Collaboration Is The Catalyst That Makes The Influence Equation Work

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August 27, 2025

Murray Legg, Co-Founder of WEBFLUENTIAL, explains the Influence Equation, and why brands that win are those that have the courage to collaborate authentically with creators.

Roger Federer wasn’t just sponsored by On Running shoes; he helped shape the shoe and the brand. ‘I’d like this kind of a response, I’d like this kind of a feel,’ he told the founders as he worked with them to perfect the product, on and off the court. Then he made the brand an offer: ‘You don’t have to pay me to talk about it. I’ll just take 3% of the equity. If it’s worth nothing in the end, it’s worth nothing. But if it’s worth something, then I helped you get there.’

That 3% stake turned out to be worth more than his entire career of tennis winnings, all thanks to collaboration with the brand. That’s the power of creator-brand partnerships done right.

There’s more to Federer’s story than a feel-good anecdote about a sports star and a shoe brand. It’s a perfect illustration of what’s possible when creators and brands align.

Africa is a hotbed for digital content creation because of its massive, young, mobile-first population (the youngest on average globally). Combine that with growing GDP, increasing purchasing power, and the fact that storytelling is deeply woven into African culture, and you’ve got massive opportunities for brands and creators across the continent.

Behind the headlines about reach and virality is an equation that explains why some creators and brands thrive while others fade. We call it the Influence Equation: Creative Content + Authentic Connections + Creator Commerce = Sustainable Influence.

How Do Brands Fit Into The Influence Equation?

Brands often rush campaigns and choose influencers based solely on popularity or budgets. And, too often, influencers are treated as hired mouths rather than engaged partners. But collaboration is the catalyst that makes the Influence Equation work, like a triangle.

Creative content, authentic connections, and creator commerce only add up when creators and brands work as true partners. This means co-creating authentic stories, listening to the audience together, and aligning on how to deliver value. The creator brings trust and cultural relevance; the brand brings resources and reach. When both respect what the other brings to the table, the result is sustainable influence that benefits everyone. For brands, understanding and supporting this cycle, rather than trying to control it, is what unlocks real value.

The Influence Equation: What This Looks Like

Creative content: Brands and creators must co-create stories that feel authentic and culturally relevant. A brand that dictates the script misses the point; a creator who ignores the brand’s message risks alienating the audience. Collaboration here means finding the sweet spot where the creator’s voice and the brand’s values meet.

Authentic connections: trust lives in the creator’s community. Brands don’t ‘own’ this trust; they’re borrowing it. That means they must listen and adapt alongside the creator, respecting what the audience responds to. Collaboration at this stage is about being flexible and responsive to feedback rather than rigid about messaging.

Creator commerce: Ultimately, the commercial aspect thrives when the first two are in harmony. The creator understands how to present the product or service in a way that feels natural to their audience, and the brand supports the creator with resources, tools, and the freedom to maintain authenticity. Together, they drive sales without sacrificing credibility.

And The Brave Part? Here’s Why Today’s Brands Must Be Brave

The bravest brands are willing to co-create, listen, and trust the creators they work with, because influence today isn’t just about reach; it’s about relevance. Legacy advertising was once one-directional. Today’s audiences demand authenticity and transparency, and creators are trusted more than billboards or TV ads. Brands that win are those that have the courage to collaborate authentically with creators, even when they can’t control every word.

Take Shoprite Checkers, for instance. The retail giant teamed up with UFC Middleweight Champion Dricus du Plessis to introduce KNOX Hydrate, a sparkling sports drink line focused on hydration and recovery. Or Coca-Cola, who formed a strategic partnership with Uncle Waffles for the launch of Wozzaah soda, supported by an interactive online experience featuring the global music sensation.

Clicks, in collaboration with Nfinity Influencer and IconX360, hit a home run with the BroScape/BroNation campaign, an innovative two-part activation combining strategic influencer marketing featuring current and former PSL stars like Itumeleng Khune, Oupa Manyisa, Morgan Gould, Katlego Mphela, Lebohang ‘Cheese’ Mokoena, and Tristan Moses. It also included real-world engagement from theSalt’s nano creators. Brands including Gillette, Dove, Sorbet, and BIC further drove the message, creating authentic interactions and community connections around self-care, grooming, and masculinity.

