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ADVERTISING During the Loeries roadshow stopover The middle-class achieve success across Africa by basing in Lagos, Lanre Adisa, MD and CEO of is demanding more communication strategies on “common Nigerian-based Noah’s Ark advertising African truths, so that there is one brand agency, also noted the importance of creative advertising feel and theme across diverse markets”. educating young creatives to a higher Increasingly, for example, it is level. “The young creatives are more possible to target messages directed ambitious. Now we see some of our guys Neil Drewitt, Business Development towards Africa’s growing and consumer- going to schools and studying abroad, but Director at Wunderman in Nairobi, also driven middle class. “Synovate recently the biggest challenge is that we are not bewails the lack of creativity. “I’ve been conducted a survey of the top 15% training enough people. We’re not creating here for four years and I think that in terms of adults based on income or living a platform for the talent to flourish.” of creativity the industry has not made standards in Kenya, South Africa, Nigeria, Yet, in spite of these limitations, major progress. It’s a commonly held view Cameroon and Morocco. The research, there is much to celebrate in the African and I think that’s why we need award called EMS Africa, found that 22% of advertising space, believes industry ceremonies like the Loeries and we need those quizzed earn US$54 000 or more, heavyweight, M&C Saatchi Africa to push it along. Creativity has become and 2,3% have personal income over Managing Director, Rick de Kock. Speaking a little bit complacent and a bit ‘cookie US$136 000,” says Edgar. to the SA-based Financial Mail news cutter’ (lacking originality). Markets have As a result of research such as this, magazine, De Kock noted: “There are an era of creativity and Kenya did have he notes that advertisers have started to pockets of excellence in some areas, while [such an era]. Funnily enough, the market’s realise the importance of status to Africa’s others are catching up … Mozambique’s grown but creativity hasn’t.” middle classes. “Johnnie Walker Black agencies do some fantastic work and there Nigeria, though, is going in the right Label is seen as a middle-class brand is some good digital stuff coming out of direction, believes Joshua Ajayi, Publisher by many in South Africa, and in Kenya Kenya. However, you find in Kenya that the and CEO of Brand Communicator magazine many have switched from Tusker beer work is less around traditional advertising in Lagos. “The Nigerian industry is not to [more exclusive] White Cap beer at and leans more towards digital apps. Some lagging behind and the level of development so-called ‘Benzy’ bars (places frequented elements of Kenya’s advertising are is quite profound,” he says. “In terms of by Mercedes-Benz drivers) – trends that world class.” business, we are still ahead of some African signal their arrival in a higher income This view is not, however, shared markets when you look at what they have bracket. So status-enhancing advertising by everyone in the industry. Talking achieved since gaining independence.” with premium tonality has taken over from specifically about the Kenyan market, informative product-centric advertising.” Craig Wakelin, Creative Director at A common truth Tapping into this market demands PHOTOS: ISTOCKPHOTO, SUPPLIED JWT Kenya, says: “It’s very challenging It’s easy – and, given cultural differences, that advertisers pay particular attention working in Kenya. This market is fairly quite necessary at times – to differentiate to the segmentation of target audiences. conservative, so trying to do breakthrough between Africa’s very different markets. It’s no longer good enough to offer this advertising is a battle.” But, believes Edgar, it is feasible to market a ‘one-size-fits-all’ approach. 12 strategicmarketingafrica Third quarter 2014 10-13 Advertising v3.indd 33 2014/06/26 11:55 AM