As a marketer, do you want to understand how South Africans think, feel and act?
Join Stacy and Sena, colleagues at Kantar - the world’s leading marketing data and analytics company - as they take you on a journey into the ever-changing world of brand and marketing. They chat to some of South Africa’s most creative minds and innovative thinkers, to get practical advice on how to connect with your target audience and move your brand forward. With the help of our guests, we aim to guide marketers and business leaders in shaping the brands of tomorrow by understanding all South Africans.
*This podcast is produced by Laura Rapson
Hosted on Acast. See acast.com/privacy for more information.
As a marketer, do you want to understand how South Africans think, feel and act?
Join Stacy and Sena, colleagues at Kantar - the world’s leading marketing data and analytics company - as they take you on a journey into the ever-changing world of brand and marketing. They chat to some of South Africa’s most creative minds and innovative thinkers, to get practical advice on how to connect with your target audience and move your brand forward. With the help of our guests, we aim to guide marketers and business leaders in shaping the brands of tomorrow by understanding all South Africans.
*This podcast is produced by Laura Rapson
Hosted on Acast. See acast.com/privacy for more information.
In this episode of Future Proof Mzansi, host Sena sits down with Hugh Mitchell, Head of Performance at Ruby Digital, to unpack one of the biggest moments in the retail calendar — Black Friday. Together, they explore how brands can make the most of this high-stakes period. Hugh shares expert insights on how brands can rise above the noise with smart, data-driven campaigns, balance brand building with conversion goals, and turn once-off Black Friday shoppers into long-term customers. The conversation offers practical advice on campaign timing, platform strategies, effective calls to action, and a glimpse into the future of Black Friday in South Africa.
This podcast is produced by Laura Rapson
Chapters
00:00 - Introducing our guest Hugh Mitchell
03:05 - The value of Black Friday across different income groups
04:48 - Debating whether it’s valuable for brands to advertise Black Friday deals
07:10 - Quality over quantity: How brands can stand out in a sea of digital content
09:35 - Brand building vs conversion-based advertising at different times of the year
11:07 - Acquiring long term customers from Black Friday sales
13:30 - The most effective marketing channels over the Black Friday period
15:25 - Leveraging different social platforms for different demographics
17:02 - Effective calls to action and converting sales through urgency, scarcity, value adds and removing barriers to entry
21:47 - How early should brands start their Black Friday campaigns?
24:54 - Effective planning to make sure you don’t miss the boat
26:45 - Understanding your data and maximising ROI
29:50 - The future of Black Friday for the South African consumer
31:55 - Why Hugh’s favourite holiday campaign is the Takealot Blue Dot Sale
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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 Rapson
Chapters:
00:00 - Introducing our guests Bridget Dore and Stina van Rooyen
03:35 - The rise of the intentional shopper and optimising digital platforms to respond to consumer needs
05:45 - Savvy South Africans love rewards programmes, not loyalty programmes
08:52 - Innovations to increase online shopping while continuing to drive in-store purchases
12:30 - Digital transformation learnings and the importance of integrated omni channel experiences
14:35 - Growing online spend amongst lower income customers and delighting all South Africans across income groups
18:15 - Integrating AI to elevate the shopper experience
20:10 - There’s no such thing as brand loyalty - focus on delivering value through price plus benefits
22:15 - How different generations engage with rewards programmes
25:55 - Stand out innovations in South African retail and beyond
30:02 - Pick n Pay’s partnership with the Springboks
32:05 - Burger Friday campaign with FNB
33:45 - 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
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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 Rapson
Chapters:
00:00 - Introducing our guest, Jessica Wheeler
03:25 - Balancing personality and responsibility as a brand
05:20 - How partnerships with artists, creatives and designers are integral to the Nando’s brand story
06:45 - How Nando’s marketing has evolved but kept a consistent tone of voice
07:48 - Jessica’s favourite Nando’s campaign of all time
09:48 - 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 business
18:06 - How to stay relevant to younger audiences
21:01 - The use of technology and why AI won’t replace creativity at Nando’s
22:20 - Creativity over cost cutting - why marketing is an investment and not a cost centre
24:30 - The shift to healthier eating among consumers and the evolution of menus
28:16 - Price is the easiest lever to pull - but it’s the least sustainable and differentiating
31:02 - Trends in consumer expectations across different experiences and channels
35:33 - Creativity from other brands and embracing competition
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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 Rapson
Chapters
00:00 - 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 this
06:13 - How culture drives and influences entrepreneurship in Nigeria
09:18 - Optimism in South Africa vs Senegal and Côte d’Ivoire
10:52 - How Kenyans are making their household financial situations work for them
12:59 - Why gambling and online betting is so prevalent in South Africa
14:54 - Online betting in Nigeria
16:53 - What African consumers are doing to cope with the rising cost of living
18:45 - The difference between locally produced products in South Africa and the other markets
21:10 - How to make sure rewards programmes are actually driving loyalty from consumers
24:45 - Online shopping in Nigeria - how it differs to other markets and what’s driving its popularity
27:33 - Why online grocery shopping is more popular in South Africa than the other markets
29:48 - Is cash still king in Africa?
