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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
Marketing That Matters: Vaseline, Heritage and the Power of Insight
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The challenge for many leading brands is staying relevant in categories where functional claims and pricing pressure can erode brand value. As part of our Effie Awards South Africa series, which explores marketing and advertising effectiveness with leading marketers and advertising trailblazers, I spoke to Elizabeth Mokwena, Executive Marketing Director at Unilever, about why emotion still matters.
Conversation Highlights
- Emotion as a driver of marketing effectiveness
- How Vaseline’s “Mntana ka Gogo” refreshed a heritage brand
- Parallels with Pete Case and Ogilvy’s international Vaseline collaboration
- Finding universal human truths leads to universally compelling big ideas
Produced in collaboration with our partners, Soweto Media.
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