Binance Launches Global Campaign

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September 6, 2025

Binance’s latest campaign leverages real user stories from across the world to reshape crypto’s image in mainstream culture. The new content series is called ‘Humans of Binance.’ This global campaign is designed to humanise crypto through authentic storytelling.

It seeks to engage audiences beyond the traditional crypto community by spotlighting real people whose lives have been transformed by blockchain technology and Binance’s ecosystem.

The campaign demonstrates Binance’s continued commitment to its community-centric approach, even in brand campaigns. By focusing on emotional narratives that resonate with everyday users, Binance is taking a different path from the typical crypto marketing playbook filled with technical jargon and hype. Through diverse stories – from retirees embracing new financial skills to parents securing their children’s futures and more – Binance is building deeper brand trust and fostering a sense of community around the promise of financial empowerment.

The debut story features 57-year-old Luis from Latin America, who embraced crypto as a way to stay financially active and connected to a global community. Through Binance Academy, Luis built his knowledge from the ground up, discovering new opportunities to protect and grow his wealth. Beyond his own journey, Luis also creates accessible content that demystifies blockchain technology for everyday users and mentors others in navigating the world of Web3.

Rachel Conlan, Chief Marketing Officer of Binance, shared: ‘At Binance, we believe authentic storytelling is the foundation for building meaningful connections with people from all walks of life. Through ‘Humans of Binance,’ we’re encouraging everyone to share their unique crypto stories, with the hope that this will be the start of a movement to debunk misconceptions of crypto and highlight its true potential.’

‘In a market that is often crowded and misunderstood, emotional narratives like this allow us to cut through the noise, build genuine brand trust, and inspire new users to discover the possibilities of blockchain technology. We are excited to be part of the crypto journey for the next one billion crypto users and beyond,’ Conlan added.

In the following few weeks, Binance will be unveiling a new story every week, with each video shining a light on the challenges, opportunities, and insights that have shaped their respective journeys in crypto. The latest videos can be viewed on the ‘Humans of Binance’s landing page.

BINANCE
https://www.binance.com

Fan Loyalty Ensures Sponsorship ROI Holds Strong Regardless Of Wins Or Losses

By

Modern Marketing

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September 6, 2025

The Springboks recently lost 38–22 to Australia. Then they bounced back with a 30–22 victory over the same opposition. For sponsors, both fixtures were wins. Millions tuned in, hashtags trended, jerseys filled stadiums, and conversations spilled into workplaces and social media timelines. The scoreboard changed, but the ROI did not, because when it comes to sport, it’s the fans who deliver the return.

Brands invest in sport because it delivers value few other platforms can. Fan loyalty is unmatched. The MTN8 semi-finals alone generated R50.48 million in advertising value equivalent (AVE) across coverage and social media. MTN dominated with 51% share of voice (R25.58M AVE), while PUMA captured 6% (R3.11M AVE) and #WafaWafa secured 6% (R2.95M AVE).

At the team level, Orlando Pirates led with R6.87M in entity exposure, while Mamelodi Sundowns followed with R5.04M. Clothing sponsorships, particularly visible through kits, drove massive value.

The results of the matches mattered to fans but for sponsors, visibility and cultural relevance were the lasting wins.

Importantly, sponsorship extends off the pitch. From grassroots academies to youth development and community projects, partnerships embed brands into culture, creating trust and reputation that outlast any single match.

Sponsorship delivers more than visibility. Fans trust sponsors more than advertisers, with studies showing an 11% uplift in purchase intent when brands back their teams. On the financial side, JSE-listed companies that renew sponsorships see a short-term share price boost of over 4%. Even when results dip, the ‘halo effect’ of being tied to cultural moments strengthens recall and affinity.

Bafana Bafana’s qualifier against Lesotho drew 450,000 viewers, translating into R3.3 million in AVE for Le Coq Sportif and strong exposure for 10Bet, SAA, and Southern Sun. National pride kept audiences engaged, not the result. Sundowns’ league dominance, Pirates’ knockout drama, and Chiefs’ enduring cultural pull all show the same pattern: ROI is tied to fan loyalty, not trophies.

