Message adaptation and an idea concept are completely different disciplines. The reality is that most marketers live in a channel-first world. Often when a brief comes in from the client into the agency, the brief already has a set of media recommendations with budget allocated around each media set. The power of an idea in...Continue Reading

The fact that someone is in the lower income bracket, it does not mean that we need to only sell entry level products to them. So only selling them a “poor mans” product because of their perceived income not only demotivates people, but also means that brands do not understand that everyone has aspirations. Taken...Continue Reading

Beer compared to other alcoholic beverages is a social catalyst best enjoyed amongst friends, when one is more at ease and in a relaxed casual environment Taken from the original report: Beer consumer trend reportContinue Reading

African optimism is the fuel and the very reason why African people have risen to redefine what Africa is and will become, and finding greatness in the potential of the continent. Through the decades Africa has been known as the dark continent, a continent where nothing really happens and brands knew very little about or...Continue Reading

Flawless radiant skin is still the most important feature when women define their own individual beauty. This also includes being comfortable in one’s skin as it represents an individual’s contentment with herself. Skin not only a reflection of beauty but also a reflection of ones health status. Taken from the original report: 3 Key physical...Continue Reading

Music has one voice. Youth music across Africa is becoming one and can no longer be classified as a specific genre (Nigerian, South African, Hip Hop or Kwaito) With the increase in collaboration of music artist across the continent, it has become more and more of a norm to hear multiple African dialects in a...Continue Reading

Continued frustration from black consumers as some brands still do not fully understand them. The black mass market is not a homogenous market because within the black mass market there is so much diversity and brands cannot approach it with a one size fits all approach. The black rainbow consists of different ethnic groups each...Continue Reading

Watch survey video here: Respondents highlighted that society does not recognise the successful Black man by his individual merits, hard work and passion; but believes that their success was enabled by another or a result of criminal activity. A typical modern successful man is still not given the credit that they deserve but instead have...Continue Reading

Understanding the dynamics of our emerging market South African is an emerging market and therefore means that we need to understand that it is a constantly evolving market. New opportunities create new experiences, these new experiences create new lifestyle habits and therefore you are dealing with an ever changing consumer mindset as the country progresses....Continue Reading