Publicis Groupe Africa Announces Chief Strategy And Integration Officer

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November 6, 2025

Publicis Groupe Africa Announces Chief Strategy And Integration Officer — Jonty Fisher, Publicis Groupe Africa.

Publicis Groupe Africa has Jonty Fisher as Chief Strategy and Integration Officer, further strengthening the Groupe’s ability to deliver transformative, connected solutions for clients across the continent. The appointment of Fisher into this role reinforces Publicis’ commitment to the philosophy of the Power of One: a single strategic view of the client’s core problem set solved by the single integrated delivery of the Publicis offering across media, creative, production and commerce.

The role will encompass corporate strategy for the Groupe across the continent, integration of all disciplines into powerful client solution, and the enhancement of strategy as a community of practice within Publicis. Fisher will also be mandated with driving growth across the continent, in both organic and net new business.

Through his entrepreneurial agency journey, as well as in his most recent role as Senior Vice President of Communications at Publicis, Fisher has led both strategic and commercial direction on some of the world’s most recognisable brands, including HEINEKEN, Mondelēz, PepsiCo, Jack Daniel’s, adidas Originals, KIA Motors, Unilever, and Sanlam. His career reflects both breadth and depth, with experience spanning diverse categories such as alcohol, automotive, financial services, FMCG, healthcare, retail, and technology.

Beyond his impressive credentials, Fisher is known for his passion for people, embracing both their gifts and quirks, and his curiosity to learn from every experience. These qualities underpin his ability to integrate disciplines, businesses, and talent across the Groupe to unlock real value for clients.

Koo Govender, CEO of Publicis Groupe Africa, said: ‘We are thrilled to elevate Fisher into this role. His unique entrepreneurial journey, combined with his strategic and commercial rigour, and his human-centric approach, make him the perfect fit to lead integration across our businesses.’

‘Fisher has a proven ability to navigate complex challenges with clarity and creativity, and I am confident that his leadership across a broader canvas will help our Groupe, and our clients, thrive in an era where connection and collaboration matter more than ever.’

PUBLICIS GROUPE AFRICA
https://publicisgroupeafrica.com/

Connected TV Lifts Brand Awareness And Purchase Intent

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Modern Marketing

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November 6, 2025

Leslie Adams, Reach Africa.

According to Leslie Adams, Sales Director at Reach Africa, not long ago, watching television was a shared ritual: families gathered around the same screen, tuning in to the daily soaps or the Sunday night 8pm movie. Today, the experience has become deeply personal. Each viewer chooses what to watch, when to watch and even which ads they see.

For marketers, this shift is not just a change in technology; it’s a change in attention…and attention is the currency that drives modern advertising.

New research from Samsung Ads and Kantar shows just how powerful that attention can be. Connected TV (CTV) is not simply another platform in the media mix; it is one that meaningfully lifts brand awareness and purchase intent.

For advertisers navigating Africa’s fast-moving digital landscape, that insight is transformative. The Beyond Awareness study analysed more than 100 brand lift campaigns on Samsung Smart TVs. The findings were clear: CTV exposure drove a 7.9% increase in consumer consideration overall. Among Gen Z viewers aged 18 to 24, it boosted purchase intent by 8.5% and brand favourability by 9.1%. Campaigns that reached audiences four or more times delivered double the impact on key brand metrics.

These results matter in Africa, where viewing habits are evolving rapidly and every marketing rand must work harder. At Reach Africa, we see first-hand how CTV is becoming the home of high-value audiences; people who are more engaged, more intentional and more receptive to advertising than ever before.

As traditional pay TV splinters and streaming grows, CTV has become where quality attention lives. The global industry is increasingly blending approaches: using linear TV for broad awareness, then layering CTV to deepen engagement and prompt action. The environment is more immersive, the viewer more focused and the targeting far sharper. Moreover, unlike skippable short-form ads on mobile, CTV enables longer storytelling formats that rekindle the emotional power of traditional TV. By matching creative messaging with smart audience data, location and viewing behaviour, we can reach those most likely to act. The result is measurable: higher view-through rates, stronger recall and a clearer path to conversion.