Fans don’t switch off after a loss. Instead, they turn up louder. Defeats fuel debates, drive trending hashtags, and keep sponsors woven into the story.

Global research shows football sponsorship campaigns outperform traditional advertising by 10–15% in brand awareness, and Novus Group’s local analysis confirms that fan-driven engagement extends ROI long past the final whistle.

‘Some of the biggest spikes in sponsor visibility happen after losses, when emotions run highest,’ said Joe Hamman, Director of Novus Group. ‘Fans defend their teams, keep the conversation alive, and in doing so, amplify sponsorship value. That’s why brands shouldn’t fear defeat because loyalty never switches off.’

Wins are temporary. Losses often echo longer. For brands, the real ROI of sport isn’t on the scoreboard. Instead, it lives in the loyalty, trust, and culture of the fans who never leave.

NOVUS GROUP
https://novusgroup.co.za/

Stay Ahead Of Industry Trends At The Modern Marketing Expo

By

Meggan McCarthy, Modern Marketing

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September 4, 2025

Stay Ahead Of Industry Trends At The Modern Marketing Expo

The modern industry is evolving fast. Discover the latest technologies and techniques to keep your competitive edge. Join us from 9–11 September 2025 (Tuesday, Wednesday and Thursday) at the Gallagher Convention Centre, Johannesburg.

Why You Should Attend

Free Modern Marketing Power Hour: Industry leaders will share their expertise and insights to help you supercharge your marketing. Book here.

AI Workshop: A must-attend for designers, creatives, and innovators eager to harness the power of AI in their workflow. Book here.

Change 1 Woman networking event: This is your platform to connect with women in branding, print and signage. Be prepared to be uplifted, guided and inspired. The first 150 ladies to RSVP will get their own C1W badge and shopper bag. Book your spot: info@c1w.co.za

Roland Speedwrap Challenge: Test your skills and win cash prizes! Or watch the pros wrap with precision and speed. Click here for more info.

World Wrap Record: Watch the pros wrap with precision and speed in their attempt to set the world wrapping record. Click here for more info.

Network with leading suppliers: Interact with a wide range of exhibitors representing hundreds of leading brands.

Please register online for free attendance to the Modern Marketing Expo, taking place 9-11 September 2025, on Tuesday, Wednesday and Thursday, at Gallagher Convention Centre.

MODERN MARKETING EXPO
+27 11 568 1894
https://modernmarketingexpo.co.za

Unilever Talks Top Influencer Marketing Trends And More

By

Meggan McCarthy, Modern Marketing

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September 4, 2025

Unilever Talks Top Influencer Marketing Trends And More — Tamryn Taylor, Unilever.

Unilever South Africa is a Bronze Sponsor of this year’s WesBank New Generation Awards. As a proud media sponsor of the awards, Modern Marketing interviewed Tamryn Taylor, Head of Marketing / Demand Generation: Beauty, Well-Being and Personal Care at Unilever, about its support for the awards, how to create the most impactful marketing campaigns, influencer marketing trends, and more.

Why does Unilever continue to be involved as a sponsor for the WesBank New Generation Awards?

At Unilever, we are passionate about pioneering new paths to growth, with a particular focus on social-first marketing. The WesBank New Generation Awards are a fantastic way for us to help recognise excellence in this space as they are performance‑based, independent and known for acknowledging innovative and impactful work across digital and social media marketing and technology.

What value does Unilever bring to the awards?

We bring an exciting mix of purpose, passion and a pioneering spirit. We’ll also bring a bit of magic from our most recent Vaseline launch, Cera Glow, to the awards event.

What does it take to create a truly impactful marketing or influencer marketing campaign?

Sometimes people want to be too clever in this space. The most important factor is still being really specific about whose attention you want to get (don’t be vanilla, don’t be afraid to be spiky…) Then let your chosen influencers/creators and their communities work their magic. Think entertainment first, and brand objectives second. Let them be themselves as they know their audiences best. The sweet spot is when you can combine entertainment, and land the brand objectives while being immersed in popular culture.

What are the top influencer marketing trends for 2025?

