SAX Arena hosts ASSEGAI AWARDS 2012

20th November 2012 at 7:27 pm


Trends show move towards integration, augmentation of traditional with new media and multiple channel approaches

[Thursday, 15 November 2012] The pinnacle of excellence in Direct Marketing is celebrated at the Direct Marketing Association of South Africa’s annual Assegai Integrated Marketing Awards presented by the South African Post Office.  The 2012 awards were celebrated at a glitzy red carpet affair on Thursday, 15 November at Sax Arena in Centurion. This prestigious event recognises the best of the best in direct and interactive marketing. It also celebrates creative and strategic execution of award winning direct and integrated marketing campaigns of the highest calibre in South Africa.


The industry response has been phenomenal. It’s indicative of a growing and vibrant industry. “The industry response has been exceptional despite an incredibly challenging year on both the business and legislative fronts.  This year saw 259 campaigns which made it through to the final round of judging.   Each year the Assegai Awards has grown in terms of entry numbers.  The number of final entries submitted for 2012 increased by a whopping 37% compared with 2011 figures, where 189 campaigns were entered,” says Michelle Perrow, chairperson of the DMASA.

The DMA attributes this growth to the fact that direct marketing uptake is increasing rapidly as marketers are increasingly having to show demonstrable return on investment on marketing spend.  With its fundamentals of databases and measurable ROI, direct marketing through traditional and new digital channels is a rapidly growing art and science.  The quality of the work is improving and was of the very highest standard this year.

Head International judge and direct marketing luminary, Joost van Nispen who travelled to South Africa from Spain for the judging, comments, “The standard of direct marketing in South Africa is very high and is comparable to the rest of world, often better. It was so refreshing to see the level of creativity and dare I say that South Africans are a lot more adventurous in their marketing.  The South African environment really lends itself to innovative work and it is great to see agencies and brands pushing the envelope.  I was also really intrigued to see the excellent standard of SA’s social media campaigns which were world class.”

Assegai entry numbers are growing steadily year on year by at least 30%, the quality of work is improving each year and clients are getting to see the real bottom line benefits that sit behind the art and science of marketing.  Each year an analysis of the entries reveals a telling story – more and more businesses, from small entrepreneurial outfits right through to the largest blue chips, are investing in direct and integrated marketing. Furthermore, they are seeing results which allow the industry to continue moving forward to greater heights.

“The biggest shift that I have seen is the dissolving of ‘the line.  Integration is the name of the game and we are seeing a big upsurge in direct techniques and measurable strategies being used in multiple marketing areas. Of course, each area of the mix has a role to play but the manifestation of that role has changed. In short, it’s about utilising every brand contact and intervention to build data, be this through drive to web or mobisite, through data forms completed at activations, through driving response and participation off social media platforms to the more traditional direct channels. Direct Mail has not, for many years, yielded the excellent response and conversion rate that we see currently. Bringing multiple channels together to create Surround Direct provides a powerful formula for Sales and Relationship success.  The steady and consistent growth of traditional channels alongside new media is something that the South African Post Office, our lead sponsor for the last six consecutive years is obviously delighted with.  The Assegais also provides a wonderful research opportunity to benchmark evolving trends and test new products and services aimed at the direct marketing fraternity,” says Michelle Perrow, DMASA.”

Views that digital channels such as web, email, social media and SMS would spell the end of more traditional direct channels have proven unfounded judging on this year’s entries. Integration definitely seems to be the trend and marketers are making use of multiple channels to drive response across media channels.

Janras Kotsi, Group Executive: Mail Businessof the South African Post Office comments:  “It is especially pleasing to see that the silo mentality seems to be subsiding and marketers are realising that to be a successful direct marketer, you need to embrace the versatility and appeals of different channels.  It’s a new world of direct and interactive marketing and many of yesterday’s assumptions have changed. Multi-media marketing is more important than ever, but e-mail and phone are no longer the central players they once were – it is now all about integrated communications. Direct mail is enjoying an unprecedented level of appeal and relevance and finding its place in a combined communications mecca of new and traditional channels.”

Post Office’s e-Postal Business Unit supports this evolution in the marketing and communications space.  The e-Postal business unit is an extension of the traditional mail business, offering a multi-faceted communication and transaction solution.  It includes services such as e-Messaging (SMS, Fax & Email), Hybrid Mail and Electronic Bill Payment & Presentment (EBPP).  “The EBPP component is being positioned as an enabler to offer convenient and alternative channel for SAPO customers to transact,” explains Janras.

