It's an industry where breakthrough strategy, creative brilliance and outstanding results are favoured over extravagant production values, enormous budgets, or off-the-wall shock advertising, and, according to Davy Ivins, executive director of the Direct Marketing Association, its one of the fastest growing marketing disciplines worldwide, as more and more companies recognize the value of response driven marketing.
"It's encouraging to see that new direct marketing ground is being broken in exciting and innovative ways. This year's entries included some brilliantly executed campaigns of world class standard in terms of creativity, profitability and effectiveness," he said, adding that entries into this year's awards have been the best ever, with participation peaking at an impressive 90 % increase over last years entries. "It's reflective of the growing trend in the direct marketing sector," he added.
Campaigns were judged by some 30 independent specialists in various aspects of direct marketing, with a large proportion of this years judging process focussing on the bottom line results achieved by the campaign -return on investment, (ROI). Entrants were assessed against the financial viability of their various marketing initiatives using a unique ROI calculator, which measured the marketing investment and compares actual results achieved against the budgeted forecasts.
The two most coveted awards, The Inkosi and the newly created Induna were awarded to GetAway Magazine and MINI / BMW respectively.
| Category | Campaign | Agency | Client | |
| 3D | Giants | Action Agency | Telkom | |
| Alternative Media | BMW 7 Series Launch | VWV | BMW South Africa | |
| Art Direction | Old Mutual Activator Brochure | Ogilvy One Worldwide | Old Mutual | |
| Automotive | BMW 5 Series Drive Event | the difference engine | BMW South Africa | |
| Catalogue Mail Order | Showers of Flowers Spring Catalogue 2001 | PRIMAproximity | Showers of Flowers | |
| Copy | Toyota Master of Africa Republic of Pardo 50th Anniversary | FCBi | Toyota SA | |
| Creative Solutions | MTN - Direct Campaign to Top 100 customers | Tequila JHB | MTN | |
| Customer Relationship Management | The Johnnie Walker Striding Man Society | Oscar Tango | House of Walker | |
| Database and Technology Innovation | 24 Hours in a MINI Cooper Viral Engine | Trigger | Mini, BMW SA | |
| Database and Technology Innovation | Tutuka Voucher Engine | Tutuka.com | Tutuka.com | |
| Digital Media | 24 Hours in a MINI Cooper Viral Engine | Trigger | BMW SA, MINI | |
| Direct Mail | Double The Destinations | Ogilvy One Worldwide | Volkswagen of South Africa (PTY) Ltd | |
| eCommerce Innovation | Tutuka Voucher Engine | Tutuka.com | Tutuka.com | |
| Enterprise Relationship Marketing | Liberty Appreciator Launch | the difference engine | Liberty | |
| Financial Services | Readvance Loan Package (financial) | K & B Direct | RCS Personal finance | |
| Infomercials | Clientele News Channel and Independent Field Advertisers | Digital Circus | Clientele Life | |
| Loyalty Programmes | Clicks ClubCard Loyalty Programme | K & B Direct | Clicks | |
| List and Database Innovation | MEDPages Service Provider Database | MEDPages Healthcare | MEDPages Healthcare | |
| Multiple Media | MINI Launch | the difference engine | BMW | |
| Non-Profit Fundraising | WWF Marula Launch Pack | Ogilvy One Worldwide | WWF | |
| Publishing | Getaway Land Rover Subscription Promotion 2001 | Getaway Magazine | Custom Publishing | |
| DR Print Press Advertising Client | LAADUUUMA | Action Agency | Telkom | |
| Retail and FMCG | MAPP Cheque Book | the difference engine | JD Group | |
| Telecommunications | LAADUUUMA | Action Agency | Telkom | |
| Telephone Marketing | Shore Crew Program | B & L Direct | NSRI |
The Top 5 Campaigns for the 2002 Assegai Awards were:
| Category | Campaign | Agency | Client |
| Catalogue Mail Order | Showers of Flowers Spring Catalogue 2001 | PRIMAproximity | Showers of Flowers |
| Digital Media | 24 Hours in a MINI Cooper Viral Engine | Trigger | MINI, BMW SA |
| List and Database Innovation | MEDPages Healthcare Service Provider Database | MEDPages | MEDPages |
| Multiple Media | Mini Launch | the difference engine | BMW |
| Publishing/Custom Publishing | Getaway Land Rover Subscription Promotion 2001Getaway Magazine | GetAway Magazine |
Summary of Golds Awarded
There were 23 Gold Assegais awarded, with the Action Agency and the difference engine sharing top honours with 3 golds apiece. K&B Direct, OgilvyOne Worldwide, Tutuka.com and Trigger each collected 2 golds. But it was GetAway Magazine who scooped the coveted INKOSI AWARD in the Publishing and Custom Publishing Category for their "Getaway Land Rover Subscription Promotion 2001" "This campaign used a simple creative premise, together with a strong offer and effective frequency to reach a highly responsive target market," says Assegai judging chairman, Winifred Knight. "This meant that the campaign exceeded all expected results, even in a depressed economy with increased pressure on magazines for consumer share," she added.
