Latest news with #Penquin
The South African
3 days ago
- Business
- The South African
South Africa's leading businesswomen share career advice
In celebration of Women's Month, some of South Africa's most inspiring businesswomen have offered advice to young female professionals eager to succeed in the business world. These women, trailblazers across various industries, shared practical tips to empower the next generation of women leaders to thrive. Rozanne McKenzie, a popular Jacaranda FM media personality, urges young women to find and trust their voices. 'If you have something valuable to say, don't hold back,' she advises. 'When I started, I often went with the flow because I doubted myself. But speaking up can shift perspectives and influence outcomes. Your words might matter more than you realise.' Carol Ofori, an award-winning radio host and author in South Africa, stresses the importance of building a 'safe zone'. 'Surround yourself with people who genuinely want to see you grow, who share wisdom without feeling threatened,' she explains. 'Having a network where you can be open about your insecurities helps you move forward with confidence.' Faziela Saheb, Sales Manager at Air France-KLM, highlights the value of balance. 'Be intentional with your time,' she says. 'Work will always be there, but your health and relationships sustain you. Protecting your 'me time' with the same seriousness as meetings ensures long-term success.' Saheb adds that boundaries are not signs of weakness, but tools for strength in South Africa. Mandy Davis, Co-Managing Director at Penquin, believes leadership requires honesty and kindness. 'Have difficult conversations early and clearly,' she urges. 'Be firm when necessary, but admit mistakes gracefully. Kindness combined with clarity builds strong leaders.' TV personality and entrepreneur Roxy Burger champions resilience over talent, according to Good Things Guy. 'Success favours those who get up after every fall. Hard work beats talent every time,' she says. 'If you have both, you're unstoppable.' This Women's Month, these successful women demonstrate that courage, support, balance, kindness, and grit are key to carving out your path. As Burger sums it up, 'Never give up—the journey is worth every step.' Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1. Subscribe to The South African website's newsletters and follow us on WhatsApp, Facebook, X and Bluesky for the latest news.
Zawya
25-06-2025
- Business
- Zawya
10 strategic tips brands should consider before working with influencers
In today's digital landscape, influencers are an indispensable tool for brands looking to connect with audiences in a truly authentic way. In a world where authenticity now trumps algorithms, the right influencer can elevate your brand with a single post. However, impactful influencer marketing is rarely accidental. Many campaigns fall short — not because of the influencer chosen, but due to a lack of solid, strategic planning. Nicole Glover, Executive Creative Director – Digital at Penquin, a brand and communication agency, believes successful influencer partnerships are rooted in purpose, insight, and mutual value. It's not about chasing hype. It's about building trust, telling stories, and ultimately driving results. Prioritise Audience Alignment Over Pure Reach It's tempting to chase influencers with millions of followers, but sheer reach can be misleading. The most critical factor is how closely an influencer's audience mirrors your brand's target demographic, psychographics, and behaviours. 'A large follower count is merely a vanity metric if that audience isn't genuinely interested in what you offer,' Glover says. 'True impact comes from precise audience alignment, ensuring your message lands with those most likely to convert and engage.' Seek Authenticity, Not Just Endorsement Consumers can quickly identify when an endorsement feels forced or inauthentic. The most effective campaigns emerge from influencers who genuinely resonate with, use, and believe in your product or service. 'Authenticity is the bedrock of successful influencer partnerships,' Glover explains. 'Consumers can discern genuine passion from paid promotion, and it's the former that truly moves the needle, building trust and credibility.' Prioritise Creative Credibility Influencers are creators first. Evaluate their ability to craft visually compelling, platform-native content. 'Their aesthetic should seamlessly align with your brand, but still feel unmistakably 'them',' says Glover. 'Forced content performs poorly. Full stop.' Focus on Engagement Quality, Not Just Quantity While likes and follower numbers provide a basic metric, true influence is measured by the depth of engagement. Are followers leaving thoughtful comments? Are they asking questions? Is there evidence of genuine brand affinity or a shift in behaviour? 'Don't be swayed by superficial numbers,' cautions Glover. 'Deep, meaningful engagement, genuine conversations and action is the true indicator of an influencer's sway, leading to more impactful outcomes than surface-level stats.' Be Platform-Smart Instagram, TikTok, YouTube, and X all play different roles. The platform you choose must match the campaign goal and the influencer's natural environment. 'An incredible storyteller on YouTube might not translate to TikTok. Context is everything,' Glover explains. Do Your Due Diligence Before onboarding an influencer, review their previous partnerships. Have they worked with direct competitors? Are they endorsing a new product every week? 