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Leadership changes and updates from the Marketing Association of South Africa (MASA)

MASA closed off another impactful year at its recent thirteenth Annual General Meeting, detailing important contributions to the marketing profession and industry. These include the completely overhauled Professional Marketing Designations South Africa programme, the introduction of the MAPs Products and Brands research initiative to replace AMPS, and helping to safeguard marketing self-regulation through the establishment of the new Advertising Regulatory Board (ARB). 

 MASA also announced a leadership change. Current CEO, Greg Garden, who has contributed significantly to MASA and its achievements, announced that at the end of his three-year term he would be handing over the baton. Greg assured MASA of his unwavering and ongoing commitment to the association and his full support to achieve a smooth change of executive leadership.

Greg will give increased focus to leading the Marketing Research Foundation (MRF) and the MAPS project, whilst continuing to work closely with MASA into the future in full support of its purpose and goals.

To ensure continuity and business as usual, MASA announced that its current Chairman, Sechaba Motsieloa, had accepted its request to serve at an Executive level as Interim CEO to bridge any gap until the appointment of a long-term CEO. The recruitment process for a new permanent CEO will commence immediately under the guidance of Sechaba.

“MASA has grown in strength over the past three years,” says Greg. “We have a heavy-hitter Board of top marketers made up of highly recognised individual members and corporate CMO’s – the strongest in our history. As a Professional Body and Association, we have made several significant strides in terms of key deliverables to our members and the broader marketing industry.” Amongst others these include:

  • The repositioning of MASA as the only SAQA recognized and approved Marketing Industry Professional Body, with Marketing Designations registered at the Strategic, Operational, and Tactical levels. MASA has established itself, based on strong governance structures, processes, and content, as one of the most credible non-statutory Professional Bodies within the South African business landscape.
  • MAPS, the new marketers Brands and Products Survey has been developed by the Marketing Research Foundation (MRF) with strong direction and guidance from MASA. Subscriber funding has been raised to enable MAPS to launch at the start of 2020.  Moreover, MASA has established very positive co-operation with the Broadcast Research Council (BRC) and the Publishing and Outdoor media bodies to work towards the delivery of joint collaborative research in the interests of better and aligned and integrated data for all marketing and media stakeholders.
  • MASA was foundational in protecting the critical principle of Self-Regulation in advertising and communication for the Marketing Industry.  With the regrettable demise of the Advertising Standards Authority (ASA), MASA worked closely with the Association of Communications Agencies (ACA), the IAB, and other key role players to rapidly establish the new Advertising Regulations Board (ARB) which has ensured the continuity of marketer’s Self-Regulation.
  • MASA continues to work on the development of a more sustainable industry funding model to support self-regulation, media, products and Brands marketing Research, and other critical and future proofing industry initiatives.

“MASA exists to elevate the professionalism of marketing and represent and protect the business interests of marketers” says Sechaba. “It has a strong and clear strategy with well-defined goals and priorities for 2020 and beyond. It is well placed to increase its impact and enhance its contribution to the marketing profession, and I call on marketers at both individual and corporate levels to become members and give MASA greater support”

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SPARK Media invites Lumen to conduct Eye Tracking research

International attention technology company Lumen uses eye tracking software to understand the reality of visual attention on memory and ability to recall messages.

 SPARK Media, having just released its ROOTS research which shows that many people recall reading their local papers regularly for news and shopping information, will now add another crucial layer to that knowledge for marketers using latest technology. The outcome will assist marketers in evaluating local papers against an attention metric.

“Just because you can see something doesn’t mean that you will see it. Lumen’s eye tracking technology helps us understand what people look at – and what they ignore,” explains Mike Follett, Managing Director at Lumen.

“The Lumen team will be here in November to conduct an attention study on SPARK Media’s local papers as well as our Caxton Magazine titles, to understand the reality of what gets noticed and given attention in our print media,” explains SPARK Media’s Marketing Services and Research Director, Debbie McIntyre.

According to Follett: “Unless people look at an ad, it will never work. So attention is important. Advertisers can boost the impact of their ads by developing engaging and compelling ads but they can also make sure that their ads are placed in places that are most likely to be seen. We find that ads placed in relevant media environments that compliment the ad message because they sink with the task orientation of the reader, get more attention and recall.”

