A.M.C. MEMBER NEWS
Dark Marketing under spotlight at first live IMM Fridays event Institute of Marketing Management relaunches in South Africa and kicks off with the first of its planned monthly breakfast events.
›
The first new IMM Fridays event was well supported by the local marketing commu nity
34
strategicmarketingforafrica
T
HE INSTITUTE OF Marketing Management South Africa (IMM), one of the founding members of the African Marketing Confederation, has been formally re-launched and kicked off its new programme of events and activities for the local marketing community at the end of May. Its first ‘live’ event in the post-Covid era was an IMM Fridays breakfast held at the institute’s new premises in the Johannesburg suburb of Parktown. This featured Matthew van der Valk, Executive Creative Director at brand agency VMLY&R, as guest speaker on the topic
Issue 2 2022
of Dark Marketing. Or, as he prefers to call it, ‘Beyond-the-Line Marketing’. Despite its ominous title, Van der Valk believes Dark Marketing is an increasingly important element in the marketer’s toolbox. As he told the audience: “It’s the stuff you don’t see above the line or below the line. This is why I’ve started calling it beyond the line; because there is no line. You are looking at distribution; you are looking at people’s influence within specific communities; you are looking at borrowed interest. It’s about using the mind of the consumer as a medium.”
