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 (https://acast.com/privacy) for more information.
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 Rapson
Chapters
00:00 - Introducing our guest and the voice of FlySafair, Kirby Gordon
04:35 - How FlySafair first built their credibility as an airline through their association with the Springboks
08:15 - Building on the momentum of sport sponsorship with the Springboks and bringing the Proteas on board
11:40 - The various ways to measure the ROI of sport sponsorship
15:04 - How to keep partnerships authentic and standout when so many brands are rushing to be associated with winning teams
18:40 - Sport unites a nation like nothing else - how can sport campaigns be truly memorable?
22:20 - Mistakes that brands make when leveraging sport partnerships
25:12 - Effectively integrating sport sponsorship across different channels in a way that reaches a wider audience
29:30 - 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 moments
37:56 - Behind the scene realities of managing big sport sponsorships
39:27 - Trends across tech, brand assets, content, and fan engagement that are shaping the future of sport sponsorship
43:25 - If Kirby could sponsor any other sport, team or event, what would it be?
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22 Oct 2025
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
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9 Sept 2025
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 (https://acast.com/privacy) for more information.
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Engagement
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