33:15 - How brands can use digital channels effectively
36:12 - What Nigerian brands are doing to prompt a high click through rate from influencers and other online media
37:53 - The most exciting things happening in the brand and marketing space in Nigeria right now
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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 studios
This podcast is produced by Laura Rapson
Chapters:
00:00 - Introducing Dean and his journey
02:20 - 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 funnel
07:50 - Debunking the myth that you should target specific generations on different channels
10:10 - Many marketers spend all their money on media and neglect creativity
14:00 - 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 brand
19:00 - How KitKat’s effective positioning has allowed them to create fresh interpretations of their tagline for seven decades
20:30 - Why some advertising is completely ignorable
23:10 - 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 performance
33:15 - The Pineapple campaign that was ‘too far out the box’ and how they owned it
39:15 - How humour is hard to get right but can be used by any category if done well
41:55 - Managing regional differences with OOH
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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 Rapson
Buy Donald’s book: Introducing Hibirism: A Guide to Black Cultural Nuance: https://www.hibirism.co.za/the-book
Chapters
00:00 - Introduction to Donald and his fascinating career journey
07:00 - Reframing the term township consumers and understanding lived realities
09:15 - Cultural and economic factors in marketing
12:04 - Driving brand loyalty by appealing to cultural identities and dreams
14:55 - Appealing to an aspirational mindset
18:30 - MoyaApp - the utility super app that’s revolutionising marketing
24:40 - MoyaApp user growth and successful campaigns
28:10 - Trends among youth and entrepreneurship
31:30 - Global brands understanding African audiences
34:40 - Influencers that resonate with audiences and ensuring campaigns are authentic
37:35 - The most effective media touchpoints and channels for consumers living in townships
40:40 - The role of AI in consumer engagement
43:55 - Buy Donald’s book and connect with him
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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 Rapson
Chapters
00:00 - Introduction to customer experience and it’s critical role in brand building
11:05 - How is Takealot building meaningful difference for their customers
14:15 - Inclusive growth, increasing accessibility and Takealot’s Township Economy Initiative
23:00 - Strategic partnerships that enhance customer experience
28:45 - How South Africa’s instant delivery landscape compares to other markets
33:40 - What the entry of Amazon into South Africa means for local e-commerce
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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 Rapson
Chapters
00:00 - Introduction to sustainability in marketing
03:00 - Introduction to Marina and how she got into this space
04:00 - The role of marketing in sustainable living
06:00 - How brands can help consumers live more sustainably
09:00 - MTN's sustainability strategy and initiatives
15:04 - How to effectively communicate sustainability benefits to consumers
20:25 - Affordability and accessibility of sustainable products
24:20 - Governance in sustainability practices
27:15 - How to make sense of global companies backsliding on climate and DEI agreements
34:53 - Why sustainability needs to be embedded into business strategy
41:40 - Sneak peek at Kantar’s 2025 Sustainability Sector Index
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In our season three premiere, Sena and Stacy are joined by Paulo Dias, Head of Audio Innovation at Ultimate Media and co-founder of the South African Podcasters Guild, to discuss the local podcasting landscape.
The conversation covers the growth of podcasting in SA and what drove its explosion over the last few years. They look into the challenges of discoverability and how content creators need to promote their podcast to reach their target audience. Paulo talks about how podcasting can be built into advertising budgets and looks at the pros and cons of sponsoring an existing show versus launching your own branded podcast.
