Sara has worked in the Tourism industry for over a decade, starting on the global South African Airways advertising account in the mid 1990’s.
Between 2004 and 2007, Sara was the global PR strategist for SA Tourism developing messaging and campaigns for all core markets, as well as taking a lead role in developing the domestic tourism strategy. During this time, Sara also worked with the Tourism Grading Council of South Africa, the Cradle of Humankind destination brand, the non-profit Tourism Enterprise Partnership and developed marketing strategy for the Gauteng Provincial Tourism Authority, and the Mpumalanga Provincial Tourism Agency, the Kenya Tourism Board, and the National Heritage Monument Foundation. Adzone continues to do work for the private sector with the Tourism Business Council of South Africa and is currently consulting SA Tourism on their global content strategy approach.
Adzone’s experience in transport began in 2007, when Sara worked with the Department of Transport to create a commuter-focused campaign to popularise the Taxi-Recapitalization Programme (or TRP as it was known) and also worked on the marketing strategy for the Road Accident Fund in this time.
Between 2010 and 2014, Adzone directed all the marketing and communications for a multi-billion rand integrated public transport network (IPTN) for the Rustenburg Local Municipality. The project was highly successful and set new benchmarks in public engagement for the industry. Adzone has also developed marketing and communication strategies for the Uganda National Roads Agency’s Axle load Management Programme, the public engagement strategy for the City of Joburg’s ITP programme and provided the strategic advisory for the establishment of the National Transport Forum secretariat from 2014 to 2016.
Sara’s initial experience in the financial sector was in managing the ABSA bank advertising account in the late 1990’s, and one of the founding clients for Adzone in 2000 was the credit rating agency TransUnion ITC.
In more recent years, Adzone’s work in the financial sector has included various projects relating to internal communication and stakeholder engagement strategies for financial services groups including Metropolitan, Liberty and FNB Commercial Bank.
BROADCAST MEDIA SECTOR
Sara’s first love was television and broadcast media. Early on in her career she was appointed as marketing manager for M-NET Pay-TV station where she was responsible for three broadcast brands – Open Time, the customer service brand M-Connection, and for developing and launching South Africa’s first children’s television channel – K-TV.
Sara later worked as the client service director on the state broadcasting account – including managing brand development and communication for the three SABC TV Channels and the commercial sales arm of the organisation.
One of the first clients of Adzone when it was formed in 1999, was SABC Education, and this client was joined by Mindset Network and Sesame Workshop, where Adzone managed the communication for the local Sesame Street programme working closely with the Department of Education. During this time, Adzone also worked with Production Company Ochre is setting up their communication division for their broadcast products.
More recently, Sara has worked on the CSI programme, Kaelo Stories of Hope with the free to air e.tv channel – and in developing bespoke broadcast content concepts with a sustainability theme for various NGO’s and clients.
Adzone has worked with many state owned enterprises over the years as well as directly with government departments.
Sara managed the PR and CSR account for Eskom and South African Post Office up until 2008/9 and developed communication strategy for the Department of Justice and Constitutional Development and the Department of Transport directly. Most recently, Adzone was appointed to create the communication strategy and plan to launch the South African Energy Efficiency Label by UNDP and the Department of Energy. Adzone also developed political communications strategy for the Malawi elections and helped develop the Coega IDZ investor marketing approach.
Through many of the Adzone projects, there has often been the need to work with, engage and collaborate with government departments, agencies and regulatory entities – and through the years, we have come to understand the protocol and working approach best suited to the public sector.
Adzone has worked with the ICT locally– on MTN, Ericsson, The Innovator Trust (An Enterprise Development Agency) and Airtel networks in Africa.
The work included CSI policy development, marketing strategy and brand strategy. Sara currently consults on the global reputation reporting standards for the MTN Group and has developed a bespoke reporting tool for this purpose.
Adzone has assisted in the development of communication strategy for the global organisation of Mars Incorporated and has helped the up and coming Andiccios24 fast food franchise to formalize their approach with research and brand strategy.
Adzone has also the developed stakeholder management strategy for Hyundai South Africa as well as working with SA Rugby, Lonmin Mines, and the NGO Kagiso Trust on their brand and community positioning strategies.
Adzone has completed work in the medical sector for Netcells and Sarpam and in 2015 worked intensively with the medical ER Group to create strategic business plans to take their medium sized established businesses into the next era of growth and more formal governance. This service was also used by MNS Attorneys.
GLOBAL STANDARDS & GOVERNANCE
Adzone works with the global GRI Guidelines, AA1000SES Stakeholder Standards, the ISO26000 CSI standards, as well as Chapter 1 and 8 of the King Code relating to stakeholder ad community engagement.
Adzone works with companies to ensure their BB-BEE targets and measurements capture their commitment to sustainable business practice. In addition, Adzone also assist companies to align to the new Sustainable Development Goals (SDG’s).
With this intelligence, Adzone has worked with various organisations on the continent in terms of their global governance obligations to measure and report on people, planet and profit. Adzone provides consulting on policy, strategy, reporting and analysis in the field of sustainability and has developed a scorecard tool and methodology to help guide Foundations, Corporate Affairs and Marketing teams to identify, select and measure their social investment.