The Painful Reality Behind Most Product Launches

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August 4, 2025

The Painful Reality Behind Most Product Launches

Many South African entrepreneurs are learning the hard way that a great idea and strong branding aren’t enough to guarantee a successful product launch. Vanessa Bosman, managing director at Just Design, explores the most common yet overlooked mistakes that often derail small businesses from barcode compliance and misleading claims to packaging that fails on shelf.

Told through the fictional journey of Ngozi, an ambitious entrepreneur, Bosman outlines why local product launches often miss the mark and what can be done differently.

Ngozi wasn’t starry-eyed. She was seasoned. Her skincare brand, Nkanyezi Naturals, had graduated from her kitchen to boutique shelves and was now in talks with a major national chain. This was her big moment. But like most South African entrepreneurs, she was about to find out the hard way: launching a product isn’t just about having something great, it’s about what you don’t know. There’s no clear roadmap. No one-stop partner to hold your hand. And what starts as momentum quickly turns into a mess of suppliers, shifting deadlines, surprise costs, obscure regulations and expensive re-dos.

When The Fine Print Hits The Fan

It started with a listing approval that came with a few ‘small requirements’ a tweak to the label copy, barcode adjustments and confirmation of claim compliance. Standard stuff, or so she thought.

Then the retailer’s legal team rejected her “chemical-free” claim. As it turns out, that term is radioactive unless you’ve got documentation thicker than your supplier contract. Her barcode didn’t scan. Her expiry date wasn’t machine-readable. The font sizes were below legal minimums. And the logo? Looked crisp on screen but blurred on her chosen substrate.

She’d also never checked if her brand name was registered. Spoiler: it was. Cease-and-desist. Website down. R40,000 in wasted packaging.

And even after clearing all of that? When she finally landed a small listing with an independent retailer (at a very high, unbudgeted-for cost), her packaging was flagged as non-compliant and pulled a month later.

Shortcuts Make Long Delays

Ngozi isn’t a unicorn. Packaging design doesn’t care how far you’ve come. If your claim’s non-compliant or your label fails at shelf, you’ll feel the consequences no matter how impressive your Insta grid is. Just ask the Kardashians.

And the one thing she really didn’t do? She never tested her product with real consumers.

No pack testing. No sensory feedback. No category benchmarking. She went big on her first production run to ‘save money’. But when her product hit shelf, it didn’t sell. ‘Too oily.’ ‘Hard to open.’ ‘Feels homemade.’ ‘What even is this brand?’ 10,000 bars. Sitting. Expiring. Rejected. It’s not just about what’s on the label — it’s about how it performs.

South African SMEs face a 60% failure rate within two years and while great packaging design may not single-handedly save your business, doing it badly will sink it. People love to treat packaging like gift wrap, but unless they have done due diligence and: run regulatory screening on ‘vegan’ claims; checked barcode registration; validated pricing and positioning with real shoppers, or stress-tested how the design performs on a shelf next to competitors, they can be in for an expensive re-do.

This is where the right partner makes all the difference. Specialist agencies map and guide the entire route-to-market journey. Their comprehensive process covers everything from ideation to pack format and regulatory copy, to pre-press checks, real-world visualisation, and consumer validation, testing and piloting – ensuring brands go to shelf with confidence, not crossed fingers.

We love Ngozi and we all know one. She may be fictional, but she didn’t have to learn the hard way. Not with a team relying on her. Not with a brand that deserved better. If you are looking to launch a new product, or your product is starting to play in the big leagues, don’t risk your entire investment or life savings by cutting corners. The right partner will never cost you as much as a failed product launch.

JUST DESIGN
https://www.justdesign.co.za

Embrace The Future In Branding, Marketing And Technology At The Modern Marketing Expo

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Meggan McCarthy, Modern Marketing

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August 1, 2025

Embrace The Future In Branding, Marketing And Technology At The Modern Marketing Expo

Registration is now open for the region’s dedicated branding and marketing exhibition, Modern Marketing 2025, taking place 9-11 September (Tuesday, Wednesday and Thursday) at the Gallagher Convention Centre, Johannesburg.

This is Africa’s focused marketing expo for marketing professionals to see the latest developments and innovations in: marketing, branding and technology including digital signage, point of sale displays, promotional clothing, in-store branding, promotional gifts, visual communication, events and branding, conference venues, advertising and design and media.

