible made Possible |
| Integrated Direct marketing Campaigns (min across 3 channels) | Bronze | Troika Imagineeing Works | Dimension Data Digital Business Campaign Go To Market |
| Integrated Direct marketing Campaigns (min across 3 channels) | Bronze | Demographica in collaboration with Halo | Range Rover - Discover Two Worlds |
| Integrated Direct marketing Campaigns (min across 3 channels) | Bronze | TBWA\Hunt\Lascaris\Durban | SPAR Win-a-Car |
| Integrated Direct marketing Campaigns (min across 3 channels) | Bronze | Playmakers | The ReadytoWork Absa Premiership campaign |
| Integrated Direct marketing Campaigns (min across 3 channels) | Bronze | Ogilvy & Mindshare as a media partner | KFC Soundbite |
| Integrated Direct marketing Campaigns (min across 3 channels) | Leader | Ogilvy | VW Amarok Social Test Drive |
| Integrated Direct marketing Campaigns (min across 3 channels) | Leader | Ogilvy | Vodacom Play Every Day |
| Integrated Direct marketing Campaigns (min across 3 channels) | Leader | Ogilvy | DStv Halloween Run |
| Integrated Direct marketing Campaigns (min across 3 channels) | Leader | Mortimer Harvey | Split Personality |
| Relationship Marketing Awards | |||
| Database and Analytics Innovation | Silver | Ogilvy | VW 011Beats |
| Database and Analytics Innovation | Leader | nudge | THE POWER OF PLUGGED IN |
| CRM Programmes | Leader | Mortimer Harvey | Tears of Joy |
| Craft Awards | |||
| Apps | Bronze | Ogilvy | KFC Suppertime Stories |
| Apps | Leader | Ogilvy | Vodacom Play Every Day |
| Art Direction | Silver | Geometry Global Cape Town & Ogilvy | Slave Calendar |
| Art Direction | Silver | Ogilvy | KFC Suppertime Stories |
| Art Direction | Bronze | M&C Saatchi Abel | The One Hundred Awards |
| Art Direction | Leader | M&C Saatchi Abel | The Nedbank ReImagination Project |
| Art Direction | Leader | Mortimer Harvey | Farewell old friend |
| Art Direction | Leader | Mortimer Harvey | Honour Your Roots |
| Art Direction | Leader | Gorilla | Stimojis |
| Branded Content | Silver | Ogilvy | VW 011Beats |
| Branded Content | Bronze | NETPARTNERING | #DOMINATETHEGAME OMEN by HP Launch |
| Branded Content | Leader | BRAND et al | The AVBOB Poetry Project |
| Branded Content | Leader | 10th Street Media and Conversation Lab | Darling Big Thank Yous |
| Branded Content | Leader | Gorilla | We Are More |
| Branded Content | Leader | Liquorice Advertising | SA Home Loans House Rules |
| Innovative Solutions | Gold | Halo Advertising | MORE MUSIC YOU LOVE |
| Innovative Solutions | Gold | Ogilvy | KFC Suppertime Stories |
| Innovative Solutions | Silver | Ogilvy | KFC ShakinShakin |
| Innovative Solutions | Leader | Liquorice Advertising | Sasko Lunchtime Love Letter |
| Innovative Solutions | Leader | TBWA\Hunt\Lascaris\Durban | BeBop |
| Innovative Solutions | Leader | Ogilvy with Mindshare as a media partner | KFC Soundbite |
| Most Effective Use of Content | Gold | Geometry Global Cape Town & Ogilvy | Slave Calendar |
| Most Effective Use of Content | Silver | Ogilvy | #untaggable |
| Most Effective Use of Content | Silver | TBWA\Hunt\Lascaris\Durban | SPAR Neighbour Day |
| Most Effective Use of Content | Bronze | Ogilvy | VW 011Beats |
| Most Effective Use of Content | Leader | Ogilvy with Mindshare as a media partner | Launch of KFC Soundbite |
| Most Effective Use of Content | Leader | Ogilvy | KFC Burritos |
| Use of New Technologies | Gold | Halo Advertising | MORE MUSIC YOU LOVE |
| Use of New Technologies | Silver | Ogilvy | VW 011Beats |
| Use of New Technologies | Silver | Nedbank | The Nedbank ReImagination Project |
| Use of New Technologies | Leader | Liquorice Advertising | Knorr DinnerOnDemand |
| Use of New Technologies | Leader | Platinum Seed | Voice Visualiser / Glenfiddich Independent Bar |
| Use of New Technologies | Leader | Ogilvy | Vuvuliser |
| UX, Interface and Navigation Design | Leader | Liquorice Advertising | Sasko Lunchtime Love Letter |
| Special Direct Awards | |||
| Non Profit Direct Marketing Campaign | Gold | Geometry Global Cape Town & Ogilvy | Slave Calendar |
| Student Direct Marketing Campaign | Gold | University of Johannesburg for International Organization Migrations | Cliq |
Click through to #Assegais2017 for all the social media coverage.
