• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Advertising

Create the balance between creative awards and return on client investment

by Johanna McDowell
May 24, 2011
in Advertising
0 0
0
Create the balance between creative awards and return on client investment
Share on FacebookShare on Twitter

There are many great advertising agencies in South Africa that have won countless local and international awards because of their excellent creative work.

So are clients really looking for an awards driven agency or an agency that produces a good Return On Investment (ROI)?

In a pitching process, or indeed in their existing agency relationships, clients are not only looking for creative and strategic accuracy, they also want to know what the advertising campaign will do for their brand. Clients are interested in campaigns that will change the behaviour and buying patterns of their target market, how the campaign has impacted on the company and what the potential return on investment could be.

Return on investment <https://www.entrepreneur.com/encyclopedia/term/82570.html##> is the most common measurement for the success of a campaign. There are several ways to determine ROI, but the most simplistic method is a measurement of cost invested in an advertising campaign vs. the sales generated from the campaign.

Advertising ROI demonstrates how advertisers can optimise their media buys for example. Return on investment is an important part of any business strategy, especially in these tough economic times.

Clients invest millions of rands into advertising and this is a huge expense in the marketing budget and indeed in the overall company budget. In an ideal world clients, including their procurement departments, would like to see a documented return on investment in all campaigns completed by their appointed agencies.

Procurement departments are increasingly turning to marketing services to cut costs within the company. Therefore Procurement departments are increasingly involved in the agency selection process and look for service providers that not only produce good work, but can provide competitive prices along with a track record of obtaining strong levels of ROI for their clients.

Awards are an important “hygiene” factor to clients which means that agencies are expected to deliver strong creative work as a minimum in order to generate good results, attract great quality staff and so on.  If agencies are winning awards based on creativity only, then this clearly cannot be of major importance to clients when weighed up against a business case for a brand or product.

However, clients do pay attention to awards particularly to those that are linked to solid results from their campaigns.  These results “speak” to clients in their own language.

While creative awards are great honours in the advertising industry, because the recognition is vital for staff motivation, talent creation and growth, professional advertising people know and can prove that great creative work “sells”.

In our experience and particularly during the pitching process, it is vital that agencies demonstrate that they take as much pride in the tangible results generated by great advertising as they do in the great creative work that wins awards for their clients.

Tags: IASJohanna McDowellreturn on investment

Johanna McDowell

Johanna McDowell is the managing director of the Independent Search and Selection Agency (IAS). IAS (Independent Agency Search and Selection company) in association with the AAR Group, was founded in South Africa by the Mazole Holdings Group in 2006. IAS specialises in helping clients find agencies. International associate company AAR Group was founded more than 30 years ago in the UK and has associates and branches throughout the world, the most recent being IAS.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
Are AI chat platforms quietly replacing your martech stack?

Are AI chat platforms quietly replacing your martech stack?

July 3, 2025
OOH: A SWOT snapshot

OOH: A SWOT snapshot

July 3, 2025
Media Moves: TASTE turns 20, Anele, Lira and Janine van Wyk are FEARLESS in new campaign; Alex Okosi new MD for Google Africa, Accenture Song wins Telkom business

Media Moves: Daily Maverick’s Marketing Masterclass series returns, Bradly Howland to lead PRISA, ACA joins the global alliance of communications agencies

July 3, 2025
Let’s not overthink it: CTV is just TV

Let’s not overthink it: CTV is just TV

July 2, 2025

Recent News

Are AI chat platforms quietly replacing your martech stack?

Are AI chat platforms quietly replacing your martech stack?

July 3, 2025
OOH: A SWOT snapshot

OOH: A SWOT snapshot

July 3, 2025
Media Moves: TASTE turns 20, Anele, Lira and Janine van Wyk are FEARLESS in new campaign; Alex Okosi new MD for Google Africa, Accenture Song wins Telkom business

Media Moves: Daily Maverick’s Marketing Masterclass series returns, Bradly Howland to lead PRISA, ACA joins the global alliance of communications agencies

July 3, 2025
Let’s not overthink it: CTV is just TV

Let’s not overthink it: CTV is just TV

July 2, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?