Organisation of the Year went to Greymatter, Supplier of the Year to Direct Channel Holdings, DMA Hall of Fame (sponsored by Nedbank) to John Rollason, DM Marketer of the Year (sponsored by Absa)to Keith Wiser of 5th Dimension, and Young Direct Marketer of the Year to Talitha Myburg of Lesoba Difference.
“We're very pleased with the turnout for this year's awards, both from an entry perspective, as well as a sponsorship point of view. The direct industry has once again stepped up to the plate and put their support fully behind the Assegai Awards,” said Brian Mdluli, CEO of DMASA.
“It speaks volumes about the growing credibility that direct is gathering and the high regard that it is afforded by some of the biggest brands in the country. Some of the industry's biggest industry names stepped on to support this year's awards and a huge amount of credit goes to these sponsors for putting the Assegais firmly back on the map.”
There were a total of 147 entries from over 40 agencies, corporate and Individuals. Of these entries, 78 made it through to finals and 43 finalists received awards.
| Section | Category | Award | Winner |
|---|---|---|---|
| Media | 3D Mail | Bronze Assegai | Action Ambro's for Blue Blood - Vodacom Business |
| Media | 3D Mail | Silver Assegai | Wunderman for Microsoft Office in your pocket |
| Media | 3D Mail | Gold Assegai | Lesoba Difference for GJ Gardner Launch Invitation |
| Media | 3D Mail | Gold Assegai | Primaplus for The Light Box |
| Media | Direct Mail | Bronze Assegai | Action Ambro's for the Lexus Hybrid Launch 2008 |
| Media | Direct Mail | Bronze Assegai | Greymatter for Absa Home Loans/Private Bank Cross Sell |
| Media | Direct Mail | Silver Assegai | Action Ambro's for Debt Repair - Hobo pack |
| Media | Direct Mail | Silver Assegai | Action Ambro's for Gift wrap packs - Mother's Day and Father's Day |
| Media | Direct Mail | Gold Assegai | Greymatter for Absa Vehicle & Asset Finance 4x4 mailer |
| Media | Direct Mail | Gold Assegai | Greymatter for Absa Home Loans Project Ugesi |
| Media | Alternative Media | Merit Award | Alphabet Soup for Cardies - High School Musical Sponsorship |
| Media | Alternative Media | Bronze Assegai | Alphabet Soup for Cardies - Idols 2007 Sponsorship |
| Media | Alternative Media | Silver Assegai | Admakers for The Cadillac Invitational |
| Media | Mass Media TV & Infomercials | Bronze Assegai | Wunderman for SABC TV Licences - Update Your Details |
| Media | Mass Media TV & Infomercials | Silver Assegai | OliverMcIntye for Conversations Infomercial |
| Media | Mass Media TV & Infomercials | Gold Assegai | OliverMcIntyre for Mildred |
| Media | Mass Media Radio | Silver Assegai | Joe Public for eBucks-kulula Foreigner Campaign |
| Media | Mass Media Radio | Section: Integrated Campaigns sponsored by Vodacom | |
| Media | Mass Media Radio | Bronze Assegai | BrandNew Advertising for Pay Your Bills |
| Media | Mass Media Radio | Silver Assegai | Lesoba Difference for Potatoes South Africa - Partner Breakfast |
| Media | Mass Media Radio | Silver Assegai | Joe Public for eBucks Festive Campaign |
| Media | Mass Media Radio | Gold Assegai | Defusion Designs for Passion for Excellence 2007 |
| Digital Media | Mobile | Merit Award | Multimedia Solutions for Makro MMS & Mobi Drive |
| Digital Media | Mobile | Gold Assegai | Vodacom, Silverstone CIS & MMS for Vodacom AdMe Optin Mobile Marketing Platform |
| Digital Media | Mobile | Category: Website sponsored by: Lesoba Difference | |
| Digital Media | Mobile | Silver Assegai | Proximity#ttp for Hummerville |
| Digital Media | Mobile | Gold Assegai | Standard Bank for The Achiever Club |
| Digital Media | E-Advertising | Bronze Assegai | BrandNew Advertising for Boep, Knertsie |
| Digital Media | Integrated Campaigns | Gold Assegai Proximity#ttp for Hummerville | |
| Strategic & Integrated Marketing | CRM | Gold Assegai | Wunderman for Brandhouse Reserved for You |
| Strategic & Integrated Marketing | ERM | Gold Assegai | Lesoba Difference for Betterbond Bluedoor |
| Technology Solutions & Innovations | Database | Gold Assegai | Vodacom SilverstoneCIS & MMS for AdMe Optin Mobile Marketing Platform |
| Technology Solutions & Innovations | E&M Commerce | Gold Assegai | TransUnion for MobileCredit |
| Creativity | Copy | Bronze Assegai | PrimaPlus for Superheroes |
| Creativity | Copy | Silver Assegai | Lesoba Difference for Gestetner in your corner |
| Creativity | Copy | Gold Assegai | Joe Public for eBucks Self Motivation Books |
| Creativity | Copy | Gold Assegai | Action Ambro's for Lexus Hybrid Launch 2008 |
| Creativity | Art Direction | Bronze Assegai | Greymatter for Absa Vehicle & Asset Finance Chana Mailer |
| Creativity | Art Direction | Silver Assegai | Proximity#ttp for Hummerville |
| Creativity | Art Direction | Gold Assegai | Defusion Designs for Future Y |
| Creativity | Art Direction | Gold Assegai | Greymatter for Absa Private Bank Point of Presence |
| Student | Student Campaign of the Year | Merit Award | Bianca Liebenberg - Open Door for Freedom Fighters Standard Bank campaign |
| Student | Student Campaign of the Year | Bronze Assegai | University of Johannesburg for E=mr² campaign for Standard Bank |
| Student | Student Campaign of the Year | Silver Assegai | University of Pretoria and Open Window ‘Team Tuks' for Standard Bank Achiever campaign |
| Student | Student Campaign of the Year | Gold Assegai | University of Pretoria for Thusa Themba |
Michelle Perrow, Assegai Awards chairperson and DMASA board member, added, “We have seen an interesting trend emerging in that while the number of entrants has increased dramatically on 2007, the number of entries has only increased by around 10%. Last year we had a situation where only a handful of leading agencies entered many campaigns, whereas this year the campaigns have come from a much broader base and is far more representative of the players in the direct marketing industry.
“This also makes for a much more exciting competition as you have a greater diversity in terms of industries represented. Overall this also makes for a much more challenging judging process. I also believe this is a direct reflection of the current economic environment and that, while marketing and advertising budgets have been dramatically curtailed this year across most sectors, direct marketing has remained a very strong contender for its share of the overall budget.”
Sponsors of the Assegai Awards 2008 were the South African Post Office, MTN, Absa, Vodacom, Standard Bank, Services SETA, Computer Facilities, Bytestream, SABC, Merpak, Nedbank and TransUnion.
