The media and entertainment industry in Kenya is fast growing. A study done by PwC estimates the total entertainment and media expenditure in Kenya will exceed US$3 billion in 2017. This means that the audience today is exposed to a wider variety of entertainment and media. TV, radio, mobile advertising, music, sports, out-of-home and social media are just some of the avenues for communication.With this in mind, advertisers need to find a strategic way to stand out from the media clutter. At the end of the day, it’s about getting the most value out of the least investment.
Last week, the International School of Advertising(ISA Africa) in partnership with Mindscapes and Association of Practitioners in Advertising (APA) trained about 40 client service, creatives and marketing professionals from various advertising agencies and corporates in Nairobi and Mombasa, on tools to use for better campaigns. Yonathan Dominitz, the founder of Mindscapes, was the trainer at the 3-day annual workshop. Yonathan, is a global renowned trainer and leader of creativity enhancement projects in advertising, media, marketing and communications. He has personally conducted projects in numerous companies and leading global ad agencies. He is a keynote speaker at various international conferences, creative advertising festivals (Cannes Lions, Spikes Asia, Golden Drum, etc.) and associations worldwide. He has over 10 years of experience working in senior positions in the advertising industry and over 17 years in training in creative thinking.
Having been in this industry for so long, Yonathan has had the privilege to interact with numerous marketing campaigns globally. According to him, most creative agencies are still producing mediocre campaigns that are banal and brainwashing, thereby contributing to the clutter in our media today. “Creative agencies and brands need to find a way to think more creatively and start producing more inventive campaigns that touch the hearts of the people. Winning brands are the brands that get people involved. People share what they love, and for one to know what the people love, it is crucial to get better insights.” he says.
Yonathan adds that the power of advertising is now with the consumer. There’s been a big revolution and evolution in the media industry. Gone are the days when big brands with big budgets would buy media space and say what they want. That doesn’t work anymore. Today, winning brands are those brands that are creating ideas that matter to their consumers. These are the brands that realize that there’s a bigger purpose than just selling their products and services. “The bigger purpose should always be how to make people’s lives better and how to make the world a better place to live in. These brands ask themselves, ‘What is my small contribution as a brand in people’s lives?’,” he explains.
Once brands understand what they stand for, what their vision is and what their promise to the consumer is, they should then do something that really makes the world a better place. It doesn’t have to be big things. It could be small things that give people tools to make their lives better – relationships with family and friends, things at work, etc. - more than just having a great brand. If it’s sugar, how do you make people’s lives sweeter more than just using sugar? If it’s beer, how do you make people’s lives more fun more than just drinking beer? If it’s a condom, how do you make people’s lives safer more than just using a condom? Catch the drift?
Yonathan equips creative agencies with a number of tools that help agencies think creatively. These tools have been tested over time and in fact over 25 Cannes Lions and 3 Grand Prix prestigious awards have been won by agencies that used these tools. And who doesn’t want to bag a Grand Prix? If you missed the Mindscapes workshop, fret not. ISA Africa will be holding fort as we await the 2017 workshop. ISA Africa has a number of programs to equip marketers with skills for building brands. These programs are delivered as long courses, short courses or workshops.
According to Susan Makau, Director of ISA Africa, the purpose of ISA is to build global standards in Marketing and Brand communications in this region. “Our partnership with Mindscapes represents not only the best globally but also where the future of communication is.” This is a representation of what you get at ISA, which also offers CIM (UK) qualifications to budding and growing marketers.
Finally, how do you make a campaign memorable? Yonathan opines “Surprise your audience, touch their hearts and make them want to engage with your idea!”