'Your brand deserves exclusivity, not just space on a crowded carousel,' Glover warns. Give Creative Freedom – With Boundaries While brand guidelines are essential, micro-managing content can stifle an influencer's creativity and diminish authenticity. Empowering influencers with the flexibility to interpret your brief in their unique voice often leads to more engaging and relatable content. 'While brands provide the brief, true magic happens when influencers are empowered with creative freedom,' Glover says. 'This allows them to translate your message into their authentic voice, making it truly resonate with their followers.' Lock Down the Details Clear communication is non-negotiable. Agree upfront on deliverables, timelines, usage rights, review processes and payment terms. 'It's a creative collaboration, but it's also a business transaction,' Glover reminds. Track What Matters Use analytics to measure success beyond vanity metrics. Consider engagement rates, sentiment, traffic, conversions, and ROI. 'Good influencer marketing isn't guesswork, it's measurable,' says Glover. 'And if you're not learning, you're wasting money.' Build Partnerships, Not One-Off Posts 'One-and-done campaigns rarely drive lasting impact,' says Glover. 'When influencers become true advocates over time, their audience develops genuine trust – and that's when you see real brand loyalty.' When influencers evolve into genuine brand advocates over time, the trust they build with their audience translates into enduring brand loyalty and significant long-term brand equity. Influencer marketing isn't a shortcut – it's a strategic investment. When done right, it can spark emotional connections, boost credibility, and drive real business value. 'As brands, we need to move beyond the vanity of visibility and focus on meaningful impact,' Glover concludes. 'Influencers are powerful. But only when we approach them with purpose. At Penquin, we help brands navigate the influencer space with intention and clarity, from finding the right creators to crafting content that genuinely connects. Through a combination of audience insights, platform expertise, and strong relationship management, we build influencer partnerships that not only perform but also reflect your brand's values. The result? Campaigns that drive measurable impact, brand trust, and lasting engagement.'
The Star
27-05-2025
- Business
- The Star
Why smart brands are already talking to Generation Alpha
While many brands are still trying to figure out how to authentically engage with Millennials and Gen Z, Penquin, a leading brand and communications agency, is urging marketers to shift their attention to the next wave of consumers: Generation Alpha. Co-Managing Director of Penquin, Ryan Nofal,, said this digitally native generation, born from 2010 onwards, is already shaping household purchasing decisions and redefining what it means to be brand-loyal. 'Generation Alpha may still be in school, but don't underestimate their power,' says Nofal. 'They are the most tech-immersed generation we've seen. Their exposure to content, trends, and information is unprecedented and that means their influence is real, even at a young age,' he said. With access to devices from early childhood, Gen Alpha has grown up interacting with brands on YouTube, TikTok, and gaming platforms like Roblox and Fortnite. This means their expectations for content are high – and their tolerance for inauthenticity is low. 'Brands that want to stay relevant in the next five to ten years need to understand how to speak Gen Alpha's language now. They crave experiences, they value creativity, and they're incredibly brand-aware – often more than we give them credit for,' Nofal added. According to Penquin, engaging with Gen Alpha requires a future-focused approach: investing in immersive storytelling, interactive platforms, and authentic brand values that reflect their worldview. 'They've grown up watching their older siblings challenge the status quo and advocate for social issues. So Gen Alpha comes pre-programmed with a voice – and they're not afraid to use it. If brands don't start paying attention, they risk losing a generation before the race has even begun,' he said. However, with this awareness comes an important responsibility: marketing to children must be handled with care. Penquin stresses that brands should avoid exploitative tactics and instead focus on ethical, age-appropriate communication. 'Just because you can reach a young audience doesn't mean you should do it without intention and integrity. We have a responsibility as marketers to protect young minds while also engaging them. That means transparency, honesty, and respecting their developmental stage,' he said. Penquin encourages brands to take a values-led approach, prioritising education, empowerment, and positive messaging when engaging with Gen Alpha audiences. 'This generation is growing up fast, but that doesn't mean they're ready for adult messaging. Responsible marketing isn't just good ethics—it builds long-term brand trust with both the kids and their parents. Penquin encourages brands to think beyond traditional advertising and start crafting strategies that include co-creation, gamification, and digital-first content tailored for this savvy, socially-conscious audience. Generation Alpha isn't just the future – they're the now. Smart marketers won't wait for them to grow up. They'll start building relationships today,' Nofal concluded.
