Description

Marketing has evolved into a discipline that demands measurable impact and accountability.

On this episode of The Lead Creative, Sydney Mbhele, the  Chief Marketing and Corporate Affairs Officer of Absa Group  discusses:

• Why marketing must be tied to business performance and ROI.
• How Absa’s Your Story Matters campaign restores customer recognition in banking.
• The challenge of measuring creative effectiveness in an industry driven by performance.
• How African creativity deserves more recognition on the global stage.

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Audio editing and production by: Maishe Rakgoale
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