Why You Should Attend

Stay ahead of industry trends: The modern industry is evolving fast. Discover the latest technologies and techniques to keep your competitive edge.

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

Craft Homes Revealed As The Brand Behind The Red Wall Mystery

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Modern Marketing

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August 1, 2025

For weeks, a bright red wall at the corner of Grosvenor and Bryanston Drive managed to do what few marketing campaigns can: stop people in their tracks. It sparked WhatsApp debates, school run detours, a flood of memes and even got a shoutout on Jacaranda FM. Now, after reaching more than 100,000 people organically and receiving almost 6000 competition entries to guess who is behind the wall, the secret is out: Craft Homes is responsible for the now-famous Red Wall.

The Red Wall campaign, equal parts mystery and mischief, took on a life of its own. First came the speculation. Then came surprise activations by household names like Tabasco and SPAR, turning the wall into a real-world marketing playground. Most recently, it became a site of generosity, hosting a community blood drive with the SA National Blood Service to remind people that not all red is just paint. With 123 successful donors on the day, the initiative has the potential to save 369 lives.

Reinier van Loggerenberg, CEO of Craft Homes, said: ‘The response has been incredible. Not just the numbers – although reaching over 100,000 people with thousands engaging directly is extraordinary – but the emotion. We saw curiosity, laughter, frustration, excitement. We saw people talking to one another. We saw parents bringing their kids to see the latest update on the wall. That level of engagement is rare, and it’s what we set out to create.’

Craft Homes used the wall to build a brand; to introduce themselves to a wider public through intrigue, storytelling and human connection: ‘We wanted people to feel something, to build anticipation and talkability and then use that energy to launch something meaningful. Bryanston Country Estate is coming, but more than that, we wanted people to know who is building it.’

‘This wall is all about changing perceptions. If we can create this much talk with just a wall, imagine what we can do with a neighbourhood.’

CRAFT HOMES
https://www.crafthomes.co.za

Great Communication Isn’t About Noise, It’s About Meaning

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Modern Marketing

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August 1, 2025

Great Communication Isn’t About Noise, It’s About Meaning — Paul Reynell, Paddington Station PR.

According to Paul Reynell, Vice-President of PRISA and Managing Director of Paddington Station PR, connecting with an audience of any size is more than a craft — it’s a calling. Whether in a newsroom, at the helm of a movement, or behind a brand’s vision, the great communicators and strategists don’t just deliver messages. They move minds. They connect through empathy. They see humans.

In July, we celebrated World PR Day: a tribute to an industry rooted in storytelling, strategy, and genuine influence. Excellent PR goes well beyond content creation — it is content with integrity. But in a world where messages flood us from all directions, the question remains: what truly stands out amidst the noise?

My answer? Wrong question. Ask instead: Is this intended for humans?

Honouring Legacy

2025 has been heartbreakingly marked by the loss of revered voices in writing, journalism, and PR — luminaries who didn’t just write to inform, but wrote to transform.

Locally, South Africa bids farewell to irreplaceable minds like:
– Prof. Gavin Stewart: founder of the South African National Editors’ Forum.
– Athol Fugard: playwright whose words transcended time.
– William ‘Paddy’ Harper, Stephen Mulholland, and most recently Pearl Sebolao, and Ike Segola – editors and storytellers whose ink shaped our understanding of the world.

Internationally, the passing of activist and poet Andrea Gibson only weeks ago left a void. Her poem Love Letter from the Afterlife recently went viral and is a testament to the human truths within each line.

From the PR world, this year we mourn:
– Jay Badza – founder of Orchid on 25.
– Ella Marren – Flow Communications.
– Fehraad De Nicker – Communications at UCT Graduate School of Business.
– Dirk Slabbert – our very own Paddington Station PR pioneer, and many more, each of whom shaped brands with vision and values.

Beyond KPIs: A Human-First Philosophy

What defined these trailblazers wasn’t just talent, it was their ability to reach deep into others and awaken something more. They didn’t measure success in word counts or impressions, they measured it in impact. In empathy. In humanity.

They saw the profession not as a job, but as a responsibility: A responsibility to influence ethically. To represent truthfully. To connect deeply.

