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Chris Moerdyk

Marketing analyst, advisor & media commentator
Location:Cape Town, South Africa

Profile

Apart from being a corporate marketing analyst, advisor and media commentator, Chris Moerdyk is executive chairman of Bizcommunity. He used to be head of strategic planning and public affairs for BMW South Africa and spent 16 years in the creative and client service departments of ad agencies, ending up as resident director of Lindsay Smithers-FCB in KwaZulu-Natal. Email Chris on and follow him on Twitter at @chrismoerdyk.
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Where's our sense of humour gone?

Last Sunday I woke up full of the joys of spring, but by the time I had finished reading the Sunday Times I couldn't make up my mind whether to go back to bed with a bottle of whisky, or wander out into the street and throw myself in front of a minibus.

By Chris Moerdyk 2 Apr 2014 06:52

Case history of a centuries-old global brand

It was a particularly beautiful and warm sunny day about a month ago as I sat on my deck overlooking False Bay, having breakfast round about noonish and reading the label on an almost empty champagne bottle.

By Chris Moerdyk 26 Mar 2014 06:32

Pistorius and the art of PR

When it comes to sentencing time in major court cases, juries and judges always look for remorse from the accused. It's a really big thing when it comes to mitigation of sentence. And it seems to me that Oscar Pistorius and his legal team are taking no chances.

By Chris Moerdyk 20 Mar 2014 06:47

Why is our ad industry not advertising itself?

Judging from conversations on social media and radio talk shows, there is no doubt in my mind that advertising in South Africa is not regarded by the majority of our citizens as having any real value to society.

By Chris Moerdyk 27 Feb 2014 04:58

Come on SABC, give us a break!

At the risk of being utterly boring once again banging on about the SABC, I feel as though some sort of bizarre sense of duty requires me to comment on the completely predictable findings of a PriceWaterhouseCoopers audit on the national broadcaster...

By Chris Moerdyk 7 Feb 2014 06:19

Clumsy TV product placements anger viewers

Not nearly enough thought is going into how product placement is being implemented in soapies - and viewers are becoming irritated.

By Chris Moerdyk 27 Jan 2014 07:04

The ridiculous cost of advertising

When it comes to media and particularly the value and return on investment of advertising in the mass media, Harry Herber is both extremely knowledgeable and pragmatic. He is also outspoken.

By Chris Moerdyk 22 Jan 2014 07:08

[2014 trends] Taking deep breaths in marketing and media

The primary trend in 2014, in my opinion, will be taking deep breaths to try and make practical sense of the tsunami of technology and radical consumer changes that have taken place in the past few years. And top priority will be:

By Chris Moerdyk 20 Jan 2014 05:33

Great lessons from today's great marketers

I have, over the past year, had some form of interaction with four people whom I believe to be among South Africa's greatest marketers.

By Chris Moerdyk 3 Dec 2013 07:29

Putting the agency name on TV commercials will improve quality

I have probably said this before but it's worth saying it again because somehow a stop has to be put to ad agencies being steamrolled by clients into producing really rubbish advertising.

By Chris Moerdyk 19 Nov 2013 08:03

2014 marketing and media predictions (formal launch of 2013/14 silly season)

As a consequence of the accuracy of my predictions for the past year, I have once again been instructed to do likewise for the year 2014. And at the same time, formally launch the 2013/14 media industry silly season.

By Chris Moerdyk 12 Nov 2013 12:41

Lessons from the Woolies crises

There are two sides to the current crisis in which Woolworths finds itself. From a completely impartial point of view, Woolies responded very quickly to the social media tsunami surrounding its use of a hummingbird design. Its response was also plausible.

By Chris Moerdyk 22 Oct 2013 09:59

At last - a discussion on formalising neuromarketing in SA

Millward-Brown's Erik du Plessis, is not only going to explain neuromarketing at a seminar in Joburg, but is also going to spearhead the long awaited formalisation of the practice in SA with the establishment of a local branch of the global Neuromarketing Association.

By Chris Moerdyk 15 Oct 2013 07:35

Why Numsa is calling BMW's bluff

Most business people in South Africa with even the slightest capitalist leanings would have been horrified at the sheer arrogance of the National Union of Metal Workers (Numsa) response to BMW's announcement that it might reconsider further investment in South Africa due to loss of production through labour unrest.

By Chris Moerdyk 8 Oct 2013 06:58

Don't confuse aggregation and plagiarism

There has been a lot written in the past few weeks about the challenges posed to the online publishing community by the litigation between Moneyweb and Fin24, and a not unsubstantial amount of this opinion has been a mix of journalistic petulance and hysteria.

By Chris Moerdyk 3 Oct 2013 12:15

How to stop people from using your product

There is nothing more fascinating than to watch reverse branding at work. The most notable of which, in South Africa, was the creation of ABSA Bank.

By Chris Moerdyk 17 Sep 2013 07:07

In the old days media and ad agencies made fortunes

The mass media and its dependent advertising agencies are not having it easy these days. And there are many oldish farts in the industry who will tell you that they long for the good old days when newspapers, radio and TV stations all made a lot of money and ad agency bosses were able to buy wine farms and go on holiday to places beyond Vaal Dam.

By Chris Moerdyk 11 Sep 2013 17:06

Don't turn your advertising into chemical warfare

There is a disturbing trend in television advertising in South Africa that is impacting negatively on naive brands.

By Chris Moerdyk 4 Sep 2013 05:58

The darkest days for Mandela and the media

With the spotlight so blindingly focussed on an ailing Nelson Mandela as he fights for his life, it is difficult not to keep recalling his darkest days and the massive challenges the media had in telling these to the world.

By Chris Moerdyk 1 Jul 2013 12:30

The logo that stands above the crowd (of logos)

Just watching the cornucopia of sport on our TV screens last weekend, I couldn't help recalling the brand cynicism a decade or so ago of Ron Mather, creative director of the Australian advertising agency, The Campaign Palace. He complained about logos taking over our lives.

By Chris Moerdyk 7 Jun 2013 08:23