Primedia Unlimited subsidiary Mall Fusion has taken the next step in its evolution by moving out of the Primedia Lifestyle Group stable to become a standalone business focusing on events and sponsorships.
This stems from the aim of allowing Mall Fusion to work across any and all malls, not just those which form part of the Primedia Lifestyle Group client base. While it will still be part of Primedia Unlimited’s Mall Division it will now also aggressively pursue securing its own new business.
The reinvigorated business will be driven by Head of Events and Sponsorships Mmapula Mothapo who has taken over the reins with a wealth of experience in activations behind her. Mall Fusion will also offer event properties for joint partnerships with malls that feature a robust sponsorship component. These Mall Fusion owned properties are flagship events that will be repeated annually and thereby become brands in their own right.
Mothapo was previously Activation Production Manager at Mall Active, where she oversaw the entire event co-ordination function including; client liaison and proposal generation for events including: timelines, venues, suppliers, legal obligations, staffing and budgets. She also handled the preparation of budgets and reviewed and analysed market research which helped with the strategic conceptualisation of events.
Unlimited Mall Division CEO Molefi Moloantoa says; “We’re excited about Mmapula’s decision to head the mall division’s latest initiative, as this will allow us to continue to offer our mall marketers and brand advertisers a full project management service overseeing events, sponsorships and exhibitions while also taking the business to new heights.”