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Daily Maverick
4 days ago
- Business
- Daily Maverick
Do you have what it takes to compete?
This was the central question posed in the first webinar of the '2025 Marketing Masterclass' series, hosted by Daily Maverick in partnership with eatbigfish Africa, the Association for Communication and Advertising (ACA), and the Marketing Association of South Africa (MASA). The session was led by David Blyth and Khaya Dlanga from eatbigfish Africa, with panellists Elizabeth Mokwena, Executive Marketing Director: HomeCare Southern Africa at Unilever, and Sechaba Motsieloa, founder of KANSY Group. Together, they unpacked the key competencies marketers need to remain relevant, create meaningful value, and drive business growth in a world where the rules are being rewritten in real time. Fundamentals Still Matter Despite the rise of AI and emerging technologies, the consensus among the panel was clear: the foundational principles of marketing still hold true. Elizabeth described a great marketer as someone fundamentally interested in solving consumer problems, whether through products or services. This call back to basics echoed throughout the discussion. Core capabilities such as strategic thinking, business acumen, consumer understanding, creativity, and communication remain essential. These are not 'old school' skills – they are enduring ones. They form the foundation upon which new tools and channels must be layered. Adaptability is Non-Negotiable While the fundamentals remain, the game is undoubtedly changing. The convergence of media channels, the proliferation of big data and AI, and rapidly shifting consumer expectations all demand that marketers evolve. Sechaba highlighted the importance of staying intellectually curious and agile – constantly learning and adapting, and the panel encouraged marketers to embrace ambiguity, viewing it not as a threat, but as an opportunity for innovation. They emphasised the importance of experimentation, being willing to test, learn, and iterate in real-time while remaining grounded in human insight. Success hinges on crafting effective stories tailored to the right platforms and understanding the ethical considerations and legal compliance aspects of new technologies. The Human Element is Marketing's Greatest Advantage In a world increasingly driven by algorithms and automation, the human element is more valuable than ever. Marketing is fundamentally about connection – the ability to engage with people on an emotional level, understand their needs, and build genuine relationships is essential. The panel agreed that empathy, curiosity, and a deep understanding of human behaviour are the traits that will continue to set great marketers apart. They also stressed the importance of compassion in both leadership and marketing – the necessity of caring for the people being served and led. The Skills Gap The panel acknowledged a growing skills gap within the marketing profession and emphasised the importance of closing it. This call to raise the bar also extended to the broader industry. Panellists urged senior marketers to actively mentor and support emerging talent, while encouraging younger professionals to take ownership of their growth, seek feedback, and remain relentlessly curious. A key takeaway was the need for marketers to clearly demonstrate their impact on business performance – not just through traditional marketing metrics, but by showing how marketing drives revenue, profit, and shareholder value. CMOs at the Strategy Table The panel also explored the evolving role of the Chief Marketing Officer. Far from being custodians of communication alone, CMOs are increasingly expected to lead growth and innovation across the organisation. To succeed in this expanded role, CMOs must build influence across functions, embrace data while not losing sight of intuition, and continually translate marketing activities into business outcomes. Five Takeaways for the Marketer of the Future Reconnect with Core Principles Great marketing starts with understanding people, solving real problems, and communicating powerfully. Get that right before chasing the next shiny tool. Stay Agile and Curious Technology and platforms will keep changing. What matters is your ability to adapt, experiment, and learn quickly. Lead with Empathy Human connection is marketing's superpower. Build it into how you lead, how you work, and how you serve your audience. Raise the Standard Join professional bodies, seek mentorship, and invest in the development of yourself and others. We rise by lifting the industry as a whole. Earn Your Seat at the Table Speak the language of business – focus on delivering tangible business outcomes and demonstrate the impact of marketing initiatives. Prove how marketing drives growth. This first webinar in the '2025 Marketing Masterclass' series offered both a reality check and a rallying cry. The profession is changing. Expectations are higher. But opportunity has never been greater for marketers who are willing to evolve, to lead, and to connect more deeply with both their audiences and their organisations. This nine-part series is designed to offer practical, real-world insight for marketers navigating complexity, career growth, and creative leadership and as it unfolds, it promises to reveal how South African marketers can lead the way. To find out more about the next Marketing Masterclass, visit Daily Maverick Events. DM
Daily Maverick
30-06-2025
- Business
- Daily Maverick
Daily Maverick's Marketing Masterclass series returns. Do you have what it takes to compete?
