Launched in 1999, this is the first year that the Assegai Awards will be held under the banner of the Marketing Federation of Southern Africa (MFSA). The prestigious annual Awards accolade the Direct Marketing industry in South Africa and promote growth as well as recognise and reward excellence in the direct marketing industry.
"Audrey Price-Dix, the outgoing chair, introduced many noteworthy changes to the Assegais last year, refreshing the awards and ensuring that a more substantial ROI (Return on Investment) calculator was put in place. However, a post mortem after the 2002 Awards ceremony, revealed a number of areas that could still be improved," comments Stathacopoulos.
According to Stathacopoulos, after last year's Awards, the committee agreed that the Assegai brand needed to be highlighted.
"There was unanimity that the Assegais need to be recognized as the premier South African direct marketing awards and as the industry benchmark," she emphasises.
The Awards are bold, strategically creative, results-orientated and, above all, honour innovation and entrepreneurship in the marketing industry. Always respectful of peers and sponsors, the Assegai Awards play an important role as an enabler and facilitator - integrating the multiple direct disciplines that share the common goal of measurable, cost-efficient, one-to-one marketing.
The first objective of the new 2003 committee was to re-investigate the ROI calculator because a number of entrants had found it too complex and lengthy to complete efficiently.
"We have now revised the tool so that it is less complex than last year, but more substantial and involved than previous years," says Stathacopoulos.
The second objective was to revise the categories in accordance with a widespread perception that there were too many categories in previous years. Consequently, the entry form has been downscaled and the number of categories marginally slim-lined. Nevertheless a new category - namely, Financial Services - is being introduced this year.
"This category represents a massive part of the Direct Marketing spending in South Africa. Therefore, after much deliberation with key players in the industry, we have agreed to include it as a separate category," explained Stathacopoulos.
To celebrate its fifth anniversary, this year's Assegai Awards ceremony promises a glittering gala banquet in August when the best in Direct Marketing will be honoured, continuing to elevate this medium to that of its peers.
Davy Ivins, acting-CEO of the MFSA, said that the Federation was committed to making the Assegais a resounding success. "Direct Marketing is proving to be an extremely effective and increasingly popular marketing medium. The MFSA is consequently determined to ensure that the fifth anniversary of the Assegai Awards is hugely successful," said Ivins.
Entries for the Assegais must be submitted on-line by 23rd May 2003.
For further information regarding entries, award categories, sponsorships and banquet details, visit the new web-site at www.assegai.co.za.