“SPARK Media want to help advertisers improve their understanding of different ad units to better apply metrics to their ROI strategies and to improve design to increase attention levels. Our intended outcome with this research is to get more insight on how to evaluate this,” adds Debbie.

The research and findings will be presented to the industry early next year.


Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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Sizzling Summer at Emerald!

The year is entering its last quarter and Emerald Resort & Casino is turning up the heat with their latest mind-blowing Casino promotion – Sizzling Summer – leading up to the holiday and festive season.

Green and Gold cardholders get the opportunity to play for a brand-new Suzuki Swift 1.2 GLX every week when they earn 50 points while Diamond cardholders can set their sights on a fantastic Suzuki Vitara 1.4 Turbo GLX when they earn 100 weekly points.

“Our latest Casino promotion gives players the opportunity to participate in exciting Slots and Table action, competing for prizes valued at over R1.4 million in cars, cash and Freeplay,” says Tanuja Gangabishun, Marketing Executive at Emerald Resort & Casino. “The concept is exceptionally easy; earn points when playing both Slots and Tables weekly and earn tickets for the Wednesday weekly draws.”

The final of Sizzling Summer and the draw for those two magnificent Suzuki’s happens on 4 December at 13h00 and 21h00. In this draw and across all card tiers, every 1000 points accumulated across the entire promotional period, 26 September to 4 December, gets players one ticket. Additional free/bonus tickets will be added for each week of participation.

This massive promotion follows closely on the heels of the Resort’s last promotion – Birthday Bonanza – where two lucky winners drove off with a VW Polo Trendline valued at R374000 and a VW Tiguan TSI Trendline to the value R374 000.

The promotion is open to Emerald Rewards cardholders only. Sign up to the Rewards programme is free.  For more information contact 016 982 8189/90 or visit the Emerald Resort & Casino Rewards Desk.

For all up to date information on events, promotions and happenings at Emerald Resort & Casino, visitors are encouraged to stay close to their Facebook and Twitter pages, or guests can visit for more information on any of the events mentioned here.

Emerald Resort & Casino is a licensed gambling venue. Winners know when to stop. Only persons over 18 are permitted to gamble. National Problem Gambling Counselling Toll Free Helpline 0800 006 008.

Emerald Resort & Casino.

Tel:                              016 982 8000





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What’s a life without Likes?

Andrew Dabbs, Digital Media Strategist at The MediaShop

In the past few months many people may have read that Instagram and Facebook have been running trials in Canada and Australia respectively to hide the number of Likes, reactions and video views that are made to public posts. The intention is to rethink how users engage with these platforms and to make the social networks less stressful. But this goes against using the main currency that Facebook have used for the past decade, the Like.

This new tactic creates some very interesting questions for marketers because the Like has been the vanity metric that most businesses and individuals have sought for so long. With the rise of influencer marketing over the past few years, how will this influence the influencers and how will these individuals be measured? Will they use the opportunity to see, which will really just be a good guess at best, how they can actually become accountable for sales? In a developing ecommerce environment like South Africa, this will be an interesting challenge.

But maybe we don’t need Likes anymore. With the decrease of organic reach “community managers” are using Likes, reactions, shares and views as their main metrics. It is possible that Facebook and Instagram are onto something. Given lower engagement rates they could be doing themselves a service by dropping these metrics before businesses lose faith or have further questions of their platforms.

As Facebook and Instagram keep growing (this without any third party verification of their actual numbers) and continue to compete with traditional media channels for reach, perhaps this will be the new currency they use. We know that video views are a little sketchy already and there has been the question – What is the value of a Like? This being said, maybe Facebook and

Instagram have outgrown small to medium businesses in favour of chasing large corporate budgets, resulting in a change or approach. In essence change is good and as the largest social networks they need to adapt.

It will be very interesting to see if user engagement changes if those ‘Like’ numbers are removed. Are individuals more attracted to a post or page because it has lot of Likes, or are they truly interested in the content of what is being published?

