Retailer Massmart makes senior marketing leadership appointment
Charmagne Mazhindu becomes Vice-President of Marketing for Wallmart-owned group that includes major brands such as Makro and Builders.
AGENCIES
Insurance giant Old Mutual appoints Promise as its TTL lead agency
By our African Marketing Confederation News Team | 2025
‘Strong chemistry’ between insurer and agency during the multi-agency pitch process proves to be a key point.
Promise, an independently owned and managed full–service agency operating out of Johannesburg and Cape Town, has been appointed by South African-based Old Mutual as its through-the-line lead agency for brand and retail audiences.
Illustration: Promise
Old Mutual is a well-established insurance and financial services group operating in 12 countries in sub-Saharan Africa, as well as in China. It employs over 27,000 people.
The appointment of Promise became effective from 1 April 2025 and followed a search and selection process which was managed by Yardstick, a consultancy that specialises in agency search, selection and relationship management.
“We enjoyed excellent chemistry with the Old Mutual marketing team and the pitch itself was a really enjoyable process too. We look forward to assisting the team, led by CMO Mosala Phillips and Head of Brand Thobile Tshabalala, to achieve their strategic objectives,” says Promise CEO, James Moffatt, in a press release.
Strategic and creative capability
Tshabalala comments: “The selection of Promise as our lead creative agency was an easy choice. They demonstrated very strong strategic and creative capability, while creating a very strong chemistry with us.”
Promise has worked with brands such as Castle Lager beer, Carling Black Label beer, AfriSam cement, Redefine Properties, Renault and Rand Merchant Bank.
In 2023, the agency was ranked first in South Africa at the D&AD Awards, the global advertising, design and digital awards, and was a runner-up at Cannes. The agency also won Best Digital Agency at the IAB Bookmark Awards in 2023, the second time in as many years.
Coke campaign encourages sharing meals and better work-life balance
The Coca Cola Company has unveiled a new global Coke campaign called ‘The World Will Wait’ that’s aimed at Gen Z and Millennial audiences.
Morocco’s Tanger Med port reinforces its global logistics significance
The port sits on one of the world’s busiest shipping routes and is showing steady growth as a major logistics hub.
Brand gives grumpy motorists facing a parking fine reason to smile
Your car’s been wheel clamped and you must pay a fine to get it released. Irish brand Paddy Power somehow turned it into a moment of fun.
Publicis Groupe Africa appoints Jarred Trembath to lead Influential
He brings extensive professional experience spanning media strategy, activation and content management to new role.
IAB discusses the problem with AI visibility measurement tools
New standardised set of measurement guidelines released for tracking brand and publisher visibility in AI-powered search platforms.
Ethiopia’s marketers discuss the changing world of digital advertising
Ethiopian Marketing Professionals Association hosts Addis Ababa event discussing artificial intelligence and its impact.
Egyptian confectionary company rolls out its African export strategy
MO Group identifies South Africa, Somalia, Côte d’Ivoire, Senegal and Madagascar as target markets under its African expansion plan.
AMC Conference: Exploring the Influence of AI and Afcfta on African Marketing
Discover announced speakers and essential news for the upcoming AMC Conference. Delegate payments are now live – read the latest articles and register.
PRCA Africa NextGen announces Lerato Motloung as its new Chair
Body for emerging public relations and communications professionals across Africa also has a new Vice Chair and committee member.
More improvements for vital Port of Maputo regional trade gateway
Aim is to create a smarter, more connected and efficient port ecosystem that will make Maputo a strategic gateway for trade.
