The Property Magazine claimed first prize for a Johnnie Walker advertisement that appeared in the Gauteng launch edition in October 2004. The ad utilized the reverse of a three-page gatefold featuring an article on skyscrapers in South African cities. The editorial content was a perfect match for Johnnie Walker's Cityscape Billboard campaign, and the three-page spread proved a perfect opportunity for Johnnie Walker to adapt their existing ad campaign to run over three pages in the magazine's A3 format.
Managing Director of Media Nova and Publisher of The Property Magazine, Tony Vaughan, says: "It was important to make a huge impact for our first Gauteng edition, and so we looked across the whole editorial spectrum for something innovative and, of course, unique to Johannesburg. It was very much a case of the largest format monthly magazine wanting to be even bigger. From an advertising perspective, brandhouse were there to take up a great opportunity for an advertiser to be just as innovative.
"The publishing market in South African has become very competitive with regard to advertising, and it's the responsibility of publishers to provide an innovative canvas. The days of straightforward generic ad placement are coming to an end. Publishers and advertisers need to work together to create an integrated, overall approach that encompasses all the elements that both product and publishing platform can offer, from ad placement to editorial and creative content. In brandhouse we've been able to establish such a partnership where we can throw ideas around."
Brandhouse was established in 2004 when it combined Diageo, Namibia Breweries Limited and Heineken, and incorporated a portfolio of prestigious brands including J&B, Bell's, Smirnoff, Johnnie Walker, Guinness and Gilbeys. The awards honour innovative advertising across all media, including print, television radio and outdoor. "Holding such an award ceremony is one of the many ways of driving media innovation in South Africa," said Ross Sergeant, Communication Channel Planning Manager at brandhouse. "This event serves as the key opportunity to reward media owners for their partnership and collaboration in making our ideas come to life."
The Property Magazine, which publishes a Cape Town and a Gauteng edition, is set to launch a third edition for the KwaZulu-Natal market in October 2005. "Winning this award was a huge vote of confidence in our product," says Vaughan. "Our business model depends entirely on advertising sales and we have shown that we can work closely with our advertisers while providing readers with a visually exciting and informative read."
