Page 13 - Journal of Strategic Marketing Magazine - January 2019
P. 13
Lulu
Mthimkhulu
Lulu Mthimkhulu was recently appointed head of marketing at Primedia Broadcasting.
She previously had her own company, LuluM Communications, handling clients such as
Tbo Touch and Touch HD.
You’ve had your own company, but mind, and utilising multi-layered tools • You can lead from every chair: don’t
have now moved into a big corporate are key. be title focused. You can still make a
job. Why the change? A perfect change no matter what your position
opportunity came from an organisation Why did you choose marketing is in an organisation.
I had always admired; it’s a bigger task as your career? I’ve always been
and position with a lot of opportunities. interested in human behaviour – How would you deine the changes
Before starting my own business, I what inluences the choices we make in marketing and how have you
headed up Estée Lauder and Tom Ford in everyday life that sometimes embraced them? Evolution is the name
Communications for South Africa and eventually become behavioural of the game... 'is your marketing and
Sub-Saharan Africa, and before that I patterns. Over time and experience in communication plan lexible enough
was marketing manager for Jacaranda the marketing and communication ield, to adjust?' is the question. Primedia,
FM. my interest grew even further in the through its complementary digital and
art of brand storytelling and the power outdoor footprint, has been a pioneer
What does your current job entail? in it for the storyteller as well as the in offering multiple platforms to create
Driving Primedia Broadcasting's audience. content that engages, inluences and
marketing strategies into action, holds our audience’s attention, while
speciically for the Gauteng region. What would your advice be to telling clients' stories.
Reinforcing the company’s position to someone starting out in marketing?
both trade and consumers. We deliver Harness the fundamentals. Know them How do you keep yourself educated
responsive audiences where advertisers like the back of your hand but be on moves in your sector? Mediums
get results in an entertaining, lexible, know your consumer… insight such as The Media magazine and The
informative and engaged manner is king as they are the biggest game Media Online are very useful.
through all our major formats: news, changer compared to any new platform
talk and music. or channel that comes into the market. What do you believe will be the top
marketing trends of 2019?
What do you believe will be your key What are the ive most important • An ampliied integrated marketing
challenges there? We’re living in a lessons you learned on your journey? and communications approach
fast paced world of instant gratiication, • Authenticity is vital. (online, on-air, social media, video).
where granular data and insights are • Relationships are key. • A further spike in video content on
the currency. Audiences, both trade • Be open to learning, be a sponge – demand. Consumers consume video
and consumers, are time starved and you never stop learning. on any device any time.
as such, being relevant, staying top of • If you don’t know… ask. • Podcasts are the next step.
Strategic Marketing - p11
Mthimkhulu
Lulu Mthimkhulu was recently appointed head of marketing at Primedia Broadcasting.
She previously had her own company, LuluM Communications, handling clients such as
Tbo Touch and Touch HD.
You’ve had your own company, but mind, and utilising multi-layered tools • You can lead from every chair: don’t
have now moved into a big corporate are key. be title focused. You can still make a
job. Why the change? A perfect change no matter what your position
opportunity came from an organisation Why did you choose marketing is in an organisation.
I had always admired; it’s a bigger task as your career? I’ve always been
and position with a lot of opportunities. interested in human behaviour – How would you deine the changes
Before starting my own business, I what inluences the choices we make in marketing and how have you
headed up Estée Lauder and Tom Ford in everyday life that sometimes embraced them? Evolution is the name
Communications for South Africa and eventually become behavioural of the game... 'is your marketing and
Sub-Saharan Africa, and before that I patterns. Over time and experience in communication plan lexible enough
was marketing manager for Jacaranda the marketing and communication ield, to adjust?' is the question. Primedia,
FM. my interest grew even further in the through its complementary digital and
art of brand storytelling and the power outdoor footprint, has been a pioneer
What does your current job entail? in it for the storyteller as well as the in offering multiple platforms to create
Driving Primedia Broadcasting's audience. content that engages, inluences and
marketing strategies into action, holds our audience’s attention, while
speciically for the Gauteng region. What would your advice be to telling clients' stories.
Reinforcing the company’s position to someone starting out in marketing?
both trade and consumers. We deliver Harness the fundamentals. Know them How do you keep yourself educated
responsive audiences where advertisers like the back of your hand but be on moves in your sector? Mediums
get results in an entertaining, lexible, know your consumer… insight such as The Media magazine and The
informative and engaged manner is king as they are the biggest game Media Online are very useful.
through all our major formats: news, changer compared to any new platform
talk and music. or channel that comes into the market. What do you believe will be the top
marketing trends of 2019?
What do you believe will be your key What are the ive most important • An ampliied integrated marketing
challenges there? We’re living in a lessons you learned on your journey? and communications approach
fast paced world of instant gratiication, • Authenticity is vital. (online, on-air, social media, video).
where granular data and insights are • Relationships are key. • A further spike in video content on
the currency. Audiences, both trade • Be open to learning, be a sponge – demand. Consumers consume video
and consumers, are time starved and you never stop learning. on any device any time.
as such, being relevant, staying top of • If you don’t know… ask. • Podcasts are the next step.
Strategic Marketing - p11
