Brand engagement
through purpose

How do you bring a brand vision to life in a down to earth way?


Old Mutual is an international financial services organisation, a household name in South Africa, and relatively well-known in a number of other sub-Saharan African countries.  But how did they make insurance and investments more relevant beyond their traditional home base in South Africa?

We spoke to Helen Casey, former Group Head of Marketing at Old Mutual plc about how they tackled their brand challenge in East Africa following a series of acquisitions in the area.

The work discussed within this interview, including that with the Board and Exco, was carried out from the end of 2014 to 2016. Many thanks to Helen Casey for speaking to us and sharing her experiences.