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Wire Categories: B2B

In 2026 Influence Isn’t Viral, It’s Visceral

Knowing the difference between the two “V’s” became the biggest lesson for marketing in 2025. Influence isn’t about fleeting virality, it’s about creating visceral, deeply felt connections that shape consumer behaviour and brand loyalty. For brand managers, CMOs, and decision-makers preparing strategies for 2026, this distinction is crucial. The era of chasing quick online buzz […]

Why Creativity Will Define Brand Leadership in 2026

2026 did not ease in quietly. It arrived with intention, scale, and cultural confidence. Within the first weeks of January, global brands made one thing clear: creativity is no longer a layer added at the end of strategy, it is the strategy. From fashion houses rewriting visual language to mobility platforms reinventing advertising itself, the […]

From Campaigns to Culture: The New CMO Playbook

In January 2026, brands are operating inside an environment shaped by  global instability. Escalating geopolitical tension, threats of international conflict, oil price volatility, AI’s growing environmental footprint, and shifting US policy have collapsed the distance between politics, culture, and commerce. For marketers, this is no longer background noise. It is the context audiences live inside. […]

“WATCH US”: Cultural Power in Marketing in Effect!

In July 2025, Showmax released a campaign that didn’t just promote the streaming platform, it set a new cultural benchmark. WATCH US, isn’t a celebration of celebrity for celebrity’s sake. It’s a declaration of cultural sovereignty. A statement that South Africa isn’t just participating in global culture, it’s shaping it. The spot features Grammy-winning artist […]

Why Every Major Artist (and Brand) Is Now Looking to South Africa

The touring of top hip hop and R&B artists in South Africa is increasingly significant, reflecting the country’s appetite for global urban music culture and its burgeoning market potential. This trend is underscored by notable artists like Chris Brown, Lauryn Hill, Wyclef Jean, Travis Scott, Keyshia Cole and Gunna drawing both local and international attention […]

Culture = Cash: Proving ROI of Culture Marketing

2025 has sounded a loud alarm bell for every brand leader still treating culture marketing as “nice to have.” The truth? Culture is the new performance channel, the only channel that delivers real, measurable demand, pricing power, and compounding loyalty. And if 2026 isn’t on your radar as the year to double down on cultural […]

How Corona took SA outdoor Festivals vibes to Global Culture Standard.

In the battle for Gen Z and Millennial attention, South Africa has become a masterclass in culture immersion, with Corona Beer leading the way as a global blueprint for lifestyle marketing. By aligning its brand world with music, nature, and mindful living, Corona has redefined what it means for a global beer to feel local, and in doing […]

The Year of Unshittification: Choose Authenticity or Lose Everything in 2026

If there was ever a moment when brands must radically rethink how they connect with consumers, that moment is now. 2026 heralds the era of unshittification, coined by Cory Doctorow, it reverses the decay of digital platforms that sacrifice user experience for profit. It’s about rebuilding trust, prioritizing authenticity, ethical pricing, and transparency over exploitation, to […]

Culture as Currency: When Creativity Becomes Capital

At Loeries 2025, the Culture as Currency panel set the record straight: culture isn’t decoration, it’s capital. Presented by AB InBev and moderated by Davin Phillips (CSA.Global), the masterclass brought together leading voices shaping Africa’s creative economy, Fabiana Pereira (AB InBev), Joel Rao (Dentsu Kenya), Russell “Yay Abe” Abrahams (Art+Design), Focalistic (Music), Shaun Duwe (Anything […]