by Johanna McDowell. Here are some early observations from the Scopen agencyScope 2017 fieldwork in South Africa.
Category archives: Marketing
Thinking B2B: Recession? Boost your B2B marketing
by Warren Moss. There is one primary difference between B2C and B2B marketing.
Who exactly is Africa’s consuming class?
by Ailsa Wingfield. “Untapped potential” is often bandied about when it comes to Africa but the numbers speak for themselves.
The next challenge for CMOs
by Nontokozo Madonsela. Digital advancement means the chief marketing officer’s role is changing fast; with this comes immense responsibility.
The broken brand/agency model can be fixed
by Brigitte Majewski. Here’s a four-step process that B2C marketers may follow to adapt their agency investments in the age of the customer.
Hidden Figures: Kgomotso Seabe
by Musaba Kangulu. It gives me great pleasure in celebrating an unsung heroine who believes a woman’s voice should never go unheard in the workplace.
Post Truth: Fact vs fiction in marketing
by Marguerite de Villiers. In a post-truth era, facts become questionable; consumers grow sceptical; brands draw inspiration from multiple perspectives.
The making of South Africa’s biggest foodie magazine
by Herman Manson. PnP Fresh Living’s massively upped print run offers a sense of the resurgence of print and its value offering to brands.
Fair Exchange: Marketing rollercoaster never slows down
by Erna George. Brand-manager roles, at their core, require strong ‘general management skills’ to deliver a profitable mix.
Adnalysis: “What”, “how” as important as “why” for brands
by Bogosi Motshegwa. It’s a cliché but, to be a leader in your category, you need to do things differently. Literally.