Future Proof Mzansi

In this episode of Future Proof Mzansi, hosts Natalie and Sena discuss how South Africans are finding creative ways to make their money go further, particularly in light of rising costs of living. They explore the concept of 'value hacking' where consumers seek to maximise value from brands through rewards programmes and strategic spending. They’re joined by Kelly Goldsworthy, Head of Live Better Rewards at Capitec and Renissa Gounden, Director at Kantar, to discuss how brands can adapt to changing consumer needs. The delve into the importance of data-driven decision-making, and the shift from traditional loyalty programmes to offering meaningful value through brand collaborations and ecosystems. The episode highlights innovative approaches by brands like Capitec and emphasises the need to remain relevant and responsive to consumer demands.Chapters06:29 - Understanding South African income dynamics07:45 - Creative spending adjustments11:04 - The toolbox of value hacking12:52 - Capitec's Role in Value Hacking15:25 - Trends in saving, spending and using loyalty cards18:35 - Choosing brand collaborations21:03 - Leveraging technology and gamification23:58 - The evolution from loyalty to rewards26:05 - Advice for brands on how to stay in a consumer’s repertoire28:25 - Surprising insights in the rewards space32:03 - Final thoughts and brand recommendations* This episode was produced Laura Rapson

In this episode Sena is joined by her colleague Tesh to hear from Brent Lindeque, one of South Africa’s most loved influencers. Before diving into the importance of influencer marketing, Brent tells our hosts all about how he came to be known as the Good Things Guy - sharing his journey from starting a viral social media trend, to becoming a leading voice in good news and influencer marketing. They discuss the importance of value alignment when partnering with brands and the role of influencers in shaping consumer behaviour. Brent highlights the importance of giving influencers creative freedom to maintain authenticity and follower trust. The conversation emphasises the significance of relationships in business, the need for transparency in sponsored content, and  measuring campaign success based on client goals.Chapters:03:38 - Brent Lindeque's Journey as the Good Things Guy06:46 - Aligning Brand Values with Influencers11:35 - The Importance of Authenticity and Disclosure13:40 - Debating the Term 'Influencer' 16:26 - Building Successful Business Relationships21:53  - Measuring the Success of Influencer Campaigns25:42 - The Impact of Influencers on Brand Success* This episode was produced Laura Rapson

In this episode we’re tackling artificial intelligence - a huge topic at the moment. Our guest is Riaan van Wyk, a creative director at Ogilvy South Africa, and we’re chatting about the use of AI in marketing and research. Riaan talks about the evolution of AI since he first started working as a creative, and how quickly it has progressed over the last couple of years. He shares examples of campaigns he has worked on, including a recent campaign for Audi, where AI was used to create visuals for a special edition range of vehicles. Riaan talks about the importance of using AI as a tool for research and inspiration, but emphasises why we should never rely on it completely, as human creativity and understanding of emotions are still crucial. He also highlights the need for experimentation and learning when using AI in the creative process, making a comparison to the way we nurture and train junior staff. 

In this episode, Sena teams up with Kantar’s Natalie Otte to address the important topic of sustainability. They’re joined by two guests from HEINEKEN Beverages, to discuss the role that marketing plays in future proofing brands and helping people live more sustainably. Eric Leong Son is responsible for driving Heineken Beverages' sustainability strategy, while Kayla Hendricks, is a senior brand manager for Savanna Premium Cider. Together they bring a well rounded perspective about the overall business impact of sustainability and the role of branding in driving the sustainability agenda.In this episode they discuss:The impact of sustainability on corporate reputation. Why brands play a crucial role in educating and bridging the knowledge gap for consumers.Debunking the myth that sustainable brands are more expensiveHow authenticity, consistency, and clear messaging are key in communicating sustainability efforts.Picking a sustainability lane for your brand and how to avoid greenwashing The need for brands to adapt their focus based on country priorities. Why sustainability is good for business as it drives results and impacts the bottom line.The need for global brands to adapt their focus based on country priorities and understanding of the local context.

