Primedia Outdoor, wholly South African owned national outdoor advertising media owner has appointed Kennedy Tshabalala National Portfolio Manager for Campaign Outdoor.

Kennedy Tshabalala’s career in the outdoor industry began three and a half years ago as a Client Service Executive. After consistently showing his mettle and ability to adapt at a swift rate, Tshabalala was invited to join Primedia Outdoor, South Africa’s premier outdoor company, as National Portfolio Manager for Campaign Outdoor. At only 29, his dual function of managing key accounts such as Unilever, Cell C and Lovelife, as well as ensuring that Primedia Outdoor’s Campaign Outdoor brand, which targets the LSM 1–6 markets specifically, continues to flourish, is a coup for his career.

As National Portfolio Manager for Campaign Outdoor, he has been charged with the responsibility of implementing price management for Campaign Outdoor inventory in townships, which involves making sure that all formats within the division are properly priced in terms of expected margins, identifying significant opportunities in this market and assisting in the introduction of new formats and ideas relating to it.

“Outdoor advertising in South African townships is somewhat different to urban outdoor advertising. When addressing the township market, the language has to be different and one utilises more visuals to illustrate a brand/product. Whereas with the urban/metro market, the communication needs to be tailored straight to the point. We tend to often have the same size structure in townships and metro areas with the difference being the aesthetics”, says Tshabalala.

Tshabalala sites in-depth geographic and industry-related knowledge, integrity, honesty and developed communication skills and the ability to deal and associate with people in all ranks as key traits for a successful career in outdoor.

“Thorough product knowledge and the aptitude to combine clients’ needs with your own product services to customise an advertising solution is an integral part of the sales aspect of the business. Client research which entails knowing the client’s business including its competitors, current and previous media usage, their spend as well as the environment in which they operate are fundamental in formulating a sales strategy specific to the clients’ product and needs before making a sales call”, continues Tshabalala.

“One of the challenges is that clients are always looking for innovative formats and the best way to address this is to literally be in the field making sure you are constantly coming up with novel suggestions that will position their product in a unique manner. Overcoming daily challenges coupled with my drive to acquire more knowledge about the industry makes me all the more passionate about my career. Overall, the outdoor industry is showing positive growth at a phenomenal rate with new players coming into the market continually,” concludes Tshabalala.

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