View from South Africa: When times are hard you need great stories

This article argues that the advertising industry in South Africa must work to craft powerful narratives despite, or perhaps because of, the difficult times the country is confronted with.

View from South Africa: When times are hard you need great stories

Mark SherringtonMTekventures

Jonty FisherOFYT

Anxieties in the South african economy mean consumers' dreams are on hold and brands need to reach out with strong, positive brand stories.

Those of a certain age will recall the line from an old Monty Pythonsketch (a parody of events in Rhodesia at that time): "Things are pretty bad right now but there is hope of a constitutional settlement." That kind of sums things up over here. The economy is not in great shape, unemployment and debt are rampant,...

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