Michelle from the DMA adds:  “Marketers are starting to break through the silo mentality and integrate all media channels including social across the marketing organisation.  Consumers expect brands to have a multi-faceted presence.”

The 2012 Assegai Integrated Assegai Awards is headline sponsored by the South African Post Office for the sixth consecutive year, and once again is generously supported by a host of category and support sponsors including:


2012 Assegai Integrated Marketing Awards Winners

The awards were individually scored by an expert panel of judges and the final scores were audited by an independent auditor. The Leader awards, which were introduced in 2011, are those entries that could qualify in terms of their final audited scores for an Assegai award.   From the leader awards, the top scoring campaigns are then awarded gold, silver and bronze awards.

Company/Entrant Title  
Media Awards – 3D Sponsored by: Information Capital Award
Lesoba Difference Nedbank Investment Campaign Gold
M&C Saatchi Abel Weylandts Maison Invite Silver
Prima Integrated Marketing BMW Work of Art Bronze
MACHINE Marmite Blogger Pack Leader
Media Awards – Direct Mail Sponsored by: 5th Dimension  
Lesoba Difference Spice Pack Gold
Lesoba Difference Journal of Appreciation Silver
5th Dimension SOS – Back to School Bronze
Lesoba Difference Silver Service Leader
Mortimer Harvey Absa Personal Loans Leader
Media Awards – Direct Response Advertising: TV, Infomercial, Radio    
OPENCO The Open Collaboration Hollard Non-Underwritten Life Launch Silver
Prima Integrated Marketing Ikamva Labantu Event Video Bronze
OPENCO The Open Collaboration Kaizer Chiefs Funeral Plan Leader
Ogilvy Cell C 99cents Leader
34 Capitec Personal Loans Leader
Media Awards – Direct Response Advertising: Outdoor, Ambient and Print    
Lesoba Difference Cuckoo Print Advert Suite Silver
Lesoba Difference Soar Print Ad Suite Bronze
Lesoba Difference Ricoh New Branding Ads Leader
Media Awards – Unaddressed Campaigns: Distribution / Inserts Sponsored by Blue Label Data Solutions  
Lesoba Difference Unilever OMO Infomail Campaign Bronze
Lesoba Difference Nedbank Medical Professionals Leader
Media Awards – Alternative: Experiential    
Ogilvy Cape Town Be the Coach Silver
Ogilvy Cape Town Darling to Carling Bronze
Ogilvy Cape Town Date Drive Leader
M&C Saatchi Able Nike ‘Runners Club Flagship Store’ Leader
Gloo Digital Design FNB “dotFNB” Leader
Media Awards – Alternative: Activations    
Ogilvy Castle SuperFans Silver
M&C Saatchi Able Frisco ‘ Wide Awake Shake’ Bronze
CKNet Internet Services (PTY) Limited Jaguar & Land Rover Virtual Showrooms & Mall Activations Leader
Silverstone Solutions 29 Days of Amazing / Nokia Lumia Promoters App Leader
Lesoba Difference Cuckoo Mascots Leader
Media Awards – Telephone Marketing    
Absa Life (Pty) Ltd Absa Lifelong Webmail Silver
O’Keeffe & Swartz Cancer Care Plan Insurance Acquisition Campaign Bronze
O’Keeffe & Swartz Cancer Care Plan Insurance Upgrade Campaign Leader
O’Keeffe & Swartz Hospital Plan Cross sell Insurance Campaign Leader
Media  Awards – Online Advertising    
iLogic Agency Nando’s Ketchup on the Headlines Gold
Gloo Digital Design Samsung “AFCON goal” Silver
Gloo Digital Design BMW “Infographics” Bronze
Gloo Digital Design Samsung Galaxy SIII “Smart Stay” Leader
Gloo Digital Design Samsung Galaxy SIII “Pop up play” Leader
Media Awards – Social Media Sponsored by : Inter-net  
Ogilvy Cape Town Street Quest Gold
Retroviral Digital Communications Nando’s Last Dictator Standing Silver
Ogilvy Cape Town YouTube Interventions Bronze
Ogilvy SAB Miller Music Tour West Leader
M&C Saatchi Able Dimentia Leader
Media Awards – Website    
Ogilvy Cape Town Date Drive Silver
HomeChoice Whack-a-Cupcake Game Bronze
OPENCO The Open Collaboration TollFreeGP Leader
MACHINE Marmite Leader
Media Awards – E-mail Marketing Sponsored by: Demographica  
Oscar Tango Trailblazing through Africa Gold
Demographica Email Marketing Silver