Bravely Building Africa’s Influence Ecosystem

Looking at Africa, we have everything in place: technology, payment infrastructure, and creative grit. What it needs is for brands to stop seeing creators as ‘placements’ and start seeing them as partners. Because in today’s economy, relevance beats reach.

For Africa’s leading creator-brand platforms, brands should seek out agency partners that can connect brands directly with influencers who can tell their story, build their brand community, and drive commerce through authentic partnerships. Exploring the right brand influencer partner should come with measurable results, using tools that determine AI Matching, end-to-end campaign management, and real-time performance dashboards – all to help brands and marketers see the metrics that matter.

Next to creativity, collaboration is king – because influence isn’t one dimensional, and it doesn’t live in an isolated node of communication; influence is an ecosystem of progressive minds, authentic conversations, relationships and creative exchange where the value exchange is equal, the results are visible, and the business ultimately adds up.

WEBFLUENTIAL
https://webfluential.com/

Publicis Groupe Africa Appoints Senior Vice President: Communications

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Modern Marketing

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August 27, 2025

Publicis Groupe Africa Appoints Senior Vice President: Communications — Robyn Campbell, Publicis Groupe Africa.

Publicis Groupe Africa has appointed Robyn Campbell as Senior Vice President: Communications, strengthening its leadership team with one of the industry’s most dynamic and respected voices. Publicis Groupe Africa will draw on Campbell’s years of experience as she leads creative transformation across the Groupe, partnering closely with clients to sharpen brand and marketing impact in a rapidly evolving business landscape.

Campbell brings a deep insight into the industry and a proven commitment to shaping the future of advertising in South Africa and beyond. She has judged multiple awards such as Advertising Week Africa, The Loerie Awards, Effies, Assegai Awards and The Bookmarks Awards; serves on the Loeries and Bookmarks committees; sits on the IAB South Africa board; and was named a 2025 South Africa Women Leaders Award winner by the World Women Leadership Congress.

She is equally passionate about transformation and mentorship, mentoring through SheSays ‘Who’s Your Momma’ and co-launching The Forge, an educational transformation platform built by Machine, aimed at unlocking diverse talent pipelines for the industry.

‘Creative communication changes outcomes. I’m energised to help our clients move faster, think braver and create work that grows brands and opportunities. This role brings together my biggest passion – transformative, inclusive creativity – with the chance to open new doors for our people and partners,’ said Campbell.

Outgoing Senior Vice President, Jonty Fisher, welcomed the appointment. He commented:
‘Campbell is a force of nature. She is sharp, empathetic, and relentlessly focused on driving creative excellence that makes a measurable impact. Her leadership is defined by a rare ability to unite creativity and business impact while putting people at the centre. I couldn’t think of a better person to take the reins.’

PUBLICIS GROUPE AFRICA
https://publicisgroupeafrica.com/

Creating A Space That Captures Attention At An Exhibition Is An Art

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Modern Marketing

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August 27, 2025

Creating A Space That Captures Attention At An Exhibition Is An Art

Three to five seconds. That’s how long a person looks at a booth before deciding whether or not they will step inside. Colour, lighting, layout, branding and signage are critical to capturing attention, and the psychology of aesthetics and visual cohesion are critical to keeping it. This is according to SMARTBUILD.

In the busy and loud exhibition environment, where information is at overload and senses are saturated, the margin for being remembered and overlooked comes down to one simple thing: your stand.

Building a stand is easy, but creating a space that captures and holds attention at an exhibition is an art. It is important to create a booth in a way that’s ideally suited to your target market, maximises your participation, helps you achieve measurable return on your investment, and connects with your potential customers.

