Clive Simpkins
THREE very different events, one sporting, one advertising, and one political, focus attention on the eclectic nature of marketing in South Africa today.
The Rugby World Cup is in full swing. The marketing lesson that emerges from this event is this: there should have been some central co-ordinating unit, looking at all intrusions on visitors’ perceptions of the country.
For example, why is the letter “J” missing from the bronze sculpture indicating the border of Johannesburg on the motorway between Johannesburg International Airport and the city? The previously illuminated panel has been vandalised an now reads “ohannesburg”, perhaps appropriately. A few metres away lies a horizontal street lighting pole, the victim of a past car smash.
In Cape Town, the informal settlements lining the route from the airport to the city are a lamentable sight. Add to this the Cape Town City Council or other local authority botch of having only one lane open on this route.
The council is fast acquiring a reputation for being the single most vexatious local authority in the country. The people of the city should take action against it.
Tribalism, parochialism, nepotism or some benighted “ism” seems to prevent authorities and people throughout the country from presenting a unified front. If God is kind, s/he will give the 2004 Olympics to another country.
In the advertising industry, the upcoming Loerie Awards focus attention yet again on the merits and demerits of agency profiles which are created or honed largely by award- winning ads. There are the industry mavericks — Elliot Schwartz of SBBW being one — who appear not to give a fig about winning awards. They focus on building brands and selling products. Unfairly, their efforts are not suitably recognised — simply because they don’t come packaged with a certificate or a metal sculpture. Realism and a results- orientation seem to be dawning on the industry and performance-related awards are acquiring a new status. At last, pragmatism is preferred over pretension.
Our political marketing challenge is to get all eyes looking in the same direction with regard to our political future.
South Africans have already voted overwhelmingly in favour of retaining our “interim” flag. Most of us want unity, prosperity, a government that works and a peaceful future. Most, except — and perhaps one should add as usual — the Man Who Would Be King (or regional premier), Mangosuthu Buthelezi. Mandela must be tempted to echo: “Will not someone rid me of this troublesome p(ri)est?” Buthelezi may one day have the dubious distinction of being the single biggest contributor to this country’s negative image.
Enough of his brinkmanship, manipulation, cavilling divisiveness and delusions of grandeur. Let him learn diplomacy.