In this week’s episode, we chat to Alex Wright, Social and Analytics Lead @ BaseTwo about the marketing world of gimmicks, which he believes is at a breaking point owing to the rise of digital. His fundamental argument that brand’s should be spending less time investing in fancy advertising campaigns and spend more time defining new innovations and services that add fundamental value to consumers. We discuss the theory of frugal innovation, and how applying of very simple learnings about audiences can drive marketing success. We unpack how marketing is shifting from a gimmick orientation towards a more service orientation, utilising the examples of MTN and Uber. A stimulating and cerebral episode.
Tool of the week: CrowdMics
The Brave Ideas Podcast is all about bringing to light fresh perspectives in the realm of digital and advertising, as percieved by the employees of Aqua Group companies (Aqua, Basetwo, Applogix & Cerebra) and the Wunderman global network. Hosted by Dan Herman and Sinead Dennis, this podcast offers listeners learning and insights from some of Africa's most exciting marketing minds.
Hosted By: Dan Herman & Sinead Dennis
Special Guest: Alex Wright
Music and Producer: Matthew Klawansky
Art Direction: Eras Gous
Social Media: JP Sing
