One of the biggest challenges facing the industry is ensuring that marketing has a real voice in business, not as a support function, but as a key driver of value. At the same time, there’s a growing need to attract young people into the profession while elevating those already shaping brands and culture.
In this conversation on The Lead Creative recorded at the IMC Conference, Brian Yuyi, CEO of the Marketing Association of South Africa (MASA), explores how marketing connects business and people, and why unity across the industry matters.
“Marketing is business and business is marketing,” says Brian. “We’re an integral part of everything that goes on within the ecosystem.”
He also emphasises the unseen work that sustains the industry:
“We are the civil service of marketing, doing the things that keep the profession moving.”
Conversation highlights:
- Why marketing must be recognised as a business driver, not just a form of communication.
- MASA’s mission to bring the entire ecosystem under one umbrella.
- Building a pipeline of future marketers from high school through tertiary education.
- How experienced marketers must become business leaders first.
- The importance of policy, ethics and professionalism in marketing.
- Why cultural immersion matters more than ever in the digital age.
Watch the conversation below:
Created in collaboration with our production partners, Soweto Media.
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