Category Archives: Marketing

Boks fume over Eskort ad blitz

Eskort’s Springbok-themed guerrilla marketing campaign — a runaway success, despite the legal wrangles — is prompting debate in the ad industry about brand association with national sports teams. Eskort, maker of bacon and polony among other pork products, launched a through-the-line campaign in August to promote its cooler box product, the “Springbox”. This coincided with […]

Bridging the Business Gap

The gap between marketing and finance departments is widening and this isn’t just an internal issue any more, it’s a pressing challenge that threatens the core stability of organisations aiming to stay competitive. A new joint survey from the Chief Marketing Officer (CMO) Council and KPMG Customer Advisory says only 10% of marketing leaders believe […]

Advertising’s Hourglass Problem

The relationship between creativity and technology has long been one of contention in the advertising industry. Some see it as a hindrance to challenge, others as an opportunity. Technology has expanded the toolkit available to marketers, from data analytics that offer insights, to consumer behaviours to programmatic ad buying and the rise of AI-driven content. […]

When Price Beats Brand

Customers, squeezed hard by food inflation, are looking carefully at the cost of their baskets. Picture: 123RF   Cost-conscious South Africans are concerned about price ahead of brand loyalty, according to new data from the Marketing Research Foundation. This is leading to a rethink in sales strategy, mainly in the fast-moving consumer goods category. The […]

After Cannes, a Cold Wind Is Blowing

The Cannes Lions International Festival of Creativity brings together professionals working in the creative space. Picture: GETTY IMAGES/FRANCOIS G DURAND   The world’s marketing and advertising industry makes a European midsummer pilgrimage to the south of France every year to be awarded, to network and to look at trends shaping the sector for the next […]

Inside the Township Market

Spaza shops like this one in Walmer township, Gqeberha, are experiencing increased foot count. Picture: EUGENE COETZEE / THE HERALD Township residents are embracing local brands and prioritising value over loyalty, a new study shows. Increased internet connectivity is also opening doors to digital opportunities, allowing people to explore online entrepreneurship and supplement their incomes. […]

Shift to Streaming Speeds Up

The marketing landscape is witnessing a rapid shift towards streaming platforms, with a new Nielsen study saying more than 80% of global marketers have incorporated them in their media plans. But despite a substantial allocation of advertising budgets towards this medium, many believe they are not seeing the true value of their investment in connected […]

Travel Switches Direction

The tourism industry finds itself at a post-pandemic crossroads where it urgently needs to rev up its marketing strategies. Shifting consumer preferences and technological advancements mean traditional approaches no longer suffice. This is one of the points to emerge at Africa’s Travel Indaba last week in Durban, where deputy tourism minister Amos Mahlalela said he […]

Consumers Want Brands to Go for a Green Theme

As the world becomes more aware of climate change and other environmental issues, consumers are starting to pay closer attention to the social and environmental responsibilities of the brands they support. Many companies are recognising the need to prioritise sustainability in their operations, including their marketing strategies. The question is, are they doing it quickly […]

Making Friends with Data

CEO of Scopen César Vacchiano poses for a photo in front of the Scopen logo.

It’s not often those in the advertising and marketing industry are blunt and critical. It’s a sector partly built on smoke, mirrors, spin, and client retention at all costs. And so, when a little honesty is handed down, it’s not only refreshing but should be taken seriously. César Vacchiano, president and CEO of Scopen, a […]