Our Roth Media Managing Director, Rorisang Setlogelo, participated in a panel on effective cause marketing. She joined the Effie South Africa web series, powered by the Association for Communication and Advertising (ASA); the platform honours South African trailblazers, through a series that showcases one’s expertise within the marketing and communications industry, speaking amongst her peers from VUMA, M&C Saatchi and VMLY&R South Africa.
Taking the form of a virtual interview, Rorisang gave an enthralling account of cause marketing effectiveness and how this translates in our current marketing eco-system and the brand world we work in; and gave emphasis for how future business priorities, as an agency and as marketers, needs to shift and fall in line.
Now more than ever, it has become of importance for brands to maintain mindshare and effective positioning. Emotional and intimate connection to consumers, for example, needs to be prioritised, so that it can resonate with the consumer. Now is the time to analyse marketing strategies, to ensure it creates value. “The consumers now know that they have the power to shift the way that brands engage them and how the brands they support impact and contribute to the world we now live in,” she says.
We are grateful for such platforms for giving marketers and agencies working behind the scenes, a platform to speak about and contribute to the industry they love, and to be able to share their insights, learning and wealth of knowledge with aspiring advertisers and marketers. All the while reinforcing our Advertising & Marketing thought leadership in the industry and engaging each other on the world’s drivers and shifters.