The value of a well-designed booth comes down to its function. From understanding traffic flow and floor dynamics to designing private spaces and managing complex exhibitor rosters, stands must be designed to optimise every aspect of the space. It is essential that your business objectives are heard and actioned in every part of the build. There is no one-size-fits-all, every industry and company is different and your booth must reflect this.

It comes down to collaboration and co-creation, understanding the needs of the client and the limitations of the exhibition space. And using every corner and square metre to build something that transforms that space into something memorable.

A close co-creation approach is an important quality. Across all sectors, client expectations are changing as exhibitors want more value, more impact and proven results.

Brands are facing tightening marketing budgets amidst global economic friction and geopolitical instability. Exhibitions have to work harder to justify their value which means overheads need to come down or visibility needs to go up. Experience-led stands are becoming increasingly popular, as are spaced built with psychology and visual aesthetics in mind. You need unique offerings that will hook visitors and engaging environments that will keep them interested and connected. You also need a partner that will not only step in and create these extraordinary spaces, but who can be trusted to work with you no matter where you are in Africa.

SMARTBUILD
smartbuildexhibitions.com

Flume Announces Specialised Innovation Division

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Modern Marketing

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August 27, 2025

Flume Announces Specialised Innovation Division

Flume has officially launched its Innovation Department, a specialised division designed to ensure clients stay ahead in the rapidly transforming digital space. The Innovation Department underscores the agency’s belief that strategic foresight, relentless curiosity, and a personal touch are essential to staying relevant and resonant in digital marketing.

‘At Flume, innovation isn’t just a buzzword – it’s a commitment,’ said Jacques du Bruyn, Co-CEO of Flume. ‘We’ve given this team a mandate to innovate, meaning they operate outside the normal tramlines of day-to-day projects and retainers. Their role is to challenge convention, scan the horizon for opportunities, and give our clients that crucial competitive edge.’

Unlike traditional client service teams, the Innovation Department operates independently from daily project execution, allowing them to focus entirely on fresh, forward-thinking strategies. Their work spans:

– Proactive idea generation for both new and existing client campaigns.
– Identifying and analysing emerging trends across digital platforms.
– Spotting untapped opportunities in markets, platforms, and technologies.
– Research and development with a key focus on technology, be it best leveraging existing technology or building new technology.
– Distilling research into actionable insights via Flume’s quarterly Digital Diaries tailored playbooks that translate trend analysis into practical, results-driven strategies.

The department’s approach is as much about connection as it is about creativity. One of its flagship initiatives is the Midweek Mingle — a quarterly in-agency event that welcomes clients for a fast-paced, 15-minute talk which showcases new innovations, followed by relaxed networking over drinks. The sessions are designed to inspire, inform, and strengthen client relationships beyond the inbox.

In a sector where platforms, algorithms, and audience behaviours can shift overnight, this dedicated function ensures clients receive not only world-class execution but also visionary thinking. ‘Our goal is to make sure that Flume’s clients are never just keeping up, but leading the way,’ du Bruyn added.

FLUME DIGITAL MARKETING
www.flume.co.za

AMC Awards Announces Leading Marketing Stars

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Modern Marketing

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August 26, 2025

AMC Awards Announces Leading Marketing Stars

Winners of the prestigious African Marketing Confederation (AMC) Awards were unveiled at a glittering banquet dinner on the last night of an in-depth conference. This year’s AMC Conference Awards, presented during a dinner at the tranquil Labadi Beach Hotel in Ghana, were selected from more than 60 nominations.

Helen McIntee-Carlisle, AMC President and Co-Founder, said the judges were impressed by the scale and calibre of the entries. ‘With nominations from all over the continent, the judges faced a tough task in selecting the final winners,’ she said.

‘We are pleased to have identified the leading marketing stars from throughout the continent,’ McIntee added.

The conference celebrated winners representing multiple countries, including Uganda, Zambia, Kenya, and Tanzania. In keeping with the theme of the conference, ‘Thriving in Africa’s Evolving Markets: Trust, Trends, and Technology,’ the winners demonstrated that they were at the nexus of all of these aspects of marketing.

