Advertising agency Draftfcb South Africa's Group CEO told Cape Talk and 702 listeners today that research has highlighted that all World Cup host nations have suffered from post-event depression. Interviewed by John Maytham, John Dixon said not only is the mood of individuals affected by the final blast of the whistle, business confidence slumps. His agency therefore devised the Keep Flying the Flag initiative with a view to extend the sense of achievement and self-belief we've achieved as a nation over the past few weeks.

To kick off the campaign, Draftfcb has spoken to its clients and non-clients alike to initiate massive internal staff drives celebrating South Africa and reinforce a sense of pride in its World Cup achievement. It has also shown these brands how the concept can translate into their existing advertising and marketing campaign using a flag-inspired device, and is currently compiling a manual detailing how other companies and brands can similarly join in. In addition, the agency is recording a song it will distribute to the country's radio stations, and investigating ways to get the flag flown high over South Africa's cities in the month ahead.

The agency doesn't want to retain ownership of this concept it's developed, it wants any company, any brand, any media owner who shares its commitment to our country, to join the initiative and introduce the initiative to their own audiences in their own way.

So, today's blog has nothing to do with wine; it's a challenge to the wine industry to keep flying the flag. By the way, Draftfcb South Africa is a client of mine. But I issue the challenge not as one of its suppliers. I issue it as a South African whose side view mirror 'sokkies' will be staying on.

Any company wanting to join the Keep Flying the Flag initiative can obtain the necessary artwork and accompanying details from Draftfcb Johannesburg in three ways:

• By calling Heidi Nelson on +2711566-6000
• by emailing flyingtheflag@draftfcb.co.za
• by visiting www.keepflyingtheflag.co.za