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...
Human Truth Shapes Destination Marketing: Thembisile Sehloho
The Lead Creative
53 minutes
3 months ago
Human Truth Shapes Destination Marketing: Thembisile Sehloho
What does it take to market a country like South Africa in an always-on, cluttered world? In this episode of The Lead Creative, host Mongezi Mtati speaks with Thembisile Sehloho, Chief Marketing Officer of South African Tourism, about building mindshare through emotional and cultural insight. You’ll hear about: The iconic Tastic x MaXhosa campaignMeasuring effectiveness in destination marketingHow influencer and brand values must alignWhy co-creation and agency trust drive effectivenessMaking...
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...
