Algorithms optimise towards the familiar. Brands, however, need to be remembered for something distinctive.
In this episode of The Lead Creative’s Marketers’ Brief series, Refilwe Maluleke, Executive Head of Marketing at Discovery Health, and Bridget Harpur, Head of Marketing at Volkswagen South Africa, join Mongezi Mtati and Bizcommunity Managing Editor Danette Breitenbach to explore why intelligent, experienced marketing teams still produce advertising that looks and sounds like everything else.
In this episode, they unpack:
- Why algorithms can push advertising towards a sea of sameness.
- How crowded briefs and approval committees weaken promising ideas.
- Why data tells marketers what people do, but not necessarily why they do it.
- What 100 million impressions mean when nobody notices or remembers the work.
- Why performance marketing must support, not replace long-term brand building.
- How marketers can nurture intuition and develop the next generation of talent.
Marketers’ Brief draws out the insight behind the decisions leading marketers make, explores the changes reshaping the industry and looks ahead to where brands are going next.
Thanks to our production partners, Soweto Media, for the production and post-production on this episode.
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Produced in collaboration with our partners, Soweto Media.
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