They also discuss ROI and what brands need to consider when starting a podcast, including the importance of patience and that success should be measured in engagement, brand affinity, and long-term impact. They close off the discussion by looking at future trends, including live podcasting events, the convergence of content creators across platforms and rewarding loyal listeners.
A shout out to Ultimate Media for hosting us in their studio for this episode. If you want to learn more about podcast marketing, reach out to Paulo Dias on Paulo@ultimatemedia.co.za or visit ultimatemedia.co.za
This podcast is produced by Laura Rapson
Chapters:
00:50 – Introducing Paulo Dias
03:12 – Why podcasting is booming in South Africa
04:42 – Are radio stations still controlling the podcasting space?
06:07 – Discoverability - the biggest challenge for podcasters
9:55 – Why brands are hesitant to invest in podcasting
11:00 - Advice for how leverage podcasting as an advertising and marketing tool
13:15 – Branded podcast vs. podcast sponsorship: What’s the best strategy?
16:27 – Challenges of starting a branded podcast
25:20 – How should brands measure podcast ROI?
28:58 – What’s next? The future of podcasting in SA
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In this episode Stacy and Sena delve into the critical subject of diversity, equity, and inclusion (DEI), drawing insights from Kantar's Brand Inclusion Index. They’re joined by Zinzi Mgolodela, Director of Corporate Social Justice at Woolworths, and Amit Nanoo, Human Centric Growth Strategist at Kantar, to discuss the importance of authentic representation and inclusion in brands. They discuss how when it comes to DEI for brands, it shouldn’t be about how they show up in marketing and campaigns, but instead how inclusivity is baked into all business practices. The conversation highlights the challenges, but more importantly the opportunities that brands encounter in navigating backlash. They also talk about how purpose-driven brands resonate more with consumers and emphasise the commercial value of inclusivity.
Chapters:
06:05 - An overview of the Brand Inclusion Index
12:25 - Woolworths' focus on inclusion
17:05 - Risks vs opportunities in DEI
20:02 - Navigating backlash: opportunities for brands
28:55 - Building authentic inclusion in brand strategy
31:23 - Economic inclusivity: making brands accessible and offering value
36:18 - The commercial case for inclusion
* This episode was produced Laura Rapson
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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.
Chapters
06:29 - Understanding South African income dynamics
07:45 - Creative spending adjustments
11:04 - The toolbox of value hacking
12:52 - Capitec's Role in Value Hacking
15:25 - Trends in saving, spending and using loyalty cards
18:35 - Choosing brand collaborations
21:03 - Leveraging technology and gamification
23:58 - The evolution from loyalty to rewards
26:05 - Advice for brands on how to stay in a consumer’s repertoire
28:25 - Surprising insights in the rewards space
32:03 - Final thoughts and brand recommendations
* This episode was produced Laura Rapson
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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 Guy
06:46 - Aligning Brand Values with Influencers
11:35 - The Importance of Authenticity and Disclosure
13:40 - Debating the Term 'Influencer'
16:26 - Building Successful Business Relationships
21:53 - Measuring the Success of Influencer Campaigns
25:42 - The Impact of Influencers on Brand Success
* This episode was produced Laura Rapson
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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.
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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:
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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:
*This episode is produced by Laura Rapson
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In this episode Stacy and Sena chat about all things digital - specifically what goes into creating viral, award-winning campaigns. They’re joined in studio by Mike Sharman, the founder and chief creative officer of Retroviral, a creative comms agency that has made more brands go viral globally, than any other agency in Africa.
Mike shares his journey to starting his agency over 14 years ago and how he knew then just how important digital marketing was going to be. He explains what goes into creating viral campaigns and why it’s important to always move at the speed of culture.
In this episode we discuss:
* This episode was produced by Laura Rapson
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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:
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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:
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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:
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In our debut episode we chat to a legend in the industry about what goes into successful creative. Artwell Nwaila is the head of creative for Google South Africa and is well-known in the industry for always learning, experimenting and trying out new things. He has experience in Fine Arts, Publishing, Advertising, Photography, TV and Tech, and over the last few years has focused on data and how that drives the creative process.
Drawing on his broad experience in the creative industry, we dive into what brands should consider when creating adverts - especially in the digital space. We discuss trends he’s seeing on YouTube and provide some best practices for creating memorable campaigns.
In this episode we discuss:
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