Theresho Selesho

The Business and Arts South Africa (BASA) Awards take place next week Monday and Geometry Global’s Experiential Marketing Director, Theresho Selesho, is one of the judges. The awards recognise and encourage excellence and innovation in the field of business support for the arts.

Theresho is a dynamic young leader who is entirely driven by his passion for people, creativity, the arts, innovation, and business. At the age of 17, he was selected to represent South Africa at the “Presidential Classroom for Future World Leaders” in Washington DC.

In 2007 he obtained a degree in International Relations from the University of Pretoria but decided against joining the Diplomatic Core to focus on his passion of creativity and business.

As a young graduate, Theresho started working with the HilltopLive Group who own and produce large, iconic South African and International music productions such as the Annual OppiKoppi Festival, Campus Invasion tour, Old Mutual Picnic Concerts, DRUM Beat Music festival to name a few. He has also worked on large national festivals including MACUFE, National Arts Festival in Grahamstown, Standard Bank Joy of Jazz, KKNK, Tribute Concert in Mamelodi and the Aardklop National Arts Festival.

Theresho also lives out his passion for music having worked with an eclectic mix of national and international artists such as Eagle Eye Cherry, Saul Williams, Groove Amada, Ismael Lo, Lira, Fokofpolisiekar, Black Coffee, Koos Kombuis and Stimela.

To see the 2014 BASA Awards finalists, click here.

Follow Theresho and BASA on Twitter.

Source: About The Awards

When it came to promoting the DStv Explora, DStv’s next generation PVR, feel every moment needed to embody a call for people to really live their lives, prioritising the moments that add real quality and value to their time. The DStv Explora enables this by removing the restrictions that linear television viewing imposes, fitting around your family’s viewing needs and schedule.

In launching the DStv Explora campaign, it was therefore important for us to demonstrate the extent to which the DStv Explora delivers on the ambition of providing families with much-needed quality time.

We conducted research into the stresses of modern living which helped us to uncover some of the challenges that people face. From working couples feeling like ships passing in the night, to parents feeling torn between the need for quality “me time” and much-needed time with their partners and their children, what was clear was that everyone feels time poor.

From this, the opportunity to position the DStv Explora as the antidote to the stresses of modern living was born. The campaign that resulted was also delivered in a way that we knew people would resonate with – by a family, much like their own, struggling to realise moments of quality in the hustle and bustle of their busy everyday lives.

Consequently, we recognize that what we all really need is television that both fits in with and simultaneously supports our lifestyle. In short, the DStv Explora enables all of us to turn the limited time we have, in front of and away from the television screen, into quality moments worth cherishing.

In order to keep the brand’s positioning relevant to future generations of television lovers, DStv, South Africa’s leading pay TV provider, has reached the decision to reposition after 20 years in market.

It was the realization that people are beginning to favour the quality of their experiences over the quantity of channels on offer that raised concern about the continued pertinence of DStv’s “So Much More” positioning line. In order to tackle this challenge, we, together with the DStv Marketing Team decided to strengthen DStv’s quality time credentials by demonstrating that with DStv, the time you spend watching television always gives you something back.

In order to deliver on this promise, we needed to succinctly articulate why DStv content is unlike any other. The solution lay in the fact that watching DStv enables you to feel every moment – it sparks ideas, inspires you, and takes you to places you have never been before.

To launch the new positioning, we decided to focus on something that we know people value from their time but sometimes feel that television is unable to provide – moments of connection with the ones they love.  With so many competing ways to spend one’s time, including family game nights and eating out, the role of television as the centre of the home, or the “glue” that brings the family together, was being called into question.

We set out to show people that DStv cares about creating quality moments between loved ones, and the creative insight we drew upon stemmed from the observation that the joy we derive from watching great television comes sometimes not from the TV itself, but in other people’s reaction to it.

It is this reaction – this observation of raw emotion that exists in the moment – which is truly disarming. It lowers our natural barriers, and blurs the boundaries that we all erect in order to protect ourselves. In so doing, great television helps us to reach out and connect.