For years, one of the biggest challenges in TV was that it was hard to show attribution. However, with CTV’s digital capabilities, that barrier is starting to fall. Moreover, the brand building power of TV can now be combined with digital’s measurability, to show real impact and return. And the Samsung-Kantar research provides evidence that CTV doesn’t just drive awareness; it influences the entire decision journey, from consideration to intent.

With this data, marketers can now design campaigns that invest confidently in CTV, knowing it contributes to real commercial outcomes. Of course, success on CTV requires more than simply showing up. Strategy matters, and so does frequency. The research found that campaigns seen four or more times achieved nearly twice the uplift of those seen fewer times.

Relevance is equally important. Ads need to fit the content, the moment and the mindset of the viewer. And because attention is earned, not assumed, measurement must be trusted and built on partnerships that can verify both brand impact and behavioural change. In markets like South Africa, where unified measurement standards are still evolving, this will take time – but the imminent Total Video Measurement Service (which replaces TAMS), is set to change that.

The opportunity for African marketers is enormous. CTV reaches audiences when they are relaxed, attentive and open to discovery. It gives advertisers a chance to connect with viewers on the biggest screen in the home, in moments that matter.

As streaming platforms expand across the continent, those moments will only multiply. Brands that start testing, learning and refining their CTV strategies now will be the ones that lead as the market matures.

CTV is no longer just a tool for building awareness. It is shaping how people think, feel and decide what to buy. And with this cutting-edge research to back that up, the message is clear: CTV works. The question is no longer if it drives performance, but how each brand can make it work best.

REACH AFRICA
https://www.reachafrica.com

Master The Extended Peak Retail Season Approach To Secure Significant Revenue Opportunities

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Modern Marketing

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November 6, 2025

Master The Extended Peak Retail Season Approach To Secure Significant Revenue Opportunities

As South African retailers prepare for the most lucrative period of the year, key insights show that businesses focusing solely on Black Friday and Christmas are missing out on significant revenue opportunities. The Digital Media Collective’s (TDMC’s) analysis reveals that successful peak season campaigns should span multiple high-impact periods rather than focusing on single events.

The extended peak season now spans from October through February 2026, with the often-overlooked Q5 period presenting exceptional value for prepared businesses.

‘Most brands make the critical error of treating peak season as isolated events rather than a connected journey,’ said Caleb Shepard, Media Director at TDMC. ‘For example, data shows that 41% of festive shoppers continue purchasing into January, yet the majority of businesses switch off their marketing efforts precisely when CPMs drop by 15% and competition decreases.’

Economic Realities Shaping Consumer Behaviour

The 2025 peak season unfolds against a complex economic backdrop that savvy retailers must navigate carefully. With FMCG inflation at 8% versus the official CPI of 3.2%, South African consumers are feeling genuine price pressure, fundamentally altering their shopping behaviour.

‘We’re seeing an interesting scenario,’ explained Shepard. ‘While 83% of FMCG categories are experiencing volume decline as consumers buy less, 60% of shoppers expect to be better off financially next year. This optimism, particularly among Gen Z and under-30s at 70%, creates opportunities for brands that understand how to message value effectively.’

Key consumer behaviour shifts include 63% actively seeking the best prices, 55% trying new brands for affordability, and 94% having shopped online – up from 82% in 2024. Perhaps most significantly for marketers, 40% now shop equally across online and in-store channels.

An Extended Peak Season Strategy

The Q4 high-impact period begins with the Planning Mindset phase throughout October, when consumers start actively considering their purchases for the months ahead. This flows into Halloween opportunities for costume and accessory retailers, followed by the traditional Black Friday focus on November 28, 2025, and Cyber Monday’s digital-first promotions on December 1. The Christmas period from December 1-25 provides an extended gifting window that many retailers fail to fully capitalise on.

The Q5 Opportunity Window launches immediately post-festive from December 26 onwards, delivering 15% lower CPMs and 4% lower CPAs compared to peak periods. This window captures New Year’s resolution shopping peaks and strategic gift card redemption campaigns when competition has significantly decreased.

The Q1 2026 Back-to-School Extension from January through February represents a unique South African competitive advantage. This period maintains the low CPM benefits of Q5 while tapping into essential education spending drivers, creating a natural progression from Q5 clearance activities into education preparation purchases.

