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2011 APEX Awards Suppleme two thousand and eleven 1225_APEX ad_A5p.indd 1 2011/05/30 11:18 AM Contents From the ACA 4 The MNet A Word from Our Sponsors 4 CHANGE Category 20 The Judging Panel 5 First National Bank 21 A Note to Marketers 8 SAB Miller (Castle Lager) 22 Objectives and Cadbury SA (Lunch Bar) 23 Structure of APEX 9 Topsy Foundation 24 How to win an APEX 10 PNet 25 The DStv The SUSTAIN Media Sales Category 26 LAUNCH Category 12 Allan Gray 27 Vodacom SA 13 SAB Miller (Hansa Pilsner) 28 Volkswagen SA (Polo Vivo) 14 Kraft Foods 29 Hyundai 15 The Fairview Trust 16 Acknowledgements 30 Debonairs Pizza 17 Kraft/Cadbury SA 18 Volkswagen SA (Amarok) 19 A division of Future Group PTY (Ltd) APEX is published by Future Publishing Opinions expressed in APEX are not (Pty) Ltd necessarily those of the publishers. PO Box 3355, Rivonia, 2128 Permission to re-print any article or No 9, 3rd Avenue, Rivonia, 2128 image or part thereof must be obtained Telephone: 011 803 2040 on writing from the publisher. ©Future Fax: 011 803 2022 Publishing 1225_APEX ad_A5p.indd 1 2011/05/30 11:18 AM The Marriage between BIG Ideas and BIG Results During October last year, the Association for worth over and above its creative clout and the Communication and Advertising (ACA) called on winners certainly did. marketing moguls and brand barons to enter the 2011 APEX awards. This year, a record number of Creating successful communications campaigns entries were received. Most encouraging was that adopt a holistic approach to buying and the volume of entries from first time entrants into selling in this highly competitive, complex and APEX and this, amidst a trying economic climate. rapidly evolving era is a science. APEX not only recognises and rewards the teamwork between Because an APEX represents far more than just agencies and their clients - it showcases the an award for display in an agency’s cabinet and scientific nature of what we do. because winning an APEX affirms the value and contribution of agencies to clients’ business, Congratulations to all the winners! To those who the adjudication process is stringent – a high entered and have yet to win an APEX – keep standard is and must be maintained. The winners entering. It may be hard work but the reward of this year’s APEX awards certainly proved is great! that their communications campaigns have had a marked and measurable impact on the Odette van der Haar respective brand environments. The objective CEO, Association for Communication and was to demonstrate a campaign’s commercial Advertising (ACA) A Word From Our Sponsors DStv Media Sales (formerly Oracle Airtime also intend to be the first local broadcaster Sales) and MNet are very proud sponsors of to successfully guarantee audience delivery the 2011 APEX Awards and it is a great honour providing full accountability against an to be affiliated with such a necessary event – agreed set of parameters. Finally, our recent one that highlights the role and contribution collaboration with The SpaceStation will enable advertising and communications make towards advertisers to better integrate and leverage their business success. existing TV campaigns across related web and mobile media platforms. In short, we are a great There are a variety of variables that result in supporter of effective advertising! effective communication, an important one of these being the media mix. We believe that Finally, congratulations to all the finalists and MNet, SuperSport and the other DStv channels winners! in our stable, offer marketers the opportunity to reach economically active consumers through Chris Hitchings quality content – with minimal waste. We CEO, Oracle Airtime Sales 4 The Judging Panel ANDY RICE agency’s tenth birthday, Gareth and Pepe bought Andy is Chairman of Joe Public back from FCB, enabling the agency Yellowwood Future Archi- to be wholly-owned by its local management and tects. Prior to founding staff. Under Gareth’s leadership, the company Yellowwood in 1997, Andy has won a slew of local and international was strategic planning creative and business awards, including Loeries, director at Ogilvy Johan- Eagles, ADFocus, Apex, Cannes, One Show nesburg, where he was and D&AD awards. Joe Public has also won the part of the team that developed the “brand confidence of local and international blue chip stewardship” positioning for Ogilvy worldwide. clients that include Anglo American, Clover, Dial He has consulted to many of South Africa’s blue Direct, eBucks, FIFA, Ocean Basket and Tracker, chip brands, across a wide variety of business amongst others. categories. His first exposure to the world of marketing came as a brand manager for Ger- ANDREA CHEMALY man chemicals giant Henkel many moons ago. Andy is also an experienced journalist