One of the most interesting shifts is how losing followers has become a badge of honour. We’re heading into an authentic, extreme, and niche era of influence where losing followers is a sign you’re getting warmer, not colder. I’ve seen countless posts with influencers celebrating this, because they know that with the shift in algorithms to favour content that people really like, and interact with, often the edgier, more authentic and differentiated their content is, the better.

The WesBank New Generation Awards are recognised as the largest independent, performance-based accolades in social-first marketing, digital media, AI, creativity, integrated marketing, and online technology.

The winners will be announced live at the Awards Gala Ceremony on Tuesday, 23 September at the NH Sandton | Arrival time: 18h00 | Event ends: 23h30 / Midnight. To purchase seats and team tables (10 per table), please email natasha@lavello.co.za.

UNILEVER
https://www.unilever.co.za/

WESBANK NEW GENERATION AWARDS 2025
https://www.newgenawards.co.za/pages/awards

Why Your Performance Marketing Isn’t Performing

By

Meggan McCarthy, Modern Marketing

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September 4, 2025

Why Your Performance Marketing Isnt Performing

Today’s CMOs are under relentless pressure to prove performance, but despite sophisticated tools and growing media budgets, many brands still struggle to generate predictable and profitable growth. Why? Find out at the free Modern Marketing Power Hour sessions at Gallagher Convention Centre.

Graeme Stiles, Founder and CEO, Algorithm Agency, will give a presentation that goes beyond the usual platform tactics to expose the real reasons your performance marketing efforts may be stalling. Learn how your data layer, when unified and structured correctly, becomes the single most powerful growth lever in your performance marketing arsenal.

Date: 11 September from 12:30-13:30. Book your free seat here.

You can also book your free seat to these presentations from industry experts:

Melanie Campbell, Group MD, RAPT Creative

Topic: Leadership Principles Modern Marketers Need To Future-Proof Themselves And Their Teams

A deep dive into the marketer’s evolving role in shaping not just comms but company strategy, innovation, and culture. Looking at marketing as a leadership function: the CMO reimagined.

Date: 9 September from 12:30-13:30. Book your free seat here.

Jonty Fisher, Chief Strategy and Integration Officer, Publicis Groupe Africa

Topic: Influence Or Illusion? Cracking The Code Of Effective Creator Partnerships

Unpacking the latest research and practical insights on driving real impact with influencers — what works, what to watch out for, and how to keep your brand’s story intact.

Date: 10 September. Book your free seat here.

In addition to seeing these speakers, you can also attend the Modern Marketing Expo, which will be a showcase for the latest branding, marketing, graphics, signage, promotional products, commercial print, digital printing, T-shirt printing, vehicle graphics, digital packaging and other solutions.

MODERN MARKETING EXPO
+27 11 568 1894
https://modernmarketingexpo.co.za

Cracking The Code Of Effective Creator Partnerships

By

Meggan McCarthy, Modern Marketing

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September 4, 2025

Cracking The Code Of Effective Creator Partnerships

Jonty Fisher, Chief Strategy and Integration Officer, Publicis Groupe Africa, will unpack the latest research and practical insights on driving real impact with influencers — what works, what to watch out for, and how to keep your brand’s story intact.

Attend his presentation at the free Modern Marketing Power Hour, taking place at the Modern Marketing Expo at Gallagher Convention Centre. Date: 10 September from 12:30-13:30. Book your free seat here.

You can also book your free seat to these presentations from industry experts:

Melanie Campbell, Group MD, RAPT Creative

Topic: Leadership Principles Modern Marketers Need To Future-Proof Themselves And Their Teams

A deep dive into the marketer’s evolving role in shaping not just comms but company strategy, innovation, and culture. Looking at marketing as a leadership function: the CMO reimagined.

Date: 9 September from 12:30-13:30. Book your free seat here.