Each category had several stringent requirements for nominations to be considered, which included which excellence in marketing, innovation, and impact across Africa.

‘I want to extend my warmest congratulations to all the winners, as well as everyone who was nominated. It’s inspiring to see such a dynamic marketing sector across Africa,’ said McIntee-Carlisle.

The AMC Awards are about more than recognising individual achievement. ‘They highlight Africa’s creativity and commitment to diversity with every nomination and award,’ said McIntee-Carlisle.

‘By taking part, nominees gain a stage to showcase their work, expand professional connections, and amplify their impact, unlocking possibilities for collaboration, investment, and international acclaim,’ added McIntee.

The 2025 AMC Awards Winners In The Respective Categories:

Best Cause-Related Campaign Of The Year:

– Gold: Mastercard – ‘Sails of Change’.
– Silver: EABL (East African Breweries Limited) – ‘Project Rudisha’.
– Bronze: Stanbic Bank – ‘Battle of champions’.

Best Social Media Campaign Of The Year:

– Gold: Uganda Waragi – ‘Arresting Attention’.
– Silver: Johnnie Walker – ‘Bringing the Striding Man to Life’.
– Bronze: Stanbic Bank – ‘Cash Back’.

Best Not-For-Profit/Public Sector Campaign:

– Gold: Malaria No More – ‘Change the Story’.
– Silver: World Vision – ‘End Child Marriage and All Forms of Abuse’.
– Bronze: The Ethiopian Ministry of Health and Blood Bank – ‘The Incredible Generation’.

Best Tourism And Destination Marketing Campaign:

– Gold: Zambia Tourism Agency – ‘Visit Zambia’.
– Silver: Old Mutual – ‘Green Frames’.
– Bronze: Sunseekers Tours – ‘Cruise Tourism Development for Ghana’.

Best Use Of Local Insights Campaign:

– Gold: Cadbury’s – ‘Give A Generous Voice to Storytime’.
– Silver: Tusker Lager – ‘Stitched with Cheer’.
– Bronze: Captain Morgan – ‘Captain Morgan – Bring Out Your Spice’.

Most Effective Campaign:

– Gold: Uganda Waragi – ‘From Limited Edition to Limitless Icon’.
– Silver: Safaricom Ethiopia – ‘One Move Away Campaign – Road To 10 million Subscribers’.
– Bronze: Manyatta Cider – ‘A New Kind of Homecoming’.

Campaign Of The Year:

Winner: Cadbury’s – ‘Give A Generous Voice to Storytime’.

Brand Of The Year:

Winner: Uganda Waragi.

McIntee-Carlisle said the nominations and excellence of the winners highlight the abundance of top talent and companies across Africa. ‘We hope that each winner or their organisation inspires the next generation as we embrace an exciting era of the nexus of technology and marketing,’ she added.

AFRICAN MARKETING CONFEDERATION
www.africanmarketingconfederation.org

Capitec Launches Brand Positioning Campaign

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Modern Marketing

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August 25, 2025

Capitec announced the launch of its new ‘Bank on better’ brand positioning campaign in partnership with its creative advertising agency, Promise. This human-centred storytelling platform brings to life the meaningful difference the bank continues to make in the lives of millions of South Africans.

Shot in a raw and authentic interview style, the commercial features real Capitec clients, not actors, sharing heartfelt reflections on the questions: Who do you bank on, and who banks on you?

‘Bank on Better isn’t just a campaign. It’s our truth,’ said Asha Patel, Head of Brand and Communications at Capitec. ‘Capitec was built by being present in the moments that matter – whether that’s helping parents fund their children’s education, buying their first home, starting a business, travelling overseas or simply getting through the month. This work reflects the trust and deep relationship that we have with our clients – and the responsibility that comes with that trust.’

‘Trust is built when you show up consistently, with honesty and empathy. We are not perfect, but we try really hard. And that’s what clients remember. Like the story of Vhulahani, a 51-year-old gogo, who tells the story of being greeted with a warm kindness that makes her feel seen when she walks into our branch,’ said Patel.