M&C Saatchi Able M-Web Bronze
5th Dimension Placecol Care Program – Emails Leader
Oscar Tango Ein Deutsches Model Leader
Media Awards – Mobile Sponsored by: Standard Bank  
The Foschini Retail Group (Pty) Ltd TFG Search For Santa Mobile Campaign 2011 Gold
Ogilvy Cape Town Be the Coach Silver
NATIVE Pass the Parcel Bronze
Ogilvy Cape Town Street Quest Leader
Liquorice What’s for Dinner Mobile App Leader
Multiple Channel Campaign Awards Sponsored by: Absa  
Ogilvy Cape Town Date Drive Gold
Ogilvy Cape Town The world’s first alien abduction flavoured gum Silver
Boomtown Strategic Brand Agency Dream starter Bronze
Havas Worldwide South Africa Emperors Palace: Game Changers Leader
Ogilvy Cell C 99cents Leader
Relationship Marketing – CRM & Loyalty    
Mortimer Harvey Absa Onboarding Silver
The Foschini Retail Group (Pty) Ltd TFG Rewards & More Bronze
New Clicks South Africa PTY LTD The Body Shop Leader
Silverstone Solutions Nokia Rewards Leader
5th Dimension Placecol Care Program Leader
Relationship Marketing – ERM Sponsored by: Edgars  
Stratitude (Pty) Ltd Telkom Touch Silver
Lesoba Difference Belgium Campus ERM Programme Bronze
Lesoba Difference Isle of fun Leader
Relationship Marketing – Database & Analytics Innovation Sponsored by: P:Cubed  
The Foschini Retail Group (Pty) Ltd TFG Rewards & More Gold
Lesoba Difference Unilever – OMO Online tracker tool Silver
5th Dimension Placecol Care Program – Communication Engines Bronze
Craft Awards – Copy Sponsored by TS Communications  
M&C Saatchi Abel Dimentia Silver
Gloo Digital Design Clover “way better” Bronze
5th Dimension Burlington NBD Campaign Leader
Lesoba Difference CSI Add-option Campaign Leader
Lesoba Difference Ricoh – New Branding Radio ads Leader
Craft Awards – Art Direction    
MACHINE Marmite Silver
Lesoba Difference Soar Corporate Brochure Bronze
Gloo Digital Design Clover “way better” Leader
Aqua/Wunderman Escape to Mars Leader
M&C Saatchi Abel Weylandts Maison Invite Leader
Craft Awards – Creative Solutions Sponsored by: Focus Rooms  
Ogilvy POWA 9 West brochure Gold
M&C Saatchi Abel Johannesburg Youth Ballet Silver
M&C Saatchi Abel Dimentia Bronze
Lesoba Difference Business Day – Sushi Campaign Leader
Gloo Digital Design BMW “Springbok Penalty Challenge” Leader
Student Awards – Young Direct Entrepreneur of the Year Sponsored by O’Keeffe & Swartz  
Warren Moss – Demographica   Gold
Student Awards – Student Marketing Campaign (Curriculum)  Sponsored by Bytestream  
University of Johannesburg – Ink & Water Tell a Story Concept Gold
University of Johannesburg – Faded Zebra Organ Donor Foundation Silver
University of Johannesburg – Ygen Organ Donor Foundation Bronze
University of Johannesburg – Timeless Mediator Communications Organ Donor Foundation Leader
Top New Comer Award    
iLogic Agency Gold
Individual & Company Awards: DMA Hall of Fame  Sponsored by Nedbank  
Ray Johnson    
Individual & Company Awards: Supplier of the Year

Sponsored by African Bank

Tunleys Mail & Print    
Individual & Company Awards: Direct Marketer of the Year Sponsored by Computer facilities  
Chandrika Bhima    
Individual & Company Awards: Organisation of the Year Sponsored by Placecol  
Individual & Company Awards: Public Sector Service    
SA Post Office  For Post Box campaign 2011/12 developed by Lesoba Difference  
The Foschini Retail Group (Pty) Ltd Search for Santa Mobile Campaign 2011  


The Inkosi award – given to an entry that has excelled above all others across strategy, creativity and return on investment – went to The Foschini Retails Group for “Search for Santa Mobile Campaign 2011”.

For more information visit or alternatively contact the Assegai Awards office on 011 894 2767 or e-mail


Issued on behalf of:                Michelle Perrow

Chairperson – DMASA

By:                                           Teresa Settas Communications

(011) 894 2767

e-mail:                            or

Date:                                       16 November 2011