Creating advertising that resonates with South Africa's consumers

FCB Africa's Brett Morris, centre, winning Sunday Times Top Brands Agency of the Year in 2014. Photo: Supplied from Primedia Broadcasting.

An eNCA special feature in association with FCB Africa. Celebrating 90 years of iconic advertising.

‘Everything keeps going right, Toyota’. ‘Yebo Gogo’. ‘Met Eish, Ja, Met Eish’. ‘Sireeee-usss’.

Josie Borain gunning her Hilux and venturing off-road in spectacular style when a bully in another big bakkie won’t let her pass on the single lane bridge.

A rugby spectator running on to the field with a bucket of sand when the kicker can’t convert.

A border collie searching for his name – and his true love; a talking boxer;

A cider that’s dry, but you can drink it; petrol so powerful it sends a toy Ferrari through the skirting boards; and a baby that bungee jumps.

Soweto’s huge cooling towers painted in vivid slice-of-life scenes; the world’s first tweeting badger; a talking testicle and a rainbow that graces Sandton’s skyline when there’s not a rain cloud in sight.

South Africa’s post-Apartheid Coat of Arms; a campaign to keep the flag waving post the Soccer World Cup and a giant flag that’s set to revolutionise socio-economic dynamics.

You might not recognise all, but you’re sure to recall most. They have one thing in common – they were created by the talented people who’ve worked at FCB Africa over the years.

PHOTO: Bret Morris and Maserame Mouyeme, who has returned to FCB Africa as its non-executive chairperson in 2016.Credit: Supplied.

Year after year since its inception in 1926, FCB has delivered campaigns that resonate with South Africa’s consumers. It has an uncanny ability to communicate with South African consumers, often in their mother tongues, in a manner that touches their hearts and souls.

As a result, the agency took home the inaugural Loerie in the New Voice Non-English category (a Silver for a radio commercial for client Vodacom) in 2009 as well as the first Gold awarded in that category in 2010 (also for Vodacom).

Also in that year, FCB Africa won Pendoring’s ‘Mense se Doring’ (People's Favourite), as voted by the public, for the best liked ad of the decade (Friendly Frikkie 'Met Eish').

Again in 2010, to celebrate 25 years of tracking television ads in South Africa using its proprietary Adtrack™ system, Millward Brown held a special event to acknowledge the country’s best ads according to the most important critics, the consumers.

The highlight of the event was the announcement of the best liked ad of the past 25 years and that of the past decade. Both awards went to FCB Africa, officially making it the agency that consistently produces South Africa's most liked advertising.

The Best Consumer Liked Advert for the Past 25 Years went to Sasol and FCB Joburg for Sasol Super 100 'Glug Glug', created in 1991. The second accolade, the Best Consumer Liked Advert of the Past Decade, was awarded to Distell and FCB Cape Town for Klipdrift 'Met Eish', created in 2005.

Sixteen years on and FCB Africa’s agencies are still creating advertising that touches the heart and soul of the South African consumer.

The proof in 2016, its 90th year?

FCB Africa claimed the Robyn Putter Award for the third consecutive year at the 18th annual Sunday Times Top Brands awards function – making this its fifth Robyn Putter Award in total.

PHOTO: FCB Africa claimed the Robyn Putter Award for the third consecutive year at the Sunday Times Top Brands awards function 2016. Credit: Supplied.

No matter which way you look at it – Independent Newspapers’ Orchids, AdFocus and AdReview accolades, Loerie and Pendoring Awards, Millward Brown noting and liking scores, Robyn Putter Awards – FCB Africa produces South Africa’s most-liked advertising.

“As an agency, we have always strived to produce advertising that resonates with real South Africans, the very people who buy our clients’ products and services,” said Group CEO and Chief Creative Officer, Brett Morris.

“We know that liking not only has a high correlation with media efficiency, it positively contributes to consumers’ predisposition about the brand or product being advertised. Media planners can buy audience but cannot buy attention; likeability of an ad has a significant influence on the ability of adverts to be noticed.

“It is a tribute to our creative teams and executive creative directors over the years that they have been able to consistently achieve high liking scores for our clients’ brands,” he said.

PHOTO: Hellocomputer winning the AdFocus – Digital Agency of the Year in 2014. Credit: Supplied.

PHOTO: FCB Joburg and client Coca-Cola South Africa winning the Grand Prix at the Loerie awards in 2014 for their inspirational ‘Rainbow for a Rainbow Nation’. Credit: Supplied.

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