reality of our brands in the world . Byron Sharp coined the phrase consumers are ‘ cognitive misers ’ - in other words we care about our brands and notice much more than our consumers do - recognizing that should keep marketers honest when it comes to brand purpose .
How have you rewired your team to ensure your brand promise is sustained amid the pandemic as you ensure their safety and that of your customers ?
I am proud of the steps EABL has taken to ensure the safety of consumers and trade during Covid . EABL recently announced a new $ 5 Million programme to support the revival of bars and eateries after restrictions are lifted following the Covid-19 pandemic . “ Raise the Bar ” is a two-year programme available from July 2020 offering eligible outlets and bars free access to digital training and support via www . diageobaracademy . com in Kenya , Uganda , and Tanzania .
Aside from supporting our trade , the teams have also worked hard to engage
consumers and put our brands in culture . In Kenya in the last year , EABL brands delivered online events to entertain our consumers and supported Kenyan artists with almost KSh . 60 Million of funding from concerts such as Tusker NYE Bash to Kenya Cane ’ s Labor Day celebrations . The team have answered the call from consumers launching Balozi in cans , eight weeks after consumers in Kenya began clamoring for the brand in that format .
Interestingly , we have had a lot of success with new innovations over the last six months with Tanqueray Sevilla , Gordon ’ s Pink Gin , and Chrome Gin being very well received by consumers in Kenya and Guinness Smooth doing really well across East Africa .
As a seasoned marketing hand perched at the apex of the profession , how are you coaching and mentoring budding marketers ?
I think it is incredibly important to coach and mentor the next wave of marketing talent . We are all a product of the advice , help and support we got when we were younger and continue to get today .
There is no reason that the future of the marketing profession cannot be written in Africa . As marketers we have complex strategic challenges in Africa , we have a buoyant and youthful demographic profile , we have scale brands , and we have a proven ability to manage volatility and leap ahead .
Through Diageo I do a lot of formal mentoring , but I have also been lucky to have an informal network that I try to ensure are thriving and doing well . As every coach will say , you learn a lot from those coaching and mentoring sessions , and they are a big accelerant to my own development .
These are excerpts from the discussion with Graham Villiers- Tuthill , Marketing & Innovations Director , East African Breweries Limited as captured by Marketing Africa Crew . For more information or comments drop us a line on : Info @ marketingafrica . co . ke .