Their legacies leave us a challenge and a gift. They dare us to craft communication that heals, inspires, and awakens. They want us to ask ourselves every time we build a communications strategy: have we done so ethically, with values, and with the intent to positively impact humanity?

Carrying The Light Forward

To the greats, we thank you. You were lighthouses guiding not just industries, but souls. You showed us that ethics, values, and influence aren’t mutually exclusive. They’re foundational. Now, it’s up to us.

Let’s build a new era of communications grounded in meaning. Let our strategies start with the question: Will this see the human behind the headline?

Let us remember, every morning, to begin with gratitude: for the brief, for the purpose, and for the privilege of connecting with others.

Because when we stop seeing through humans, and start seeing for them, that’s when true influence begins.

PADDINGTON STATION
www.paddingtonstationpr.co.za

How AI Is Being Used To Reshape Retail In South Africa

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Modern Marketing

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August 1, 2025

How AI Is Being Used To Reshape Retail In South Africa — Jeané van Greunen, Helm.

For retailers, embracing AI isn’t just about future-proofing their businesses, it’s about unlocking smarter, faster and, believe it or not, more human ways of working that will ultimately benefit the customer, the team and the bottom line. From predicting stock needs and personalising customer journeys to freeing up in-store teams from repetitive admin, AI isn’t just making retail more efficient. Surprisingly to some, it’s making it more human.

‘Retail has always been about people. Meeting their needs, building loyalty and creating a connection,’ said Jeané van Greunen, Chief Client Officer at Helm. ‘What AI allows us to do is add that personal touch at scale, with more accuracy, efficiency and empathy.’

When people think of AI in retail, they often imagine robots, self-checkouts, or talking screens. But some of the most powerful innovations are happening behind the scenes. A key area that’s benefiting is inventory management. Thanks to machine learning, retailers are now moving from reactive stock planning to predictive models that factor in everything from the weather to local buying trends.

That means less waste, fewer empty shelves, and more happy customers. And it gives staff more time to focus on what they do best, which is helping people and building those relationships.

Another major benefit lies in dynamic pricing. AI can analyse real-time data to optimise promotions and protect margins in a fast-moving, highly competitive environment.

‘We’re seeing AI support retailers in making thousands of micro-decisions each day. Those decisions no human team could possibly keep up with alone,’ said Van Greunen. ‘But it’s not about removing people from the process. It’s about making those processes more intelligent and responsive, and ultimately, more human.’

AI is also transforming customer-facing experiences often in ways that feel effortless. From virtual fitting rooms and smart search tools to in-app product suggestions that feel helpful (not creepy), machine learning is making shopping more personal and less transactional.

It’s happening in-store too with heatmaps and traffic analytics to help retailers improve store layouts. Voice assistants and AI-powered chatbots guide customers and allow human staff to focus on relationship-building, not repetitive queries.

‘Some retailers worry that AI will make the experience colder,’ said Van Greunen. ‘But the opposite is true. It’s helping brands become more responsive, relevant, and emotionally intelligent. People still buy from people and AI just helps those people shine.’

One of AI’s most underrated benefits in retail is how it supports teams on the ground. Automating low-value, time-consuming tasks like scheduling, reporting, or basic troubleshooting means staff have more time and more headspace to deliver real value.

‘When you give your people the tools to be more effective, they feel more engaged. They perform better, stay longer, and become true ambassadors for your brand. That’s where AI and people strategy come together.’

AI and automation should be designed around people and not the other way around. That’s why it’s important to partner with retailers to reimagine customer and employee journeys that are strategic and scalable, but most importantly, human. From intelligent automation to data-led CX strategies, agencies can help retail businesses make AI work in the real world – not as a gimmick or a quick fix, but as a genuine driver of value and long-term, sustainable growth.

‘We’ve worked across industries, and the same message keeps coming up: retailers want to evolve, without giving up what makes them unique,’ said van Greunen. ‘Our role is to help them use AI to elevate that uniqueness, not replace it.’

In a sector where margins are thin and expectations are high, AI has become indispensable in gaining and maintaining a competitive edge. When used wisely, it can boost loyalty, cut costs, improve efficiency and above all, empower the people at the heart of the business.

