“Being a judge at the
Bookmark Awards means I have the perfect bird’s eye view of the great work being done in SA’s digital industry. The awards are a good sense check of the calibre of work in the industry. Most importantly, they encourage good campaign results and push levels of innovation,” says Lalloo.
Not one to shy away from a challenge, Lalloo counts herself very lucky to be able to work on some of South Africa's most exciting brands. In her view the regulations and marketing restrictions that exist in the alcohol industry simply push her and her team to think in truly innovative ways in order to achieve efficiencies in results as well as creative impact.
According to Lalloo it’s here that organisations like the Interactive Advertising Bureau South Africa (IAB SA) can add real value to the brands playing in the “dark marketing” space.
“The IAB can be extremely beneficial in assisting regulated industries to fully understand the parameters within which they can operate, but also share knowledge about the best ways to maximise activities within those parameters,” adds Lalloo.
Before marketing products like Absolut Vodka and Jameson Whiskey, Lalloo started her career in digital as a digital strategy executive at Mindshare SA in 2008. Since then she has been firmly entrenched in the art of digital marketing and has herself been the winner of no less than three Bookmarks Awards. Most notable was the award for Levi’s innovative Go Forth campaign in 2011 - an experience that Lalloo counts as one of the most inspiring projects she’s worked on to date.