‘The back-to-school period creates a unique extension opportunity for South Africa that international best practices often miss,’ noted Melissa Humphry, New Business Development Director at TDMC. ‘South African retailers can seamlessly transition from Q5 clearance sales into essential education spending, maintaining momentum well into February 2026.’

Creating A Strategic Framework For Success

1. Economic-Informed Messaging

Given the price-sensitive landscape, TDMC recommends leading with value communication, highlighting savings percentages and price comparisons. However, Shepard emphasised balancing price messaging with quality signals, as consumers still pay 14% more for brands they perceive as meaningfully different.

‘It’s not just about being cheapest – it’s about communicating value effectively. With 32% using lay-by and payment plans, and 50% actively using loyalty programmes, brands need to make flexible payment options and rewards prominent in their messaging,’ said Shepard.

2. Multi-Channel Integration

The digital landscape has evolved significantly, with TikTok penetration jumping from 53% to 89%, and 36% shopping via social platforms more than last year. ‘Brands who adopt a one-size-fits-all strategy are destined to fail – they need to meet their customers where they are and tailor content to target their audience,’ said Shepard.

Brands should prioritise:

– WhatsApp Commerce: It boasts 100% penetration, with 26% of consumers already shopping via the platform.

– TikTok: TikTok strategies should focus on creating entertainment rather than promotional content and must take into account the platform’s preference for authentic engagement.

– YouTube: ‘YouTube integration is key so that brands can leverage the platform’s 99% penetration and 69% increased usage,’ said Shepard.

– Email: Sophisticated email marketing should employ segmented campaigns with abandoned cart recovery sequences to maximise conversion opportunities.

3. Technical Infrastructure Preparation

‘Peak season success isn’t just about marketing – it’s about infrastructure,’ warned Shepard. ‘We see businesses lose thousands in revenue due to site crashes during high-traffic periods. Preparation is key. Speed testing, checkout optimisation, and mobile experience perfection are non-negotiable.’

4. Implementation Timeline

TDMC recommends a structured approach beginning 6-8 weeks before peak season. ‘Strategy development, goal setting and team assignment need to be established and laid down well before the end of the third quarter so that your rollout can be built off this solid foundation,’ said Shepard. He suggests this implementation timeline:

– October (4-6 weeks before): Creative asset development and approval (minimum 2-3 weeks lead time).
– November (2-4 weeks before): Technical setup, campaign pre-checking, and final preparations.
– Live management: Real-time optimisation with development teams on standby for effective troubleshooting and crisis management.

5. The Q5 Advantage

‘Q5 represents the hidden profit period most brands ignore,’ emphasised Shepard. ‘While competitors reduce spend, smart retailers can capture gift card redemptions, New Year’s resolutions, and clearance sales at 15% lower costs. It’s often the difference between a good peak season and an exceptional one.’

Strategy for this period should focus on self-gifting campaigns, resolution-based products, inventory clearance, and subscription renewals, with messaging centering around fresh starts and the economic optimism prevalent among younger demographics.

Looking Ahead

E-commerce sales in 2025 are projected to surpass R130 billion (nearly $7 billion), according to an Online Retail 2025 report by World Wide Worx, a tech research company, in partnership with Mastercard, Peach Payments, and Ask Africa. The report highlighted that the sector is growing more than ten times faster than physical retail, with online sales jumping 35% in 2024, and expected to climb by a similar margin in 2025.

With this continued acceleration, TDMC predicts that brands mastering the extended peak season approach will gain significant competitive advantages. ‘Peak season 2025 isn’t just about individual sales events – it’s about building sustainable customer relationships that extend well into 2026,’ concluded Shepard. ‘The brands that understand this connected journey, from October planning through to February education spending, will capture the lion’s share of revenue opportunity.’

TDMC
https://tdmc.co.za/

Prioritising Mental Health In Agencies

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Modern Marketing

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November 6, 2025

The Real Work of Mental Health in Agencies — Steven Mervis, MSCSPORTS.

According to Steven Mervis, Head of Strategy at MSCSPORTS, Mental Health Month ended in October, but the topic shouldn’t. Because if we only talk about mental health when the calendar tells us to, we’ve already missed the point.

Agencies know how to build campaigns. What we’re still learning is how to build care. Awareness is easy; consistency takes work. The real question is how we keep showing up for people when the calendar flips.