| Action Agency | 3 | |
| B&L Direct | 1 | |
| Digital Circus | 1 | |
| FCBi | 1 | |
| GetAway Magazine | 1 | |
| K&B Direct | 2 | |
| MEDPages | 1 | |
| Ogilvy One Worldwide | 3 | |
| Oscar Tango | 1 | |
| Primaproximity | 1 | |
| Tequila Johannesburg | 1 | |
| The difference engine | 4 | |
| Tutuka.com | 2 | |
| Trigger | 2 | |
| VWV | 1 |
| Category | Campaign | Agency | Client |
| 3D | Airplane Acquisition Pack | Baker Street Advertising | MTN callAwards |
| 3D | Standard Bank 'Seasons Greetings Card' | Tequila JHB | Standard Bank Of South Africa Ltd |
| Alternative Media | Appreciator Launch | the difference engine | Liberty |
| Alternative Media | MAPP Cheque Book | the difference engine | JD Group |
| Art Direction | Bus farewell Brochure | Ogilvy One Worldwide | Volkswagen of South Africa |
| Art Direction | Master of Africa Xmas Mailer | FCBi | Toyota SA |
| Copy | Conservation Trust Launch Scroll | Ogilvy One Worldwide | WWF South Africa |
| Creative Solutions | Leonardo Invite | the difference engine | McKinsey & Company |
| Creative Solutions | MTN call Awards Airplane Acquisition Pack | Baker Street Advertising | MTN call Awards |
| Customer Relationship Marketing | Clicks ClubCard CRM programme | K & B Direct | Clicks |
| Digital Media | MINI Launch | the difference engine | BMW SA |
| Direct Distribution | Giants | Action Agency | Telkom |
| Direct Mail | Nike Soul2Sole | The Penny Black | Nike |
| Enterprise Relationship Management | Extreme | Achievement Awards | BMW Financial Services |
| Financial Services | Standard Bank 'Seasons Greetings Card' | Tequila JHB | Standard Bank of South Africa |
| Information Technology | Microsoft HR | Acceleration Media | Microsoft |
| Leisure, Travel & Tourism | Lucky Lottery | Protea Hotels | Protea Hotels |
| Leisure, Travel & Tourism | ELAL Pre-Flight Check-in | Y & R Gitam Direct | ELAL Israel Airlines Ltd |
| List and Database Innovation | Toyota: Master of Africa & Republic of Prado | FCBi | Toyota SA |
| Loyalty Programmes | Payload British Airways World Cargo | Y&R Gitam Direct | British Airways World Cargo |
| Multiple Media | Oubaai "Signature" Golf Estate | AdMakers | Mountrath Investments (Pty) Ltd |
| Non-Profit / Fundraising | Jigsaw Mailing | B & L Direct | NSRI |
| Non-Profit / Fundraising | St Luke's tree of Lights Christmas Mailing | PRIMAProximity | St Luke's |
| Publishing/Custom Publishing | Clicks ClubCard Magazine | TPP | The Clicks Organisation |
| Retail and FMCG | Bradlows VIP | the difference engine | JD Group |
| Retail and FMCG | Clicks ClubCard Reactivation Mailing | K & B Direct | Clicks |
| Telecommunications | Giants | Action Agency | Telkom |
| Telephone Marketing | Personal Accident Plan | Alexander Forbes Direct | Alexander Forbes Direct |
Summary of Silvers Awarded
The difference engine dominated this category, claiming 5 of the 28 silver assegais awarded. The Action Agency, Baker Street Advertising FCBi, K & B Direct, Ogilvy One Worldwide, Tequila Johannesburg and Y & R Gitam collected 2 silver awards each.
