Future Proof Mzansi

In this episode of Future Proof Mzansi, we’re discussing sport sponsorships. Sena and Stacy are joined by Kirby Gordon — the familiar voice of FlySafair and the strategic mind behind the airline’s iconic partnerships with SA’s national rugby and cricket teams. Kirby takes us behind the scenes of FlySafair’s journey in sports sponsorship, starting with how the airline first built its credibility through its early association with the Springboks.We dive into the many ways brands can measure the ROI of sport sponsorship, and unpack what it takes to keep partnerships authentic when every brand is vying for a share of the winning spotlight. We explore the common mistakes brands make when leveraging partnerships, and FlySafair’s integrated, multi-channel approach to reach a broader audience. This podcast is produced by Laura RapsonChapters00:00 - Introducing our guest and the voice of FlySafair, Kirby Gordon04:35 - How FlySafair first built their credibility as an airline through their association with the Springboks08:15 - Building on the momentum of sport sponsorship with the Springboks and bringing the Proteas on board11:40 - The various ways to measure the ROI of sport sponsorship15:04 - How to keep partnerships authentic and standout when so many brands are rushing to be associated with winning teams18:40 - Sport unites a nation like nothing else - how can sport campaigns be truly memorable?22:20 - Mistakes that brands make when leveraging sport partnerships25:12 - Effectively integrating sport sponsorship across different channels in a way that reaches a wider audience29:30 - How FlySafair responds to trending topics with agility and speed 32:33 - Responsibly tapping into the emotional connection and national pride that sport evokes 36:10 - Observing South Africans across the whole country and using this to talk about SA culture, togetherness and special moments37:56 - Behind the scene realities of managing big sport sponsorships39:27 - Trends across tech, brand assets, content, and fan engagement that are shaping the future of sport sponsorship43:25 - If Kirby could sponsor any other sport, team or event, what would it be?  

In this episode of Future Proof Mzansi we discuss how South Africa’s supermarket sector is in the midst of a retail revolution. From online shopping and digital transformation, to rewards and big brand partnerships, the top retailers are moving fast to keep pace with the intentional, value-driven shopper. Stacy is joined by Stina van Rooyen, Director of Brand at Kantar, who brings the latest consumer insights, and Bridget Dore, Head of Smart Shopper and Customer Insights at Pick n Pay, to unpack how one of the country’s most iconic retailers is innovating across platforms, delighting customers, and helping to set the pace in a fiercely competitive space.This podcast is produced by Laura RapsonChapters:00:00 - Introducing our guests Bridget Dore and Stina van Rooyen03:35 - The rise of the intentional shopper and optimising digital platforms to respond to consumer needs05:45 - Savvy South Africans love rewards programmes, not loyalty programmes08:52 - Innovations to increase online shopping while continuing to drive in-store purchases12:30 - Digital transformation learnings and the importance of integrated omni channel experiences14:35 - Growing online spend amongst lower income customers and delighting all South Africans across income groups18:15 - Integrating AI to elevate the shopper experience20:10 - There’s no such thing as brand loyalty - focus on delivering value through price plus benefits22:15 - How different generations engage with rewards programmes25:55 - Stand out innovations in South African retail and beyond30:02 - Pick n Pay’s partnership with the Springboks32:05 - Burger Friday campaign with FNB33:45 - The future of rewards and innovation and the importance of making the most of your existing assets 36:35 - How South Africa is leading the way in the loyalty space

In this episode of Future Proof Mzansi, we’re joined by Jessica Wheeler, Marketing Director at Nando’s South Africa - one of the country’s most iconic and creatively fearless brands. From bold campaigns and local artist collaborations to balancing cultural commentary with brand responsibility, Jessica shares how Nando’s has kept its distinct voice while evolving with the times. We discuss staying relevant to Gen Z, nurturing a culture of creativity, and why marketing should be seen as an investment—not a cost centre.This podcast is produced by Laura RapsonChapters:00:00 - Introducing our guest, Jessica Wheeler03:25 - Balancing personality and responsibility as a brand05:20 - How partnerships with artists, creatives and designers are integral to the Nando’s brand story06:45 - How Nando’s marketing has evolved but kept a consistent tone of voice07:48 - Jessica’s favourite Nando’s campaign of all time09:48 - The process of quickly jumping on topical conversations 12:30 - What makes a good agency-client relationship and how to nurture it  16:01 - Embracing a culture of creativity and curiosity across the business18:06 - How to stay relevant to younger audiences21:01 - The use of technology and why AI won’t replace creativity at Nando’s22:20 - Creativity over cost cutting - why marketing is an investment and not a cost centre24:30 - The shift to healthier eating among consumers and the evolution of menus28:16 - Price is the easiest lever to pull - but it’s the least sustainable and differentiating31:02 - Trends in consumer expectations across different experiences and channels35:33 - Creativity from other brands and embracing competition