Inspired by its clients’ diverse backgrounds, the campaign brings their stories to life through vibrant storytelling, inviting us to reflect on the different paths we all take to realise our dreams.

There are stories of entrepreneurs like Mthokozisi, an engineer, inspired to work hard through his childhood memories of repairing irons, TVs and microwaves with his grandfather. With ambitions of growing a single carwash into a thriving franchise, he dreams of creating jobs and contributing to his community. 24-year-old Mykayla, who has banked with Capitec since she was 15, is the first in her family to graduate and is now pursuing her Master’s degree despite facing adversity. Through it all, she never stopped believing in her dreams and banking on herself.

CAPITEC
www.capitecbank.co.za

Modern Marketing Expo Offering Product Showcases, Workshops, Networking And More

By

Meggan McCarthy, Modern Marketing

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August 22, 2025

Modern Marketing Expo Offering Product Showcases, Workshops, Networking And More

The Modern Marketing Johannesburg Expo is your opportunity to see the future of marketing and branding. 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.

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

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

TikTok And WARC Whitepaper Explores Growing Complexity Of Digital Marketing Landscape

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Modern Marketing

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August 22, 2025

TikTok And WARC Whitepaper Explores Growing Complexity Of Digital Marketing Landscape

Titled ‘The Certainty of Uncertainty: Why Marketing Needs a New Measurement Mindset’, the report, released by TikTok, in partnership with WARC, calls for marketers to move beyond outdated attribution models and adopt more agile, outcomes-driven strategies that reflect today’s dynamic environment.

The whitepaper outlines a paradox that marketers across the Middle East, Africa, and Turkey (META) are facing: the more they rely on familiar, easily measurable metrics like clicks or last-touch attribution, the more disconnected they become from actual business outcomes. And with more than $741 billion spent globally on digital advertising in 2024, the risks of misattribution and inefficient spend are significant. In South Africa, a market undergoing rapid digital transformation, the urgency is even greater.

According to the research, 93% of South African consumers use video platforms to search for products before making a purchase, while 88% say they come across new brands or products through video that they hadn’t seen before. These behaviours signal a clear shift away from linear, traditional consumer journeys and make a compelling case for marketers to rethink short-term, lower-funnel tactics that no longer tell the full story.

‘Marketers in South Africa and across the region are being asked to do more with less – build long-term brand equity while showing short-term impact. To thrive in this environment, they need measurement systems that are adaptable, not absolute,’ said Carl Jordan, Head of Sales, Global Business Solutions, TikTok – Sub Saharan Africa.

Across the region, the study shows that 60% of underperforming marketers in the region remain overly focused on lower-funnel conversion, despite evidence that 35% of last-click attribution spend generates zero incremental sales. In some cases, as much as 79% of conversions are missed entirely by outdated models. This reliance on metrics that are always in flux often leads to over-investment in performance marketing at the expense of brand-building, which can undermine long-term growth.

For South African marketers navigating this tension, the report offers not just insights, but a roadmap. Drawing on expert interviews, regional data, and local case studies, the findings advocate for a mindset shift, from chasing the illusion of precision to designing flexible systems that mirror the complexity of real-world consumer behaviour. Adaptability, the report argues, is no longer optional – it’s essential.

To support this shift, the whitepaper introduces the GRO measurement framework, a practical model built to help teams manage complexity without becoming overwhelmed by it. Grounded in three key stages – aligning around business goals, assessing internal readiness, and optimising with agility – the framework enables marketers to build systems that help them make smarter, faster decisions.

Against the backdrop of rapid technological change, economic pressure, and increasing demands on marketing teams, the research captures a sense of cautious optimism. For marketers who are ready to embrace ambiguity and evolve their approach, this new mindset presents an opportunity to reconnect the signals between content, commerce, and consumer intent, and build long-term success even when certainty is out of reach.

