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Yearbook Jan 2019

13 now. Time for a change. When the strat leads everything, and digital isn’t a space that produces sweats and shivers in marketers, media spend will become more holistic and customer centric and the brand will win. Trust levels? I say all the time that ‘it takes a village to raise a brand’. The brand is the only reason the agency and client are together in the first place, and the moment we forget that, we have a problem. Our job is to understand the brand, know its purpose, strengths, weaknesses and what we dream for it. As if it were our child. As long as we take that accountability to heart, trust shouldn’t be an issue. If we respect each other as co-parents of our brand, we all win. When we have divergent objectives, whatever they may be driven by (performance reviews, bonuses, awards seasons, board presos, new brooms, etc.), the trust goes. And let’s never forget, people do business with people, not companies, so no matter the brand name, no matter the agency name, it is incumbent on each of us to be a person of integrity and honour. Francois Viviers, executive: marketing and comunications, Capitec The next big thing? The role of marketers in organisations is rapidly changing. Marketing should own the relationship with the client, and represent the client within the organisation. This means driving product development and new innovation within a company, owning and enabling a client-centric culture and building on a valuable client experience that ensures long term value for the client and the company. Marketing strategy should inform business strategy and follow it, and marketers should spend as much time focusing within their organisation as they do focusing on communicating with their market. Media spend trends? We see the change from traditional media towards digital channels speeding up. This is nothing new, but we do believe the rate of change is exponential and it will be driving spend towards digital media channels as well as owned digital channels. The evolution of the way we communicate with our audience sees us moving away from ‘one-to-many’ communication in broadcast media, to one-to-one conversations on social, web and app platforms. In Capitec, this is especially relevant since we are starting to see more value in building our relationship with our own 10 million clients and enabling them to be brand advocates, than we see in traditional brand communication with the broad public. That is a big mind shift for traditional marketers. Trust levels? We view the old client-agency relationship as something of the Mad Men era – it looks great on TV, but it is irrelevant today. Marketing strategy is and should be owned by the company, and we are very protective of it. Agencies should know the business as well as we do and support marketing with fresh perspectives, creative insights and world-class execution. This means working closely together and fostering an open and transparent relationship that is built on the same values and culture. marketing trends Heidi Brauer, chief marketing and customer Heidi Brauer officer at Hollard Insurance Francois Viviers, executive of marketing Francois Viviers and communications at Capitec


Yearbook Jan 2019
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