Direct Marketing News South Africa

All the winners: Assegai Awards sharpens its spear

This year the South African Direct Marketing Association (DMASA) Assegai Awards were in top form. Not only were there more entries then last year, but the entries were all top notch according to the judges. If you thought direct marketing was a leaflet dropped into your mail box, think again.
All the winners: Assegai Awards sharpens its spear

The big winners were Liquorice / Publicis Africa, Gloo@Ogilvy, Demographica, Gorilla, King James and TBWA/Hunt Lascaris Durban.

Liquorice / Publicis Africa not only took home seven awards, but also the award for the campaign that received the highest overall rating, the prestigious Nkosi Award. "We are surprised, but delighted at being awarded this honour. However if it were not for brave clients we would not be in this position," says Emily Shaw, Digital Strategist, Liquorice. She points out that Awards such as these make clients even braver. "It is a positive cycle - with each award you win, clients get braver. It's a wonderful place to be."


Gloo@Ogilvy won Agency of the Year as well as nine gold, six silver, four bronze and three leader awards. Receiving the Award the team says it had been through the throes of a merger. "It's been a terrific ride."

Demographica took five gold, one silver and three bronze awards. It was also one of only four agencies that received the newly launched Black Spear award. This Award recognised campaigns that were awarded 94% and up from the judges. The other recipients are Liquorice / Publicis Africa, King James and TBWA/Hunt Lascaris Durban.

Warren Moss, CEO and founder of Demographic was suitably proud. "It's the brilliance of the team and the willingness of clients who allow us to do the work that have allowed us to achieve this success."

It was also a good night for TBWA Hunt Lascaris Durban and King James with six awards each as well as Gorilla with 10.

Standard Bank Business Banking was awarded Brand of the Year. Elizabeth Lee Ming winning Direct Marketer of the Year and Darryl Joubert, Intimate Data, was recognised for his lifetime achievement.

Direct marketing is a vibrant and innovative industry says David Dickens, head of DMASA. "Direct marketing stretches far beyond coupons and mail shots. In fact the challenges with the post office has pushed the creativity of the industry out of the box."

The result is campaigns we have seen tonight he says. Testimony to this is the 260 plus entries we received this year - a record number!"

This year there were also more judges than previous years. Dickens puts the number of judges at just over 60. "We wanted more eyes on the work and more depth in the review and checking of entries. Apart from local judges we also had some international judges," he adds.

One of the judges, Winnifred Knight says the work was outstanding. "For a small market such as the South African one, the results were phenomenal. I would say that if we get our timing right and enter into the equivalent of the Assegai Awards in the United States, the Echo Awards, we would walk away with many awards." Knight is an Advisory Board Members of the Direct Marketing Association India (DMAi) and in 2013, she was inducted into the DMAi Hall of Fame. She also judges the Echo Awards in the US.

Johanna McDowell, Founder and Chief Executive of IAS, also judged the Awards and agrees with Knight. "Not only was I impressed by the judging process that was very sound and comprehensive, but the work was of a very high standard. There were only good entries with lots of innovation coming through."

The Awards event took place at Room Five in Rivonia in Gauteng.

