"Media owners are offering more creative solutions, often using technology in new and exciting ways," comments Sergeant.
"This year's overall winner and winner of the outdoor category was Media Integrator for the new 7.5m x 5m billboard, located on Fredman Drive in Sandton, Johannesburg. It features a glowing-white Johnnie Walker character walking up a flight of stairs against a stark black background, making for a striking effect at night.
The Johnny Walker poster is the first Elumin8 display of its kind in the world, combining Tone Digital's in-house print expertise and Elumin8's flat panel lighting technology. UK-based company Elumin8 Systems flew out representatives from its high-tech production facility in the UK to oversee finishing and installation of the Johnnie Walker billboard in Sandton.
Tone Digital has secured exclusive agency rights to Elumin8's technology throughout Africa and are currently in talks to set up a joint venture manufacturing operation in Africa to supply the southern hemisphere, and potentially Europe, on volume products.
The tie-up between Tone Digital and Elumin8 has resulted in ambitious plans for the African outdoor media and point of sale markets.
YFM won in the radio category for creating the Smirnoff Red House Show for Smirnoff Vodka by showcasing the world's best house music and interviewing top DJs.
In the print category, GQ magazine won the award for its "Great Man Walking" feature for Johnnie Walker.
In the TV category, Oracle Innovation topped the list for its world-first DVBH (Digital Video Broadcast Handset) technology. The company used ads normally only seen on television on South African cellphones.
Despite this year's great progress in the innovation stakes, Sergeant feels there is room for still more improvement, and has thrown down the gauntlet for 2007.
"One does see flashes of great innovation in the South African media, but these aren't widespread and aren't as common as some other markets where our brands are sold," he observes. "We need to see more of this. Often the local media are locked into past practices or constrained by financial guidelines, and dismiss new approaches. But as an innovative company ourselves, we are obliged to engage with consumers in an innovative way.
