Program
DAY 1
09h40 – 09h20
Why cultural diversity matters, the dynamics leading to successful transcultural marketing
Nanzala Mwaura, Director Connect, Ipsos SA
09h25 – 10h10
The rise of the new African Millennial
* The book Millennials Rising in 2000 explored the idea that (in America) groups share qualities such as beliefs, attitudes, values and behaviors because of the time period when they grew up.
* Does the Millennial generational moniker apply in Africa? And what are the beliefs, attitudes, values and behaviours that has shaped this black South African generation.
* Millennials were born between 1981 and 1996 – who are they and do they share a common group identity?
* Why South African millennials are Afripolitans and why they represent the future
GG Alcock, CEO, Minanawe
10h10 – 10h50 coffee & networking
10h50 – 11h30
Who are the Cape Coloureds of South Africa: brands need to appreciate how diverse ancestry strongly influences cultural behaviour preferences
Bonita Bachmann, MD, The Media Shop
11h35 – 12h15
The Kasi millennial: What influences their buying behaviour?
* The complicated life of a millennial
* What they look for in brands
* Words from teachers, parents and lectures about the millennials
Lebo Motshegoa, MD, Foshizi
12h15 – 13h10 lunch
13h10 – 13h50
Millennial activism: marketers proactively addressing issues of social injustice and how they should influence social responsibility programs
* Caring corporate ciitizenship
Noeleen Bruton, Marketing Director, Tsogo Sun
13h55 – 14h35
Millennial Divide; older millennials grew up with analogue and younger millennials employment prospects radically impacted by 2007/8 global financial crisis → compelling video interviews
The Millennial Market can be divided into those born before and those after 1989
There are two epochal past events that divide this market; the smartphone and the global financial crisis
We have reviewed contrasts in the following categories- Technology, economics, politics, social, cultural and marketing
The evidence proves that youth marketing strategies are not relevant to half the Millennial market
Greg Potterton, MD, Instant Grass
14h45 – 15h30
Reviewing how understanding the cultural dynamics of the four emerging major African markets (Nigeria, Kenya, Ethiopia and South Africa) can lead to the development and more successful implementation of communications strategies that are results-driven.
Mimi Kalinda, MD, AfriCommunications Group
15h40 conference closes
DAY 2
08h30 – 09h10
The multiplier effect; Nielsen’s roadmap to reach and influence multicultural millennials:
* Understanding how Millennials eat, sleep, live, work and play to inform your path to performance
* How to REACH, RESONATE and get Millennials to RESPOND to your brand and marketing outreach
Ailsa Wingfield, Executive Director: Thought Leadership: Emerging Markets, Nielsen
09h15 – 09h50
How Sorbet creates the internal culture to inspire its staff and consequently its customers
Ian Fuhr, MD, The Sorbet Group
09h55 – 10h30
Afrilennials: An exploratory study revealing the psyche of millennials with a focus on how brands can best market to this untapped market
‘* Ubuntu tax – responsibility to held extended families
* Risk averse when making big decisions
* embracing tehnology change and innovation
* 24/7 conversations
Ronen Aires, MD, Student Village
10h30 – 10h50 Coffee
10h50 – 11h25
What the music industry can teach us about diversity
… it’s about being authentic and elevating culture through the richness of diversity
Siya Metane, MD, SlikourOnLife
11h30 – 12h05
Millennials impact on business and brands we should consider Macro to Micro
* The reality of the millennial world
* The impact of this on business segments (category killing)
* The new perspective on brands (those that are liked and those that are under severe threat)
Alistair Duff, Chief Innovation Officer, The Black Swan Theory Company
12h10 – 12h50
A youth led business model that helps corporates innovate using the power of young people – An exciting Deloitte methodology
* Harnessing “Springers”, millennial focussed to instigate innovative ideas relating to brand challenges
Neliswa Fente, Founder, Springage by Deloitte
12h50 – 13h40 Lunch
13h40 – 14h20
Millennials: Actually, you look more like them, than they look like you.
Arye Kellman, Chief Creative Officer & Co-founder, TILT
14h25 – 15h25
Fast Track Transformation; creating the corporate culture to empathise with target cultural groups
Frans van der Colff , Former Director, Africa Trading Manager, Fruit & Veg City
15h30 conference closes