Liesl Loubser's Legacy: A Game-Changer in Youth Marketing

Strategic Insights -

Liesl Loubser, the CEO of HDI Youth Marketeers, a leading youth marketing agency in Africa, is retiring in May 2015 after 18 years of revolutionizing the industry with her innovative approach. As a former teacher, Loubser envisioned a win-win scenario where brands and kids could coexist and benefit each other. Her agency, which started as Hot Dogz Inc. in 1996 and rebranded in 2006, has now grown into a significant marketing company with offices in Nigeria and Kenya, servicing over 25 blue-chip clients.

Loubser's entrepreneurial spirit and willingness to take risks have been instrumental in her success. She emphasizes the importance of creating a win-win situation for both brands and youth, who are increasingly influential in the market. "Taking risks is one of the most crucial steps in the world of business, and I was willing to take that risk because I was, and am, so passionate about young people," she says.

HDI's legacy under Loubser's leadership is built on creating opportunities and driving change in South Africa's economy and youth market. The company has successfully retained and grown its client list, with some client tenure exceeding 15 years. Loubser's vision for the future of HDI is to see the company continue to innovate and grow, with a strong leadership and delivery capability in place.

Key Takeaways:

  • Liesl Loubser, the CEO of HDI Youth Marketeers, is retiring in May 2015 after 18 years of revolutionizing the youth marketing industry.
  • HDI's agency started as Hot Dogz Inc. in 1996 and rebranded in 2006, growing into a significant marketing company with offices in Nigeria and Kenya.
  • Loubser's entrepreneurial spirit and willingness to take risks have led to her success, and she emphasizes the importance of creating a win-win situation for both brands and youth.
  • HDI is the first marketing company to focus solely on under-25-year-old consumers, with clients including Pick n Pay, Procter & Gamble, and Lucky Star.
  • Loubser believes that her legacy will live on through the company's values and culture, which will continue to drive HDI's success in the future.
  • Jason Levin, MD of HDI, praises Loubser for building a business with deeply-embedded values that will continue to guide the company.
  • HDI has retained and grown its client list, with some client tenure exceeding 15 years, and has a cumulative youth marketing experience of over 50 years among its management team.

Statistics:

  • Youth market in South Africa adds up to R120.3 billion a year in 2015.
  • HDI has over 25 blue-chip clients, including Pick n Pay, Procter & Gamble, and Lucky Star.
  • Client tenure at HDI exceeds 15 years for some clients.
  • The cumulative youth marketing experience of the management team at HDI exceeds 50 years.
  • HDI has offices in Nigeria and Kenya, servicing large parts of sub-Saharan Africa.

Sources:

  • Bizcommunity.com (Provided by SyndiGate Media Inc. ( Syndigate.info ))
  • Loubser, L. (2015). Liesl Loubser's Legacy: A Game-Changer in Youth Marketing.