In this new role, he will be responsible for building the company's approach to behaviour change and embedding this in every part of its offer, enabling clients to change the behaviour of their consumers and customers. A key element of his role will be to innovate around its Conversion Model thinking. He will also be involved in developing and creating behaviour change expertise around the world and advising key client accounts.
He joined Synovate in 2006 and became a member of the executive board in 2010. He was responsible for developing its brand equity and customer loyalty offers. Before that he invented the Conversion Model, ran the Customer Equity Company (which was sold to TNS in 2000) and was a senior political advisor for the African National Congress during and after the first democratic elections in South Africa. He is the co-author (with Butch Rice) of 'Commitment Led Marketing' and the author of numerous, award-winning papers on brand equity.
"We recognise the importance of applying behaviour change thinking across our brand, stakeholder and social and political offers and there is no one better than Jannie to accelerate our thinking and help our clients to achieve their goals," said Salama. "He is an extremely rare talent, combining outstanding thought leadership with a commercial and entrepreneurial approach. He has re-joined the company in this new role to make Conversion Model thinking a much more significant part of our offer."
"I've had some great years at Synovate. However TNS has offered me an unrivalled opportunity to take marketing research forward and develop strategies that help clients to build their businesses," said Hofmeyr. "The research resources of the company and the broader Kantar Group are unsurpassed. This is an exciting new role."