| Action Agency | 2 | |
| Acceleration Media | 1 | |
| Achievement Awards | 1 | |
| Admakers | 1 | |
| Alexander Forbes Direct | 1 | |
| B & L Direct | 1 | |
| Baker Street Advertising | 2 | |
| Clicks Organisation | 1 | |
| FCBi | 2 | |
| K & B Direct | 2 | |
| Ogilvy One Worldwide | 2 | |
| Primaproximity | 1 | |
| Protea Hotels | 1 | |
| Tequila Johannesburg | 2 | |
| The difference engine | 5 | |
| The Penny Black | 1 | |
| Y & R Gitam | 2 |
SPECIAL MENTION ASSEGAI AWARD WINNERS: 2002
| Category | Campaign | Agency | Client |
| Alternative Media | Appreciator Launch | the difference engine | Liberty |
| Alternative Media | BMW 7 Series Launch | VWV | BMW South Africa |
| Art Direction | Activator Brochure | Ogilvy One Worldwide | Old Mutual Activator |
| Art Direction | Bus farewell Brochure | Ogilvy One Worldwide | Volkswagen S A |
| Art Direction | Republic of Prado Xmas Mailer | FCBi | Toyota SA |
| Art Direction | Toyota Master of Africa Xmas Mailer | FCBi | Toyota SA |
| Automotive | Toyota: Master of Africa: Automotive | FCBi | Toyota SA |
| Catalogue Mail Order | Showers of Flowers Spring Catalogue 2001 | PRIMAproximity | Showers of Flowers |
| Creative Solutions | MTN - Direct Campaign to Top 100 customers | Tequila JHB | MTN |
| Customer Relationship Marketing | Fish Eagle Experience | FCBi Cape | Fish Eagle Brandy Distill |
| Customer Relationship Marketing | The Johnnie Walker Striding Man Society | Oscar Tango | House of Walker |
| Database and Technology Innovation | 24 Hours in a MINI Cooper Viral Engine | Trigger | MINI / BMW SA |
| Digital Media | 24 Hours in a MINI Cooper Viral Engine | Trigger | MIN / MBW SA |
| Direct Mail | Nike Soul2Sole | The Penny Black | Nike |
| DR Print / Press Advertising | LAADUUUMA | Action Agency | Telkom |
| Enterprise Relationship Marketing | Liberty Appreciator Launch ERM Programme | the difference engine | Liberty |
| List and Database Innovation | 24 Hours in a MINI Cooper Viral Engine | Trigger | MINI / BMW SA |
| List and Database Innovation | MEDPages Service Provider Database | MEDPages Healthcare | MEDPages Healthcare |
| List and Database Innovation | Toyota Master of Africa & Republic of Prado | FCBi | Toyota SA |
| Multiple Media | MINI Launch | the difference engine | BMW |
| Multiple Media | Oubaai "Signature" Golf Estate | AdMakers | Mountrath Investments (Pty) Ltd |
| Publishing/Custom Publishing | Getaway Land Rover Subscription Promotion | Getaway Magazine | Getaway Magazine |
| Retail and FMCG | Clicks / Head and Shoulders Mailing | K & B Direct | Clicks |
| Retail and FMCG | MAPP Cheque Book | the difference engine | JD Group |
It was FCBi's turn to triumph in this category, walking away with 5 special mentions. Four awards were given in acknowledgement of their work on the Toyota Masters of Africa campaign, with the fifth special mention going to FCBi Cape Town for their Fish Eagle Brandy campaign. Other outstanding winners included the difference engine with 4 special mentions, and Trigger, who picked up three for their "24 Hours in a MINI Viral Engine" campaign.
| Action Agency | 1 | |
| AdMakers | 1 | |
| FCBi | 5 | |
| Getaway Magazine | 3 | |
| K & B Direct | 1 | |
| MED Pages | 1 | |
| Ogilvy One Worldwide | 2 | |
| Oscar Tango | 1 | |
| PRIMA proximity | 1 | |
| Tequila JHB | 1 | |
| The difference engine | 4 | |
| The Penny Black | 1 | |
| Trigger | 3 | |
| VWV | 2 |
Table of Winners
| Agency/Company | Total Awards | Special mentions | Silver | Gold |
| Action Agency | 6 | 1 | 2 | 3 |
| Acceleration Media | 1 | 0 | 1 | 0 |
| Achievement Awards | 1 | 0 | 1 | 0 |
| AdMakers | 2 | 1 | 1 | 0 |
| Alexander Forbes / Direct Channel Marketing | 1 | 0 | 1 | 0 |
| B & L Direct | 2 | 0 | 1 | 1 |
| Baker Street Advertising | 2 | 0 | 2 | 0 |
| Clicks Organisation | 1 | 0 | 1 | 0 |
| Digital Circus | 1 | 0 | 0 | 1 |
| FCBi | 8 | 5 | 2 | 1 |
| GetAway Magazine - INKOSI AWARD WINNER | 4 | 3 | 0 | 1 |
| K & B Direct | 5 | 1 | 2 | 2 |
| MED Pages | 2 | 1 | 0 | 1 |
| Ogilvy One Worldwide | 7 | 2 | 2 | 3 |
| Oscar Tango | 2 | 1 | 0 | 1 |
| PRIMAproximity | 3 | 1 | 1 | 1 |
| Protea Hotels | 1 | 0 | 1 | 0 |
| Standard Bank of South Africa | 2 | 0 | 2 | 0 |
| Tequila Johannesburg | 2 | 1 | 0 | 1 |
| The difference engine | 13 | 4 | 5 | 4 |
| The Penny Black | 2 | 1 | 1 | 0 |
| Tutuka.com | 2 | 0 | 0 | 2 |
| Trigger | 5 | 3 | 0 | 2 |
| VWV | 3 | 2 | 0 | 1 |
| Y & R Gitam | 2 | 0 | 2 | 0 |
