• Caught in the debt trap?

    Help us help you by taking our second annual Debt survey and you could win R3 000.

  • Rich man, poor man

    Culture change from below is the only way to overcome poverty, says Leopold Scholtz.

  • Tech bubble talk

    After the tech euphoria of 2013, the fast-moving sector has hit a speed bump.

Data provided by McGregor BFA
All data is delayed
Loading...
See More

FNB campaign rocks ad industry

Feb 01 2013 16:03
ANC

ANC reaction to FNB's youth campaign has sent shock waves among the ad industry. (Picture: Sapa)

Company Data

VODACOM GROUP LIMITED [JSE:VOD]

Last traded 123.21
Change -3.19
% Change -0.03
Cumulative volume 3177149
Market cap 183.33bn

Last Updated: 24/04/2014 at 04:10. Prices are delayed by 15 minutes. Source: McGregor BFA

BARCLAYS AFRICA GROUP LIMITED [JSE:BGA]

Last traded 152.95
Change 0.95
% Change 0.01
Cumulative volume 347275
Market cap 129.66bn

Last Updated: 24/04/2014 at 04:10. Prices are delayed by 15 minutes. Source: McGregor BFA

Related Articles

FNB blames media for ad confusion

Vicious and uncalled for

Ad wars nothing new for FNB

First National Blunder

FNB: We won't pull our youth ads

FNB rolls out new ads

 
DISAPPOINTMENT is the word that most accurately sums up the ad industry’s reaction to the outcome of FNB’s little spat with the government over its controversial advertising campaign, writes Tony Koenderman in Fin24's sister publication Finweek.

There’s disappointment at the government for bullying a leading bank into humiliating submission; disappointment over the poor handling of the matter by the bank; and disappointment that the bank surrendered so meekly.

Meanwhile, some agencies have sharpened their weapons in readiness for a possible move by FNB, whose agency, MetropolitanRepublic, executed the controversy-plagued “live broadcast” advertising campaign expressing the dissatisfaction of the younger generation with the government’s failure to deliver on such things as quality education and crime control.

According to the Sunday Times, one youngster called Minister of Basic Education Angie Motshekga “brainless”.

But FNB buckled and promised never to do it again when the ANC called the campaign “treasonous” and implied that FNB could lose its government and ANC accounts.

This was not an outcome the ad industry welcomed.

Government’s accusation was “so over-the-top as to be ludicrous”, said Mike Gendel, vice chair of the Association for Communications and Advertising (ACA).

“No government in any country would call a brand to task for a campaign like this, let alone accuse it of treason. People in SA can steal electrical cables and genuinely sabotage the economy without being called traitors.

“Even more depressing was FNB’s decision to cave in. I don’t see why it was necessary. This is supposed to be the epitome of democracy.”

ACA CEO Odette van der Haar said it was disappointing that the government didn’t use the self-regulatory mechanisms offered by the Advertising Standards Authority to settle the dispute.

“When there is disagreement, the system of self-regulation should kick in,” she said. “This complaint should have been lodged with the ASA.”

Government’s reaction “took everybody by surprise”, says Emmet O’Hanlon, MD of the other FNB agency, DDB South Africa. “I don’t think anyone expected it at all.”

But the rising dissatisfaction of the younger generation should have been no surprise. More than one recent opinion survey has found an attitude of disillusionment among young people.

A survey last week by Pondering Panda found that 54% of respondents aged 13-34 felt speaking out against the government was the right of all South Africans.

Pondering Panda’s Shirley Wakefield said: “The results show that a substantial number of young people are disenchanted with a perceived lack of delivery and leadership in government.

"One in three youths feel government is exacerbating the country’s problems rather than solving them.”

Clients, for their part, are increasingly restless in the face of a fading economy, and continue to dither about new agency choices. Vodacom Group [JSE:VOD], a R500m-a-year advertiser, is understood to be considering a change, and there are unconfirmed rumours about Absa Group [JSE:ASA], and speculation about FNB.

Another 8-10 clients together billing more than R1bn have either made a change already this year, or are pondering their options.

Among them is Eskom, which has gone to Groovin Nchabeleng’s Blueprint. Eskom sacked its previous agency, Saatchi & Saatchi, when internal restructuring left the South African agency less than 50% black-owned.

For more go to finweek.com or follow Finweek on Twitter.

Follow Fin24 on Twitter, Facebook, Google+ and Pinterest.

NEXT ON FIN24X

 
 
 

Read Fin24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
64 comments
Add your comment
Comment 0 characters remaining
 

Company Snapshot

We're Talking About: Small Business

Standard Bank is looking for 12 entrepreneurs to participate in a 10-part TV series. They could win a R1m investment into their dream.
 
 

Ramphele: ANC can be defeated

The African National Congress can be defeated, Agang SA leader Mamphela Ramphele has told supporters in Temba near Hammanskraal.

 
 

Latest elections multimedia

Watch what happened when we blindfolded Helen Zille and asked her to eat random things
13 days to elections - news you need to know
11 Julius Malema quotes you'll never forget
DA won't get 30% - Zille

Money Clinic

Money Clinic
Do you have a question about your finances? We'll get an expert opinion.
Click here...
Loading...