This is a nine-part webinar series brought to you in association with eatbigfish, the Association for Communication and Advertising and the Marketing Association of South Africa. After a standout first season, Daily Maverick's Marketing Masterclass free-to-access webinar series returns – bigger, bolder, built for this new era of marketing and bringing together some of the sharpest minds in brand, business and strategy. Expertise that matters Hosted by well-known marketing and brand strategy consultant David Blyth (Africa Partner at eatbigfish) and joined this time by award-winning marketer, bestselling author and seasoned storyteller Khaya Dlanga (managing partner at eatbigfish Africa), the series aims to unpack what it really takes to stay relevant, build value and deliver impact in a world where the rules are being rewritten in real time. Together, they'll guide critical conversations with industry leaders and award-winning creatives about how to navigate complexity, build brand resilience and shape marketing careers that go the distance. The marketer of tomorrow starts today Series 2 kicks off on 3 July with The Marketer of the Future – a timely and insightful conversation exploring the skills, mindset and creative agility that today's marketers must master to stay relevant in a rapidly evolving landscape. Hosted by David alongside Khaya, the session brings together visionary leaders Sechaba Motsieloa, founder of the KANSY Group, Marketing Association of South Africa (Masa) board member, and Elizabeth Mokwena, executive marketing director: HomeCare Southern Africa, Unilever, and also a Masa board member. Registration is free and open to anyone via this link. Nine Webinars, one purpose: Progress Across the nine webinars in this season they will be joined by business leaders in the marketing profession as well as award-winning creative thinkers to talk about three core themes: Capability: What the marketer of the future looks like, how to build a lasting career, and how to nurture creativity in a noisy world. Value: How to build real brand power, create value perceptions that matter, and stay locally relevant. Impact: The intersection of creativity and business results, the role of humour in breakthrough work, and how to cut through the clutter with purpose. Each session is a fast-paced, engaging one-hour conversation designed for marketers, strategists, advertisers and creatives working to stay relevant in a shifting world. Credibility that counts This series isn't just about inspiration, it's about staying professionally equipped in a marketing landscape that's constantly shifting. Attendees can earn six Designated Marketer CPD points (CMSA Level + for AMSA & MPSA Designated Members | CPD Approval Number: MA DM 25001); Endorsed by both the Marketing Association of South Africa and the Association for Communication and Advertising (Acasa); and Designed to offer practical, real-world insight for marketers navigating complexity, career growth and creative leadership. Register now to join the conversation. Visit Daily Maverick Events. Explore the first series Revisit insightful conversations from Series 1: Daily Maverick Masterclass: Spotlight on Marketing Effectiveness; Daily Maverick Masterclass: Creativity in Marketing; and Daily Maverick Masterclass: The Changing Expectations of Marketing. Media enquiries: Saskia Falken – [email protected] About eatbigfish eatbigfish is a global strategic consultancy specialising in the challenger mindset for brands and business. About Masa A successor to the old Society of Marketers started in the 1950s, later ASOM (Association of South African Marketers), and then the MFSA (Marketing Federation South Africa) up to 2005, reborn as Masa in 2006, is the member association and SAQA recognised professional body for the South African client-side marketing community and the representative voice for organisations and individuals in the marketing industry. For more information visit About Acasa We are the change we want to see. We therefore support the concept of self-regulation in advertising, and abide by the Advertising Regulatory Board Code which seeks to regulate advertising in the public interest. The Association for Communication and Advertising is represented on relevant ARB committees and is actively involved in ongoing revisions to the code. About Daily Maverick Founded in 2009, Daily Maverick is an independent national news and investigative journalism publisher. Daily Maverick covers pressing issues across politics, business and the environment, providing in-depth reporting and insightful commentary on the topics affecting the lives of South Africans. With four million unique browsers monthly, Daily Maverick is one of South Africa's largest publishers and is available online and in a weekly print edition, DM168. Its voluntary membership community programme is designed to keep journalism free for all, and it has a community of civic-minded readers who participate actively through contributions to ensure this access continues for all.
