Future Proof Mzansi

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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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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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

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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

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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

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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

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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

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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

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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

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In our season three premiere, Sena and Stacy are joined by Paulo Dias, Head of Audio Innovation at Ultimate Media and co-founder of the South African Podcasters Guild, to discuss the local podcasting landscape. 

The conversation covers the growth of podcasting in SA and what drove its explosion over the last few years. They look into the challenges of discoverability and how content creators need to promote their podcast to reach their target audience. Paulo talks about how podcasting can be built into advertising budgets and looks at the pros and cons of sponsoring an existing show versus launching your own branded podcast. 

They also discuss ROI and what brands need to consider when starting a podcast, including the importance of patience and that success should be measured in engagement, brand affinity, and long-term impact. They close off the discussion by looking at future trends, including live podcasting events, the convergence of content creators across platforms and rewarding loyal listeners.

A shout out to Ultimate Media for hosting us in their studio for this episode. If you want to learn more about podcast marketing, reach out to Paulo Dias on [email protected] or visit ultimatemedia.co.za 

This podcast is produced by Laura Rapson 

Chapters:

00:50 – Introducing Paulo Dias

03:12 – Why podcasting is booming in South Africa

04:42 – Are radio stations still controlling the podcasting space?

06:07 – Discoverability - the biggest challenge for podcasters 

9:55 – Why brands are hesitant to invest in podcasting 

11:00 - Advice for how leverage podcasting as an advertising and marketing tool

13:15 – Branded podcast vs. podcast sponsorship: What’s the best strategy?

16:27 – Challenges of starting a branded podcast

25:20 – How should brands measure podcast ROI?

28:58 – What’s next? The future of podcasting in SA

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