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A new benchmark for brand experience: Playmakers wins Gold with Jameson’s spread the cheers

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Black Friday has become one of the loudest and most predictable days in the marketing calendar. Penquin’s strategy director, Thando Mxosa, says the noise has disguised how disconnected brands have become from the people they’re meant to serve (Image source: © 123rf )

Has Black Friday become a reflex for brands?

Thando Mxosa 19 Nov 2025

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