Just like customer demands keep changing, retail will keep moving, but with the right technology and a human-centred approach, that move will always be in the right direction.

HELM
www.helm.africa

WesBank Supports Marketing Innovation And Excellence With New Generation Awards Sponsorship

By

Meggan McCarthy, Modern Marketing

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August 1, 2025

WesBank Supports Marketing Innovation And Excellence With New Generation Awards Sponsorship — Lebogang Gaoaketse, WesBank.

WesBank was recently announced as the Platinum Headline Naming Sponsor of this year’s New Generation Awards. The awards are recognised as the largest independent, performance-based accolades in social-first marketing, digital media, AI, creativity, integrated marketing, and online technology.

As a media partner of the WesBank New Generation Awards, Modern Marketing interviewed Lebogang Gaoaketse, WesBank Head of Marketing and Communication. Gaoaketse gives insight into WesBank’s strategic partnership with the New Generation Awards; what it takes to create a successful marketing campaign; as well as the marketing trends that are making an impact in 2025.

Why did WesBank get involved as Platinum Headline Naming Sponsor of this year’s New Generation Awards?

The New Generation Awards recognises and celebrates innovation that is geared towards advancing South Africa into the new age. This aligns perfectly with WesBank’s brand ethos of moving with our customers and empowering progressive growth by supporting innovation and excellence across diverse industries.

What value will WesBank bring to the awards?

The partnership leverages WesBank’s more than 50 years of experience and heritage as an innovator in the financial services sector – innovation that has catapulted WesBank to the very pinnacle of the industry. Beyond the awards, WesBank aims to be an active partner to the individuals and organisations that are represented in the New Generation Awards to help them grow in their respective fields.

WesBank has proudly sponsored a number of award categories. Which are you most excited about, and are there any particular categories that resonate with WesBank’s marketing strategies?

We are excited to be associated with the New Generation Awards across the entire spectrum of categories. However, in our maiden year as a sponsor, we have placed a special focus on, and sponsored most of the digital campaign awards because we are particularly excited about how this landscape has evolved over the past few years.

It is a great platform to engage customers while creating access to multiple products and solutions as well as allowing them to have fun through things like gamification and AI. The category has a cross-cutting appeal across different demographics, customer segments and even income groups, which is what our campaigns are also about. They are hinged on access to information that enables our customers to make wise financial decisions now and into the future as we move with them through their life stages.

The New Gen Awards aim to ignite a spirit of excellence and challenge participants to push the boundaries of innovation. How is WesBank doing this for both their marketing, and company?

In an era that’s characterised by short attention spans and the ability to skip advertising messages, the best marketing campaigns are the ones that can retain customer interest by clearly demonstrating product benefits without coming across as just another sales pitch.

WesBank’s consumer education campaign is one such programme that prioritises the liberalisation of financial education to enable customers to make informed decisions when buying a vehicle, while at the same time demonstrating how WesBank cares for its customers and South African car buyers in general. A big part of the campaign, and a first for the industry, is WesBank’s African Language consumer education campaign, executed across various African language radio stations and social media platforms to deliver financial education in a language that the South African masses can easily understand.

In addition to this, WesBank has several other groundbreaking and evergreen campaigns, such as our scam awareness campaign, that not only serve our customers but are for the greater good of society. We also started our podcast channel, WesBank Talks Finance, at the height of the COVID-19 pandemic so people could have access to information even during dire times.

What does it take to create not only an award-winning marketing campaign, but one that truly resonates with consumers?

Solving real world consumer challenges should be the main focus for any marketing campaign, before thought is given to the prospect of winning an award. The aim should always be to develop a tailored campaign that resonates with the intended audience by either addressing an existing challenge or creating new demand and finding solutions for it. If well executed along these parameters, the chances of winning an award become exponential for any campaign.

What are the top three marketing trends for 2025?

The proliferation of artificial intelligence (AI) has been felt across multiple sectors, and marketing has not been spared. While the numerous AI-powered tools have drawn criticism among some industry pundits, their impact on productivity cannot be ignored. Integrating AI in the marketing mix is therefore imperative to remain agile and responsive to fast-evolving market needs.

On the media front, podcasts have proven to be more than just a passing craze. They have cemented their role as a media platform to a point where traditional players are seeking ways to leverage the appeal of podcasts across all demographic groups.

