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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
Insights from 41 Years of Advertising and Marketing Measurement
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Advertising needs more than good creative; it needs solid measurement. Oresti Patricios, CEO of Ornico, has spent over 40 years tracking how advertising, marketing and PR drive business growth.
“The basics haven’t changed,” he says. “Marketing still exists to grow business, but measurement tells you if it’s working.” He warns against the short-term vs long-term debate: “It’s not either/or. Brand building takes time, but tactical work drives sales. You need both.”
He also points out that “vanity metrics are a non-trend.” For marketers to retain credibility and budgets, they must link their efforts to real business outcomes.
Conversation highlights
- The CFO’s influence on marketing accountability
- How programmatic buying changed advertising
- Why long-term brand building still matters
Produced in collaboration with our partners, Soweto Media.
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