Keith Wiser

Keith Wiser

Keith is viewed by many as the father of direct marketing in South Africa. He was a founding member of SA’s first direct marketing agency, The AdCo, in the early eighties.

Over the years Keith has trained hundreds of students in direct marketing.

He was a member of the Board of the Direct Marketing Association for many years. Keith has been a senior judge at the DMA’s Assegai Awards every year since their inception.

He writes on a regular basis for magazines and journals in SA, the UK and the USA. He is also a most welcomed speaker at marketing conferences in South Africa and overseas.

Keith was voted SA’s Direct Marketer of the Year in 2008. In 2009 Keith was inducted into the DMA Hall of Fame.

He remains an active and influential figure in South African direct marketing circles and is regarded by many as one of the country’s strategic thought leaders.

Imran Patel

Imran Patel

Imran's specialty lies in Customer Entanglement, Innovation Management, Digital Engagement, Loyalty, Rewards, CVP & Integrated Marketing. He is considered to be one of the most highly regarded loyalty / customer engagement specialists in the field with an MBA behind his name and a wealth of expertise from serving as board member and judge at the DMASA.

Prior to joining 5th Dimension, Imran was the head of Innovation for Medscheme and the AfroCentric Health group, where he also served as the MD and Board Member for the Group’s customer engagement subsidiary business.

His previous role was the Executive Marketing Manager for Edgars Club, Credit, Cash Card, Financial Services, e-Commerce, Events and Sponsorships at Edcon, where he ran this portfolio for over 3 and a half years, re-invigorating Edgars' various loyalty platforms into highly successful profit and product sales generators.

He won the 2010 DMA SA Assegai Award for “Organisation of the Year” for Edgars, and was a finalist for the DMA’s “Direct Marketer of the Year Award” in 2009 and 2010. He also won the silver 2013 DMA SA Assegai Award for marketing excellence in the Employee Related Marketing category for an Innovation Management program.


We have been in business for more than 15 years and are one of SA's most respected data driven, digital, direct agencies.

We bring unparalleled expertise, a substantial track record of long lasting business
relationships and proven peer recognition via awards and Client feedback.

The Agency

Who We Are

Your data driven, digital, direct agency.

The Agency’s ethos is to never give Clients a reason to query an invoice based on the belief that it is our job to create outstanding work that delivers results, within timelines that amaze and budgets that can be justified by the ROI.

Challenges Facing Clients

Marketers today are living in a world where the “too” word is staring them in the face.

There’s too much work and too few hours in which to do it. There are too few resources to get the work done properly and too many choices leading to too much confusion. They are operating in an environment where there is too much noise, too much focus on now and too little on the future. The result is simply too much pressure.

We Believe

It’s the Agency’s job to inspire our Clients… Sharing new ideas, BIG ideas, exhilarating experiences, excitement and best practice...
Always with the focus on results and ROI.

No matter how big or small, Clients want to know that the Agency cares as much about their business as they do. They want the Agency to share their load. They really want the Agency to listen pro-actively and intelligently, to push back when they think the Client is wrong, helping to drive the business towards achieving its goals. The days of order takers and yes men are long gone. We constantly need to redefine problems to come up with workable solutions.

Clients have the right to expect that the Agency will do whatever it takes to make them happy. Above all Clients deserve honesty because without honesty we have nothing to offer.


Our ability to deliver is totally dependent upon the quality of our people and their ability to function as a team. Multi-tasking is encouraged to ensure a holistic, hands-on understanding of Clients' needs and the world in which we operate.

The Gallimaufry Group

The group (founded by 5th Dimension) currently comprises 4 specialist agencies, each with its own unique focus – supported by a shared services infrastructure. We shall shortly be launching Direxions South Africa … a joint venture with Direxions from India, the country’s leading Loyalty and Channel Management Agency with over 25 year’s experience.


Inter-Net is the group’s cutting edge agency which focuses on digital, social media, AR, wellness and innovation. Its work is often complimentary to the other agencies in the group.

Fundraising That Works

Established in 2014, Fundraising That Works (FTW) is providing high quality Face-to-Face donor acquisition services to international and national non-governmental organisations across South Africa.


b-cause is South Africa’s only specialist agency that helps companies harness the power of cause related marketing and social responsibility. Whilst the aim of commercial marketing is “financial” and the aim of social marketing is “social good” the two are not mutually exclusive.


Having begun with a focus on analytics and knowledge discovery the Agency evolved, largely in response to demands from its Clients, into a business that delivers across the full spectrum of direct marketing needs.

Our Work

Ultimately it all comes down to the work, what our Clients buy and what their customers see.
Here are just a few examples of what we have created over the last few years.