Data-driven marketing has enabled personalisation at an unprecedented level. The ability to tailor marketing campaigns for specific audiences has resulted in more impactful campaigns, with minimal wastage.

WesBank New Generation Awards Ceremony

This year’s awards gala ceremony will dazzle on Tuesday, September 23rd, at the luxurious NH Sandton. It will be hosted by the brilliant Lebo Mokoena (The Mood Engineer), and is powered by Monster Productions. Save the date, because this is set to be the highlight of the SA awards calendar. For more information about tickets, please email: stephen@newgenawards.co.za

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

WESBANK
https://www.wesbank.co.za/home/

Hook, Line & Sinker Appointed As Communications Partner For The WWF

By

Modern Marketing

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July 31, 2025

Hook, Line & Sinker Appointed As A Communications Partner For The WWF

World Wide Fund for Nature (WWF) is one of the world’s largest and most respected independent conservation organisations with operations in nearly 100 countries. Hook, Line & Sinker (HLS) has been appointed as a communications partner for WWF South Africa following a competitive three-way pitch process involving some of the country’s leading agencies.

Under the new mandate, HLS will deliver an integrated communications strategy to drive awareness and public engagement in support of WWF South Africa’s critical environmental mission, for people and nature.

The agency’s in-house podcast and TV studio will also play a pivotal role in creating platform-native storytelling and owned content that brings WWF’s mission to life.
‘This is more than a new client win, it’s a partnership built on shared values,’ said Emma Rijkers, Deputy Managing Director of Hook, Line & Sinker. ‘WWF South Africa plays an important role in protecting people and nature, and we’re honoured to help shape that message and amplify it across national and global platforms.’

Pedzi Gozo, Executive Manager of Strategic Communications at WWF South Africa, added, ‘WWF South Africa required a digital PR partner that not only understands strategic communications but also how to connect emotionally and credibly with both people and policy. With a track record of award-winning purpose-led campaigns and shaping conversations for global power brands, HLS is poised to help WWF South Africa raise awareness of what matters most: our natural world.’

HOOK, LINE & SINKER
www.hooklinesinker.biz

PR Pros Should Balance Human Creativity With Data-Driven Ingenuity

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Modern Marketing

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July 30, 2025

PR Pros Should Balance Human Creativity With Data-Driven Ingenuity — Credit: Aarón Blanco Tejedor, Unsplash.

Icandi CQ says PR professionals are the ones who keep brands human, relevant and credible in an increasingly tech-driven and fast-paced world. So, how do we stay ahead in an ever-evolving landscape?

Challenge 1: Influencer Fatigue – Authenticity Over Sponsorships

Influencer marketing has been a key component of modern communication strategies for some time now, but audiences are growing weary. They’ve seen it all – the over-promoted products, the scripted content, and influencers whose primary interest seems to be a paycheque rather than a genuine connection with their audience.

Yet the power of influence hasn’t disappeared. According to Meltwater (April 2025), 33.6% of South African social media users follow influencers, and 93% of them say influencer recommendations impact their purchase decisions. What’s changed is who they trust: micro and nano influencers (5K–30K followers), valued for stronger engagement, community connection, and better ROI, are winning in the South African market.

PR professionals can strengthen their impact by fostering authentic, natural-feeling collaborations that go beyond paid endorsements. Micro-influencers, who boast smaller but more engaged audiences, are an ideal solution. These influencers come across as real people rather than walking advertisements, making their endorsements more believable and impactful. When the story is real, people listen.

Challenge 2: Cutting through the noise – quality over quantity

Today, everyone has a voice. The digital space is saturated and every brand, influencer and consumer is vying for attention.

Shifting the focus from quantity to quality with niche, targeted content will be more effective than a broad, one-size-fits-all approach. Consumers want meaningful engagement. Think about how Nando’s turned their user-generated #NandosMoments content into a powerful tool for connecting their brand to the everyday lives of their customers. The content didn’t need to be flawless, it needed to be real.

The lesson here? Be authentic and engage with your community. Don’t try to appeal to everyone – build relationships with those who resonate with your brand story. That’s the way to stand out in an oversaturated market.

Challenge 3: Data-Driven PR – Can Analytics Inspire Creativity?