Graeme Stiles, Founder and CEO, Algorithm Agency

Topic: Why Your Performance Marketing Isn’t Performing: From Data Chaos to Growth Clarity

Today’s CMOs are under relentless pressure to prove performance, but despite sophisticated tools and growing media budgets, many brands still struggle to generate predictable, profitable growth. Why? This session goes beyond the usual platform tactics to expose the real reasons your performance marketing efforts may be stalling. Learn how your data layer, when unified and structured correctly, becomes the single most powerful growth lever in your performance marketing arsenal.

Date: 11 September from 12:30-13:30. Book your free seat here.

In addition to seeing these speakers, you can also attend the Modern Marketing Expo, which will be a showcase for the latest branding, marketing, graphics, signage, promotional products, commercial print, digital printing, T-shirt printing, vehicle graphics, digital packaging and other solutions.

MODERN MARKETING EXPO
+27 11 568 1894
https://modernmarketingexpo.co.za

Be Inspired At The Free C1W Joburg Networking Event For Women In Branding, Print And Signage

By

Meggan McCarthy, Modern Marketing

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September 4, 2025

Be Inspired At The Free C1W Joburg Networking Event For Women In Print, Branding And Signage

Attend the free Change 1 Woman (C1W) networking event, taking place on the C1W stand in Hall 2 at the Modern Marketing expo, on Wednesday 10 September at 11h30am. This is your platform to connect with women in branding, print and signage. Be prepared to be uplifted, guided and inspired.

Attend the event to connect with suppliers, discuss your challenges and leave with new ideas for your business. The first 150 ladies to RSVP will get their own C1W badge and shopper bag. Book your spot here: info@c1w.co.za. We believe meaningful change starts with one conversation. By helping just one woman, we can ignite a ripple effect that transforms many lives.

Thanks to our sponsors of this event: Printing SA, The FP&M SETA, Graphix Supply World, Avery Dennison and DTF Printing Africa. Please register online for free attendance to the Modern Marketing expo, taking place 9-11 September 2025, on Tuesday, Wednesday and Thursday, at Gallagher Convention Centre.

The new C1W website, a platform featuring information on upcoming C1W networking events, news and informative women-led content and information on training opportunities, is live. Website visitors can also get an overview of what C1W is about, and how to get involved.

Follow C1W on Facebook and LinkedIn for more updates.

CHANGE ONE WOMAN
https://www.c1w.co.za

PR Can Help CSR Uncover The Human-Centred Stories Of Real Change

By

Modern Marketing

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September 4, 2025

PR can turn CSR Into More Than A Photo Opportunity — Kgotsofalang Mashilo, Tribeca.

Corporate Social Responsibility (CSR) often plays it safe with the standard photo op: the familiar ‘we did our part’ money handover, executives smiling for the camera as they donate funds to a community project. Kgotsofalang Mashilo, account director at Tribeca Public Relations, says the public wants more than a monetary gesture. They want to see the people impacted, the story behind the donation.

They look for authenticity and, above all, sustained commitment. In an age where attention is scarce, time and trust are the real currency. This is where PR can help CSR go beyond the monetary donation by uncovering the human-centred stories of real change. But here’s the catch: even the most creative campaign will fall flat if people don’t believe it. Belief rests on trust. And trust can’t be claimed, it has to be earned.

Trust. I’ve used the word three times for a reason. It represents the three major CSR missteps that shook five global brands in the past decade. Each shows how quickly public sentiment can sink or strengthen a bottom line. And like in Survivor, when trust is broken, the tribe speaks, and your light goes out.

Three Brands, One Common Thread: The Loss Of Trust

– In 2015, Volkswagen marketed its diesel cars as eco-friendly but was exposed for cheating emissions tests. The fallout was severe: more than $30 billion in fines and a 30% plunge in its share price.
– In 2010, Nestlé pledged zero deforestation by 2020. Reports soon showed the target had been missed, sparking accusations of greenwashing.
– In 2017, Pepsi aired an advert meant to align with youth protest movements. It was widely criticised for trivialising real social issues and quickly pulled.

All three set out to demonstrate responsibility, but each failed. Not because the stories were poorly told, but because the action behind them lacked credibility.

Outlasting The Vote

The role of PR here is not just storytelling, it’s trust-building. Trust is the only immunity that lasts.