In this episode we’re exploring consumer lifestyles, mindsets, and behaviours shaping five key markets in Africa. Sena and Stacy are joined by their Nigerian colleague, Kanayo Bardi to unpack Kantar’s Africa Life 2025 study. This is the first episode on Future Proof Mzansi that truly delves into consumer behaviour in other African markets and what that means for brands.Covering Côte d’Ivoire, Kenya, Nigeria, Senegal and South Africa, Africa Life explores the human truths behind Africa’s fastest-changing markets and what that means for marketers, brands, and business growth. This podcast is produced by Laura RapsonChapters00:00 - Introducing the Africa Life Report and our guests 04:08 - Strategies that Africans are using to navigate the tough economic climate and what brands can take from this06:13 - How culture drives and influences entrepreneurship in Nigeria09:18 - Optimism in South Africa vs Senegal and Côte d’Ivoire10:52 - How Kenyans are making their household financial situations work for them12:59 - Why gambling and online betting is so prevalent in South Africa14:54 - Online betting in Nigeria16:53 - What African consumers are doing to cope with the rising cost of living18:45 - The difference between locally produced products in South Africa and the other markets21:10 - How to make sure rewards programmes are actually driving loyalty from consumers24:45 - Online shopping in Nigeria - how it differs to other markets and what’s driving its popularity27:33 - Why online grocery shopping is more popular in South Africa than the other markets29:48 - Is cash still king in Africa?33:15 - How brands can use digital channels effectively36:12 - What Nigerian brands are doing to prompt a high click through rate from influencers and other online media37:53 - The most exciting things happening in the brand and marketing space in Nigeria right now

In this episode we’re chatting to Dean Oelschig, Managing Partner at Halo, the Grand Effie-award-winning agency behind Pineapple Insurance. The episode centres around Out of Home (OOH) advertising, but focuses on why creativity is critical to the success of any campaign—no matter the media channel.The discussion explores the power of building brand awareness, producing memorable and effective campaigns, and how investing time and effort in proper positioning can help set a brand up for long term success.Thanks to Ultimate Media for hosting us at their studiosThis podcast is produced by Laura RapsonChapters:00:00 - Introducing Dean and his journey02:20 - Why South Africans are most receptive to seeing OOH advertising 04:35 - How OOH builds trust with the consumer, and serves a purpose at any stage of the marketing funnel07:50 - Debunking the myth that you should target specific generations on different channels10:10 - Many marketers spend all their money on media and neglect creativity14:00 - Grabbing the attention of your audience to make your advertising memorable 17:20 - Marketing still operates on the 4 Ps - Product, Price, Placement and Promotion (in that order) - which all contribute to brand19:00 - How KitKat’s effective positioning has allowed them to create fresh interpretations of their tagline for seven decades20:30 - Why some advertising is completely ignorable23:10 - What made Halo’s Pineapple Insurance campaigns award-winning?28:25 - How they look at the success of Pineapple’s campaigns by measuring brand AND performance33:15 - The Pineapple campaign that was ‘too far out the box’ and how they owned it39:15 - How humour is hard to get right but can be used by any category if done well  41:55 - Managing regional differences with OOH

