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Left: Kenyan security company Radar Security used these fake $10 notes as part of a recruitment campaign to fnd particularly meticulous security guards. Twelve were hired and the campaign won a Media Innovation Award at the 2013 Loerie advertising awards. Below: Warid Telecom in Uganda turned an ordinary billboard into a sundial in an effort to show consumers the best times to call different countries at a reduced call rate. The concept was conceived and executed by local agency Scanad Uganda The winning formula But perhaps not all African advertisers have hit upon the winning formula as yet. According to Ulric Charteris, CEO of Roots 255, an advertising agency based in Dar es Salaam, Tanzania: “I don’t think that Africa has found its true voice yet … We need to find a uniquely African way of advertising that people identify with – and when we find it, it’s going to be great,” he says. However, Edgar believes the continent is making great strides in that direction. “As more internationally aligned agencies are setting up shop in Africa, they are obviously bringing their own standard of excellence to the market as well. This is incredibly creative but it hasn’t really is creating the positive effect of forcing translated into great advertising across At the Lagos previously lacklustre agencies to raise the board,” says Edgar. “I have also seen stopover for the their game in order to retain their clients. sparks of genius from agencies in the 2014 Loeries And it’s reflecting in the work that’s Democratic Republic of Congo, Uganda roadshow being produced – in digital, design and and Mauritius. were Joshua Ajayi of Brand advertising.” “Maybe it’s because there’s a lack Communicator Tanzania-based Director of outdoor of self-belief. But I’m convinced that magazine and advertising specialists Continental Outdoor once places like Nairobi start forging a Lanre Adisa Media, Russell Stuart, agrees. “Africa is reputation for outstanding advertising of Noah’s Ark becoming a focus point for multinational – and being commended with awards – advertising agency companies, so there’s been a huge growth then that will all change.” in the industry … Tanzania, for example, has a young and growing market, which Future (im)perfect makes it quite vibrant in a way; competition It’s this dynamism that makes the continent is healthy and fierce,” he says. so exciting and which, says Edgar, dispels The Loeries’ drive north is also an the myth that the rest of Africa can’t Denford indication that the award organisers stand toe-to-toe with developed markets Mangora believe in the potential for future African on quality. “Africa has no shortage of of Jericho advertising greatness. Recent roadshows imagination, ingenuity or passion. What it Advertising and Praxie to Harare, Dar es Salaam, Lagos, Nairobi does have a shortage of is advertising and Dzangare of and Accra targeted key creative points marketing schools. I honestly believe that, the Zimbabwe on the continent and were warmly as soon as somebody invests in building ad Accredited welcomed by the respective local schools throughout Africa, we’re all going Advertising advertising communities. to be stunned by a new wave of advertising Practitioners Association But it’s not just these markets that with a refreshing and uniquely African (ZAAPA) during are the future shining lights of African twist. The raw talent is there; it just needs the Loeries advertising. “I think Africa, as a continent, help with training.” event in Harare Third quarter 2014 strategicmarketingafrica 11 10-13 Advertising v3.indd 32 2014/06/26 11:55 AM