We all know that one friend who says, “I’m five minutes away,” when they haven’t even left the house. You sigh, check your watch, and remind yourself that this is just who they are. But while being late might be forgivable in friendship, in marketing, it’s a whole different story.
  • Digital Copywriting, Digital Creative, Digital Strategy
WHAT MARKETERS CAN LEARN FROM THAT ONE FRIEND WHO’S ALWAYS LATE
We all know that one friend who says, “I’m five minutes away,” when they haven’t even left the house. You sigh, check your watch, and remind yourself that this is just who they are. But while being late might be forgivable in friendship, in marketing, it’s a whole different story.
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IS YOUR BRAND SPEAKING SOUTH AFRICAN, OR JUST SPEAKING MARKETING?
  • Digital Copywriting, Digital Strategy, Flume News
IS YOUR BRAND SPEAKING SOUTH AFRICAN, OR JUST SPEAKING MARKETING?
You can instantly spot a brand that’s trying too hard to sound local. It’s in the forced slang and awkward “Mzansi moments” with copy that drops a “howzit” like it’s seasoning rather than substance.
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AI isn't coming for your job
  • Digital Creative, Digital Strategy, Flume News, SEO
AI ISN’T COMING FOR YOUR JOB. IT’S COMING FOR YOUR BUSYWORK
Put the meat tenderiser down and step away from your laptop. You can relax. At least, for now.
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  • Digital Creative, Digital Strategy, Flume News
The Context Effect: Turning Storytelling into Strategy
It’s no secret that today’s digital space is flooded with content. With such volume, one has to wonder why some stories stick and others simply vanish.
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  • Digital Creative, Digital Strategy, Flume News
Authentic Heritage Marketing for South African Brands
In South Africa, heritage is everywhere – from the rugged landscapes of the Drakensberg to the bustling townships of Johannesburg, and even at a Sunday braai. It is not merely a backdrop – it is part of the nation’s collective identity, a living and breathing resource that informs who we are. For South African brands, heritage is both a treasure chest and a tightrope: leveraged strategically, it can create authentic connections with audiences – misused, it can provoke ridicule or worse, social media outrage.
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  • Digital Creative, Digital Strategy, Flume News
Heritage Campaigns That Worked in South Africa
Here’s a mildly horrifying fact: the internet produces more CO₂ than the aviation industry. Yes, your wholesome cat videos and “just browsing” retail sessions are warming the planet – pixel by pixel. And no, “dark mode” alone won’t save us.
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  • Digital Creative, Digital Strategy, Flume News
Fireside to For You Page: What SA Storytelling Teaches Modern Marketing
Once upon a time, long before scrolling through TikTok feeds became a daily ritual, South Africans gathered in kitchens, at Groove, and under the wide Highveld sky, around fires, under the shade of a tree, or in communal circles to share stories.
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Beyond Billboards
  • Digital Strategy, Flume News, Media Buying
Beyond Billboards: How AI Is Impacting Digital Out-of-Home Advertising
Out-of-home (OOH) advertising has really evolved. Once all about scale – billboards on highways, print on busy streets, and digital screens in malls – the medium is now shifting from static placements to smart, adaptive platforms fueled by artificial intelligence. In the same way programmatic transformed online media buying, AI is now driving a new era in digital out-of-home (DOOH), where context, data, and automation redefine what’s possible. It’s a shift that’s making outdoor advertising more targeted, cost-efficient, and performance-driven than ever before.
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  • Digital Creative, Digital Strategy, Flume News
DIGITAL SUSTAINABILITY IS THE NEW BLACK (AND GREEN)
Here’s a mildly horrifying fact: the internet produces more CO₂ than the aviation industry. Yes, your wholesome cat videos and “just browsing” retail sessions are warming the planet – pixel by pixel. And no, “dark mode” alone won’t save us.
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How to use Ai personalisation
  • Digital Creative, Digital Strategy, Flume News
HOW TO USE AI PERSONALISATION WITHOUT BEING A DIGITAL CREEP
There’s a fine line between “We noticed you like oat milk, so we stocked it at your local shop” and “We saw you crying at 3:17am last Thursday and thought you’d enjoy this discount on weighted blankets.”
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the rise of social search
  • Digital Creative, Digital Strategy, Flume News
SEARCH IS DEAD. LONG LIVE THE ALGORITHM: HOW TIKTOK & AI ARE BECOMING THE NEW SEARCH ENGINES
Once upon a time, the search bar was sacred. You typed in what you wanted: “Italian restaurants near me”, “How to do SEO”, or “Why is my cat vibrating?” And Google, the benevolent god of the algorithm, delivered answers. That era? It’s on life support.
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creative article why the best work feels real
  • Digital Creative, Digital Strategy, Flume News
Sincerity: The Creative Currency That Cuts Through the Noise
First off, let’s get one thing out of the way: everyone is numb and exhausted. Your audience? Tired. Marketers? Tired. Creators? Consumers? SEO teams? All tired. This is what we like to call content fatigue; think of her as FOMO’s more haggard, jaded and fed-up older sister who is experiencing caffeine withdrawals.
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