Latest news with #Penquin
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.
