MARKETING TALENT

Diageo sells its shareholding in Guinness Nigeria to Toleram group

By our African Marketing Confederation News Team | 2024

Rapt Group announces new senior group strategy appointment

By our African Marketing Confederation News Team.

South African-based integrated agency, Rapt Group, has announced the appointment of Melanie Campbell as Partner of Group Strategy. The appointment is effective from 1 July.

Campbell joins the agency from her role as Marketing Director at alcoholic brands company Edward Snell, where she has spent last the last three-and-a-half years. During this time, she worked on iconic brands such as Glenfiddich whisky, Absolut vodka and Stretton’s gin.

Melanie Campbell. Photo: Supplied

She has also worked for Heineken in the United Kingdom and Netherlands as part of global brand teams, and on strategic and creative plans for liqueur company Pernod Ricard.

“I believe creativity is a wild imagination coupled with a disciplined eye,” says Campbell. “It’s this, along with my insatiable curiosity, that has empowered me to challenge the status quo throughout my career, working with teams to deliver creative that not only wins awards but drives business results.”

Putting more money into the short game

She adds: “The tough economy will see customers putting more money into the short game or promotions, ultimately shrinking advertising spend in a highly competitive market. Only those who deliver value – effective marketing that does what it’s intended to do – will win.”

Says Garreth van Vuuren, founder of Rapt: “Having worked with Campbell for over 10 years, I’ve seen first-hand her ability to bridge the gap between client commercial objectives and relatable agency briefs; this will first and foremost ensure that our work not only meets, but exceeds, expectations on their bottom line.”

Rapt’s offering includes strategy, creative, PR, influencer marketing, account service, production and on-the-ground execution.

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