All the winners

Section A: Media3DZurich BnB Sure - StolenDemographica in collaboration with HaloSilver
Section A: Media3DTelkom Business's Unified Communications serviceIkineo (Pty) LtdBronze
Section A: MediaDirect Mail: Addressed CampaignsSOS Children's Villages "2014 Christmas Mailer"5th Dimension MarketingLeader
Section A: MediaDirect Response Mass Media: TV, Print, Out-of-home and RadioFamily comes first. Always.BRAND et alSilver
Section A: MediaDirect Response Mass Media: TV, Print, Out-of-home and RadioPersonal Loans - Say YesMortimer HarveySilver
Section A: MediaE-commerceMyVodacomApp - SmartphoneGloo@OgilvyBronze
Section A: MediaE-commerceExplore SidewaysIkineo (Pty) LtdBronze
Section A: MediaEmail MarketingShoppingonlineaphobiaAction Ambro'sSilver
Section A: MediaEmail MarketingMomentum "Retirement Booster Campaign"MomentumBronze
Section A: MediaExperiential MediaThe Uber Test RideGloo@OgilvyGold
Section A: MediaExperiential MediaMWEB WiFi Chameleon DressAmbrosia Brand Experience AgencyBronze
Section A: MediaFace to Face Activations / Field MarketingPick n Pay School ClubHDI Youth MarketeersGold
Section A: MediaFace to Face Activations / Field MarketingNedbank O-WEEK ActivationM&C Saatchi AbelGold
Section A: MediaFace to Face Activations / Field MarketingKFC Flash and WinGloo@OgilvySilver
Section A: MediaFace to Face Activations / Field MarketingMWEB WiFi Chameleon DressAmbrosia Brand Experience AgencyBronze
Section A: MediaFace to Face Activations / Field MarketingDanone NutriDay Schools programmeHDI Youth MarketeersBronze
Section A: MediaFace to Face Activations / Field MarketingMilo Sampling CampaignHDI Youth MarketeersLeader
Section A: MediaFace to Face Activations / Field MarketingWebber Wentzel Graduate ProgrammeLesoba DifferenceLeader
Section A: MediaMobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites)Red Bull Kas'Lami TembisaMobitainmentGold
Section A: MediaMobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites)OMO Fast KidsLIQUORICE / PUBLICIS AFRICA GROUPGold
Section A: MediaMobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites)Col'Cacchio Instagram SpinTWO.AM AgencySilver
Section A: MediaMobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites)The Uber Test RideGloo@OgilvyBronze
Section A: MediaMobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites)Smirnoff Custom ChartOpera MediaworksLeader
Section A: MediaMobile Marketing: Interactive (Display, Games,  (pull) Banner ad, Mobi Sites)Hungry Lion Lucky Bucket CampaignYonder MediaLeader
Section A: MediaMobile SMS, MMSShield "Connect with Shield"GorillaGold
Section A: MediaMobile SMS, MMSwhatsfordinner Chef WendyLIQUORICE / PUBLICIS AFRICA GROUPBronze
Section A: MediaMobile SMS, MMSPOND'S loc The DemoGorillaBronze
Section A: MediaMobile SMS, MMSAXE Axecess MxitGorillaLeader
Section A: MediaMobile SMS, MMSMomentum "Mums"Inter-Net & MomentumLeader
Section A: MediaMobile SMS, MMSAbsa eConsentMortimer HarveyLeader
Section A: MediaOnline: Banners / Micro sites / Websites, and OtherSonic HighwayGloo@OgilvyGold
Section A: MediaOnline: Banners / Micro sites / Websites, and Otherwhatsfordinner Instant InspirationLIQUORICE / PUBLICIS AFRICA GROUPGold
Section A: MediaOnline: Banners / Micro sites / Websites, and OtherAnything is possibleGloo@OgilvyGold
Section A: MediaOnline: Banners / Micro sites / Websites, and OtherBMWi Born ElectricVizeum South AfricaSilver
Section A: MediaOnline: Banners / Micro sites / Websites, and OtherSantam app entryVizeumSilver
Section A: MediaOnline: Banners / Micro sites / Websites, and OtherBMW ConnectedDriveVizeum SABronze
Section A: MediaOnline: Banners / Micro sites / Websites, and OtherLucozade 'Give Me Strength'Gloo@OgilvyLeader
Section A: MediaOnline: Banners / Micro sites / Websites, and OtherShield "First in Africa"GorillaLeader
Section A: MediaSearch Marketing: SEO and PPCMcDonald's SA SEO CampaignQuirk Johannesburg (Pty) LtdSilver
Section A: MediaSearch Marketing: SEO and PPCRevving up WesBank's Lead GenerationRogerwilcoSilver
Section A: MediaSearch Marketing: SEO and PPCDealfinder SEO CampaignIncuBeta Holdings Pty Limited Trading as Clicks2CustomersBronze
