"Retaining the Sanlam business after an already successful five-year relationship is a huge win for Incubeta," says Daleen Spence, business unit director at Incubeta and Sanlam account lead.

"We have worked closely with their teams during their digital marketing transformation journey and we are honoured that they have put their trust in us to continue the journey with them," adds Spence.

The three-year contract will see the Incubeta team building on previous success and:
  • digital media
  • technology enablement, and 
  • everything related to the Google Marketing Platform, including technical implementation, consultancy and training.
The team will also be designing and delivering scalable digital marketing solutions across data, technology, media, creative and conversion optimisation.

The Incubeta core team says that it will be reinforced by a wider team of experts including:
  • media traders
  • data analysts
  • strategy and media planners, and
  • digital consulting specialists.
"Incubeta has worked with a number of the top financial service providers in South Africa over the years. We understand what it takes to operate in a highly competitive and ever-changing marketplace; affordability, legislation and responsible lending practices make generating leads and conversions that much more complex," says Roan Mackintosh, Incubeta's MD MEA.

"We are particularly proud of how we have managed to bridge the gap between digital activation and backend conversion to give a truer attribution view and return on ad spend in the complex financial services space," Mackintosh adds.

Sanlam's chief executive of brand Sydney Mbhele says, "We are looking forward to continuing our work with the Incubeta team. Together, we have already made significant improvements to our digital performance — adopting an integrated planning and reporting approach, improving on our marketing automation and refining our attribution modeling."

Mbhele says, "Incubeta's submission was very impressive and of a high standard. We believe Incubeta is the right partner as their expertise, knowledge and service offering are incredibly compelling and they were the strongest candidate to help us deliver on our business growth."

Mackintosh says that 2022 will bring greater demands from a more sophisticated digital customer.

"Successful brands will need to adopt an agile response in order to serve an increasingly demanding and impatient customer. Expectations are for an immediate, convenient and seamless experience across the brand," says Mackintosh.

"Getting this right will require solid foundational technology, a scaled personalisation strategy, as well as a fail-fast, test and learn operating model. Having a trusted digital marketing partner to rely on has never been more important," concludes Mackintosh.

For more information, visit www.incubeta.com. You can also follow Incubeta on Twitter or on Instagram