Staff Writers
Nedbank Group chief executive Jason Quinn says marketing must be seen as central to business growth.
He noted that marketing has shifted from being a back-office function to a driver of trust, brand equity, and long-term value.
He cautioned against cutting marketing budgets during tough times, asking whether reducing visibility and customer engagement could ever solve business challenges.
Quinn was speaking at the Nedbank Integrated Marketing Conference (IMC) 2025 in Johannesburg, South Africa.
The event drew over 3 000 delegates in person and online and featured more than 20 speakers under the theme ‘Marketing is Business’. Nedbank Namibia hosted a live stream of the conference in Windhoek.
Aya Data’s chief marketing officer from Ghana, Gillian Hammah, said artificial intelligence should be seen as an assistant, not a replacement.
She explained that automation can free up time for marketers to focus on creativity, empathy, and judgement.
“The power of marketing lies in human insight enhanced by smart tools rather than in machines,” she said.
ENS executive for intellectual property, Craig Shapiro, warned that many marketing teams overlook intellectual property until it is too late.
He advised that trademarks, copyrights, and contracts must be considered at the start of campaigns. He said brand success depends on closer collaboration between marketers and legal specialists.
Redwood Analytics CEO, Ryan Sauer, said marketers must use unified dashboards, cross-channel attribution, and predictive models to improve decisions and show return on investment.
He argued that analytics should be a career strength, not a specialist niche.
Chief brand officer at the British Broadcasting Corporation, Charli Bassil, drew from his experience with brands such as Absolut Vodka, Castle Lager, and the BBC.
He said brands must balance legacy with innovation and urged marketers to listen to audiences, rise above hype, and remain true to their values.
“Culture shapes brands, but equally, brands shape culture, and marketers must carry that responsibility consciously,” he said.
Nedbank Namibia communications and public relations manager, Selma Kaulinge, said the conference created a valuable opportunity for the local industry to gain international perspectives.
“Namibian businesses are the backbone of our economy, and their resilience and innovation are what drive our nation forward. We believe that empowering them with strategic insight and practical tools is essential for succeeding in a rapidly changing world,” she said.
Caption
Nedbank Namibia hosted a live stream of the Nedbank Integrated Marketing Conference at its offices in Windhoek, which took place in Johannesburg.
- Photo: Nedbank Namibia