The Industry Truth: Our Work Asks For Intensity

Agency life moves fast. Tight deadlines, demanding clients, constant creative stretch. That’s part of the deal, and most of us love it. But loving the work doesn’t cancel out what it takes from you.

The problem isn’t the pressure, it’s when there’s no space to recover from it. Exhaustion often gets mistaken for dedication. But fatigue doesn’t prove passion; it drains it. If the job draws deeply from people’s energy and emotion, then we have a duty to help refill the tank, with structure, empathy, and balance that’s built in, not bolted on.

The Shift: Mental Health Is Cultural Infrastructure

Mental health can’t sit in policy documents, it has to live in how we lead. That means designing systems where honesty feels safe. Training managers to listen, not just manage. Building flexibility that respects people’s lives outside the brief.

It’s not softness, it’s structure. The same way we plan projects and budgets, we can plan for sustainability. People’s emotional energy is part of our operating system, and when it runs low, everything else follows.

The Responsibility: Leadership Sets The Tone

Culture starts at the top. If leaders treat long hours as a badge of honour, that becomes the rule. If they talk openly about boundaries and balance, that becomes the norm. People don’t need flawless leaders, they need real ones: leaders who notice when someone’s off, who create space for honesty without judgement, and who understand that care isn’t a nice-to-have – it’s how trust gets built.

The Result: Humanity Pays Dividends

When people feel supported, they show up differently. They think braver, collaborate better and stay longer. The work gets stronger because the people behind it do.

So yes, mental health care is good for business, but that’s not why it matters. It matters because the work we do is human, and so are we.

The Choice – Who We Choose To Be

Every agency has a choice. We can chase output at any cost, or build places that bring people back to life. Mental health isn’t a campaign; it’s part of the culture we create every day. And if we get that right, we don’t just make better work, we make better people, and better places to do it in.

MSCSPORTS
mscsports.co.za

TBWA\Coastal Revives Daily Sun Newspaper For Cancer Campaign

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Modern Marketing

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November 6, 2025

$TBWA\Coastal Revives Daily Sun Newspaper For Cancer Campaign$

In a groundbreaking campaign from TBWA\Coastal and client Campaigning for Cancer, some of Mzansi’s most persistent and dangerous cancer myths are being confronted in public, through the unmistakable voice of Daily Sun. Launched recently in Johannesburg, ‘Shine the Sun on Cancer Myths’ brings Daily Sun back to print for the first time since its final edition on 20 December 2024.

The campaign uses the tabloid’s bold, provocative headline style to take on beliefs that have shaped how many South Africans understand cancer. These myths remain deeply entrenched, quietly shaping how people respond to symptoms and whether they seek help.

‘Daily Sun headlines used to stop people mid-stride. We’ve borrowed that stopping power to expose myths that kill,’ said Craig Murie, Executive Creative Director at TBWA\Coastal. ‘These stories travel fast through communities, with devastating results. So, we’re taking the message to the streets, the taxi ranks and the airwaves.’

Ten myths have been turned into three-part street-pole headline sets, revealing the myth, the truth and a clear call to action. Media24 and Daily Sun backed the campaign by lending their masthead for the print edition, publishing online articles, running a WhatsApp poll, amplifying content across their platforms, and subsidising media placement costs.

The street-pole executions are supported by Adreach. A one-off 5000-copy print run of Daily Sun, sponsored in part by Millennial Printers, is being handed out at commuter hubs across Johannesburg Metro, timed to align with the close of Breast Cancer Awareness Month. The radio element, to be flighted on Jozi FM, mirrors how rumours typically spread: through voice notes, breathless ‘breaking news’ updates and overheard conversations.

‘We built the radio stories the same way the myths spread – familiar voices in ordinary settings,’ said Simphiwe Senyatsi, Senior Art Director at TBWA\Coastal. ‘One follows a Powerball winner who’s too afraid to collect his prize because he believes cancer is a rich person’s disease. Another tackles the myth about money in bras causing breast cancer. A third plays on how quickly stories move through community WhatsApp groups. Each one flips the rumour on its head and leads people back to the facts.’

