Future Proof Mzansi

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

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

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

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

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

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

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

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 Dias03:12 – Why podcasting is booming in South Africa04:42 – 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 tool13:15 – Branded podcast vs. podcast sponsorship: What’s the best strategy?16:27 – Challenges of starting a branded podcast25:20 – How should brands measure podcast ROI?28:58 – What’s next? The future of podcasting in SA Hosted on Acast. See acast.com/privacy for more information.

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 Index12:25 - Woolworths' focus on inclusion17:05 - Risks vs opportunities in DEI20:02 - Navigating backlash: opportunities for brands28:55 - Building authentic inclusion in brand strategy31:23 - Economic inclusivity: making brands accessible and offering value36:18 - The commercial case for inclusion* This episode was produced Laura Rapson Hosted on Acast. See acast.com/privacy for more information.

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

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

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

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

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

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:The winning formula for creating viral campaignsThe importance of earned publicity in the success of a campaignEnsuring clever content always has a strong brand association How Retroviral helped take Nando’s ‘Last Dictator Standing’ advert globalThe power of news jacking - using Checkers’ ‘Sixty 60 Swindler’ campaign as an exampleThe social media channels currently providing the best ROI for his clientsThe best way to work with influencers* This episode was produced by Laura Rapson Hosted on Acast. See acast.com/privacy for more information.

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

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

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

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