Sarah Britten

Communication strategy consultant with an emphasis on social media
Location:Johannesburg, South Africa


Dr Sarah Britten is strategy director, Labstore South Africa. Labstore collaborated with Kantar Retail and Y&R to bring you these 2015 trends. Labstore is part of Y&R. Follow Sarah on Twitter (@Anatinus) and read her blogs at and
Read more

Current employment

[Trends 2015] Shopper marketing

The era of consumer marketing is over, and now we're in the age of shopper marketing. With retail as the new centre of marketing gravity, agencies, clients and media across the spectrum need to get to grips the new marketing reality...

By Sarah Britten 21 Jan 2015 08:30

Why the EFF beret is brilliant marketing

Of all the marketing we've seen this election season - all the rallies, the posters, the SMSs and the kissing of babies - one thing has stood out head and shoulders above all the rest.

By Sarah Britten 29 Apr 2014 15:22

The eternal skaam of the yellow bracelet

Whenever I'm having a bad day, I remind myself of this: at least I'm not one of those people who used to wear a yellow Livestrong bracelet. Or worse, one of those diehards who still wear them (earlier today, while having lunch in a coffee shop in a Sandton shopping centre, I spotted a man wearing one. He was wearing a checked shirt and chinos, so he wasn't being an ironic hipster).

By Sarah Britten 16 Jan 2013 06:56

Focusing on the holes, not the drill: the power of collaborative consumption

Do you have a power drill at home? How often do you use it? If it's anything like the average power drill, it will be used for 12 to 13 minutes in its entire lifetime.

By Sarah Britten 7 Nov 2012 09:35

The ANC's Loerie-winning integrated PR campaign

The following case study will demonstrate how ANC used a compelling consumer insight and combined it with innovative execution to drive home the relevance of the brand message.

By Sarah Britten 4 Jun 2012 13:09

Yes, you can timesheet the fuzball

"Great ideas don't keep office hours," as the ad for Standard Corporate and Merchant Bank used to say. It flighted at around the time I arrived at Hunts some time in the Precambrian, but the insight is just as valid today. Great ideas really don't keep office hours, which causes havoc with timesheets.

By Sarah Britten 10 Apr 2012 12:14

Refugees from common sense: Helen Zille, DA's five marketing mistakes

If Helen Zille is so marketing savvy, why is she making so many glaring tactical errors? The "refugee" tweet debacle is just the latest example. The DA's communications strategy team must surely be aware of where it's going wrong, but if it isn't, here are a few pointers.

By Sarah Britten 27 Mar 2012 12:09

Building brands, driving sales - and doing good

Do you have a favourite example of how marketing can have a positive impact on the world? I never hesitate when I'm asked that question: the Outsurance pointspeople. Social good meets brand awareness and affinity: it's a win-win situation.

By Sarah Britten 7 Mar 2012 14:51

Next >