Section A: MediaSearch Marketing: SEO and PPCMakro SEOQuirk Johannesburg (Pty) LtdBronze
Section A: MediaSearch Marketing: SEO and PPCA Lesson in SEORogerwilcoBronze
Section A: MediaSearch Marketing: SEO and PPCSexing Up Cosmo's Search AppealRogerwilcoLeader
Section A: MediaSocial Media (Social Media Platforms)Battle of the SpreadsLIQUORICE / PUBLICIS AFRICA GROUPBlack Spear
Section A: MediaSocial Media (Social Media Platforms)Opening of BarliamentTBWA Hunt Lascaris DurbanGold
Section A: MediaSocial Media (Social Media Platforms)#TweetDreamsLIQUORICE / PUBLICIS AFRICA GROUPSilver
Section A: MediaSocial Media (Social Media Platforms)Gill #StopTheNonsense, Man.TBWA's Digital Arts Network in AfricaSilver
Section A: MediaSocial Media (Social Media Platforms)AXE Axecess MxitGorillaBronze
Section A: MediaSocial Media (Social Media Platforms)Eduloan Bring The BuckAction Ambro'sLeader
Section A: MediaTelemarketing: InboundShield "Connect with Shield"GorillaBronze
Section A: MediaTelemarketing: InboundPOND'S loc The DemoGorillaLeader
Section A: MediaTelemarketing: InboundShield "First in Africa"GorillaLeader
Section A: MediaTelemarketing: OutboundCell C Getmore Sales CampaignNEXTSilver
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns Nedbank Business Banking - Pizza BoxDemographicaBlack Spear
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns Explore SidewaysIkineo (Pty) LtdGold
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns tTelkom Business's Unified Communications serviceIkineo (Pty) LtdGold
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns MWEB Business - Multi-ToolDemographicaGold
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns The Uber Test RideGloo@OgilvyGold
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns Zurich BnB Sure - StolenDemographica in collaboration with HaloGold
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns Standard Bank Business Banking - Real EstateDemographica in collaboration with HaloGold
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns Eduloan Bring The BuckAction Ambro'sGold
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns Standard Bank Business Banking - AttorneysDemographicaGold
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns Get in the GameMortimer HarveySilver
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns MINI TO SPACEGloo@OgilvyBronze
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns KFC Cappuccino DemocracyGloo@OgilvyLeader
Section B: Multi Channel/ Country CampaignsIntegrated Direct marketing Campaigns Iliadin 'Man Flu'IGNITE JOE PUBLICLeader
Section C: Relationship Marketing AwardsCRM ProgrammesOMO Fast KidsLIQUORICE / PUBLICIS AFRICA GROUPSilver
Section C: Relationship Marketing AwardsERM employee relationship marketingNedbank Appreciative Inquiry and Guerrilla AcknowledgementActuateSilver
Section C: Relationship Marketing AwardsERM employee relationship marketingSwitchlab - ERM ProgramInter-NetBronze
Section C: Relationship Marketing AwardsERM employee relationship marketingAfrican Bank MIB CampaignDigital PlanetBronze
Section C: Relationship Marketing AwardsLoyalty ProgrammesCell C GetMoreStratitudeLeader
Section D: Craft AwardsAppsMyVodacomApp - SmartphoneGloo@OgilvyGold
Section D: Craft AwardsAppsMyVodacomApp - JAVAGloo@OgilvyGold
Section D: Craft AwardsArt DirectionZurich BnB Sure - StolenDemographica in collaboration with HaloGold
Section D: Craft AwardsArt DirectionKFC SOUNDBITEGloo@OgilvyGold
Section D: Craft AwardsArt DirectionOpening of BarliamentTBWA Hunt Lascaris DurbanGold
Section D: Craft AwardsArt DirectionReflectionsMortimer HarveySilver
Section D: Craft AwardsArt DirectionMINI TO SPACEGloo@OgilvySilver
Section D: Craft AwardsArt DirectionJohnie Walker "Walker Wager"King James GroupSilver
Section D: Craft AwardsArt DirectionStandard Bank Business Banking - Real EstateDemographica in collaboration with HaloBronze
Section D: Craft AwardsArt DirectionStandard Bank Business Banking - AttorneysDemographicaBronze
Section D: Craft AwardsBranded ContentOne Rand ManKing James GroupGold
Section D: Craft AwardsBranded ContentBMW Custom YouTube GadgetEOH DigitalGold
