Innovation, The Beat and the Adsman campaign

10 Aug 2016

For newspapers to stay relevant in the digital age they have to transform, offering innovative solutions to advertisers is key. To this end Ads24, along with their creative agency, Sunshine Gun, came up with their Adsman and The Beat campaigns, which showcase innovation in the newspaper medium. These dynamic campaigns are targeted at media agencies and advertisers.

The Beat is Ads24’s trade newspaper with five annual editions, each focussing on one of their bundle offerings: Mass Market Titles, Sunday Titles, Local Titles, Afrikaans Titles and News Overall. The Beat is launched at media agencies countrywide through disruptive and impactful activations and then hand delivered by Ads24’s media executives to their clients.

Each four page edition is jam packed with fascinating insights and progressive opinions from media industry influencers and Media24 newspaper editors. Inside every edition readers are treated to an interactive fact-rich infographic that demonstrates how to engage readers in the print medium.



The legendary Adsman, makes an appearance in each Beat, in a centre spread advert where he is found interacting with each of these communities. George Rautenbach, Creative Director of Sunshine Gun came up with the concept of Adsman, the man dressed from head to toe in a newspaper suit. Adsman is the ultimate South African citizen. Newspaper readers might not literally see him (on the streets), but he is always in the picture. He is sociable, influencing, empowering and adaptable, sometimes serious, sometimes quirky, but mostly entertaining. Adsman tells the stories of ordinary South Africans as they walk from their position as a reader to an economical viable prospect. He is the conversation piece of millions, and by association – so are the brands that advertise in Ads24 titles.

If you think about it, news has influenced, shaped, entertained and provoked societies for ages. So in essence, it is something that lives inside the home of each community member Ads24 serves. Adsman, like the news – is a friend, a companion, a confidant and an influencer.

“Inspired by a European mime artist, Adsman is the personification of the importance and relevance of News within our communities. He is the eyes and ears of our society – the moral compass that guides, informs, entertains and sometimes outrages us. Throughout his existence, he has been vilified and glorified in the pursuit of freedom and independence. He influences, provokes reactions, sparks debates, but above all, represents the absorbing, dynamic and reputable nature that newspapers and their online platforms provide. He lives in the hearts, minds and homes of the communities he serves,” says Marise van der Lith, Creative Project Manager at Ads24.

According to the Hubspot website, “Print advertising is a form of advertising that uses physically printed media to reach consumers, business customers and prospects. Print ads were once the standard format for creative advertising. But as more and more advertising dollars are allocated to digital outlets, print advertising is seen as an expensive, untrackable, traditional media format. You would think the category is void of innovative ideas, but that’s certainly not the case. In fact, many brands are finding new ways to merge the digital and physical world through magazine and newspaper ads.”

Already Adsman can be found on YouTube - Click here to see Adsman at a Sunday braai, in The Beat and on Facebook and Twitter (@Ads24_SA), but this is just the start of Ads24’s journey of combining innovation in print and digital. The next campaign which will focus on News Overall holds some cutting edge creative for readers to look forward to.