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Specialised retail media agency bolsters leading marketing consultancy

Primedia Lifestyle, local shopping centre marketing consultancy renowned for its award-winning strategies, has added a further dimension to its comprehensive solution with the introduction of media specialist division Media Xpress.

The specialist retail media planning, buying and strategy division delivers significant media buying for power Primedia Lifestyle and its portfolio of over 50 top shopping centres, across advertising platforms best suited to the events and promotions taking place within each mall.

Doug Mayne, MD of Primedia Lifestyle explains, “Having a retail media division at our disposal ensures seamless communication planning which drives media strategy, buying, implementation, post campaign analysis, negotiating power and added value across the board.”

Doug believes that Primedia Lifestyle’s new business unit, Media Xpress will eliminate retail marketing fragmentation across its portfolio of malls, to ensure that its strategies and campaigns are cohesive in creating world class experiences that consumers will not forget.

The division is headed up by industry heavy weight Thola Phetla, who has over 14 years experience in advertising, strategic marketing research, media strategy and planning.   

Thola started her career in advertising client service at Ogilvy Cape Town, later moving to Added Value Strategic Marketing as a market researcher.  Thola later moved to Ogilvy Africa in Johannesburg to hone her career as a Strategist and Planner, working on above-the-line campaigns for over 26 African countries. Thola has also been employed by Radmark as an account manager and by SABC as a media strategist in radio sales.

Thola comments, “In the modern media environment, impact can only be achieved through smart solutions that go beyond strategic planning.  There are many media options available to marketers locally, nationally, regionally and globally and media owners can be unscrupulous to misinformed advertisers.  Therefore, the media function should no longer sit with only the Marketing Manager.  It should sit with specialists who can evaluate and consider media options relevant for clients’ business objectives.”

Doug adds, “With the addition of Media Xpress headed by the capable Thola, our design division Red Pixel and our CRM experts Source, Primedia Lifestyle is a fully integrated consultancy. We present a one-stop marketing solution to our malls, including media strategy and planning strategy, design and CRM, in addition to brand management, eventing, production, tenant relations and research.”

“The success behind Primedia Lifestyle has been our strategic business partner philosophy and understanding our client’s business. In line with our entrepreneurial spirit, and backed by Unlimited, we are proud to introduce Media Xpress to further specialise our marketing solutions.