For Ekta Parsotam, senior strategist at TBWA\Coastal, the campaign’s impact lies in saving lives. ‘There’s so much that needs to be done to reach the actual person. This is one way of doing it: creating more opportunities for people to know more, understand more, and be better positioned to act. We’re targeting an area where real change is possible. That’s why this campaign matters: it’s about generating awareness where it can make a difference.’

Reviving Daily Sun’s print edition was intentional. The paper’s headline style is part of South Africa’s urban memory: sharp, sensational and impossible to ignore. By reviving that voice, TBWA\Coastal and Campaigning for Cancer are replacing misinformation with the truth.

$TBWA\Coastal revives iconic Daily Sun newspaper print to bust deadly cancer myths$

‘The myths are wild and that’s exactly why the Daily Sun style works so well here,’ said Murie. ‘Those old street-pole headlines were loud, unforgettable and part of the culture. The myths are just as outrageous, so the fit was natural. It felt essential to use that voice to bring this campaign to life.’

Founded in 2008, Campaigning for Cancer is recognised as a pioneer in patient advocacy in South Africa. The organisation works with individuals to navigate the health system and assert their rights, while engaging with government, NGOs, healthcare providers, funders and civil society to drive systemic change.

The campaign is a collision of old-school street media and modern advocacy, rooted in the reality that misinformation spreads fastest in places where people have the least access to trusted health information. It brings the fight against stigma out of clinics and policy rooms and into everyday spaces, where it can do the most good.

TBWA
www.tbwa.co.za

Tractor Outdoor Announces Two New High-Profile Sites In Cape Town CBD

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Modern Marketing

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November 6, 2025

Tractor Outdoor has strengthened its dominance in the Western Cape with the addition of two new digital sites in the Cape Town CBD – Bree Street and Lower Long Street. Located within two of the most sought-after areas in the CBD, both sites deliver exceptional visibility to premium, high-engagement audiences.

‘With the addition of these two new sites, we’ve been able to effectively cement our ownership of the Cape Town City hub,’ said Steve Duck, Chief Revenue Officer – Media at Tractor Outdoor. ‘These locations form the heartbeat of Cape Town’s business, lifestyle and entertainment districts, allowing advertisers to activate campaigns that truly own the city.’

Bree Street was recently ranked by TimeOut International among the ’30 Coolest Streets in the World’, the road is surrounded by boutique cafés, design studios, and upscale, independent restaurants and wine bars, making it a magnet for urban professionals and trend-setters and delivering more than 250,000 monthly impressions.

Lower Long Street links directly to the CTICC and major business hotels, serving as a conduit for the city’s professional crowd and global visitors with around 81,000 monthly impressions.

Duck said that securing these premium CBD locations required long-term partnerships and strict compliance with the city’s signage and heritage regulations.

‘Cape Town’s by-laws make large format outdoor inventory incredibly limited, and through proactive site negotiations and trusted relationships, we’ve been able to secure rare and sought-after positions that deliver incredible brand visibility and audience calibre.’

From an advertiser’s perspective, Bree and Lower Long complete Tractor’s Cape Town Central network, connecting with nearby landmark sites across Gardens, Upper Loop, and Sea Point to create a 360-degree presence across the city’s most influential precincts.

‘These sites allow advertisers to reach audiences as they move between work, lifestyle and leisure environments throughout the day. The combination of premium urban settings, consistent digital presentation and high dwell-time zones ensures that our clients’ messaging lands with both impact and frequency,’ said Duck.

Duck added that the new additions form part of Tractor’s broader strategy to consolidate and measure its Cape Town central network through technology-enabled accountability and verified audience delivery, as part of the media owner’s ongoing investment in more dynamic and measurable OOH solutions.

‘Our goal is to give brands the ability to dominate the cityscape while ensuring every campaign is data-driven, measurable and environmentally responsible. Cape Town is the heart of our network, and with these new sites, we’re giving advertisers even more ways to stand out, connect with audiences and make a real impact in ultra-desirable locations,’ he concluded.

TRACTOR OUTDOOR
www.tractoroutdoor.com

African Creators Named Winners In Global Next Creative Leaders 2025

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Modern Marketing

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November 6, 2025

African Creators Named Winners In Global Next Creative Leaders 2025

Celebrating its 10th year, Next Creative Leaders was created in partnership with The 3% Movement as the industry’s only free portfolio competition that identifies, celebrates, and provides a global platform to talented women, non-binary, and trans creatives who are making their mark on the world with both their work and unique point of view on creative leadership that’s changing the industry for the better.

