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JOURNAL OF FROM THE IMM

PUBLISHER A modern brand embracing heritage and legacy
Mike Simpson Media on behalf of the
Institute of Marketing Management (IMM) THE INSTITUTE OF MARKETING MANAGEMENT With the forthcoming introduction of the
(IMM) is South Africa’s oldest marketing body. It IMM’s Certified Professional Marketer South
Publishing Project Manager Jeanette Simpson unveiled its Diploma in Marketing Management Africa and Certified Professional Marketer
Tel: 011 609 9222 around 1988, and later introduced the BBA Africa (delivered by the AMC) qualifications, the
Email: strategicmarketing@imm.co.za degree in Marketing Management, the BCom IMM is again pioneering marketing excellence
jeanette@mikesimpsonmedia.co.za in Marketing and Management Science, and and providing a continental and South African
other higher marketing degrees. This elevated benchmark for those with marketing degrees.
EDITORIAL the IMM from being just an association of
Editor Mike Simpson marketing members, as it had been since The refreshed, reinvigorated 2016 IMM
Tel: 011 609 9222 1948, to a Graduate School. presents its members with a value package
Email: strategicmarketing@imm.co.za inclusive of a networking platform of like-
mike@mikesimpsonmedia.co.za Over the past three decades the IMM has minded professionals and students, a
Art Director Tamlin Lockhart continued to champion the development of database of South African marketers, thought
marketing, expanding into Zimbabwe and leadership, trends and topical discussions,
PRODUCTION influencing trends across the continent. One of career advice and job opportunities. In
Reproduction Tamlin Lockhart the ways it does this is through this publication, addition to receiving this magazine, IMM
Printing Business Print which has been in existence since 2008. members are automatically able to access
other benefits by virtue of the IMM’s
DISTRIBUTION In 2010 the IMM was instrumental in membership to the AMC.
Print edition RNA, Ezweni and launching the African Marketing Confederation
Media Support (AMC), an amalgamation of continent-wide We are proud of the IMM and its advance-
Digital/PDF edition IMM marketing associations whose mandate is ment of marketing! Enjoy this issue.
to promote African marketing leadership
SUBSCRIPTIONS and excellence. Nigel Tattersall
RNA Ramsay Media Subscriptions
Tel: 0860 100 204 Helen McIntee

ADVERTISING FROM THE EDITOR
Barbara Spence
Avenue Advertising Life and times of the South African mall shopper
Tel: 011 463 7940
Fax: 086 518 9936 IF YOU’RE AN URBAN SOUTH AFRICAN, YOU’RE The other aspect, however, is how long we
Mobile: 082 881 3454 almost certainly spending a fair amount of time can keep on building new malls and extending
Email: barbara@avenue.co.za in malls and large shopping centres. If you live existing ones. Is there a saturation point? Or is
in a country town without a development of there always room for more?
IMM INSTITUTE OF MARKETING this kind, you probably spend time and money
MANAGEMENT travelling to one – or wish you could. All in all, it’s a topic close to the hearts of
Director Nigel Tattersall South Africans and makes for fascinating
Director Helen McIntee Few nations have embraced the mall culture reading. Don’t miss our article on pg 8.
as enthusiastically as South Africans. It’s about
IMM CONTACT DETAILS much more than simply shopping; it’s also While technology is improving the mall
Atlas Studios, 33 Frost Ave about lifestyle, entertainment – and, of course, experience, it’s also helping marketers and
(cnr Owl Street), Braamfontein Werf, a higher level of convenience, cleanliness and their agencies to better measure and quantify
Johannesburg; PO Box 91820, security than you typically find in our CBDs. their advertising spending.
Auckland Park 2006
Tel: 011 628 2000 Given the prominence of malls, shopping GPS positioning and satellite data once
www.imminstitute.co.za centre managers and their marketing teams seemed exotic. Now it’s so commonplace
www.joinimm.co.za are continually working to refine the customer and relatively affordable that the out-of-home
IN ASSOCIATION WITH experience – down to introducing VIP lounges industry is using it to achieve an audience
and using facial recognition technology to gauge measurement revolution. Read about it on
Brought to you by the Institute of Marketing whether visitors are enjoying their experience. page 33. Enjoy your read!
Management (IMM), The IMM Journal of Strategic
Marketing reflects an unbiased perspective of local Mike Simpson
and international marketing trends and opinion
without compromise, courageously and coherently.

August–September 2016 strategicmarketing 1