Section D: Craft AwardsBranded Contenttakealot.com_Suzelle does ChristmasM&C Saatchi AbelSilver
Section D: Craft AwardsBranded ContentPick n Pay School ClubHDI Youth MarketeersBronze
Section D: Craft AwardsBranded ContentKFC MINI-CRICKET KIDS STRETCHING WITH THE PROTEASPlaymakersBronze
Section D: Craft AwardsBranded ContentJohnie Walker "Walker Wager"King James GroupBronze
Section D: Craft AwardsBranded ContentSABMILLER - REDD'S Annotated Youtube videoPromiseBronze
Section D: Craft AwardsBranded ContentBe Our Art DirectorTBWA Hunt Lascaris DurbanBronze
Section D: Craft AwardsInnovative SolutionsBe Our Art DirectorTBWA Hunt Lascaris DurbanGold
Section D: Craft AwardsInnovative SolutionsOwn a Piece of South ParkGloo@OgilvyGold
Section D: Craft AwardsInnovative SolutionsThe Uber Test RideGloo@OgilvySilver
Section D: Craft AwardsInnovative SolutionsSABMILLER - REDD'S CHILL CHAMBERPromiseSilver
Section D: Craft AwardsInnovative SolutionsStandard Bank Business Banking - Real EstateDemographica in collaboration with HaloBronze
Section D: Craft AwardsInnovative SolutionsPOND'S loc The DemoGorillaLeader
Section D: Craft AwardsInnovative SolutionsMINI TO SPACEGloo@OgilvyLeader
Section D: Craft AwardsMost Effective Use of ContentOne Rand ManKing James GroupBlack Spear
Section D: Craft AwardsMost Effective Use of ContentBe Our Art DirectorTBWA Hunt Lascaris DurbanBlack Spear
Section D: Craft AwardsMost Effective Use of ContentC-Class No Alternative CampaigniProspectGold
Section D: Craft AwardsMost Effective Use of ContentOwn a Piece of South ParkGloo@OgilvyGold
Section D: Craft AwardsMost Effective Use of ContentJohnie Walker "Walker Wager"King James GroupGold
Section D: Craft AwardsMost Effective Use of ContentKFC MINI-CRICKET KIDS STRETCHING WITH THE PROTEASPlaymakersBronze
Section D: Craft AwardsUse of New TechnologiesRed Bull Kas'Lami TembisaMobitainmentGold
Section D: Craft AwardsUse of New Technologieswhatsfordinner Instant InspirationLIQUORICE / PUBLICIS AFRICA GROUPSilver
Section D: Craft AwardsUse of New TechnologiesHungry Lion Lucky Bucket CampaignYonder MediaSilver
Section D: Craft AwardsUse of New TechnologiesKFC SoundbiteGloo@OgilvySilver
Section D: Craft AwardsUse of New TechnologiesShield "First in Africa"GorillaBronze
Section D: Craft AwardsUse of New TechnologiesKFC Flash and WinGloo@OgilvyBronze
Section D: Craft AwardsUX, Interface and Navigation DesignQ20_The Squeaky Scroll BarM&C Saatchi AbelGold
Section D: Craft AwardsUX, Interface and Navigation DesignMyVodacomApp - JAVAGloo@OgilvySilver
Section D: Craft AwardsUX, Interface and Navigation DesignJohnie Walker "Walker Wager"King James GroupSilver
Section D: Craft AwardsUX, Interface and Navigation DesignMyVodacomApp - SmartphoneGloo@OgilvySilver
Section D: Craft AwardsUX, Interface and Navigation DesignExplore SidewaysIkineo (Pty) LtdBronze
Section D: Craft AwardsUX, Interface and Navigation DesignBMW Custom YouTube GadgetEOH DigitalLeader
Section E: Special Direct AwardsNon Profit Direct Marketing CampaignCotlands Donate Your Birthday CampaignLesoba DifferenceSilver
Section E: Special Direct AwardsNon Profit Direct Marketing CampaignSOS Children's Villages "2014 Christmas Mailer"5th Dimension MarketingLeader
Section E: Special Direct AwardsNon Profit Direct Marketing CampaignIfa Lethu "The art of doing good"5th Dimension MarketingLeader
Section E: Special Direct AwardsNon Profit Direct Marketing CampaignTeddy Bear Clinic CampaignRocketseedLeader
Section E: Special Direct AwardsNon Profit Direct Marketing CampaignAdd-option Crisis Pregnancy CampaignLesoba DifferenceLeader
Section E: Special Direct AwardsNon Profit Direct Marketing CampaignSave the Children "2014 Christmas Mailer"5th Dimension MarketingLeader

About Danette Breitenbach

Danette Breitenbach is a marketing & media editor at Bizcommunity.com. Previously she freelanced in the marketing and media sector, including for Bizcommunity. She was editor and publisher of AdVantage, the publication that served the marketing, media and advertising industry in southern Africa. She has worked extensively in print media, mainly B2B. She has a Masters in Financial Journalism from Wits.
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