Brad Stern talks about Superiate’s history of meaningful marketing
and how this should be the new normal post COVID-19 

06 May 2020:  In 2018, Brad Stern, founder and Chief Marketing Officer at Superiate, found himself riding the wave of a successful 20-year marketing career, having seen the industry from all sides – both at agency level and as a client. And as he approached the decisive age of 40, he came to the conclusion that there was more to life than just going to work and receiving a gold watch when you retire. 

So, Brad took a giant leap that many never find the courage to take, going out and inventing a brand of his own: Superiate – a boutique marketing, activations and media company with a unique affinity for South Africa’s youth space. 

Superiate was founded on the principle that brands are not one-dimensional. They are driven by purpose – both business and humanitarian – and exist to benefit anyone who interacts with them. Brad says, “We don’t refer to Superiate as an agency. We believe it’s time for the agency model to evolve and partner with brands through their entire journey. This is even more relevant now! 

“I believe for brands to survive, compassion and support must be the new normal.  Businesses fencing themselves in, not paying small business suppliers and not supporting their communities are failing to appreciate the fact that as a society, as business, we need to change, and they may be in for a shock post COVID-19 when clients, suppliers and consumers remember actions taken now.  The world can’t keep doing things the same way. 

“In Italian, the word ‘Superiate’ means ‘to uplift, surpass, surmount and overcome’. Our philosophy is that we can do this, not only for the brands we partner with, but the communities they touch. We don’t do one-month campaigns. We believe in creating a brand journey that builds authentic brand love in our communities. 

“Most importantly, we believe that brands can set an example. And we use our resources to educate on important topics like school bullying, data security, recycling and career development.” Testament to Superiate’s commitment to make a meaningful impact is Cans With Purpose, an initiative launched to combat hunger in poor communities during lockdown. In the one month since its launch, Cans With Purpose has raised an incredible R 450 000, and is well on its way to its R1 million end of lockdown target. 

All proceeds raised by Cans With Purpose go to Afrika Tikkun, to buy canned food and other essentials for hungry communities, who are unable to afford basic nutrition for their families. Cans With Purpose gained major traction when South African celebrities rallied in support of the cause this March, with Lee-Anne Liebenberg, Siv Ngesi, Gareth Cliff, Francois Pienaar, McGee and many others voicing their support in a video calling for help.

 Cans With Purpose continues to help South Africans in need and will be launching official donation stations at several key locations in the coming months. Superiate stands true to its belief that it is up to every individual who is capable to help those who can’t help themselves. 

In closing, Brad says, “I truly hope that Superiate can keep travelling the length and breadth of South Africa’s townships, cities and suburbs to continue making a difference – whether it’s in the real world or the virtual world. Sustainable marketing that has a conscience has to be the way of the future. So far, 2020 has taught us so much about being more responsible, showing more empathy and living in the spirit of Ubuntu. We hope we can continue in the same spirit for years to come.” 

Brad’s multi-brand experience, working on names including Woolworths, Kauai, MTV, Nickelodeon, Adidas Southern Africa and many other recognisable giants, had helped him cultivate a special understanding of youth media directed campaigns. 

 To find out more about Superiate, visit www.superiate.com. 

About Superiate
Superiate is a boutique marketing consultancy and project management agency designed to exceed, surpass, surmount and overcome targeted communication challenges. Superiate’s specialist youth marketing initiatives connect brands with young people quite simply – by building brand loyalty and showcasing brand power and affinity.

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Issued By:The Lime Envelope
On Behalf Of:Superiate
For Media Information :Bronwyn Levy
Telephone:011 467 9233
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