Authenticity is the secret sauce to create adverts with true staying power, says Ads24, a Platinum sponsor of the Pendoring Advertising Awards.
“We face a number of challenges in creating memorable advertising,” says Shane Jacobs, Business Manager: Northern Regions for Ads24. “On the one hand the target market has a glut of attention-grabbing stimuli throughout the day and on the other a creative agency is very often measured only on its latest project. This increases the pressure on the creative team to constantly deliver unique campaigns.”
This transient nature of marketing is one of the reasons why Ads24 has signed on as Platinum sponsor of the Pendoring Awards.
“Awards with the prestige of the Pendorings are a long-lasting sign of quality. They elevate an agency from this practice of being evaluated on its latest campaign only and give the creative team room to pursue different avenues.”
“But,” says Jacobs, “there is another reason why we support the Pendoring Awards – supporting authentic and relevant advertising.”
“Customers are looking for authentic brands. This can be interpreted as something that stands out, but also something that appeals to their view of the world. Many analysts will also add that authenticity should be translated into a sense of trust, which means that customers feel that the brand understands and cares for them.”
“The Pendoring team has recognised these realities well before the proliferation of electronic channels made our attention such a scarce commodity. We share the Pendoring Awards’ belief that advertising in a market’s own language immediately adds a level of authenticity and gives the campaign staying power.”
Ads24 represents over 100 print and digital platforms. Their campaigns reach nearly 17,5 million people and give the team at Ads24 a unique insight into the value of truly South African campaigns and campaigns that speak to a specific target market, such as those on its Afrikaans platforms.
“Advertising in Afrikaans speaks to an affluent market and offers advertisers immediate authenticity and greater return on their marketing spend,” says Jacobs.
The Pendoring Advertising Awards’ Gala Event moves back to Gauteng for 2014 and will be held at Vodacom World in Midrand on 24 October 2014.