Maljan

The winter chill coupled with the ever-convenient power outages make for a dismal combination that we can all relate to. This makes keeping warm a bit of a dilemma, but Jacaranda FM’s MalJan found some creative ways to keep warm – what would you be willing to do to keep the cold at bay?

First Maljan took to the streets and proposed a ‘Sip for a Strip’ but had no luck. Considering his failed attempt to keep warm, he then took a more extreme approach by organising a rendition of  “hot summer” songs whilst riding an exercise bike in a freezing shower.

After picking up that Maljan’s attempts had failed, Wild Bean Cafe and our friends over at Geometry Global SA jumped at the opportunity to reward him and the entire Jacaranda FM team with the warm coffee that they deserved – and no one needed to strip for it! They also came up with a really cool poster to go with it!

Nice work #TeamGG! We love tactical & clever real-time marketing!

CakeSale_FINALv3This is the first year that we’re running Love Projects – opportunities for everyone to get more involved in the amazing environment we work in – our unique Brand Buildings and the grounds. It’s an invitation to “bring yourself to work”.

Each of the projects focuses on a specific area, and tomorrow, #Team Nunu, led by Ogilvy & Mather SA’s Chairman, will be hosting a Bake Sale to raise money for the gardens around our offices. Central to this will be more spaces to work outside while soaking in some sun; as well as a communal vegetable garden. The veggie garden will be filled with tasty, healthy snacks that will be free for everyone to grab and munch on. We’ll also donate some of the big harvests to The Topsy Foundation.

If you’re in our hood, pop by for some cake tomorrow at 10:30.

We wanted to share some more of our work that won at #Cannes last week.

We were lucky enough to receive a Silver Lion for our ‘Cribs’ campaign for Huggies Gold.

Take a listen!





Credits:
Executive Creative Director: Mariana O’Kelly
Executive Creative Director: Neo Mashigo
Creative Director: Peter Little
Copywriter: Dan Parmenter
Copywriter: Chantelle Dos Santos
Business Director: Bridget Christensen
Radio Producer: Tercia Makhubela

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Ogilvy Public Relations (OPR) is situated in the heart of Bryanston, neighbouring Fourways and Lonehill in Johannesburg. This makes it a part of the community in which The Baby House is located. OPR took an interest in The Baby House a couple of years ago and still support it from a public relations perspective as a pro bono client.

“We would like to take it one step further and commit to donating R1 000 per month towards the rent of The Baby House for the next year,” said Joanna Oosthuizen, Managing Director, Ogilvy Public Relations.

The Baby House relies on the community to assist with the running costs of the House and rent is a necessary expense. OPR would like to challenge other PR agencies in Johannesburg to do their part in taking care of South Africa’s children by also contributing to the rent of The Baby House on a monthly basis.

Robin Fenn, founder of The Baby House, opened its doors in 2011 as she realised the great need that exists in our country for this kind of establishment.

“South Africa has an estimated population of 50 million people of which approximately 18 million are children. More than half of these children live in poverty”, said Fenn. “The HIV/AIDS epidemic has left a vast number of children orphaned and it is expected that by 2015 that 5.7 million children, a third of all children in our country, would have lost one or both parents to the epidemic,” she continued.

The Baby House has been a refuge to 21 children since 2011 and has enjoyed great success with 15 children being adopted already. The Baby House offers a family environment, which ensures that the integration into their ‘forever families’ is a smoother transition.

The amounts that are pledged towards rent will be a huge help as the money normally used for rent will be reallocated to meet other needs within the House and that of the children.

For more information on The Baby House, visit their webpage www.thebabyhousesa.wordpress.com or get in touch with Robin Fenn on 082 322 3485 or robin@thebabyhouse.org.

Energy drinks are aimed at getting people to do more, and more, and more. They seem to miss that there are normal everyday events that require energy to get through, or excel in. Lucozade is there to help you overcome those tricky and tiring moments, those “give-me-strength” moments.

To illustrate this, Lucozade created a campaign of radio advertisements to symbolize the energising effect of Lucozade.

