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Shared ad space: Giving the small guys a boost
Twelve small enterprises, including a spaza shop, will each benefit from about R1m in adspend from Hollard as big brands rethink the tone of their advertising and marketing to show empathy with the struggles people face under Covid-19
A new pandemic-led trend in global advertising, where established brands assist or even share media platform space with emerging brands, has been adopted by insurance group Hollard.
For the next six months the company is sharing its gantry and billboard advertising spaces with 12 small and medium-sized enterprises. Chief marketing officer Heidi Brauer tells the FM the idea was born during a conversation with her ad agency, VMLY&R SA, about how Covid-19 is affecting small business. The motivation dovetailed with the company’s bigger brand purpose of "creating better futures and to be a catalyst for positive and enduring change"...
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