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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
Reviving a Brand by Embedding it in Culture and Reclaiming Relevance: Charl Bassil
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Mongezi Mtati / Charl Bassil
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Season 6
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Episode 4
Charl Bassil, the Chief Brand Officer at the BBC and former CMO of Absolut Vodka, shares insights in rebuilding a global brand by deeply embedding it in culture. Charl shares his experience in leading Absolut Vodka’s resurgence when the brand had lost its relevance. By tapping into the spirit of Africa and creating culturally resonant campaigns, Charl helped turn Absolut Vodka into a symbol of creativity, unity, and purpose.
Key Insights:
- Discover how brands can reconnect with culture to reignite their relevance and foster long-term growth.
- Learn the role of brave leadership in taking creative risks that may not align with short-term data but can create lasting impact.
- Hear about the importance of fostering equal partnerships with creative agencies and stakeholders to generate breakthrough ideas.
- Understand the significance of integrating local insights with global strategies to drive meaningful brand transformation.
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Audio editing and production by: Maishe Rakgoale
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