Credits:
Executive Creative Director: Mariana O’Kelly
Executive Creative Director: Neo Mashigo
Creative Director: Molefi Thulo
Creative Director: Peter Little
Copywriter: David Krueger
Art Director: Tammy Retter
Business Director: Candice Shortt
Group Account Director: Lauren Mallett-Veale
Account Manager: Brett David
Strategic Planner: Stefan Siedentopf
Sound Engineer: Louis Enslin (Produce Sound)

Creativity is often caricatured as that unplanned eureka moment, but in fact a growing body of evidence suggests creativity is like any other habit: It must be nurtured.

But the how is the hard part. Everyone’s method of spurring creativity is different. Digiday spoke to a group of ad creatives to see what their creative processes look like and what tricks and habits they’ve developed to make sure they keep their — and their teams’ — creative juices flowing without burning out. While serendipitous moments of inspiration in the shower do matter, these are a few useful tactics and important markers to keep in mind as a creative.

1. Go live life
“You have to immerse yourself in the world and absorb a lot of life and really fill yourself up with that,” said Chris Garbutt, executive creative director at Ogilvy. “If you are empty and all you do is go to work everyday, you won’t have much. There’s a lot of rational thinking on the client side, and our job is to translate the rational into the emotional.  To do that, you have to be in touch with your own feelings and not be afraid to expose those feelings to a group of people in a room.”

2. Listen to your gut — and others
“Your first gut reaction is really important,” said Patrick Stern, chief creative officer at iCrossing. “Anyone can be a catalyst in this process. Very quickly after a brief, I’m looking to see everything up on a wall and to get gut reactions — it can be from the account person, the technologist, anyone.”

3. Consume everything
“I immerse myself completely in knowing everything that’s been done in a genre when I’m working on something, to know where the boundaries are of what has and hasn’t been done,” said Jason Zada, film director. “I consume a lot of things — whether it’s movies, TV shows, articles, just a lot of media — it’s part of knowing what’s fresh or interesting or what hasn’t been done.”

4. But also know when to turn everything off
“I try really hard to go between consuming a lot of culture and not consuming any culture,” said Matt O’Rourke, creative director at Wieden + Kennedy. “A lot of people sit and watch and read and talk about everything, but you need to take time to process it all and think about what it really means and the broader implications of it.”

5. Forget “brainstorming”
“No great idea ever came out of a brainstorm — no one takes accountability,” said Shira Bogart, group creative director at AKQA. “People management becomes important in developing ideas — you have to keep teams focused, inspired and sometimes a little scared. Playing into people’s strengths helps move through failure quickly and productively.”

6. Find your peak creative moments
“For many writers, it’s first thing in the morning before life has cluttered our minds; young art directors come alive mid-afternoon, and many designers are night owls,” observed Bogart. “Helping teams embrace these peak moments creates a great work environment.”

7. Go for a run
“I will get out and shut my brain off by going for a run or going to the gym,” said O’Rourke, an avid climber. “When you are doing something physical and repetitive like running or swimming, you can choose to focus on what you are doing physically — it’s enough of a distraction that you don’t have to reflect on anything– but you can also choose to just think, and it gives you more control over the direction your thinking goes in.”

8. Be distracted
“I can never focus on things for more than an hour at a time,” said Zada, who has been taking breaks in the middle of the day to go to the movies. “Otherwise if you force it for too long, then you start over-thinking things and second guessing yourself.”

9. Try a creative exercise
“Micro-assignments are really useful,” said O’Rourke.”Like asking your team to come up with a script for a response to a customer-complaint call — you never use these things, but they help teams get their heads in a different space.”

10. Use it or lose it
“I think [creativity] functions like a muscle: It gets stronger the more you exercise it,” said Steve Babcock, executive creative director at Evolution Bureau. “It all comes down to how much you enjoy being creative — if you enjoy it, you will find reasons to exercise it, and the more you exercise it, the better you’ll get.”

Source: digiday.com

Being a “social brand” has become the buzzword to be amongst Fortune 500 companies over the last few years, and rightfully so. As Google’s efforts to deliver Internet access to unserved regions through balloons, drones and satellites are becoming a reality, they’re essentially creating a globally represented social market. These advances in technology and the high adoption rate of social media platforms across demographics will give virtually all consumers a voice to speak out on the brands they love and loathe, whether the brand is represented on social or not. It comes as no surprise then, that some of the most prominent brands have found themselves to be quite fragile when under scrutiny of the masses of consumers active on social today.