Engagement has always been the better measurement, and personally I would like to see the measure of ‘Likes’ gone as it really does not mean anything to anyone except maybe our lovely influencers. What would happen to all the models of Instagram and Facebook? Perhaps they’ll need a change in career with no filters!

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SPARK Media hosts Michael Charton in #RWC forgotten Bokke vs New Zealand tales

#RWC2019 fever is in the air, and if you’re a rugby lover or history enthusiast, this one is for you. Join SPARK Media and master storyteller, Michael Charton, for a captivating tale about the forgotten Springbok tour of New Zealand more than 80 years ago.

Taking place at the Bryanston Country Club mid-October, Michael’s story breathes new life into the famous rivalry between rugby’s two giants: the All Blacks and the Springboks. It celebrates rugby’s amateur era and the associated gentlemanly conduct.

“For fans across the globe, the Springbok – All Blacks rivalry is long standing, marked by high anticipation each time these two giants clash. The 1937 tour in particular is a fascinating story to hear and told so expertly by Michael Charton, the founder of Inherit South Africa, a platform for sharing untold South African stories,” says SPARK Media CEO Gill Randall.

“Michael is also the author of My Father’s Coat, a bite-sized narrative of South Africa. We’re looking forward to hosting him, our clients and agency partners to what promises to be a very insightful evening.”

If you’d like to reserve a space please contact Shaundre at


Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’

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Emerald proudly hosts the CANSA Rainbow Breast Walk

On Saturday, 26 October 2019, Emerald Resort & Casino will once again be hosting the annual CANSA Rainbow Breast Walk in order to honour breast cancer survivors and raise the awareness of this disease.

According to statistics from the National Cancer Registry (NCR) 2014, the top five cancers affecting women in SA include: breast, cervical, colorectal, uterine and lung cancer. Both breast and cervical cancer have been identified as a national priority with increasing incidences occurring.

“Approximately 19.4 million women aged 15 years and older are at risk of being diagnosed with breast cancer,” says Tanuja Gangabishun, Marketing Executive at Emerald Resort & Casino. “These are staggering numbers and awareness needs to be increased dramatically!”

The CANSA Breast Walk is a 5km walk and all are invited. Traditionally, everyone is asked to show their support by wearing pink on the day. Emerald Resort & Casino prides itself on being the entertainment destination for the entire family, and as such the event is even extended to our four-legged, furry friends who are welcome to join their owners for this 5km walk.

Date:               26 October 2019

Venue:             Emerald Resort & Casino

Time:               Registration 07:00 Walk starts: 08h00 until 14h00

Price:               R150 per person, Children under 12 years R50 per person

“We are so pleased to have had the opportunity to once again make a difference and increase the awareness of this disease. I encourage everyone to contribute to The Cancer Association of South Africa in their personal capacity on their website*,” says Tanuja.

For all up to date information on events, promotions and happenings at Emerald Resort & Casino, visitors are encouraged to stay close to their Facebook and Twitter pages, or guests can visit for more information on any of the events mentioned here.


Emerald Resort & Casino.

Tel:                              016 982 8000





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rooi rose announces second season of rrRadio

rooi rose magazine, part of Caxton Magazines, is proud to announce the second season of rrRADIO, the first, free Afrikaans podcast channel for women, launching on 8 October 2019.  “The response to our first season was overwhelmingly positive from our listeners”, says  rrRADIO Executive Producer and Deputy Editor of rooi rose, Hannelie Diedericks. “It’s been amazing to see the downloads and impression numbers; across the channel; double every month and I can see the growth trend continue with the new additions we have planned for season 2. We are aiming to reach 30 000 to 40 000 impressions per month by the end of 2019.”

rrRADIO Season 2 will consist of 4 series:

  1. Dans met die rooi rok (Dance with the red dress)

Category: Serial fiction

20 Episodes

Episode length: 30 – 40 minutes

In this enthralling and suspenseful series, narrated by well-known TV and radio presenter, Bettie Kemp, we are introduced to Amelie du Raan.  Amelie walks away from her abusive boss and husband and moves to an old house in the countryside with her children. Here she is confronted with ghosts from her past. The first episode will air on 10 October.

