As a follow up to our thought provoking season opener, Stacy and Sena go deeper on successful creative by discussing how to appeal to audiences from different demographics. They sit down with Kantar South Africa’s very own creative celebrity, Natalie Botha, to try to understand how socio economic factors and diversity can impact the success of an ad. Natalie is well known in the local market for leading Kantar’s creative and media team for many years and has recently moved to the UK, where she works on brand health within financial services.In this episode we discuss:What brands need to consider when targeting the emerging market (previously LSM B) in South Africa, versus the developed market (previously LSM A)The importance of simplicity in storytellingRealism vs escaping from realityDiversity and being willing to die for a creative ideaShowing up authentically by having a diverse creative teamHow South Africans respond to true diversity in an advertThe Progressive Unstereotype Metric Hosted on Acast. See acast.com/privacy for more information.

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