The adaptation of Content, Media, and Sponsorship in the 'new normal'.

The Covid-19 global pandemic has had a massive impact on various aspects of marketing, including content, media and sponsorship. There is an over supply of content as pretty much anyone who has a smartphone and internet connection is someone a content creator. On the other hand, there is a shortage of attention. Media consumption patterns have shifted and digital technologies have grown more sophisticated and are reshaping consumer engagement. Live sports events and large gatherings in general are completely prohibited, posing a challenge for brands that sponsoring these kinds of properties. So, what options do marketers have? How can brands connect with the consumer in a meaningful way in the 'new normal'? Should brands start sponsoring virtual events?

To help us find answers to these questions, Pat Mahlangu is joined by esteemed marketers Rorisang Setlogelo, Tim Zunckel, and Bronson Mokabela. They will be sharing their stories and experiences in the field of content, media, and sponsorship.

A little bit about storytellers

Bronson Mokabela - Founder & MD: Digigage Sports & Entertainment

Having started his career at Unilever in 2001 as part of the Graduate Development Programme intake, Bronson has worked across a number of roles and industries:

- Unilever: Brand Management in Home Care, working on the Sunlight brand; and then Category Management in Personal Care.

- Research and Consumer Understanding while at Consumer Insight Agency.

- Marketing Management at Standard Bank, with a focus on the Low Income Market and then Middle Market.

- Sports Marketing Management at Nike South Africa, working on the plans and implementation during the Confederations Cup and World Cup in South Africa.

- Executive Head of Sponsorship and Regional Marketing at Vodacom.

- Then worked in Sales at Megapro, connecting brands to properties and consumers; and then worked on developing the strategy for GSC Africa Digital - a division of Megapro, with a focus on Fan Engagement in the online and mobile space.

With the above experience and knowledge, Bronson has since launched Digigage Sports & Entertainment - an agency focusing on developing the Value Proposition for rights holders (across "traditional sports" and Gaming / eSports). Strategy development and implementation is at the centre, with a particular focus on unlocking opportunities for brand partners to engage with the fans and audiences, with a view to establish, strengthen and monetise the relationship.

Outside of his working life, Bronson is driven by his mantra to "Bring Back Humanity". This has allowed him to raise funds through his running for the Sweethearts Foundation and providing school shoes for his community in Kwa Thema, Springs. 

Rorisang Setlogelo - Founder & MD Roth Media

Breaking the mold and shattering glass ceilings is not an easy feat. For Rorisang Setlogelo, it is business as usual. As a rarity, she possesses a unique stronghold - Roth Media. An idea realized into a full-fledged business, Roth Media is Rorisang’s vision in creating a breeding ground for a new standard of innovation, and excellence – specifically black creative excellence.

Her desire to make consumer-centric campaigns is a testament to her voracious appetite for authentic experiences.

As a black female in advertising, a world dominated by male figures, establishing longevity is a goal and is coupled with her prowess of experience, determination and believing her ideas and visions are worth their weight. The journey wasn’t an easy one. From growing Roth Media with no capital, to battling masculine narratives in the boardroom, the true testament is how Rorisang sees these challenges as advantages as she elevates her staff to seek the opportunity in self-development so that they can see themselves not as employees but as partners in a business that seeks to effect change.

Being at the helm of an entity that has progressively grown, Rorisang’s mind is at its best when delving into strategic thinking, campaign planning, producing and communication development. Her understanding of making people a priority has helped and encouraged human-centric design approaches that have set Roth apart from its contemporaries. Rorisang believes that brands should be seen as modern-day muses.

Her vision for ”commercialised creativity” fuels something extraordinary, something that will set the world ablaze. The strength of Roth Media is not only fueled by her position as the matriarchal force but its intellectual property portfolio that demands a high standard of work and is met with creativity and finesse that speaks to a consumer whose appetite for a new vision will be fulfilled.

Roth Media and Rorisang's directive is clear - shatter stereotypes with work that challenges the status quo and inspires a culturally polarised society to think beyond what is possible.

Tim Zunckel - Independent Media Trainer and Creative

Tim is a creative programmer and problem solver, and has worked across the community, campus, retail, public and commercial radio sector. He is an ardent developer of talent and ideas and enjoys the artistic development of concepts. He also has extensive experience in media management.

A retro enthusiast and enjoys a substantial vinyl collection, a classic Vespa. He does not need much convincing to play a round of golf and also enjoys a social game of tennis. Tim is able to do the occasional handy man tasks, but refuses to dress like the Village People at a fancy dress, complete with a tool belt! A keen reader of both fiction and non-fiction, Tim will admit to not reading enough. He enjoys technology and has an inquisitive mind on a wide variety of topics ranging from history, economics to travel and science. He is also slowly building a movie collection of classics.

Tim is a father to three active children and is exceptionally proud of his wife Liezl who is a senior sport journalist & TV News Anchor. Tim is an independent media professional working in several aspects of the radio and media business. As a media trainer and creative Tim works locally and abroad. He works with several universities in their radio departments and regularly lectures to media students.

He is currently a judge for the New York Radio Festival, Botswana Radio Awards and is on the advisory board of the South African Radio Awards; the Convener and Director of Radio Days Africa (RDA). RDA is considered a leading platform for learning and innovation in Africa and is presented by Wits University; Tim consults to media agencies on creative campaigns and idea generation; and a trainer working with the Radio Netherlands Training Centre in Amsterdam, the Institute of Journalism and the Sol Plaatjie Media Institute.