Matt Rose

Strategic planner at Promise Brand
Location:Johannesburg, South Africa
Google talk:mlwrose


Matt Rose, avid trend watcher passionate about SA's people, is a senior strategic planner with Promise Brand Specialists (JHB) , specializing in market research, shopper marketing, behavioral psychology. He brings a grounded, often controversial approach to uncovering consumer insights. Honours include 2010 Loeries finalist (Digital) and 2011 Cannes Lions shortlisting (Digital). Email , follow him on @mlwrose Twitter, connect LinkedIn.
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Matt Rose
[Marketing & Media] SHOPPER MARKETING: "360 is a curse word here. It's about right message, right shopper, right time, right place.”
Posted 6 years ago | Like
Matt Rose
Just found out that SA has one of the highest mobile call rates in the world! What are we as consumers doing about this? What could we do?
Posted 6 years ago | Like
Matt Rose
STRANGE FACT: Google N-gram tool shows the "11th of the month" is severely under-represented historically. WHY!?
Posted 6 years ago | Like
Matt Rose
[Marketing & Media] Insights from the Saatchi&Saatchi Chief of Strategy. Claudine Cheever talks shifting media channel trends. [[]] <3
Posted 6 years ago | Like
Matt Rose
How did Huffpo beat! powerful AOL intergration... but can they maintain integrity?
Posted 6 years ago | Like
Different Light: Category Marketing

What is category marketing? It's looking at your brand/consumer relationship in a totally 'different light' of possibility in categories of which you do not find yourself as part (video).

By Matt Rose 3 Apr 2013

Safe Sext: The desire of youth for less restrictive digital shadows

Ever heard of SnapChat? Well it's making waves in the social media scene, but why? The world of social media and online socialisation presents users of today with more ways to connect but increasingly the youth are looking for ways to express, explore and connect without consequence or concerns about their "expression" falling into the wrong hands.

By Matt Rose 10 Jan 2013

The path-through-purchase and social

Leo Burnett is pioneering a new approach to shopper marketing that pays attention to extending the shopper journey both pre- and post-purchase. This idea has been doing the rounds at large multinational corporations as they look for better ways to find new audiences beyond 'interruption' marketing. This article is a quick summary of some of the innovative thinking coming from the Leo Burnett strategic function.

By Matt Rose 30 Nov 2012

Six 'Real Tips' your brand's social media manager can start using today

This article is about providing a few practical best practice suggestions to brand managers and community managers within a social media context. It's a new frontier and an ever-changing culture and I realise we can't take a "one-size-fits-all" approach, but hopefully these can serve as a starting block or at least some food for thought. Enjoy!

By Matt Rose 25 Jul 2012

Emoticons 'r' us

Considering the amount of texting we do today, emoticons have 'exploded' and, whether used in Skype, BBM, SMS or WhatsApp, they have become a distinct style of expression and form a vital part of casual/digital vernacular punctuation. But what are the implications of these obscure little visages for marketers?

By Matt Rose 29 Mar 2012

[2012 trends] Apocalypse now!

2012 is the year of the apocalypse (thanks, Mayans). But if you think about it, in a way they are right. Every year it ceases to be the end of the world as we know it. The world is in a constant state of revolution and innovation.

By Matt Rose 17 Jan 2012

Educational broadcasting in SA: resonance and interactivity

South African audiences were shocked and amazed when a previously unseen form of programming hit the small screen between 3 February 1999 and March 2001. The SABC's Yizo Yizo combined gritty documentary with a soap-opera format. What stands out is the combination of its educational format with the explicit depiction of criminal and sexual encounters and use of vulgar language.

By Matt Rose 5 Dec 2011

Abnormal (brand) psychology 101

Internationally, Skittles are positioned as self-centered and psychotic. Diesel's latest tagline is "be stupid'. AnimalPak supplements reek of obsession and loneliness, and Bentley embraces its position as supremely arrogant. These ideas are appealing for the same reasons that The Joker is arguably more intriguing than Batman and why Lex Luther is more resourceful and imaginative than Clark Kent.

By Matt Rose 17 Oct 2011

HTML5: five things for marketers to consider

HTML5 is the latest platform for web development and will make surfing the net much more interactive and media-rich (especially though mobile browsers). This means that, at a fundamental level, it will change the way we consume content and thus as marketers we should start thinking about the practical implications of this.

By Matt Rose 1 Sep 2011

What? No such thing as marketing "insights"?!

Recently an article by Farrah Bostic, objecting to the over-inflated status of the word "insight" when it comes to advertising planning, really inspired me. It brought to light some interesting perspectives about how this term has been in vogue the last few years and usually is a way to 'dress up' common sense observations or interesting statistics.

By Matt Rose 26 Jul 2011

Brand charity (false ideologies not sold separately)

South African consumers, like other westernised nations, are all too familiar with products and brands that seem to be affiliated with certain 'causes'. Don't get me wrong; I am not against philanthropy or charity, but after being exposed to Slovenian philosopher Slajov Zizek's commentary on this issue called "first as tragedy, then as farce", I felt deeply disturbed by this global marketing trend. [video]

By Matt Rose 30 Jun 2011

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