  1. Ka-tjieng! (Ka-ching!)

Category: Financial advice

10 Episodes

Episode length: 30 – 40 minutes

Our seasoned financial journalist, Anet Schoeman, and various experts help listeners to make sense of all the possible financial pitfalls that they may come across. Each episode will tackle a specific topic which is relevant to every busy, modern woman’s life and financial wellbeing. The first episode will air on 18 October.

  1. Tussen Ons 2 (Between Us 2)

Category: Female health & wellness, body positivity

20 Episodes

Episode length: 25 – 40 minutes

In the second season our specialist journalist, Mariette Snyman, talks with various experts and inspirational women about how women can feel happier in their bodies, regardless of their age, background or body type. The first episode will air on 8 October.

  1. Tee & Taai Toffies (Tea & Sympathy)

Category: Celebrities, lifestyle, relationship advice

10 Episodes

Episode length: 45 – 60 minutes

Celebrities open up to our veteran journalist Ilse Salzwedel about their lives. In the second half of the episode they attempt to give relationship advice to listeners. We promise a listener’s experience filled with compassion and humour. The series will continue on 23 October.

RrRADIO is available wherever you listen to podcasts and can be streamed directly from

E-mail for more information.

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21st birthday bash at Emerald culminates in car giveaways!

September proved to be a very exciting month at Emerald Resort & Casino! Not only did the Resort throw an amazing 21st Birthday event, but lucky winners of the Birthday Bonanza Casino promotion proudly drove off with brand new cars.

Guests enjoyed a fantastic Family Fun Day with free live entertainment from the likes of Die Campbells, legendary South African band Dr Victor & The Rasta Rebels, Piet Pompies and Vernon Muso. Kids had the time of their lives with a dedicated kid’s area and added to the mix were massive HD screens to watch the live action from the Rugby World Cup as South Africa took on New Zealand in their opening game and their quest for the title.

“It’s going to be a month that we won’t easily forget,” says Tanuja Gangabishun, Marketing Executive at Emerald Resort & Casino. “A 21st birthday, a couple winning a wedding of their dreams, lady luck determining discounts at our restaurants and two people driving off with their Birthday Bonanza winnings in the form of two new vehicles.”

Last Wednesday night at the culmination of the Birthday Bonanza casino promotion, Mosoetse Zengele from the casino’s Green and Gold cardholders pool of winners won a VW Polo Trendline valued at R374000 while Mirko Agic with his Diamond Rewards card received the keys to an amazing VW Tiguan TSI Trendline to the value R374 000. “Our congratulations go to all the winners that won their share of over R1.5 million,” says Tanuja.

“Our next major promotion, celebrating summer, and aptly themed Sizzling Summer, has already kicked off where guests can stand the chance of winning a share of R1.4 million in cars, cash and prizes!”

“We are the premier family destination in the Vaal and our events always cater to the entire family unit, from the youngest kids to the oldest grandparents,” concludes Tanuja. “Here’s to another 21 years Emerald Resort & Casino!”

For all up to date information on events, promotions and happenings at Emerald Resort & Casino, visitors are encouraged to stay close to their Facebook and Twitter pages, or guests can visit for more information on any of the events mentioned here.

Emerald Resort & Casino

Tel:                              016 982 8000





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Third time lucky? 3回目のラッキー

Maggie Pronto, Media Strategist at The MediaShop

Those who know me will be very surprised that I am writing about the Rugby World Cup – sport is not my “thing”, but when this topic came up I couldn’t just kick the idea into touch so I took up the challenge.

This is the premier event for rugby around the world and South Africa is one of the most successful teams, winning two of the five Rugby World Cups (1995 & 2007) – so can we bring it home a third time?

70% of South African adults consider themselves rugby fans and globally interest in rugby is strong, so why is it that we are struggling to fill up stadiums? I mean if Cassper can fill up the Dome?

Spectator behaviour has changed with a growing amount of supporters opting to view in-home. According to the BMI Sport Track 2017/2018 report the main contributors are: convenience (transport, food & beverages), safety as well as an uninterrupted viewing experience.

