
Educated but easily fooled? Who falls for misinformation – and why
The rapid spread of online misinformation has become a significant risk for businesses, brands and wider society. Why do people fall for it?
MARKETING TALENT
By our African Marketing Confederation News Team | 2025
Experienced marketer returns to the South African Broadcasting Corporation, where she began her career in 2011.
5FM, the South African youth-focused radio station and multimedia brand, has appointed Busisiwe Phakathi as Marketing Manager. She officially assumed her new role on 1 January 2025.
Busisiwe Phakathi. Photo: SABC
Phakathi holds a BA degree in Corporate Marketing from the University of Johannesburg (UJ), a certificate in Brand Management and Events Management from the IMM Graduate School, and a Marketing Analytics certificate from the University of Cape Town (UCT).
She began her career at the South African Broadcasting Corporation (SABC) in 2011, where she honed her skills in audience engagement working across radio brands such as 5FM, SAfm and Radio 2000.
Phakathi then transitioned to Viacom South Africa, now Paramount Africa, where she served as a Trade Marketing Manager between 2019 and 2023. In this role, she successfully implemented trade strategies to drive sales, enhance brand positioning, and strengthen industry partnerships.
Career expanded into the EdTech sector
Her career later expanded into the EdTech sector in 2024, where she took on the role of Growth Marketing Manager for Sand Technologies, leading strategy and implementation initiatives.
“During this time, she revitalised approaches to understanding youth, youth culture and education, delivering innovative campaigns that resonated with younger audiences, while driving growth and engagement,” 5FM says in a press release.
“As she re-joins the SABC, she will bring her dynamic skill set, industry insights, and passion for youth-focused content to further strengthen 5FM’s connection with its audience and drive innovative marketing strategies.”
Comments Masixole Mdingane, 5FM and Good Hope FM PCS Combo Business Manager: “Busisiwe’s track record and expertise, heart to change people’s lives for the better, sheer passion for radio with impact, and masterful mind for campaigns that properly move SA’s youth, make her a perfect fit for the station’s continued evolution and success. We are privileged and massively excited to welcome her to the team.”
The rapid spread of online misinformation has become a significant risk for businesses, brands and wider society. Why do people fall for it?
Issue 4 2024 of Strategic Marketing for Africa, the magazine for deep-thinking industry professionals, provides latest in-depth insights.
Last year MTN gifted a vehicle to a single mother of five to replace her ‘death trap’ pickup. This year, they again came to the rescue.
Ricci Birchfield has more than 18 years’ experience in the auto industry, specialising in marketing, digital strategy and business transformation.
Busy intersection swapped the roar of traffic for the clip-clop of Zebra hooves on International Zebra Day. Or so it seemed.
Specialist digital marketing services agency may resonate in a region that has of one of the youngest consumer audiences in the world.
IMM Institute’s glamorous gala dinner and excellence awards evening in March promises to be a highlight on the local calendar.
Upgrade of production in Egypt comes at a time when US brands are being boycotted by local consumers due to the conflict in Gaza.
Decision in 2023 to discontinue operations in its homecare and skin-cleansing categories helps local subsidiary’s performance in 2024.
Confederation has fast-paced online Express Courses you can complete in a week, to in-depth studies taking up to 10 months.
African marketer and business leader to present a webinar on Leadership and Creativity for the Ethiopian Marketing Professionals’ Association.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.