The One Club for Creativity announced six young creatives in Africa and the Middle East who are among the 36 winners from 17 countries in this year’s Next Creative Leaders, a free global competition recognising women and non-binary creatives on the rise.

NCL 2025 winners in the Africa and Middle East region are as follows:

– Jasmin Vandersteen, copywriter, and Zainab Mitha, art director (team), Joe Public, Durban.
– Raya Abujaber, creative director, VML Amman.
– Revati Anilkumar Patil, associate design director, Leo Burnett Dubai.
– Divya Buddhdev, associate creative director, Ogilvy Africa, Nairobi.
– Archna Singh, freelance creative director, Dubai.

The complete list of NCL 2025 winners can be viewed here. NCL 2025 entries were judged by an esteemed jury of 59 top creatives from 23 countries.

A special virtual NCL winners celebration will be held on November 6, and include a celebration of all winners and discussion with winners over the years.

‘For more than two decades, The One Club has provided programming that helps improve the industry’s diversity and gender equality,’ said Kevin Swanepoel, CEO, The One Club. ‘Next Creative Leaders is one of our fast-growing programs because it identifies, elevates and gives voice to creatives around the world who are making a real difference, opening doors and inspiring the next generation.’

Eligible participants for NCL were those who are stepping into leadership roles, including copywriters, art directors, designers, ACDs, content creators, and recently promoted creative and design directors with less than one year in the role, and creative teams who are doing game-changing work. To make NCL as accessible as possible, there is no fee to enter.

They were judged on four-to-six pieces of creative work and information about how they — and their work — are pushing the industry forward and making a positive contribution in terms of diversity, mentoring, and advocacy.

Each NCL winner receives a one-year complimentary individual membership with The One Club, with opportunities to serve on juries for one of The One Club’s awards programs, and receive a complimentary ticket to a One Club professional development conference, panels, and mentorship events.

Winners also have their work showcased on The One Club website and social channels, covered by media partners, and have potential opportunities to speak at NCL events.

Branding for Next Creative Leaders 2025 was designed by Du Nieto (he/they), an NCL 2021 winner who serves as lead designer at Revolut, and independent creative at dadada.work. Font for the branding – Romie Light Italic – was donated by Margot Lévêque Studio, based in New York.

NEXT CREATIVE LEADERS 2025
https://nextcreativeleaders.oneclub.org

Windhoek Beer Rolls Out New Campaign

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Modern Marketing

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November 5, 2025

Windhoek Beer is flipping the script on traditional food rules with its bold new campaign: Real Beer, Real Food and Nothing Else. This nationwide celebration of South Africa’s favourite one-handed meals hit the streets in a fresh, authentic way with the arrival of the Windhoek Beer Hops Truck. The Hops Truck is not just a vehicle – it’s a mobile experience that carries real beer, real food, and real conversations into the heart of local communities.

It’s a space where people come together to share authentic moments, celebrate their favourite street food spots, and enjoy the crisp refreshment of Windhoek Beer. Powered by both electricity and solar energy, the Hops Truck is fully equipped with 4 draught taps, a griller, and a fryer, allowing guests to pour a cold Windhoek draught and enjoy freshly prepared snacks on the spot.

Making its debut in Soweto on Saturday, 1 November, the Hops Truck popped up at Chaf Pozi, PDL, and Meat Meet, bringing with it a vibe that was fresh, real, and social. Each stop celebrated local flavour and connection.

At the centre of the experience is Dali Danger, the face of the Windhoek Beer Hops Truck, who hostedReal Beer, Real Food Chats – conversations that go beyond beer to explore the stories, people, and meals that make South Africa’s food culture so rich and relatable.

This activation formed part of Windhoek’s broader #RealBeerRealFood campaign to crown South Africa’s best one-handed food spots, with one lucky fan standing a chance to win an all-expenses-paid Round the World Food Tour, featuring some of the globe’s most iconic one-handed dishes.

‘South Africans know real when they taste it – and we’re on the hunt for the best taste in the country,’ said Keval Ramraj, Marketing Manager at Windhoek Beer. ‘All consumers need to do is visit our socials for how to enter and nominate their favourite local. It’s a win for the meals that hit hardest when you’re hungriest, that taste better straight from your hand, and that you remember because of who you shared them with. The realest food doesn’t need two hands to eat.’

