Gleaner, TVJ tie for top award advertising award
The Gleaner Company (Media) Ltd and TVJ tied for the top prize at Tuesday's Advertising Agencies Association of Jamaica (AAAJ) Awards for 2015.
Both companies were awarded Top Media of the Year during the AAAJ's annual awards event held at the Spanish Court Hotel in New Kingston.
The Gleaner also took the Media of the Year in the Print category, while TVJ took the award in the Broadcast TV category.
Nordia Craig, business development and marketing manager of The Gleaner, said that having won the award 18 times since 1989, The Gleaner is the standard-bearer of service in the industry.
"We are in a dynamic and competitive media environment and must be connected to the pulse of our clients if we are to be successful. Our most important function is to help them to get their messages to their maximum target audience with maximum efficiency, while making it a pleasant experience," she said.
The win comes after the recent merger of The Gleaner and the RJR Communications Group, of which TVJ is one of the media houses. The significance of this was not lost on Craig.
"It is very significant as it signals to our advertisers that the service providers of The Gleaner and the RJR Communications Group have the same values when it comes to delivering customer service excellence to the advertising community. Here are two long-standing, Jamaican-owned media houses that have earned the trust and confidence of the advertising clients and the Jamaican people. Public recognition of this alignment in values is a fantastic way to mark the start of our integration process."
"We will continue to focus on delivering service excellence to our clients, keeping their trust and ensuring that our media products live wherever our clients' markets exist," she said.
Other Media of the Year winners at the AAAJ Awards included Buzzz Magazine (Magazine); National Outdoor Advertising (Outdoor); FLOW (Local Cable TV); Intelligent Multimedia Ltd (Alternative Media); Mapco Printers (Print House/Printery); while Irie FM and Mello FM tied in the Radio category. On Stage's Winford Williams was selected Media Personality of the Year.
Kingsley Morris, president of the AAAJ, said the role of advertising agencies and the media remained crucial in the rapidly expanding digital world. Morris noted that the media platform had evolved, giving the audience far more say in what gets communicated and when it is received.
"With more choices, the scientific knowledge of agencies will become more relevant," he said.
"For that matter, both agencies and media remain relevant. Agencies still make the best ads. Advertising, while it is the art of storytelling around brands, is still a science."
His comments were echoed by guest speaker Dr Livingston White, chair of AdCouncil Jamaica, who said he was hopeful that Jamaicans would start to participate in the digital economy. He opined that building brand loyalty in a digital economy would become more challenging.
"This challenging task will make the ad agency even more relevant going forward," he said.
"As the consumer becomes more in control of how they access media for entertainment and information, advertising agencies, with their experiences in moving consumers along the journey to purchase, will be better poised to navigate the communication platforms. And the media must play their role in helping the advertisers reach those consumers in meaningful ways."
While noting the obvious goal in maintaining a vibrant advertising and media sector in Jamaica, serving clients locally and abroad, White asked the gathering to remember their responsibility to the country.
"That is, our social responsibility to make Jamaica a better place," he said.
"The advertising and media sectors are continuing to contribute pro bono work, advertising space, and airtime for various social causes. I encourage you to continue to do this. This country needs social advertising now more than ever."