Future Proof Mzansi
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Podcast Overview
<p>As a marketer, do you want to understand how South Africans think, feel and act? </p><p> </p><p>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.</p><br><p>*This podcast is produced by Laura Rapson</p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>
Language
🇺🇲
Publishing Since
5/3/2024
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Recent Episodes
November 25, 2025
Behind the Sponsorship: How FlySafair Connects Through Sport
<p>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.</p><br><p>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. </p><br><p>This podcast is produced by Laura Rapson</p><br><p><strong>Chapters</strong></p><br><p>00:00 - Introducing our guest and the voice of FlySafair, Kirby Gordon</p><p>04:35 - How FlySafair first built their credibility as an airline through their association with the Springboks</p><p>08:15 - Building on the momentum of sport sponsorship with the Springboks and bringing the Proteas on board</p><p>11:40 - The various ways to measure the ROI of sport sponsorship</p><p>15:04 - How to keep partnerships authentic and standout when so many brands are rushing to be associated with winning teams</p><p>18:40 - Sport unites a nation like nothing else - how can sport campaigns be truly memorable?</p><p>22:20 - Mistakes that brands make when leveraging sport partnerships</p><p>25:12 - Effectively integrating sport sponsorship across different channels in a way that reaches a wider audience</p><p>29:30 - How FlySafair responds to trending topics with agility and speed </p><p>32:33 - Responsibly tapping into the emotional connection and national pride that sport evokes </p><p>36:10 - Observing South Africans across the whole country and using this to talk about SA culture, togetherness and special moments</p><p>37:56 - Behind the scene realities of managing big sport sponsorships</p><p>39:27 - Trends across tech, brand assets, content, and fan engagement that are shaping the future of sport sponsorship</p><p>43:25 - If Kirby could sponsor any other sport, team or event, what would it be? </p><br><p><br></p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>
October 22, 2025
The Black Friday Playbook: Lessons in performance marketing
<p>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.</p><br><p>This podcast is produced by Laura Rapson</p><br><p><strong>Chapters</strong></p><br><p>00:00 - Introducing our guest Hugh Mitchell</p><p>03:05 - The value of Black Friday across different income groups</p><p>04:48 - Debating whether it’s valuable for brands to advertise Black Friday deals</p><p>07:10 - Quality over quantity: How brands can stand out in a sea of digital content </p><p>09:35 - Brand building vs conversion-based advertising at different times of the year</p><p>11:07 - Acquiring long term customers from Black Friday sales</p><p>13:30 - The most effective marketing channels over the Black Friday period</p><p>15:25 - Leveraging different social platforms for different demographics</p><p>17:02 - Effective calls to action and converting sales through urgency, scarcity, value adds and removing barriers to entry</p><p>21:47 - How early should brands start their Black Friday campaigns?</p><p>24:54 - Effective planning to make sure you don’t miss the boat</p><p>26:45 - Understanding your data and maximising ROI</p><p>29:50 - The future of Black Friday for the South African consumer</p><p>31:55 - Why Hugh’s favourite holiday campaign is the Takealot Blue Dot Sale </p><br><p><br></p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>
September 9, 2025
How SA retailers are winning at rewards and innovation
<p>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. </p><br><p>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.</p><br><p>This podcast is produced by Laura Rapson</p><br><p><strong>Chapters:</strong></p><br><p>00:00 - Introducing our guests Bridget Dore and Stina van Rooyen</p><p>03:35 - The rise of the intentional shopper and optimising digital platforms to respond to consumer needs</p><p>05:45 - Savvy South Africans love rewards programmes, not loyalty programmes</p><p>08:52 - Innovations to increase online shopping while continuing to drive in-store purchases</p><p>12:30 - Digital transformation learnings and the importance of integrated omni channel experiences</p><p>14:35 - Growing online spend amongst lower income customers and delighting all South Africans across income groups</p><p>18:15 - Integrating AI to elevate the shopper experience</p><p>20:10 - There’s no such thing as brand loyalty - focus on delivering value through price plus benefits</p><p>22:15 - How different generations engage with rewards programmes</p><p>25:55 - Stand out innovations in South African retail and beyond</p><p>30:02 - Pick n Pay’s partnership with the Springboks</p><p>32:05 - Burger Friday campaign with FNB</p><p>33:45 - The future of rewards and innovation and the importance of making the most of your existing assets </p><p>36:35 - How South Africa is leading the way in the loyalty space</p><p><br></p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>
22 total episodes available
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Frequently asked questions
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- What is Future Proof Mzansi?
<p>As a marketer, do you want to understand how South Africans think, feel and act? </p><p> </p><p>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.</p><br><p>*This podcast is produced by Laura Rapson</p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p> - How often does this podcast release new episodes?
This podcast updates bi-weekly.
- Where can I listen to this podcast?
This podcast is available on 7 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
- Does this podcast accept guests?
No, this podcast does not typically feature guests.
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