Adidas won the World Cup?
No, not another 2014 FIFA World Cup surprise, but a valid question. As one of the major sponsors of this global event, was the return on investment received what Adidas was expecting as one of the official sponsors, after having spent huge amounts of money?
Speculation is rife that FIFA's World Cup partners pay a hefty price for the privilege to be so closely affiliated with the event – apparently $1.5 billion revenues are taken to be associated as some form of World Cup Sponsor.
Gauteng-based media monitoring company, ROi, who has been reporting to the South African media on World Cup statistics during the event, generated an insightful study that contains the editorial mention of these brands in relation to this event.
“It is surprising how little editorial coverage there is from each of the sponsors given the massive fee there is to be associated with this world event,” says ROi Managing Director, Tonya Khoury. “I do recognise that media publicity is not the only benefit a company like Adidas will get from such a sponsorship, but I was surprised that it was so low.”
The study, which does not include logo exposure or advertising in relation to the brands, focused on media mention of the various brands on millions of global social networks and 60,000 global online newspapers.
“As could be expected Adidas was the most exposed brand in the editorial space. With almost one third of the coverage against other sponsors, Adidas’ #allin campaign was a massive success,” says Khoury.
Another factor for the sponsor’s success is “largely attributed to the fact that Adidas was the main sponsor of the two teams playing in the final. They are also the sponsor of arguably the best football player in the tournament, Lionel Messi. To add to this 46 goals have been scored by players wearing the adizero F50, including three of the World Cup’s top scorers: James Rodriguez of Colombia, Thomas Muller of Germany and then of course Messi.
“The official soccer ball has also been a success. Brazuca, under the @brazuca Twitter handle, it gained more than 2.75 million followers during the tournament (more than 3.25 million overall), making it the fastest growing profile of the World Cup,” she adds.
When isolating the data set into “Partners” only, Adidas and Sony accounted for over 50% of the editorial coverage. Adidas was the most talked about brand during the tournament across all social channels, like Twitter, YouTube, Facebook, Instagram and Tumblr and attracted more than 5 million new followers across these social platforms - more than any other sports brand.
“A company like Adidas was planning to generate €2 billion (about 28 billion Rand) in football related revenue this year and one wonders whether they have received adequate return on investment to achieve this. They have definitely achieved more than the other sponsors and they have gained valuable publicity, but I am seriously questioning whether they have received enough,” Khoury concludes.
FOR MORE INFORMATION:
Tonya Khoury
Tel: 073 874 5377
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.
Twitter: @tonyaroi / @roiafricaFacebook:
Facebook.com/roiafrica
Ornico Publishes 2nd Africa Annual
Ornico Publishes 2nd Africa Annual Growth is the dominant theme in this 2014 edition of the yearly magazine brought out by the brand, media and reputation research company.
Sandton, South Africa – Wednesday, July 9, 2014: “Growth – that’s what it is all about. Whatever way we look at it, Africa’s time in the sun has arrived,” said Oresti Patricios, CEO of brand, media and reputation research firm, Ornico, by way of announcing the company’s second annual on Africa.
Called “The Africa Annual” the Ornico publication looks at economies in Africa that are growing at rates pegged at about 5.5% for this year according to the International Monetary Fund (IMF). “Africa has growth rates that are making western economies green with envy,” Patricios said, adding that this new annual explores growth economies on the continent.
Patricios said that the big challenge for those economies that fared well in Africa would be to implement beneficiation, and to create sustainable economies focused on long-term development. “While Africa’s growth rates are exciting, what is important to realise is that part of this growth is being driven by ‘raw’ exports of resources, (mainly to China.) The big step of change for this continent, and one that will help create sustainable growth, is to make the move from being a massive source of raw material to becoming a manufacturer, or adding value to the production process through beneficiation,” he said.
“The focus in Africa shouldn’t be wealth creation or growth for the sake of growth. Rather what is needed is growth that drives education, job creation and the stimulation of industries that seed development,” Patricios said, adding: “In the resources sector, beneficiation would contribute significantly to adding value to this part of the economy. It would bring employment creation, skills development, and would help uplift regions where metals (and the like) are mined. What is needed here is a long-term view. Businesses and government in Africa need to forgo short term profits for long term gains.”
Ornico’s The Africa Annual 2014 explores Nigeria’s much-delayed rebasing of its GDP in April 2014 and what this means to South Africa, and looks at the truism that ‘Africa is not a country’. “It has become a cliché that brands wanting expanding into the rest of the continent need to beware of trying to transplant their existing, successful strategies to markets here – or even transplanting strategies from one market in Africa to another,” Patricios explains. “Some SA and global brands have learned the hard way that marketing in each new African territory demands a local approach,” he said. Other themes in Ornico’s The Africa Annual 2014 include the massive push north by South African retail brands; what’s been behind Nollywood’s contribution to Nigeria’s economic growth; the ‘peculiar’ radio habits of Kenyans; and much, much more.
“Growth is happening in Africa, and what we’ve tried to do is to offer a snapshot of where and how this growth is happening, and insights that brands and marketers need to know about growing in Africa,” Patricios said.
Ornico’s The Africa Annual 2014 is published in collaboration with MarkLives.com and a free copy of the magazine is available through South Africa’s authoritative, independent marketing site. Alternately the marketing magazine is available free to download at www.ornico.co.za
Download Ornico’s The Africa Annual 2014
ABOUT ORNICO
Ornico makes sense of the tsunami of brand, advertising and media information flooding the marketplace. By collecting and analysing adverts and brand publicity, Ornico helps put marketing decision makers in the know about the most important strategic decisions they’ll ever make regarding their brands.
