Retail advertising was under the spotlight at the Financial Mail and Ornico AdForum. A series of print, radio and television adverts were critiqued by a panel consisting of Havas CEO Lynn Madeley, Joe Public’s Xolisa Dyeshana, TBWA’s Sean Donovan and Ornico’s Mongezi Mtati.
Recent retail TV advertising, says Mtati, shows a slight shift from the traditionally price-sensitive model of communicating savings to now creating a narrative with visually appealing work. “Checkers, for instance, has been talking about its Gordon Ramsay food range for parents and children.”
Taking stock of financial services advertising was the focus of the Financial Mail AdForum, which took place at the Vega School in Johannesburg, in association with Ornico. The financial services advertising currently being flighted is very rational and fails to resonate, agreed the panel at the latest Financial Mail AdForum.
The financial services sector has shifted advertising focus from price sensitivity to paying attention to the human element. Nedbank’s TV commercial, which follows a bank note, Standard Bank’s ‘What’s your next’ and Capitec’s uses of its mobile app are just a few examples of messaging that tries to resonate on a human level.