Behind the Sponsorship: How FlySafair Connects Through Sport
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 RapsonChapters00:00 - Introducing our guest and the voice of FlySafair, Kirby Gordon04:35 - How FlySafair first built their credibility as an airline through their association with the Springboks08:15 - Building on the momentum of sport sponsorship with the Springboks and bringing the Proteas on board11:40 - The various ways to measure the ROI of sport sponsorship15:04 - How to keep partnerships authentic and standout when so many brands are rushing to be associated with winning teams18:40 - Sport unites a nation like nothing else - how can sport campaigns be truly memorable?22:20 - Mistakes that brands make when leveraging sport partnerships25:12 - Effectively integrating sport sponsorship across different channels in a way that reaches a wider audience29:30 - 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 moments37:56 - Behind the scene realities of managing big sport sponsorships39:27 - Trends across tech, brand assets, content, and fan engagement that are shaping the future of sport sponsorship43:25 - If Kirby could sponsor any other sport, team or event, what would it be? Hosted on Acast. See acast.com/privacy for more information.
--------
45:38
--------
45:38
The Black Friday Playbook: Lessons in performance marketing
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 RapsonChapters00:00 - Introducing our guest Hugh Mitchell03:05 - The value of Black Friday across different income groups04:48 - Debating whether it’s valuable for brands to advertise Black Friday deals07:10 - 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 year11:07 - Acquiring long term customers from Black Friday sales13:30 - The most effective marketing channels over the Black Friday period15:25 - Leveraging different social platforms for different demographics17:02 - Effective calls to action and converting sales through urgency, scarcity, value adds and removing barriers to entry21:47 - How early should brands start their Black Friday campaigns?24:54 - Effective planning to make sure you don’t miss the boat26:45 - Understanding your data and maximising ROI29:50 - The future of Black Friday for the South African consumer31:55 - Why Hugh’s favourite holiday campaign is the Takealot Blue Dot Sale Hosted on Acast. See acast.com/privacy for more information.
--------
33:57
--------
33:57
How SA retailers are winning at rewards and innovation
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.
--------
38:26
--------
38:26
Culture, Creativity and the Business of Bold at Nando’s
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.
--------
38:13
--------
38:13
Africa Life: what’s driving consumer behaviour in five of Africa’s key markets?
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.
As a marketer, do you want to understand how South Africans think, feel and act? Join Stacy and Sena, colleagues at Kantar - the world’s leading marketing data and analytics company - as they take you on a journey into the ever-changing world of brand and marketing. They chat to some of South Africa’s most creative minds and innovative thinkers, to get practical advice on how to connect with your target audience and move your brand forward. With the help of our guests, we aim to guide marketers and business leaders in shaping the brands of tomorrow by understanding all South Africans.*This podcast is produced by Laura Rapson Hosted on Acast. See acast.com/privacy for more information.
South Africa