This shift allows communicators to help clients build programmes that genuinely change lives, then tell those stories with honesty, transparency and heart. Done well, this connects audiences to real change and holds brands accountable for their claims.

A Few Questions Worth Asking From The Start:

– Are we making a real impact or just handing over the money?
– Are our words backed by measurable action?
– Would our beneficiaries tell the same story we tell about ourselves?

This is how PR can turn CSR from a once-off gesture into a platform for ongoing engagement, dialogue and credibility.

So, next time you’re working on a CSR campaign, remember: great PR isn’t about the clickbait headline. It’s about helping organisations do the work first and then telling the story authentically.

And as every Survivor fan knows, when trust is lost, the tribe will speak, and your torch will be snuffed out.

TRIBECA
www.tribecapr.co.za

PR Is For Optimists Who Believe Words Can Change The World

By

Modern Marketing

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September 4, 2025

Credit: Envato.

Caroline Smith, head of PR at Flow Communications, says PR isn’t just about headlines; it’s about holding the mic for the voices that matter, and making sure they’re heard.

The line clients love to drop on agencies – and the one that gets the biggest eye-roll in return – is: ‘Can you make it go viral?’ I’ve seen cartoons of agencies ceremoniously unveiling a giant red ‘viral’ button and giving it a dramatic press. Spoiler: there’s no such button.

In PR, the equivalent request is: ‘Can you get our [insert story here – anything from a 21st birthday to a new MD appointment] on the front page of the Sunday Times?’

The answer? Probably not – at least, not without some salacious twist that won’t do your brand any favours. And even if we could, front-page news isn’t always the win people think it is.

Effective PR is really about something far simpler (and far more challenging): getting the people you want to trust and love you, to actually trust and love you.

Sometimes that may mean front-page coverage, splashed in bold font with headlines so punchy they make a reader spit out their rooibos. But more often it means that we ensure your story is seen, heard and felt by the people who truly matter – the ones who keep your lights on and your mission alive.

To us, PR done well is part diplomat, part firefighter, part magician; it’s about finding the thread in the chaos – tight deadlines, moving goalposts, rogue Friday 4.59pm client requests – and weaving it into something that connects.

When done right, PR takes your message and uses it strategically to build bridges between your brand and the public, communities and key stakeholders to make your success possible. It’s about creating spaces where different voices can meet, clash (politely, if we’re lucky) and learn from one another.

There are days it feels like we’re helping to write a first draft of a brighter future. We help organisations show (and sometimes rediscover) their soul. We guide businesses to act with integrity, help governments communicate policies in ways people actually understand and champion civil society initiatives that might otherwise be drowned out in the noise.

In any given week, I might spend Monday working with a foundation on rural education, Tuesday discussing mining policy and Wednesday helping a start-up launch a new app in Lagos. That’s the joy of it – no two stories are the same, and the stakes are always real.

PR is for the curious, the relentless, the slightly unhinged optimists who believe words can change the world.

FLOW COMMUNICATIONS
www.flowsa.com

BRC Engaging With Nielsen As It Exits SA Market

By

Modern Marketing

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September 4, 2025

BRC Statement on Television Audience Measurement Transition

Nielsen has communicated its intention to exit the South African market within the next 12 months. The Broadcast Research Council of South Africa (BRC) is leading a managed transition of the country’s television audience measurement (TAM) service and is engaging with Nielsen to secure continuity of data during the handover period.

The BRC confirms the following:

– A new service provider has been identified, and formal appointment processes are being finalised. Details will be announced within two weeks.
– Full deployment of the new system will take approximately 15 to 18 months. Interim measures are being prepared to ensure continuity of data.
– Recent independent audits of the current TAM service identified areas requiring improvement. The BRC is addressing these within the transition plan to ensure that the new service delivers more robust, transparent, and future-ready data.

All official updates on the transition will be communicated directly by the BRC, which is in ongoing discussions with broadcasters, agencies, advertisers, and regulators.

The BRC remains confident that the transition now underway will strengthen South Africa’s audience measurement system, safeguard industry needs, and deliver a world-class, future-proof solution.

BRC
https://brcsa.org.za/