GROOVIN NCHABELENG ONE OF SA’S LEADING MARKETING MINDS SITS DOWN WITH ZAREEF MINTY ON PRIME LIVE

By Ml Luqman Skink, INX Prime News and Current Affairs Editor

Introduction

Groovin Nchabeleng is one of those rare personalities whose intriguing name mirrors the fascinating individual behind it. As a veteran in the advertising and marketing industry, Nchabeleng has shaped South Africa’s branding landscape, notably through his Blueprint Advertising Agency, established in 1999. His agency gifted South Africa the unforgettable phrase from the 2010 FIFA World Cup: “Feel it, it is here!”

THE 2024 SOUTH AFRICAN LOYALTY AWARDS

In an interview with Zareef Minty on Prime Live, Groovin reflected on his journey to winning the Best Loyalty Agency award at the 2024 South African Loyalty Awards. He highlighted how the Sasol Rewards Loyalty Programme not only boosted brand loyalty but also empowered youth and supported local businesses, demonstrating the deep commitment Blueprint holds towards black-owned businesses and SMEs.

“It is part of our DNA at Blueprint Agency to work with Small to Medium Enterprises that are black-owned, ensuring we empower the community.”
– Groovin Nchabeleng

TRANSFORMATION OF THE SOUTH AFRICAN ADVERTISING SECTOR

Despite the progress made, Nchabeleng emphasized the need for more transformation within the advertising industry. He noted that, although the sector contributes R58 billion to the economy and employs over 7,000 professionals, only 2% of agencies are black-owned—an imbalance that calls for legislative intervention.

BUILDING AN AWARD-WINNING SASOL LOYALTY PROGRAMME

Nchabeleng shared insights into the development of the Sasol Rewards Loyalty Programme. He stressed the importance of understanding both the client’s values and the value chain participants to create a successful and ethical loyalty programme.

THE AGE OF A.I AND SOCIAL MEDIA

In response to a question about future industry trends, Nchabeleng pinpointed artificial intelligence and social media as key disruptors. The implications of AI-generated content and its copyright ownership were of particular interest.

“Imagine coming up with a pay-off line or commercial generated by A.I, who will own that copyright?”
– Groovin Nchabeleng

25 YEARS OF BLACK EXCELLENCE

Blueprint Advertising, under Nchabeleng’s leadership, continues to be a beacon of black excellence in the South African marketing industry, marking its 25th anniversary this year.