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You don’t need to be a detective to see that the theme of the fifth edition of The Annual is about sustainability and how all aspects of green are increasingly influencing commercial communication. The colour kind of gives it away doesn’t it? And while green has been a top-of-mind issue this year on the media front, it’s also been about diminution as our cumbersome delivery platforms of the past are rapidly evolving into and onto devices that we hold in our hands. Ask any under 25 where they get their news and information? Its mobile, scroll down and not page turning or volume adjusting. Media’s mobile future arrived with a vengeance this year most notably with the Arab Spring revolution starting and being managed by social media. By the way, it was designed by the great South African cartoonist Dov Fedler who celebrates 50 years in the business in 2011. Our book is launched at the same time as world leaders gather in Durban to interrogate the complexities and challenges of climate change and, even before the event began, the phrase ‘lip service’ was being bandied about. One senses the same sentiment applies to the South African branding and marketing sector. The concept of sustainability is readily acknowledged, but from what we discern, is not necessarily a core pillar of internal or external operating strategy. That needs to change with some degree of urgency. We hope our special research spread from TNS helps the industry develop some innovative thinking. It’s not only salutary but also frightening when we see that most urban South Africans (or in other words, those to whom advertising is aimed) are in complete denial about the effects of climate change. So given that advertising and marketing are seen not only as trendsetters but key drivers in influencing behaviour, we believe the industry not only has an obligation in this regard but a responsibility to be a key change agent. |
We look forward to reporting progress in this regard in our sister publication – the Journal of Marketing and in next year’s edition of The Annual. This year, the book is our biggest and most comprehensive yet, and has become the de facto reference tool for the industry. We’re reliably told by the ad and marketing industry that just over 80 per cent of pitch list compilation and new agency appointments are made using The Annual as the key reference and decision guide. Yep, we’re impressed too. This tome is a deep artesian well of important information including agency and brand profiles; valuable opinion-shaping thinking; easy-to-digest performance reviews including all the important numbers and awards shows; and two key wall charts on agency service offerings and current outdoor media options. But more than that, it’s also a massive accolade to an industry that, in spite of the ongoing global jitters, has proved to be mightily resilient, effective, innovative and inspirational. A book project like this owes far too many thanks to far too many people and companies. Principally though, we salute all the agencies and brands who keep the faith and continue to support us. This year we also welcome and thank our two main section editors. Andy Rice is widely acknowledged as the country’s leading advertising commentator, and Jeremy Sampson is quite simply the godfather of branding in SA. Both have played an enormous role in upping the smart quotient in this edition. We also acknowledge our ‘rockstar’ writers who have given of their time and minds. The general industry consensus is that 2012 is likely to be another rollercoaster-without-a-seatbelt year. The more information you have helps you make better strategic choices. It’s all between these covers.
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