Future Proof Mzansi

Kantar
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  • MARKETING
  • UPDATED BIWEEKLY

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.

  1. The Black Friday Playbook: Lessons in performance marketing

    OCT 22

    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 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.

    34 min
  2. How SA retailers are winning at rewards and innovation

    SEP 9

    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 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.

    38 min
  3. Culture, Creativity and the Business of Bold at Nando’s

    AUG 12

    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 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.

    38 min
  4. Africa Life: what’s driving consumer behaviour in five of Africa’s key markets?

    JUL 8

    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 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.

    40 min
  5. OOH that’s actually memorable! The case for creative advertising

    JUN 10

    OOH that’s actually memorable! The case for creative advertising

    In this episode we’re chatting to Dean Oelschig, Managing Partner at Halo, the Grand Effie-award-winning agency behind Pineapple Insurance. The episode centres around Out of Home (OOH) advertising, but focuses on why creativity is critical to the success of any campaign—no matter the media channel. The discussion explores the power of building brand awareness, producing memorable and effective campaigns, and how investing time and effort in proper positioning can help set a brand up for long term success. Thanks to Ultimate Media for hosting us at their studios This podcast is produced by Laura Rapson Chapters: 00:00 - Introducing Dean and his journey 02:20 - Why South Africans are most receptive to seeing OOH advertising  04:35 - How OOH builds trust with the consumer, and serves a purpose at any stage of the marketing funnel 07:50 - Debunking the myth that you should target specific generations on different channels 10:10 - Many marketers spend all their money on media and neglect creativity 14:00 - Grabbing the attention of your audience to make your advertising memorable  17:20 - Marketing still operates on the 4 Ps - Product, Price, Placement and Promotion (in that order) - which all contribute to brand 19:00 - How KitKat’s effective positioning has allowed them to create fresh interpretations of their tagline for seven decades 20:30 - Why some advertising is completely ignorable 23:10 - What made Halo’s Pineapple Insurance campaigns award-winning? 28:25 - How they look at the success of Pineapple’s campaigns by measuring brand AND performance 33:15 - The Pineapple campaign that was ‘too far out the box’ and how they owned it 39:15 - How humour is hard to get right but can be used by any category if done well   41:55 - Managing regional differences with OOH Hosted on Acast. See acast.com/privacy for more information.

    47 min
  6. Marketing in eKasi

    MAY 13

    Marketing in eKasi

    In this episode we wanted to talk about township marketing but our guest very quickly expressed his frustration with the term. We’re joined by Donald Mokgale, MD of MoyaApp, Director of Hibirism, and co-author of Introducing Hibirism: A Guide to Black Cultural Nuance, who explained that the term negates consumers’ multifaceted lived experiences. We kick things off with Donald sharing his journey from aspiring actor to marketing expert. We go on to discuss the importance of understanding township consumers beyond stereotypes, noting the broad variety of media they consume and their economic aspirations. Donald also discusses the success of Moya App, which has 4 million active users, and its role in digital inclusion by offering data-free services and a super app experience. He stresses the need for brands to collaborate with entrepreneurs and understand cultural nuances to effectively engage with main market consumers. He discusses influencers that resonate with audiences and the media channels they’re consuming. The episode concludes with a discussion around technology, specifically AI, and what to consider when using digital tools to market to South Africans. Dive in and find out why Donald doesn’t like referring to township marketing. This podcast is produced by Laura Rapson Buy Donald’s book: Introducing Hibirism: A Guide to Black Cultural Nuance: https://www.hibirism.co.za/the-book  Chapters 00:00 - Introduction to Donald and his fascinating career journey 07:00 - Reframing the term township consumers and understanding lived realities 09:15 - Cultural and economic factors in marketing 12:04 - Driving brand loyalty by appealing to cultural identities and dreams 14:55 - Appealing to an aspirational mindset 18:30 - MoyaApp - the utility super app that’s revolutionising marketing  24:40 - MoyaApp user growth and successful campaigns  28:10 - Trends among youth and entrepreneurship 31:30 - Global brands understanding African audiences 34:40 - Influencers that resonate with audiences and ensuring campaigns are authentic 37:35 - The most effective media touchpoints and channels for consumers living in townships 40:40 - The role of AI in consumer engagement 43:55 - Buy Donald’s book and connect with him Hosted on Acast. See acast.com/privacy for more information.

    45 min
  7. Delighting customers while driving inclusive growth

    APR 8

    Delighting customers while driving inclusive growth

    In this episode of Future Proof Mzansi, we chat to Julie-Anne Walsh, CMO of South Africa’s leading e-commerce platform, Takealot.com. The discussion revolves around the critical role of customer experience in brand building, particularly in the context of South Africa's e-commerce landscape.  The conversation highlights the importance of retaining customers through exceptional service and innovative strategies. Julie-Anne discusses Takealot’s Township Economy Initiative aimed at fostering inclusive growth, increasing accessibility and transforming communities. We also delve into partnerships that enhance customer experience, the importance of customer feedback, and the future trends shaping the e-commerce sector. This podcast is produced by Laura Rapson Chapters 00:00 - Introduction to customer experience and it’s critical role in brand building 11:05 - How is Takealot building meaningful difference for their customers 14:15 - Inclusive growth, increasing accessibility and Takealot’s Township Economy Initiative 23:00 - Strategic partnerships that enhance customer experience 28:45 - How South Africa’s instant delivery landscape compares to other markets 33:40 - What the entry of Amazon into South Africa means for local e-commerce Hosted on Acast. See acast.com/privacy for more information.

    39 min
  8. How can brands help consumers live more sustainably?

    MAR 11

    How can brands help consumers live more sustainably?

    World Consumer Rights Day takes place on 15 March, and the theme for 2025 is ‘a just transition to sustainable lifestyles’. This year the focus is on how it's essential that sustainable and healthy choices for consumers are made more available, accessible, and affordable. With this in mind, host Sena invited her colleague William Stubbings to join her in studio, to discuss the pivotal role of marketing in promoting sustainability to consumers.  They interview Marina Madale,  Executive: Sustainability and Shared Value at MTN, and discuss the role that brands play in making sustainability accessible, inclusive and affordable for consumers, and how to effectively communicate a sustainability message. Marina shares insights on MTN’s sustainability strategy and the need for brands to be transparent and accountable. They address the important topic of greenwashing and how it undermines consumer trust, and how brands must authentically reflect societal values and commitments in their actions. They also talk about how brands should double down on sustainability efforts as so many organisations in the US and globally, are backsliding on their climate and DEI agreements. This podcast is produced by Laura Rapson Chapters 00:00 - Introduction to sustainability in marketing 03:00 - Introduction to Marina and how she got into this space 04:00 - The role of marketing in sustainable living 06:00 - How brands can help consumers live more sustainably 09:00 - MTN's sustainability strategy and initiatives 15:04 - How to effectively communicate sustainability benefits to consumers 20:25 - Affordability and accessibility of sustainable products 24:20 - Governance in sustainability practices 27:15 - How to make sense of global companies backsliding on climate and DEI agreements 34:53 - Why sustainability needs to be embedded into business strategy 41:40 - Sneak peek at Kantar’s 2025 Sustainability Sector Index Hosted on Acast. See acast.com/privacy for more information.

    44 min
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About

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.

Information

  • Creator
    Kantar
  • Years Active
    2024 - 2025
  • Episodes
    20
  • Rating
    Clean
  • Copyright
    © Kantar
  • Show Website
    Future Proof Mzansi

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