In this episode we turn our attention to Gen Z - the digital-first generation that many marketers are still learning to connect with. Stacy and Sena chat to Anesu Malisa, Samsung Africa’s Gen Z Marketing Lead, and Yasmin Kathoria, head of Brand Growth Strategy at Kantar. We discuss the importance of connecting with Gen Z, the characteristics and values of these consumers, and effective marketing strategies for connecting with them. Anesu and Yasmin talk about how to avoid falling into stereotypes and the importance of creating authentic brands that are timeless yet timely, and progressive yet original. In this episode we discuss:The types of content and formats that resonate with Gen Z. The importance of authenticity, consistency, and relevance in marketing to Gen Z. Aligning with the personal brand and lifestyle of Gen Z consumers. The role of influencers and the importance of choosing influencers who align with the brand's values and have a genuine connection with their community. Why Apple’s ‘crush’ advert failed to engage Gen Z, and Samsung’s response that ‘creativity cannot be crushed’.A brand’s meaningful difference and addressing sustainability in marketing to Gen Z.*This episode is produced by Laura Rapson

Load shedding may be temporarily suspended but it’s only a matter of time until it once again rears its ugly head. In this episode of Future Proof Mzansi, Sena and Stacy discuss the ever present struggle of getting the most out of media investments in a time of load shedding. They are joined by two experts in the field, to offer different perspectives on navigating this complex environment. Byron John, Head of Media Intelligence at DStv Media Sales, shares some advice for how advertisers can adapt their strategies to make the most of out of live, on demand and digital channels across the DStv offering. While Brian Muguto, Managing Director at PHD Media, shares insights into effective advertising across all media channels.In this episode we discuss:The shift in consumer behaviour towards on-demand TV and what this means for advertisers. Why consumers are more receptive to TV sponsorship and product placement, as opposed to traditional advertising. Why advertisers should be more strategic with how they spend their advertising budgets across different platforms, instead of relying solely on a 30 second advert.The issue of ad frequency and how it can be managed to avoid irritating consumers. Commercial models offered by TV broadcasters to compensate for reduced viewership during load sheddingThe future of marketing with AI

In this episode we take a trip down memory lane and look at the South African ‘ads that made us’. We’re joined in the virtual studio by Saiesh Ajudhiya, Kantar South Africa’s Head of Media and Creative to discuss some of the best ads in the country from the last few decades and what made them so successful. Saiesh brings years of creative experience in both agency and brand roles, and a personal love for advertising, to share insights into why certain adverts have stood the test of time.In this episode we discuss:Kantar’s best liked advert of all time in South Africa (1984-2018) - Sasol’s Glug Glug ad. We discuss why it was such a successful ad and how the phrase ‘glug glug’ has stood the test of time.How Klipdrift made ‘met eish’ a colloquial term through clever storytelling.The power of good jingles and soundtracks, drawing on some of the best examples over the years.Why Nando’s has succeeded in becoming the brand known for ‘social commentary’.Key ingredients for creating award winning adverts and why it’s important to challenge category codes.Debunking the myth that it's harder to be creative in a world that’s more sensitive to societal dynamics

As a follow up to our thought provoking season opener, Stacy and Sena go deeper on successful creative by discussing how to appeal to audiences from different demographics. They sit down with Kantar South Africa’s very own creative celebrity, Natalie Botha, to try to understand how socio economic factors and diversity can impact the success of an ad. Natalie is well known in the local market for leading Kantar’s creative and media team for many years and has recently moved to the UK, where she works on brand health within financial services.In this episode we discuss:What brands need to consider when targeting the emerging market (previously LSM B) in South Africa, versus the developed market (previously LSM A)The importance of simplicity in storytellingRealism vs escaping from realityDiversity and being willing to die for a creative ideaShowing up authentically by having a diverse creative teamHow South Africans respond to true diversity in an advertThe Progressive Unstereotype Metric