South Africa, Oct. 15 -- The session was hosted by David Blyth and Khaya Dlanga from eatbigfish Africa, and featured Bridget Harpur, Head of Marketing at Volkswagen Group Africa, and Alex Goldberg, Creative Partner at Ogilvy South Africa - a partnership that has spanned almost 50 years. Their insights centred on how global brands can authentically connect with local audiences while still staying true to their international identity.

At the heart of Volkswagen's success in South Africa lies a fundamental principle: transforming from "the people's car" globally to "the South African people's car" locally. This isn't just semantic gymnastics - it represents a profound shift in mindset that influences every marketing decision.

The key to ac...