Tools like social listening, sentiment analysis and audience tracking provide a wealth of insights. South African brands are increasingly using analytics to refine influencer campaigns, particularly in selecting micro-influencers to achieve stronger ROI per rand spent (Meltwater).

The problem? Data can tell you what worked, but it can’t always predict what will inspire next. So, how do you balance data with the human touch needed for compelling storytelling? The solution is to blend data-driven insights with creativity. Use analytics to inform your strategy and use data to understand what’s resonating with audiences, but don’t let it stifle the innovation that drives truly memorable campaigns.

Challenge 4: Social Media Overload – Standing Out Amidst The Noise

With billions of active users across social media platforms, standing out isn’t just hard, it’s almost impossible without a strong strategy. In South Africa, 93.9% use WhatsApp, 71.8% Instagram, and 73.6% TikTok, making it one of the most connected markets globally.

Personalisation is key. It’s no longer enough to simply have a presence on every platform. Brands need to move beyond broad broadcasting. Focus on content that speaks to your audience’s values and deliver it through channels that feel personal – micro-influencers or user-generated content often outperform generic brand posts. The takeaway? Stop broadcasting and start engaging. Build loyal communities who care about your brand and share your values.

Challenge 5: The Trust Dilemma – Building Faith And Credibility

Trust is fragile. With fake news and viral outrage taking centre stage, how do brands rebuild confidence once it’s lost? The answer isn’t just reactive, it’s proactive. In Edelman’s 2025 South Africa Trust Barometer, 68% trust business and 78% trust their employer, but only 36% trust government.

Brands need to establish transparency as the cornerstone of their communication strategy. Discovery Health, for example, during the COVID-19 pandemic didn’t just react to the crisis; they proactively communicated protocols, clarified insurance processes, and supported frontline workers. This transparency didn’t just reassure their members, it reinforced their trustworthiness. In 2025, brands need to own mistakes, stay transparent and always communicate openly.

Challenge 6: The Trouble With Tech – Enhancing Human Storytelling Not Replacing It

While AI, blockchain, and big data have changed the environment in which PR professionals operate, providing opportunities and tools to enhance the human storytelling experience, empathy and creativity remain irreplaceable.

AI-powered media monitoring and social listening tools are invaluable, but only 41% of South Africans say they’re comfortable with AI when societal inequality or grievance feels high (Edelman Africa, 2025). Tech gives better insights, faster responses and more accurate predictions, but it can’t replicate empathy, creativity and authenticity. At the heart of every successful PR campaign is a story that connects emotionally with people. Tech will never replace that.

Five Ways To Stay Relevant In 2025

– Be ready to act fast: Invest in real-time social listening to track sentiment and engage before issues escalate.
– Choose authenticity over perfection: People connect with real stories. Focus on building genuine relationships.
– Lead with transparency: Trust isn’t built during good times, it’s earned during tough times. Be honest, even when it’s uncomfortable.
– Embrace tech but don’t lose the human touch: Use AI and data to amplify human storytelling, not replace it.
– Create communities, not campaigns: Build long-term, meaningful relationships with your audience. Engage, listen and involve them in your journey.

PR Isn’t Dead, It’s Evolving

The PR industry of 2025 isn’t just about managing media relations or getting coverage – it’s about becoming an authentic, transparent voice in a world full of noise. By embracing technology, balancing data with creativity, and building genuine, values-driven connections with consumers, PR professionals can not only stay relevant, they can lead the way into the next chapter of the industry – one engaged community at a time.

ICANDI CQ
https://www.icandicq.co.za

Tips For Effective Networking

By

Modern Marketing

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July 30, 2025

In an increasingly connected world, the power of networking has never been more vital, not just for personal growth, but for business longevity. Sean Devlin, Business Development Director of Penquin, says networking isn’t just a ‘nice-to-have’, it’s a business essential.

‘Building a network is about so much more than swapping business cards or connecting on LinkedIn,’ said Devlin. ‘It’s about cultivating authentic relationships that are mutually beneficial, built on trust, and nurtured over time. Networking isan investment in your professional journey and a way to create a strong support system. In the South African business landscape, where relationships are highly valued, networking can be a game-changer.’