This has opened the advantage line for TV with it being the primary choice to follow the rugby.

Unfortunately though millions of South Africans will be missing out as SABC were unable to secure rights stating that it would not have been commercially viable and that it doesn’t target their audience. Leaving the field wide open for DSTV to play advantage.

Looking at the 2015 RWC performance – even though we have a big love of the game – viewership more than doubles when our Boks are on the field! I am sure that this picture would have looked the same on SABC – even though the rugby audience is not their core audience surely they would still be behind the national team?

In addition, television also remains the most efficient platform for sponsors to reach and engage with rugby fans. According to caytoo 75% of RWC 2019 sponsors are finance, telecom and travel brands. This includes brands like AIG (New Zealand) and Vodafone (Ireland).

Global sponsorship investment was estimated to equal $66bn in 2018, growing quicker than other traditional media platforms. Brands like Bira91 and Coca-Cola are seeing success by activating national tournaments locally and integrating their own apps into key events.

The key is that all platforms activate together – even though the TV audience can be accounted for in terms of investment vs exposure, measuring ROI when it comes to sponsorships still remains a key concern – so you need to choose wisely.

Saturday was a very physical game – half time had a very grim outlook – we came back but NZL came back stronger. But could these two sides meet again in the Final? Let’s watch and see…

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Think before you act

Jedd Cokayne, Business Unit Manager at The MediaShop

As marketers, I often feel we over complicate the interaction that we have with brands on different levels which muddies the water for our consumers, lets us slip from the short list and ultimately chase consumers to competitor brands.

Certain segments have identified specific brand USP’s that have made them successful. Single minded focus is key in an economy that is struggling and brands that are fighting to be part of the consideration set.

One such industry that has pin hole focus, knows what works for them and makes no excuses for what they do, is the gambling fraternity. They know exactly what works for them, they focus on the outcome and relentlessly pursue it with precision and determination.

And here we thought that vile coloured carpet used in the main lobby and gambling areas was a sick joke by the interior decorator, or the fact that the toilets were positioned in the belly of the beast and you had to pass all the amenities available just to get there was a design flaw. All of this actually took plenty of thought to solicit a specific behaviour or outcome.

The secret life of a casino is designed to appeal to the thousands of guests and gamers visiting them each day; from the confused newcomer to a cash laden ‘whale’ looking to play the high stakes tables for hours. By clearly segmenting their visitors and taking them into consideration each casino is specifically designed to accommodate all.

Let’s take a closer look.

Casinos deliberately don’t have clocks or any item that displays the time. They don’t have any windows and supply false lighting so that players lose track of time and continue to gamble through the night. They deliberately dull the senses to get a desired effect from the gamblers, this is very difficult to replicate in any other surrounding.

Casinos only offer drinks that are small with no form of stimulant to keep people gambling and ensure they don’t leave to go to the toilets. That’s why the toilets are placed in the belly of the beast. Another advantage is that smaller drinks are easier to clean up if spilt.

But what can brands do to ensure people interact with them over a longer period with no distractions and increase the likelihood of purchase?

Gamblers are often rewarded at different times as it keeps them coming back for more. Loyalty packages and databases collected often drive repeat purchases on a more frequent basis.

Previously, I mentioned those vile, gaudiest carpets known to man. Believe it or not those brightly coloured carpets with wild swirling patterns and designs are purposefully put there to keep players alert and happy, encouraging them to play more.

Casinos are a symphony of non-stop sounds, lights and colours, these all boost the players mood making them more excited around the thought of winning and end up spending more.

Standard services like toilets, food, cashiers etc are all strategically located deep within the casino. This is strategically done so that when the players want to leave the casino and have visited one or more of the above amenities, they have to pass the gambling areas once again and potentially lose some more money.

Players are often lulled into a false sense of control as some games allow them to throw the dice, chose their own cards and pick random numbers. This illusion of control fools gamblers into thinking they have a higher chance of winning because of their interaction and thus results into them gambling longer and spending more.

As we can see there is a lot of thought that goes into your plain casino, something we in marketing need to consider the next time we look at how our consumers interact with our brands and ultimately what the desired result is that we want from that interaction.

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