In this episode we wanted to talk about township marketing but our guest very quickly expressed his frustration with the term. We’re joined by Donald Mokgale, MD of MoyaApp, Director of Hibirism, and co-author of Introducing Hibirism: A Guide to Black Cultural Nuance, who explained that the term negates consumers’ multifaceted lived experiences.We kick things off with Donald sharing his journey from aspiring actor to marketing expert. We go on to discuss the importance of understanding township consumers beyond stereotypes, noting the broad variety of media they consume and their economic aspirations. Donald also discusses the success of Moya App, which has 4 million active users, and its role in digital inclusion by offering data-free services and a super app experience. He stresses the need for brands to collaborate with entrepreneurs and understand cultural nuances to effectively engage with main market consumers.He discusses influencers that resonate with audiences and the media channels they’re consuming. The episode concludes with a discussion around technology, specifically AI, and what to consider when using digital tools to market to South Africans.Dive in and find out why Donald doesn’t like referring to township marketing.This podcast is produced by Laura RapsonBuy Donald’s book: Introducing Hibirism: A Guide to Black Cultural Nuance: https://www.hibirism.co.za/the-book Chapters00:00 - Introduction to Donald and his fascinating career journey07:00 - Reframing the term township consumers and understanding lived realities09:15 - Cultural and economic factors in marketing12:04 - Driving brand loyalty by appealing to cultural identities and dreams14:55 - Appealing to an aspirational mindset18:30 - MoyaApp - the utility super app that’s revolutionising marketing 24:40 - MoyaApp user growth and successful campaigns 28:10 - Trends among youth and entrepreneurship31:30 - Global brands understanding African audiences34:40 - Influencers that resonate with audiences and ensuring campaigns are authentic37:35 - The most effective media touchpoints and channels for consumers living in townships40:40 - The role of AI in consumer engagement43:55 - Buy Donald’s book and connect with him

In this episode of Future Proof Mzansi, we chat to Julie-Anne Walsh, CMO of South Africa’s leading e-commerce platform, Takealot.com. The discussion revolves around the critical role of customer experience in brand building, particularly in the context of South Africa's e-commerce landscape. The conversation highlights the importance of retaining customers through exceptional service and innovative strategies. Julie-Anne discusses Takealot’s Township Economy Initiative aimed at fostering inclusive growth, increasing accessibility and transforming communities. We also delve into partnerships that enhance customer experience, the importance of customer feedback, and the future trends shaping the e-commerce sector.This podcast is produced by Laura RapsonChapters00:00 - Introduction to customer experience and it’s critical role in brand building11:05 - How is Takealot building meaningful difference for their customers14:15 - Inclusive growth, increasing accessibility and Takealot’s Township Economy Initiative23:00 - Strategic partnerships that enhance customer experience28:45 - How South Africa’s instant delivery landscape compares to other markets33:40 - What the entry of Amazon into South Africa means for local e-commerce

World Consumer Rights Day takes place on 15 March, and the theme for 2025 is ‘a just transition to sustainable lifestyles’. This year the focus is on how it's essential that sustainable and healthy choices for consumers are made more available, accessible, and affordable. With this in mind, host Sena invited her colleague William Stubbings to join her in studio, to discuss the pivotal role of marketing in promoting sustainability to consumers. They interview Marina Madale,  Executive: Sustainability and Shared Value at MTN, and discuss the role that brands play in making sustainability accessible, inclusive and affordable for consumers, and how to effectively communicate a sustainability message. Marina shares insights on MTN’s sustainability strategy and the need for brands to be transparent and accountable. They address the important topic of greenwashing and how it undermines consumer trust, and how brands must authentically reflect societal values and commitments in their actions. They also talk about how brands should double down on sustainability efforts as so many organisations in the US and globally, are backsliding on their climate and DEI agreements.This podcast is produced by Laura RapsonChapters00:00 - Introduction to sustainability in marketing03:00 - Introduction to Marina and how she got into this space04:00 - The role of marketing in sustainable living06:00 - How brands can help consumers live more sustainably09:00 - MTN's sustainability strategy and initiatives15:04 - How to effectively communicate sustainability benefits to consumers20:25 - Affordability and accessibility of sustainable products24:20 - Governance in sustainability practices27:15 - How to make sense of global companies backsliding on climate and DEI agreements34:53 - Why sustainability needs to be embedded into business strategy41:40 - Sneak peek at Kantar’s 2025 Sustainability Sector Index