Marketing That Matters: Vaseline, Heritage and the Power of Insight
The challenge for many leading brands is staying relevant in categories where functional claims and pricing pressure can erode brand value. As part of our Effie Awards South Africa series, which explores marketing and advertising effectiveness with leading marketers and advertising trailblazers, I spoke to Elizabeth Mokwena, Executive Marketing Director at Unilever, about why emotion still matters.Conversation HighlightsEmotion as a driver of marketing effectivenessHow Vaseline’s “Mntana ka Gogo” refreshed a heritage brandParallels with Pete Case and Ogilvy’s international Vaseline collaborationFinding universal human truths leads to universally compelling big ideasProduced in collaboration with our partners, Soweto Media.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram
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19:34
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19:34
Marketing Connects Business with People and Communities: Brian Yuyi, CEO of MASA
How do we ensure that marketing has a seat at the business table? That’s one of the questions explored with Brian Yuyi, CEO of the Marketing Association of South Africa (MASA), in this episode of The Lead Creative recorded at the IMC Conference.The conversation looks at how to give marketing a stronger voice in business, inspire the next generation to join the profession, and elevate those already driving growth and creativity.“Marketing is business and business is marketing,” says Brian. “It’s not about making marketing the centre of everything — it’s the connector between business and consumers.”He also reflects on how MASA continues to professionalise and unite the industry under one tent through education, accreditation and advocacy.Conversation highlights:Giving marketing a stronger voice in business.Nurturing young talent to grow the profession.Uniting the marketing ecosystem through MASA.Produced in collaboration with our partners, Soweto Media.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram
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18:25
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18:25
Pete Case on How Enduring Client-Agency Partnerships Build Better Brands
Brands grow through trust and shared ambition. Pete Case, CEO and Creative Chairman of Ogilvy South Africa, joins The Lead Creative to discuss how long-term client–agency partnerships help brands like Volkswagen, KFC, Audi and Carling Black Label thrive.“Trust is the most important ingredient. It’s what allows us to put new, untested ideas in front of clients.”Key insights include:How longevity fuels creativity and commercial success.Why trust leads to braver, more effective work.Lessons in leadership and purpose from Pete Case.___________________________To keep us fuelled, buy us coffee here.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram
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57:21
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57:21
Insights from 41 Years of Advertising and Marketing Measurement
Advertising needs more than good creative; it needs solid measurement. Oresti Patricios, CEO of Ornico, has spent over 40 years tracking how advertising, marketing and PR drive business growth.“The basics haven’t changed,” he says. “Marketing still exists to grow business, but measurement tells you if it’s working.” He warns against the short-term vs long-term debate: “It’s not either/or. Brand building takes time, but tactical work drives sales. You need both.”He also points out that “vanity metrics are a non-trend.” For marketers to retain credibility and budgets, they must link their efforts to real business outcomes.Conversation highlightsThe CFO’s influence on marketing accountabilityHow programmatic buying changed advertisingWhy long-term brand building still mattersProduced in collaboration with our partners, Soweto Media.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram
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12:31
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12:31
Trapped in the Busyness, Not the Business of Advertising: Dr Pepe Marais
In our IMC Conference series, we reconnected with Dr Pepe Marais, Co-Founder and Group Chief Creative Officer of Joe Public, two years after our last conversation.He believes the industry remains “trapped in the busyness, not the business of advertising.” Agencies, he says, are producing hundreds of assets a month, leaving little time for ideas that last. “We’ve got the talent, but not the time to think.”Pepe calls for a reset — fewer, better ideas, more time for strategy, and trust between brands and agencies to create lasting impact. Conversation highlights:93% of advertising fails, Dr Pepe Marais explains why.Advertising’s short-term crisis.AI as a tool for time.Trust enables creative excellence.Reclaiming time for thinking.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the showBuy us coffee here to help us grow.Follow us for more on:YouTubeLinkedInInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram
The Lead Creative podcast hosts a series of conversations with great minds behind some of the leading brands, businesses, organisations and top ideas that we all love. From advertising thought leaders, forward-thinking brand leaders, innovative digital marketing minds to content creators - the podcast gives into what makes the world engage with some of the top brands. Founded and hosted by Mongezi Mtati, the podcast shares analysis, trends, and strategic intelligence.
South Africa