FENIX Marketing and Mindpool Productions win Assegai Newcomer Agency of the Year Award

The agencies say that as first-time entrants to the awards, and Joburg-based small players, they are proving they punch far above their weight. Michael Chisnall, CEO and founder of FENIX Marketing, says, “Being recognised as Newcomer of the Year is no small feat for any agency; it’s a remarkable achievement that the team is proud of.”

“On top of that, bagging two Golds with Mindpool for our ‘Karan Beef — Making The Cut’ campaign in the Social Media Campaign and Branded Content categories made it a special and memorable evening. Claiming three major awards in big categories up against the best in the industry only feeds our passion and drive,” Chisnall adds.

The Assegai Integrated Marketing Awards recognise and honour outstanding achievements in the ever-evolving world of marketing. Special Awards are also given on the night, and the Newcomer of the Year Award is eligible for all entries, irrespective of which category the work has been entered, as long as it is the agency’s first time entering the Assegai Awards. 

According to the agencies, the reason the campaign, ‘Making The Cut’, was a brilliant success was due to the unique concept and well-thought-out brand strategy, with quality content that was shared across multiple digital platforms, showing the audience’s mutual love for comedy, braaiing and beef.

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‘Making The Cut’ ran across digital and social media platforms and saw 12 much-loved South African celebrities facing BEEF, the KARAN BEEF mascot. Overall, the campaign received 79 million impressions on social media, showing the love South Africans have for comedy, according to the agencies.

All 12 episodes were aired on YouTube, Facebook, Instagram and TikTok every two weeks over seven months. Each episode focussed on BEEF ‘roasting’ different celebrities, including:

• Kobus Wiese
• Kurt Darren
• Desmond Dube
• Joey Rasdien
• Poppy Ntshongwana
• Jack Parow
• Refentse Morake
• Alvin Bruinders
• Minki van der Westhuizen
• Naas Botha
• Leandi Du Randt, and
• Schalk Bezuidenhout.

The results achieved during this campaign have again highlighted the value of quality, comedic content created by local brands for South Africans, the partners conclude.

SOURCE: media updaet