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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 Science of Marketing: Sydney Mbhele
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Marketing has evolved into a discipline that demands measurable impact and accountability.
On this episode of The Lead Creative, Sydney Mbhele, the Chief Marketing and Corporate Affairs Officer of Absa Group discusses:
- Why marketing must be tied to business performance and ROI.
- How Absa’s Your Story Matters campaign restores customer recognition in banking.
- The challenge of measuring creative effectiveness in an industry driven by performance.
- How African creativity deserves more recognition on the global stage.
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