IOL News
27-05-2025
- Business
- IOL News
Why smart brands are already talking to Generation Alpha
'Generation Alpha may still be in school, but don't underestimate their power,' says Nofal. 'They are the most tech-immersed generation we've seen. Their exposure to content, trends, and information is unprecedented and that means their influence is real, even at a young age,' he said. While many brands are still trying to figure out how to authentically engage with Millennials and Gen Z, Penquin, a leading brand and communications agency, is urging marketers to shift their attention to the next wave of consumers: Generation Alpha. Co-Managing Director of Penquin, Ryan Nofal,, said this digitally native generation, born from 2010 onwards, is already shaping household purchasing decisions and redefining what it means to be brand-loyal. Influencers are constantly reinventing staples like cargo pants, baby tees, and butterfly clips, making sure the trend stays fun and updated. Picture: Freepik With access to devices from early childhood, Gen Alpha has grown up interacting with brands on YouTube, TikTok, and gaming platforms like Roblox and Fortnite. This means their expectations for content are high – and their tolerance for inauthenticity is low. 'Brands that want to stay relevant in the next five to ten years need to understand how to speak Gen Alpha's language now. They crave experiences, they value creativity, and they're incredibly brand-aware – often more than we give them credit for,' Nofal added. According to Penquin, engaging with Gen Alpha requires a future-focused approach: investing in immersive storytelling, interactive platforms, and authentic brand values that reflect their worldview. 'They've grown up watching their older siblings challenge the status quo and advocate for social issues. So Gen Alpha comes pre-programmed with a voice – and they're not afraid to use it. If brands don't start paying attention, they risk losing a generation before the race has even begun,' he said. However, with this awareness comes an important responsibility: marketing to children must be handled with care. Penquin stresses that brands should avoid exploitative tactics and instead focus on ethical, age-appropriate communication. 'Just because you can reach a young audience doesn't mean you should do it without intention and integrity. We have a responsibility as marketers to protect young minds while also engaging them. That means transparency, honesty, and respecting their developmental stage,' he said. Penquin encourages brands to take a values-led approach, prioritising education, empowerment, and positive messaging when engaging with Gen Alpha audiences. 'This generation is growing up fast, but that doesn't mean they're ready for adult messaging. Responsible marketing isn't just good ethics—it builds long-term brand trust with both the kids and their parents. Penquin encourages brands to think beyond traditional advertising and start crafting strategies that include co-creation, gamification, and digital-first content tailored for this savvy, socially-conscious audience. Generation Alpha isn't just the future – they're the now. Smart marketers won't wait for them to grow up. They'll start building relationships today,' Nofal concluded.
Zawya
09-05-2025
- Business
- Zawya
Why business development is every agency's secret weapon?
In the dynamic world of advertising and marketing, where creativity and innovation often take centre stage, it's easy to overlook one of the most vital engines driving agency growth - the new business team. While creative awards and high-profile campaigns earn the spotlight, it's often the behind-the-scenes hustle of business development that opens the door for those moments to happen in the first place. Sean Devlin, business development director at Penquin, knows this all too well. 'Creative agencies can easily fall into the habit of working with the same portfolio of brands over time,' he says. 'But new business lets those creative minds stretch, experiment, and apply their skills across new industries and challenges - and that's where real growth happens.' SCOPEN data highlights why it matters more than ever In an industry as competitive and fast-paced as advertising, it's surprising to learn that 64% of South African agencies still operate without a dedicated new business department, according to the recently released SCOPEN 2025 New Business report. This, even though agencies pitch an average of 46 times a year, investing roughly R1.6 million annually into pitch processes—of which only 24% are remunerated. The report further highlights that referrals (32%), chemistry (26%), and shared values (21%) remain the top three drivers when clients select an agency, with an increasing emphasis on long-term partnerships and alignment between creative and strategy teams. The study also reveals that agencies with strong new business capabilities are better equipped to align with changing client needs and industry shifts - something Devlin sees as essential. 'Reports like SCOPEN are invaluable,' he adds. 'But the real power lies in how quickly you implement the insights. Curiosity, agility, and an appetite for learning - that's what separates the good from the great.' Why culture and collaboration win pitches Devlin believes collaboration is central to success in this space. 'When pitching, it's all about creating an environment where both strategy and creative can thrive. One rooted in mutual respect, healthy competition, and curiosity. That's where special work comes from.' It's a sentiment shared by many marketers in the AGENCY SCOPE 2023/24 report, where chemistry and cultural fit between agency and client emerged as critical selection factors. With the increasing pressure to prove value, Devlin says agencies must avoid one key pitfall: trying to force a fit. 'When there's no alignment, it never ends well. Your time is better spent chasing opportunities that match your agency's strengths and values. Patience and long-term thinking are everything.' At Penquin, that approach is already yielding results. 'One of my proudest moments has been seeing Penquinites shift their mindset and embrace a culture of growth,' Devlin says. 'It takes hard work and sacrifice, but the reward is worth it.' Looking ahead to 2025, Devlin shares that Penquin has built a strong foundation - and now, it's time to scale. 'We've laid the groundwork. Now it's about growing our impact and creating better lives for the people who work here and the clients we service as well. We're ready - watch this space.' Today, the new business function is no longer just a 'nice to have' - it's a strategic pillar. And when done right, it fuels creativity, unlocks growth, and ensures agencies stay relevant in an ever-evolving landscape.