Ornico has the largest and most comprehensive library of TV, radio, outdoor, print and Internet reference material, and offers a tracking service for emerging advertisements or Newcomers™. The company tracks competitive and category advertising spend, and verifies media schedules to ensure the investment that brands make in advertising is fully realised. Editorial services include publicity monitoring, SMS alerts and the analysis or comparison of own and competitive brand images.
Established in 1984, Ornico has offices in Johannesburg, Durban, and Cape Town as well as Nigeria and Kenya. The largest supplier of advertising visual references in South Africa, Ornico employs a team of over 100 people and has clients that include many of Africa’s top companies. Ornico – Know how. To grow.
CONTACTS
Oresti Patricios – CEO Mobile: 083 326 2250
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
Francois van Dyk - Operations Manager
Call: 011 884 5041
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Ornico Head Office:
Tel: +27 11 884-5041 Fax: +27 11 783-6931
Twitter: @OrnicoMedia | Web: www.ornico.co.za
Tonya Khoury resigns from DDI Africa, starts own company
Tonya Khoury, the former Managing Director of DDI Africa, announced that she has resigned from the company.
“The great news is that I will remain in the media monitoring space but this time with vastly innovative technology at my new company, ROi AFRICA (ROi). I have been privileged to secure the financial and administrative support of one of South Africa’s most exciting listed companies. I am building a media monitoring solution that promises to be the first of its kind in the world and for the first time, South Africa’s marketing and PR industry will have monitoring work for them,” she says enthusiastically.
They will achieve that by using:
- Smart Technology that learns and identifies trends across all media platforms.
- Specifically designed for Big Content Management and its measurement.
- Full media monitoring across global and local print, radio, television, online and social media.
- The largest social media pipe in the world – over 190 million social platforms.
- From high level to infinite detail in a click.
- Presented in an interactive and innovative platform.
- Manage your brand and make immediate, clever media decisions with foresight.
She continues, “ROi AFRICA will offer the clients access to editorial coverage across print, radio, television, social media and online in near real time but in addition to this the technology thinks ahead of the media and helps brand reputation management to react before the media peak.
The data set consists of:
- 190 million social networks (Global)
- 60 000 online newspapers (Global)
- Thousands of printed publications (South African and Rest of Africa)
- 40 radio and TV stations (South African)
Khoury says that ROi will be one of a select few media monitoring companies in the world to offer immediate analytics and sentiment. “My new company’s link to the listed company means I have BEE credentials, added to a global footprint and several African Offices” she adds proudly.
“To add, we will be continuing on the groundbreaking media statistics that I provided on big events like the Oscar Pistorius Trial, the 2014 Elections and the 2014 FIFA World Cup,” adds Tonya. Details on the market launch of ROi AFRICA will be released soon, but it is expected to take place in August.
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FOR MORE INFORMATION
Tonya Khoury 073 874 5377
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.
Twitter: @tonyaroi / @roiafrica
Facebook: Facebook.com/roiafrica
NOW YOU DON'T HAVE TO LEAVE O.R. TAMBO EMPTY HANDED
Travellers visiting South Africa’s principal aiport, O.R Tambo International (ORTIA) in Johannesburg, no longer have to find themselves leaving empty handed. By participating in the Don’t leave empty handed promotion they can now qualify to claim the perfect travel accessory, namely a genuine men’s or ladies’ wallet from the bespoke fashion and lifestyle brand POLO. This premium product is valued at R695 and is yours if you’ve spent R7500 or more in one day collectively at any store at O.R Tambo International Airport’s Duty Free Mall.
O.R. Tambo International Airport is the air transport hub of Southern Africa, catering for more than 17 million passengers each year. The airport boasts a world-class variety of amenities, business centres, retail centres, restaurants and bars, as well as a five-star hotel. The Duty Free Mall includes a wide selection of duty free retailers, offering you ample choices to make the perfect purchase or enjoy services tailored for your convenience. From favourite brands, to exclusive airport offers and products of the month, at O.R Tambo International Airport’s Duty Free Mall travellers can enjoy a world-class shopping experience and now with the Don’t leave empty handed promotion, also receive the perfect reward.
To enter, submit a fully completed entry form, including till slips adding up to the minimum spend of R7 500.00. Only original entries and proof of purchases will be accepted and excludes any purchases at jewellery stores. The offer is valid from 5 April to 30 June 2014, or until stocks last. T&C’s apply. http://www.saairports.com/or-tambo-international-airport/events
The promotion is run by Airports Company South Africa and the officially appointed advertising agency Kwenda Marketing.
For more information contact the Kwenda Marketing team on 011 921 6408. Visit Facebook www.facebook.com/ClickBuyFly or follow @ClickBuyFly on Twitter for upcoming competitions, promotions and events.
About www.saairports.co.za Discover a magical journey and indulge in the splendour that is Africa whilst you browse through the new website (www.saairports.co.za), the gateway to South Africa's premier airport shopping experience. Whether as a first-time traveller or seasoned globetrotter, be it for business or pleasure, visit the website before your next travel through South Africa's flagship airports in Johannesburg, Cape Town and Durban so that you can get the most out of your airport shopping experience and prepare for your next voyage.
About Airports Company South Africa Airports Company South Africa (ACSA) operates South Africa’s nine principal airports, providing airlines with world-class, secure infrastructure.Additional information can be found at www.saairports.com/about-acsa.
End Media release issued byDTMSA on behalf of KWENDA MARKETING AND O.R TAMBO INTERNATIONAL AIRPORT. For press assistance contact Maya Setti on +27 21 419 2699 (Cape Town) or Karen du Toit on +27 83 685 6406 (Johannesburg) or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..