WINDHOEK
https://www.windhoekbeer.com/za

FNB Partners With Razor To Redefine Its Communication Strategy

By

Meggan McCarthy, Modern Marketing

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November 4, 2025

FNB Selects Razor To Lead Strategic Comms & Reputation Support The Appointment follows a competitive pitch process in early 2025.

FNB has appointed strategic communications agency Razor PR as its partner to redefine its communication strategy for the future. Razor will support FNB across its retail and commercial banking segments as it advances an approach away from a more traditional media-relations and output-driven model toward one focused on engaging consumers directly through content and storytelling.

In this, Razor will support FNB in the development and execution of its earned corporate and brand narratives – including integrated earned-media campaigns, stakeholder engagement and reputation strategy across its complete retail and commercial operations.

‘In a world where consumers face thousands of messages daily, we can no longer just broadcast and hope to make an impact,’ said FNB Corporate Affairs Executive Jacqui O’Sullivan. ‘This change is about radical simplicity and clarity, two fundamental points of culture alignment between Razor and FNB. Razor was chosen for its proven ability to deliver high-impact storytelling and measurable business value.’

‘With a deep track record in doing things differently, Razor was selected for its proven ability to deliver high-impact storytelling and measurable business value. We felt that its fresh energy, new approach to reputation management and strong creative capability would create the right blend of skills for what it is we are doing as a broader communications team in the bank,’ she said.

Said Razor PR CEO, Dustin Chick, ‘Building trust is critical in today’s fractured, high-risk world, especially for an institution like FNB that plays a vital role in society. We are thrilled to partner with FNB in its brand and reputation journey.’

O’Sullivan concluded, ‘How we contribute to society goes beyond products; it’s about how we build up individuals, businesses and the communities within which we operate. That requires a change in how we communicate, and it must always start with the customer in mind.’

RAZOR PR
www.razorpr.co.za

Cache Studio Appointed As Advertising Agency For Canna Collective

By

Modern Marketing

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November 4, 2025

Creative makers studio Cache is pleased to share news of its new partnership with Canna Collective. This partnership is a natural fit for Cache, which specialises in working with challenger brands – companies that are not afraid to push boundaries and disrupt their industries.

Cache will serve as Canna Collective’s advertising agency, bringing senior creative leadership and a bold vision to a market poised for explosive growth.

‘The cannabis industry in South Africa, we believe, is on the cusp of explosive growth,’ said Cache co-founder Marco Russolillo. ‘Our core focus is on further developing brand recognition and affinity in a market where the product category is still somewhat in its infancy. Our approach is to layer the aesthetics with a distinct sophistication that combines smart strategy and beautiful, functional design.’

Cache will apply its ‘Growth by Design’ model to the partnership, focusing on innovative and creative solutions that achieve measurable business results. The agency’s senior creative leadership will work to shape a brand identity for Canna Collective that is both aspirational and trustworthy, helping to build a lasting connection with consumers of cannabis products and support the development of a favourable reputation more broadly.

The collaboration will leverage Cache’s core services, including branding and strategy, content creation, and digital design as they launch three new premium brands under the Canna Collective umbrella.

‘We are very excited to be working with the team at Canna Collective. Not only is it an exciting product category but the ethos of the brand fundamentally aligns to what we’ve set out to do at Cache, which is pushing the boundaries, leveraging the fundamentals of great advertising and design, and working with partners that have an appetite for challenging the status quo,’ Russolillo added.

It’s a sentiment that’s echoed by Alex Agulnik of Canna Collective: ‘Our partnership with Cache speaks to our belief in creativity as an important tool for strategic growth, especially for brands in a nascent and rapidly evolving industry.’

Agulnik added that his partnership is a significant step towards their vision of becoming a leader in South Africa’s cannabis market. By collaborating with Cache, Canna Collective aims to move its brand beyond the informal market and establish it as a premium product.

The new brand identity and positioning will embody a fusion of wellness and innovation, where the medicinal meets the recreational, appealing to consumers who prioritise quality, credibility and a refined experience.

CACHE
www.cachestudio.co.za