and public Andrea is currently a speaker, contributing articles to a range of mar- Research Director at keting and advertising journals, and co-hosting KLA, a strategic research the popular “AdFeature” on Jenny Crwys-Wil- house. Prior to joining liams’ show on 702 Talk Radio. He has been the KLA, she was Qualitative Chair of the APEX judging committee for a num- Unit Head at TNS. She also ber of years, and was also a judge in the early spent some time on the supplier side as part of years of the APEX initiative. the strategic business team that launched DStv in South Africa, Africa and the Middle East. IVAN MOROKE Andrea’s passion lies in qualitative research and Ivan joined TBWA\HUNT\ getting to understand why people do what they LASCARIS as Group Man- do. She has been instrumental in getting online aging Director in January research and more recently qualitative mobile 2011 from Yellowwood research up and running in South Africa and – a TBWA\South Africa has presented numerous papers on the topic. subsidiary, where he held Andrea is married with three children. the position of Group Managing Director. His career started off in the coalface of marketing, CHARLES MATTERSON i.e. direct selling of British American Tobacco SA’s Charles is the Managing products from the back of a car. In Ivan’s case it Director of King James. was cigarettes, calling on shops in rural areas of Charles was born and North West and Mpumalanga. This was followed educated in KZN and by a consulting career at Lowe Bull as Strategy has spent the past 22 Director and later Managing Director. Ivan has a years in the advertising Bachelors of Commerce degree from UNISA. profession, working at a number of the country’s leading agencies on a diverse range of business. GARETH LECK He was involved in the launch of McDonald’s in Joe Public CEO, Gareth South Africa and is a graduate of the McDonald’s Leck, holds a BCom International Marketing University in Chicago, degree and a Post-grad achieving Dean List status. As a director of in Advertising. He co- DraftFCB, he lead the re-launch of First National founded Joe Public in 1998 Bank “How can we help you?” campaign. He with business partner joined the King James Group in 2003 to head Pepe Marais. In 2002, up the Johannesburg agency and is a director when Joe Public was of the Cape Town agency. He is married with 3 bought by international group FCB, Gareth was daughters and enjoys whiskey, trout fishing and appointed as a member of the board. On the the odd game of golf. 5 eMMet O’hAnLON LOU BOXALL-DAVIES Originally from Dublin, Lou is the Head of Planning Emmet is the Managing and Managing Director Director of DDB South (Acting) of morrisjones&co. Africa, the 2009 AdReview She has an Honours Communications Agency degree in Economics of the year. Before coming from UCT – her curiosity to South Africa in 2004, he worked as a senior about the future lead Lou to the fascinating strategist at Ammirati Puris Lintas in Paris world of scenario planning and corporate social where he was responsible for the re-invigoration investment. From there, she joined the ambitious, of the Axe brand. This was followed by time smart and intellectually challenging business of at Bartle Bogle Hegarty and DDB in London, management consulting, completing an MBA building a range of blue chip brands and winning at the UCT Graduate School of Business. After an IPA effectiveness award for the Budweiser seven years working on brands such as IBM, ‘Whassup’ campaign. As well as serving on Mercedes Benz and ABSA, the proverbial itch the APEX panel, Emmet has also been a judge resulted in a change of direction –to marketing on the 2010 PICA Awards. He also contributes and communication strategy. In her twelve plus regularly to the South African trade press on a years in the advertising profession, she has been range of communication related topics. fortunate to work with a number of inspiring thinkers. She has experience on brands across a FAHMEEDA CASSIM-SURTEE range of categories from petroleum to pet care, Fahmeeda is the Sales fast food to FMCG, telecoms to technology and and Marketing Director for beverages to business. She is a member of the Oracle Airtime Sales. She Businesswomen’s Association and heads up the held various positions at External Marketing Sub-Committee of the ACA. Oracle over the years, but started her career in media MALUSI THU and communications as Malusi has been a brand a sports journalist way strategist for more than a back in 1993. Her love for sport and passion for decade. Based in Johan- business is a winning combination for success. nesburg and currently Se- Fahmeeda travels extensively, is genuinely interested in people, an avid reader and an early nior Strategist at Zanusi technology adopter.
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