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 Highlights Emotion as a driver of marketing effectivenessHow Vaseline’s “Mntana ka...
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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 Highlights Emotion as a driver of marketing effectivenessHow Vaseline’s “Mntana ka...
Banning Campaigns and Reimagining Brands: Charl Bassil
The Lead Creative
16 minutes
2 months ago
Banning Campaigns and Reimagining Brands: Charl Bassil
At this year’s IMC Conference, Charl Bassil, Chief Brand Officer of the BBC, shared how marketing continues to shape business, culture, and the future of legacy brands. This builds on our earlier conversation from nearly a year ago, offering fresh reflections on his journey at the BBC. Charl doesn’t shy away from disruption. “Growth is critical for us because it speaks to relevance. If we want to exist, we need to be relevant.” – Charl Bassil This conversation is part of our IMC Conference se...
The Lead Creative
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 Highlights Emotion as a driver of marketing effectivenessHow Vaseline’s “Mntana ka...
