As a follow up to our thought provoking season opener, Stacy and Sena go deeper on successful creative by discussing how to appeal to audiences from different demographics. They sit down with Kantar South Africa’s very own creative celebrity, Natalie Botha, to try to understand how socio economic factors and diversity can impact the success of an ad. Natalie is well known in the local market for leading Kantar’s creative and media team for many years and has recently moved to the UK, where she works on brand health within financial services.

In this episode we discuss:

• What brands need to consider when targeting the emerging market (previously LSM B) in South Africa, versus the developed market (previously LSM A)
• The importance of simplicity in storytelling
• Realism vs escaping from reality
• Diversity and being willing to die for a creative idea
• Showing up authentically by having a diverse creative team
• How South Africans respond to true diversity in an advert
• The Progressive Unstereotype Metric

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