Future Proof Mzansi

In this episode of Future Proof Mzansi, we’re discussing sport sponsorships. Sena and Stacy are joined by Kirby Gordon — the familiar voice of FlySafair and the strategic mind behind the airline’s iconic partnerships with SA’s national rugby and cricket teams. Kirby takes us behind the scenes of FlySafair’s journey in sports sponsorship, starting with how the airline first built its credibility through its early association with the Springboks.

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?

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

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

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

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 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

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 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

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