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 Rapson

Chapters

00:00 - Introducing our guest and the voice of FlySafair, Kirby Gordon

04:35 - How FlySafair first built their credibility as an airline through their association with the Springboks

08:15 - Building on the momentum of sport sponsorship with the Springboks and bringing the Proteas on board

11:40 - The various ways to measure the ROI of sport sponsorship

15:04 - How to keep partnerships authentic and standout when so many brands are rushing to be associated with winning teams

18:40 - Sport unites a nation like nothing else - how can sport campaigns be truly memorable?

22:20 - Mistakes that brands make when leveraging sport partnerships

25:12 - Effectively integrating sport sponsorship across different channels in a way that reaches a wider audience

29:30 - 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 moments

37:56 - Behind the scene realities of managing big sport sponsorships

39:27 - Trends across tech, brand assets, content, and fan engagement that are shaping the future of sport sponsorship

43:25 - If Kirby could sponsor any other sport, team or event, what would it be?  

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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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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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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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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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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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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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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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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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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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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

Hosted on Acast. See acast.com/privacy for more information.

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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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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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 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 expensive
• How 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.

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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

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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:

• The winning formula for creating viral campaigns
• The importance of earned publicity in the success of a campaign
• Ensuring clever content always has a strong brand association 
• How Retroviral helped take Nando’s ‘Last Dictator Standing’ advert global
• The power of news jacking - using Checkers’ ‘Sixty 60 Swindler’ campaign as an example
• The social media channels currently providing the best ROI for his clients
• The best way to work with influencers

* This episode was produced by Laura Rapson

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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 shedding
• The future of marketing with AI

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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

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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 storytelling
• Realism vs escaping from reality
• Diversity and being willing to die for a creative idea
• Showing up authentically by having a diverse creative team
• How South Africans respond to true diversity in an advert
• The Progressive Unstereotype Metric

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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:

• "The ABCDs of building creative adverts for YouTube" - which is similar to Kantar’s framework for creative effectiveness - and whether recent adverts have followed these best practices.
• Some of the key themes seen in YouTube advertising over the last two years and how they differ from the former, pandemic years.
• Using a ‘heartbeat’ story arc in order to grab your audience’s attention right up front.
• The power of consideration adverts (aka longer adverts) on digital platforms.
• Effective use of music and visuals to make compelling ads - including dispelling some myths.
• Shifting creative to cater for growing audiences on mobile devices.

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