Charlie Stewart

Charlie is deeply grounded in marketing. Before his digital epiphany, he spent a decade in London’s traditional marketing world where he advised companies ranging from Accenture to Tesco.

A graduate from Scotland’s University of St Andrews, he holds qualifications from the Communications Advertising & Marketing Foundation and is a member of the Institute of Public Relations.

As our CEO, Charlie is responsible for defining strategy for the company and key clients while also driving our own marketing and new business initiatives.

His interest in business to business marketing has seen him being invited to speak on this topic at major marketing conferences and prompted him to co-author 'Business to Business Marketing: A Step by Step Guide' which was published by Penguin in 2016.

His passion for results oriented marketing has seen him judge the Direct Marketing Association's annual Assegai awards for the last few years.

He's an advocate for the philosophy of David Ogilvy, the granddaddy of advertising. “If we hire people who are smaller than we are, we shall become a company of dwarfs. But if we hire people who are bigger than we are, we shall become a company of giants.”

mobile marketing

Few of us need a séance with a crystal ball to forecast that mobile will account for an even larger portion of South African website visits during 2017. The trend’s been upon us for a while now and continued to accelerate in 2016 - Effective Measure’s monthly web traffic reports showing mobile’s share of unique browsers growing from 54% in January to some 64% by the end of the year.

A couple of weeks back I overheard some of my colleagues debating whether winky faces are set to replace keywords as a means of targeting consumers.

My immediate reaction was probably akin to Bill Gates’ infamous 1981 pronouncement that 640k ought to be enough for anybody.  Emojis … really? There’s no way they’ll be a substitute for carefully crafted copy.

The phrase ‘native content’ sends shivers down my spine, leaving me terrified and dumbfounded in equal measure.

For those not in the know (and there can’t be many in the marketing world), native content is a form of paid media where the ‘content’ follows the form and function of the platform on which it appears. In other words, it’s an ad dressed up as editorial.

For some time I’ve been living under the illusion that the internet had rendered the telesales agent about as obsolete as Willy Loman’s character in Arthur Miller’s Death of a Salesman.

But the dozen cold calls I’ve received this week have made me realise the salesman isn't dead. He’s alive and kicking. Unfortunately, most of his kicks appear to be directed at the brands he purports to represent.

A few years ago a new piece of jargon entered our lexicon: content marketing hit the mainstream and nowhere more so than in the business-to-business space.

To corporates and agencies it was a silver bullet – a guaranteed way of cultivating prospects and nudging them along the sales pipeline.

The outcome was inevitable: a deluge of unedifying, turgid rubbish that serves neither brand nor customer.

The 18th of July is a special day for South Africa. It’s an occasion where we remember the legacy of a truly inspirational man; an individual who had the rare ability to see – and bring out – the best in people.

For Mandela Day 2015, more than 20 of the Rogerwilco team gave up their Saturday to make their own small contribution to Madiba’s memory. 

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