Our Focus

Our work encompasses all spheres of communication spanning the needs of B2B, B2C, ERM and NGOs


For our B2B Clients we have worked on products as diverse as alumni management, lead generation for coffee machines, enterprise social networking, IT training and high end insurance.


In the B2C space we have successfully worked on just about everything from cosmetics to motor cars, financial services to real hair pieces, top end home appliances to funeral plans and home shopping.


ERM is all about marketing to stakeholders the same way you do to customers. We have successfully done this for Clients in financial services, wellness and office equipment.


This is an area where we love to work. It gives us the satisfaction of knowing that we can do well by doing good, working with leading international and local NGOs. Over the years we have helped to raise millions.

Some Clients

Save The Children
European Commission
Action Aid
SOS Children's Villages'
Dream Nails

Our Awards

Assegai Awards:

Leader - SOS Children’s Villages
Direct Mail: Addressed Campaigns

Leader - Inter-Net & Momentum
Mobile SMS, MMS

Bronze - Inter-Net
Relationship Marketing Awards : ERM employee relationship marketing

Leader - SOS Children’s Villages
Special Direct Awards: Non Profit Direct Marketing Campaign

Leader - Ifa Lethu
Special Direct Awards: Non Profit Direct Marketing Campaign

Leader - Save the Children
Special Direct Awards: Non Profit Direct Marketing Campaign

IDN Awards:

IDN Agency of the Year 2015
5th Dimension Marketing

Gold - Switchlab
Loyalty and customer management programs : ERM program

Gold - SOS Children's Villages
Flat mailings and direct response: Christmas mailer

Gold - Momentum
Mobile marketing and Apps : Mothers MMS targeted Campaign

Gold - Save the Children
Social media and viral campaigns : SEO and Google Adwords Strategy

Silver - Save the Children
Flat mailings and direct response: Christmas mailer

Silver - Dee Smith
Dimensional mailings: "We Shed Light" 3D Pack

Silver - Horizon IMS and Switchlab
Digital campaigns : web solution

Silver - Save the Children
Social media and viral campaigns : SEO and Google Adwords Strategy

Bronze - Samsung
Dimensional mailings: Signature Series 3D pack

Best result of the year
Switchlab ERM program

Most innovative solution and campaign of the year
Switchlab ERM program

Assegai Awards:

Gold - SOS Christmas Mailing 2013
Direct Mail: Addressed Campaign

Silver - SOS Recipe Mailing
Direct Mail: Addressed Campaign

Silver - Switchlab Innovation Management Program
ERM: Employee Relationship Marketing

Leader - SOS Seeds mailing
Direct Mail: Addressed Campaign

Leader - Save the Children - SA Cares Micro Site
Non Profit Direct Marketing Campaign

Assegai Awards:

Silver - SOS Christmas Apeal
Public Benefit: Organisation Media Awards - Copy

Silver - Placecol Care Loyalty Engine
Relationship Marketing: Data Base & Analytics Innovation

Silver - Medscheme
Relationship Marketing: ERM / Medscheme Switchlab

Assegai Awards:

Silver - SOS Back to School
Public Benefit: Direct Mail

Bronze - SOS Back to School
Direct Mail

Bronze - Placecol Care Program Communication Engines
Relationship Marketing: Database & Analytics Innovation

Bronze - SOS BEEE
Media Award: Direct Mail

Leader - Placecol Care Program
Media Awards: Email Marketing

Leader - Placecol Care Program
Relationship Marketing: CRM & Loyalty

Leader - Burlington NBD Campaign
Craft Awards: Copy

Assegai Awards:

Silver - Cotlands Heads & hearts
Public Benefit: Organisation- Direct Mail

Leader - Edgars Red carpet
Media Awards: Direct Mail

Leader - Edgars Happy & Sad
Media Awards: Direct Mail

Assegai Awards:

Merit - Edgars July Red Carpet Experience
Traditional Media: Direct Mail

Assegai Awards:

Gold - Keith Wiser
Individual : DMA Hall of Fame

Silver - Oticon Business Circle
Strategic & Intergrated Marketing: CRM & Loyalty

IDN Awards:

Gold - Oticon Business Circle Patient Database
Alternative Media

Silver - Unicef Donor Acquisition Campaign
Flat Mailings

Assegai Awards:

Gold - 5th Dimension
Individual & Company : Direct Marketer of the Year

Silver - ACT
Interactive Media

Assegai Awards:

Gold - Tim & Tom
Technology Solutions: Database

Bronze - Purina ONE
Media: Multiple Media/Intergrated Marketing

8 Awards
14 Awards
6 Awards
11 Awards


Keep In Touch

Tel: +27 (011) 080-8500

Galaxy House
42 Homestead Road
Rivonia, 2128, South Africa