To meaningfully impact these conversations, brands need to embrace social advertising and its unparalleled ability to (conveniently) tweak and optimise messaging and campaigns almost in real time – effectively the attribute that makes social advertising the most “antifragile” discipline of advertising. Nassim Taleb, literally wrote the book on antifragility and it makes for some great reading, but in a nutshell, something that is fragile is slow to adapt to unexpected events, whereas something that is antifragile reacts positively to unexpected events. To provide an example, air travel is one of the most antifragile systems today, due to the fact that for each incident, the likelihood of another incident with the same cause is dramatically reduced by in-depth analysis of the possible causes of the incident.

This concept of antifragility and the way of thinking it inspires, makes social advertising unique in the field of marketing and communications. It also offers brands looking to thrive in the social space with a viable solution to take on the often daunting social landscape. However, being truly antifragile will require a brand to establish a comprehensive analytical approach that ensures the brand can maximise the insights gained from each marketing effort – from a large campaign over a few months, down to a single tweet and everything in between.

By understanding what to measure, as well as where the most impactful conversations are taking place, brands can gain insight into what motivates their audience. This enables brands to use analytical insights paired with behavioural economics principles to significantly increase the economic value of their social efforts. This approach can also be applied to inform both content creation and can lead to smarter investments in paid social media amplification, which will ultimately drive more success in the new social media landscape.

An analytical approach to the global social market also provides insights that make more traditional advertising research mechanics pale in comparison. While traditional surveys provide valuable insights to complex issues, they have inherent shortcomings. The most prominent of these is the process of selecting a sample of consumers from a target population in order to conduct a survey. This approach assumes that the sample is to some degree representative of the population, whereas in the case of social analytics the whole population, or each individual consumer is considered, resulting in a far more accurate representation of the target audience.

Furthermore, issues like bias-sampling can be completely avoided, not to mention that consumers are bound to express their stated preferences during a survey whereas social analytics provide insight into consumers’ revealed preferences. People’s stated preference often do not match their actions. This means understanding that customers’ real life behaviour is more revealing than survey-based claims potential customers make about what will convert them.

To illustrate this point, consider a fast-food restaurant brand asking customers if clean bathrooms in a restroom are required for a restaurant and they will say yes. Potential customers will say this is non-negotiable, it is required. However, these same consumers will often spend their money at a restaurant where the bathrooms are well, anything but clean.

Naturally, I’m not saying that fast-food brands shouldn’t bother cleaning their bathrooms every now and again, but this provides a clear illustration of the fallacies surveys often deliver due to providing stated preferences whereas social analytics provides revealed preferences.

The benefits of incorporating analytics into a brand’s strategy extends beyond compensating for the shortcomings of traditional research methods. The technological environment that social advertising leverages provides almost limitless mechanics to optimise marketing efforts. The ability to use multivariate testing for example, by “dark” posting the same picture or video with differentiating copy to two custom audiences while evaluating the engagement of both posts. The “winning” post can then be identified and posted to the greater audience later that same day. This also aids in identifying black swans in customer responses, serving an improvised safety net for a brand’s communication strategy.

There are countless other examples of the mechanics made possible by the advancing technology in the field of social advertising. Collectively these make social advertising the most antifragile form of marketing. This should come as a relief to brands that are trying to build advocacy amongst its consumers in the social space – this dynamic new way of interacting with customers simply needs a dynamic way of thinking to accompany it.

About the author:

Tiaan de Kock fulfils the exciting role of Data Analyst within Ogilvy Public Relations, and works alongside the Content Factory and Social@Ogilvy teams to deliver insights that can be applied to brand strategy; community engagement through content optimisation; tactical communications; and crisis management. Primarily Tiaan focuses his efforts on analysing data from various sources with the aim of measuring the success of our efforts in achieving clients’ business goals. Tiaan holds an honours in Economics and is pursing his masters. He also has a keen interest in how behavioural biases affect consumers’ decisions and perspectives towards brands.