‘The Certainty of Uncertainty: Why Marketing Needs a New Measurement Mindset’ is now available and marks a continued commitment from TikTok to help marketers across South Africa, and the broader region, navigate the complexity of today’s marketing landscape with clarity and confidence.

Download the full whitepaper here.

TIKTOK
https://www.tiktok.com/

WARC
https://www.warc.com

SA’s Gen X Is An Economic Powerhouse That Brands Should Prioritise

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Modern Marketing

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August 21, 2025

SAs Gen X Is An Economic Powerhouse That Brands Should Prioritise — Zak Haeri, NielsenIQ.

Generation X worldwide accounts for 24% of consumer spending and represents a market worth $15.2 trillion, which is roughly twice the size of China’s total consumer market. By 2035, their annual spending is expected to peak at $23 trillion.

NielsenIQ (NIQ), in collaboration with World Data Lab (WDL), has released a comprehensive generational spending report focused on Generation X, the cohort born between 1965 and 1980. Titled The X Factor: How Generation X is quietly driving trillions in consumer spending, the report reveals that South Africa’s Gen X is an economic powerhouse accounting for 21.4% of total spending.

‘Gen X is a force to reckoned with in South Africa, despite the country’s relatively young population,’ said Zak Haeri, Managing Director for South Africa at NIQ. ‘SARS data shows that people in the Gen X age band are the country’s top earners. Although a much smaller segment of the population than the under-45s, Generation X is in its peak spending years and represents a major chunk of the spending on consumer packaged goods (CPG) and Tech & Durables (T&D).’

South Africa’s history means that there are stark levels of wealth inequality among the country’s Generation X population. However, middle class and suburban members of Generation X represent a large portion of the country’s consolidated wealth. Their economic importance is amplified by their need to spend on their children and their ageing parents as well as their status as business and political leaders.

Feeling The Pinch

While Generation X in South Africa is at the height of its earning power, many of its members report that they are taking financial strain. Some 64% report they only have enough money for the basics, compared to 46% of Gen Xers globally and 53% of the overall South African population. Only 4% said they could spend freely, compared to 11% of their global Gen X peers.

Around 38% treat themselves or their family by upgrading to a premium brand product compared to a cheaper alternative versus 62% of South African Millennials and 57% of Generation Z and 54% of global respondents. One explanation for this is that Gen Xers are stepping up to help their elderly parents, their children, and in some cases, their grandchildren. Being sandwiched between ageing parents and their children has led to a decrease in discretionary spending.

Still Keeping Ahead Of The Curve

While not as adventurous as their Gen Z children, many South African Gen Xers are still interested in novel experiences and products. Some 29% like to try new things (versus 46% of Gen Zers) and only 18% report they seldom try new things or risk buying something that might not work out. This suggest Generation X will give new brands or products a chance when they offer practical value or align with their personal values such as sustainability, health or convenience.

Brand Loyalty – It’s Complicated

Generation X in South Africa is split down the middle between those that are loyal to particular brands and those who are indifferent to brand labels. Just over a third (36%) prefer to buy well-known large brands whenever they can, while 35% report that they buy what they need without thinking about brand too deeply. Just 9% go out of their way to support small brands.

Tech Sceptics

Although Generation X grew up during the PC revolution and joined the workforce when the internet was starting to take off, South Africans in this age group appear to be relatively cautious tech adopters. Only 23% allow smart devices to automatically order new products, compared to 35% of global Gen Xers and 50% of South African Millennials.

Just 32% accept product recommendations from an AI assistant versus 39% of Gen X globally and 58% of South African Millennials. Meanwhile, just 29% leverage AI to automate and speed up daily tasks (versus 40% Gen X globally, 59% of South African Millennials) and 65% say they avoid sharing details in virtual interactions because they don’t trust AI data privacy (compared to Gen X 58% globally and 63% of South African Millennials).

Actions For CPG And T&D Brands And Retailers

The diversity of the Gen X cohort in South Africa means that brands will need a nuanced, segmented approach to capitalise on its spending power:

– Fuel premium purchases across key categories by focusing on attributes that are most valued by higher-income Gen X consumers. These include reliability, functionality, product value (not simply price), health and wellness, efficiency and convenience.