As Penquin’s Business Development Director, Devlin is on the front lines of cultivating strategic connections. He has seen first-hand how a well-developed network is crucial for navigating market disruptions and leveraging digital evolution, proving that human connections remain the bedrock of business success.

Devlin believes that many people view networking as a daunting task, but with the right approach, it can become a rewarding and enjoyable experience. He offers the following tips for effective networking:

Be authentic: ‘People can sense when you’re not being genuine,’ Devlin advised. ‘Focus on building real relationships based on shared interests and mutual respect. Don’t be afraid to show your personality and let your passion shine through.’

Listen more than you talk: ‘Networking is about learning from others and understanding their perspectives,’ Devlin explained. ‘Ask open-ended questions, listen attentively, and show a genuine interest in what others have to say. You’ll be surprised how much you can gain by simply listening.’

Offer value: ‘Don’t just think about what you can get from others; think about what you can offer them,’ Devlin added. ‘Share your knowledge and expertise, connect people in your network, and look for ways to support their goals. The more value you provide, the more you’ll get in return.’

Follow up: ‘The real work of networking begins after the initial meeting,’ Devlin continued. ‘Follow up with a personalised email or LinkedIn message to reiterate your interest, offer any resources you discussed, and suggest a way to stay in touch. Nurture your connections over time.’

Be consistent: ‘Networking is not a one-time event; it’s an ongoing process,’ Devlin concluded. ‘Make networking a regular part of your professional life. Attend industry events, join relevant organisations, and schedule regular catch-ups with your contacts. The more you invest in your network, the stronger it will become.’

Devlin understands that networking can be particularly challenging in certain industries or for individuals who are introverted. However, he believes that with practice and a strategic approach, anyone can become a skilled networker. ‘Start small, set realistic goals, and celebrate your progress,’ he encouraged. ‘Remember that every connection you make has the potential to lead to something amazing. So, put yourself out there, be open to new possibilities, and embrace the power of networking.’

PENQUIN
https://www.penquin.co.za

Nedbank IMC Conference Champions Young Talent

By

Modern Marketing

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July 29, 2025

Nedbank IMC Conference Champions Young Talent — Mukona Ligege, AAA School of Advertising.

With youth unemployment currently at 46.1% according to Stats SA, creating a meaningful opportunity for young marketers is more crucial than ever. The IMC remains firmly committed to nurturing and uplifting the next generation of marketing leaders. Young talent is redefining marketing, and this year’s inaugural Youth Panel at the 2025 Nedbank IMC Conference is giving them the platform they deserve. Modern Marketing is a proud media partner of the event.

‘We don’t just talk about empowering youth, we invest in them,’ said Dale Hefer, CEO of the IMC. ‘Since our launch in 2019, we’ve provided 12 tertiary bursaries (in partnership with Red & Yellow Creative School of Business) and over R1 million in student attendance value as part of our YOUTH1000 initiative together with the Marketing Association of SA (MASA).’

This year, Africa’s biggest marketing conference is ensuring that young marketers have a seat at the table.

The ‘Appreciating Assets: Our Rising Stars Speak Out’ panel on the 18th September will give emerging leaders the chance to share their perspectives on marketing’s evolving role as a driver of real business growth, echoing the conference theme: Marketing is Business. Hosted by industry trailblazer, Khensani Nobanda, Group Executive for Marketing and Corporate Affairs at Nedbank, the panellists include:

– Mukona Ligege, AAA School of Advertising.
– Micaela Wathen, University of Pretoria.
– Nozizwe Sibisi, University of Johannesburg.

The panel forms part of a broader conversation about how young professionals can thrive in an industry undergoing rapid transformation, from the rise of AI and digital tools to the demand for purpose-driven brands.

This panel is more than just a dialogue, it promises authentic and honest insights too. The Nedbank IMC is committed to building real pathways for South Africa’s rising stars and their message is clear: investing in young marketers is not charity, it is essential, smart business.

Attend in-person or online. Venue: Mosaiek Teatro. 1 Danielle Street, Fairland, 2030. Early bird phases sold out. In-person tickets priced at R4000 (excl. VAT). Limited seats available. No allocated seating. Virtual tickets priced at R950 (excl. VAT). Book now.

NEDBANK IMC CONFERENCE
www.imcconference.com