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The Lead Creative
The Lead Creative podcast hosts a series of conversations with great minds behind some of the leading brands, businesses, organisations and top ideas that we all love. From advertising thought leaders, forward-thinking brand leaders, innovative digital marketing minds to content creators - the podcast gives into what makes the world engage with some of the top brands. Founded and hosted by Mongezi Mtati, the podcast shares analysis, trends, and strategic intelligence.
The Lead Creative
The Creative Pulse Behind VW: Bridget Harpur
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Mongezi Mtati / Bridget Harpur
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Season 6
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Episode 3
Mongezi Mtati talks to Bridget Harpur, Head of Marketing for Volkswagen South Africa (VW SA), about the secrets behind VW’s enduring cultural relevance and creative excellence. Volkswagen has long been more than a car brand; it’s a cultural icon that has remained relevant across generations, from the Golf Mk1 to bold campaigns like “Game On,” a groundbreaking Metaverse campaign that incorporated NFTs.
Key Insights:
- How VW stays culturally relevant without chasing fleeting trends
- The role of creative excellence in maintaining brand icon status
- Long-term partnerships as the secret to innovation
- Putting people at the centre of Volkswagen’s messaging
- Balancing boldness and authenticity in advertising campaigns
- How VW’s Polo ‘Game On’ Metaverse and NFT campaign pushed creative boundaries
Join us as we explore how VW keeps its brand iconic and connected to the pulse of culture through bold creativity and people-focused messaging.
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Audio editing and production by: Maishe Rakgoale
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