– Secure customer lifetime value (CLV) by earning Gen X trust via long-lasting, multi-use products and promotions that reflect the household finances for lower and middle income households. These include affordability and accessibility, durability and multi-use utility.

– Position products/services as time savers and enablers of care. Dependent Care, Outdoor Recreation, and Household Tools are key categories of growth.

– Deliver omnichannel experiences that build trust first, then highlight convenience.

Haeri said: ‘Many South African brands are focusing on courting Gen Z and miss significant opportunities with Gen X consumers. Generation X is in its prime earning and spending years, wielding outsized influence despite its smaller population size. Members of this generation don’t chase trends; they invest in what works for them and those they support. Brands that fail to prioritise them now could lose out on a decade of loyalty and lifetime value.’

NIELSEN
https://www.nielsen.com

Mentorship Helps Build The Next Generation Of Marketing Leaders

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Modern Marketing

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August 21, 2025

Mentorship Helps Build The Next Generation Of Marketing Leaders — Tiffany Turkington-Palmer, Flow Communications.

According to Tiffany Turkington-Palmer, MD of Flow Communications, South Africa faces a dual crisis: a staggering youth unemployment rate of more than 45% and a severe skills shortage, with, according to at least one report, 75% of employers struggling to find the talent they need. This is not just a mismatch, it’s a national emergency.

While many companies spend millions on new systems, one of the most effective tools for tackling this crisis is consistently undervalued: mentorship. In a climate where nearly one in three employees is looking to jump ship, treating mentorship as a soft-skill ‘extra’ is a threat to business survival. It’s time to treat it as a strategic imperative. Here’s how.

1. Make Leadership’s Commitment Non-Negotiable

A learning culture doesn’t appear from a memo; it’s seeded by example. When senior leaders actively mentor others and, just as importantly, seek mentorship themselves, they signal that this is a core business value.

This isn’t about overseeing a rigid programme from a distance, but about personally modelling the behaviour that defines the culture. If the leaders don’t live it, it will fail.

2. Create The Conditions, Then Get Out Of The Way

A rigid, top-down programme is where good intentions go to die. The goal isn’t to force pairings but to intentionally create fertile ground for organic mentorship to grow. This means sanctioning time for it, creating platforms for connection and publicly rewarding those who lift others up.

The framework’s job is to democratise access and give permission, ensuring mentorship becomes a celebrated part of a company’s DNA, not a privilege for the well-connected.

3. Look Across The Desk, Not Just Up The Ladder

The notion of a grey-haired executive bestowing wisdom is outdated. I’ve always believed that the lines between teaching and learning are blurred. In the fast-paced world of marketing and communications, it’s often younger people who can mentor and teach older employees in new technologies, for instance, while more experienced people are often better at navigating difficult situations.

4. Mentorship Is A Contact Sport

A passive relationship is a failed one. Mentorship requires active participation, especially from the mentee. Fostering a culture where asking questions is seen as engagement, not a nuisance, is critical. Young people should be proactive, open-minded and always welcome feedback. If you’re the mentee, ask questions, seek guidance, and be open to new experiences and challenges.

5. Move From Advice To Advocacy

South Africa doesn’t just need more mentors. The country also needs more sponsors. A mentor talks with you. A sponsor fights for you in the rooms where careers are made. Sponsors don’t just give advice, they use their political capital to pull others up. For driving real transformation and getting diverse talent into leadership, sponsorship isn’t just helpful – it’s everything.

The marketing industry is notorious for its revolving door. At Flow Communications, more than 40% of the team has been with the company for five years or more – a profound anomaly in this sector.

It’s unlikely that this is a coincidence. When people feel invested and see a path for growth, they don’t just stay – they build institutional knowledge, innovate and become the next generation of leaders.

The question for South Africa’s leaders is no longer if they can afford to invest in mentorship, but whether they can afford not to.

FLOW COMMUNICATIONS
www.flowsa.com