FENIX Marketing and Mindpool Productions scoop Newcomer Agency of The Year Award, and two golds at 2023 Assegai Awards
FENIX Marketing and Mindpool Productions were announced as NEWCOMER OF THE YEAR at the recent Assegai Awards, in addition to scooping two gold awards in the Social Media Campaign and Branded Content categories. As first-time entrants to the awards, these Joburg-based small players 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 gold’s 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.”
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, 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 agencies first time entering the Assegai Awards.
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. 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.
All 12 episodes were aired on YouTube, Facebook, Instagram, and TikTok every two weeks over seven months. Each episode focused 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 amazing results achieved during this campaign has again highlighted the value of quality, comedic content created by local brands for South Africans.
Take a look at all the Making The Cut episodes or follow Making The Cut on Instagram or Facebook and TikTok.
