product understanding. We do passion-point research to assure a very strong brand proposition. You then need a cross-functional team that play with these ideas. My team, our sponsorship manager and our advertising agency Ogilvy and Mather have been involved.” Andrea has been in different management roles since the mid 1990s. She has been involved with Cell C, Unilever (both locally and internationally) and currently with Carling Black Label. She believes that the one characteristic a leader should have is around conviction and belief. “I believe that a leader should believe strongly in what they are doing because if you don’t, then no one else will. And if you want people to follow you, then you need to lead by example and you need to demonstrate that belief” she said. When asked what is the biggest mistake she sees managers make? “I think the biggest mistake leaders today make is to be out of touch with reality. In big organisations, you often get people who are quite senior and are out of touch with the details of the workforce and the consumer. You can easily sit with a lot of data strategising on a solution. But if you don’t understand the realities you could have a downfall.” One person who Andrea recalls
mentoring her, is Claire Hooper. “When I started at Unilever I had very little experience but she had
so much faith in me. Her faith in me made me excel. She always had time to push, to challenge, to just engage and talk to me.” Another mentor is her husband. “He has a way of putting things into perspective, of reminding me what my ‘true north’ is. He has taught me to make sure that I know what my beliefs are and that I am guided by them.” She herself shares some
a totally different way of looking at things. When you don’t have people who necessarily respond to your style, you need to find a different way of approaching it. I think South Africa is a place of opportunities. As long as you are willing to put in the hard work and believe in what you are doing, the sky is really your limit.” Alcohol abuse is a reality in
advice for managers. “Firstly you need the right education and skills for the field that you are involved in. You also need to stay humble, and open yourself up to learning from everyone: your team, your line manager and your consumers. Be prepared to fail and be prepared to discover new things about yourself. Often people reflect a side of you that you don’t really know about. I also think we are very afraid of failure and that fingers will be pointed at us. See it as part of learning. It is all about how fast you get up again and carry on. You also need the ability to convince senior management to support your ideas. You need a strong team of people who can actually deliver what you commit to.” “Our landscape changes so
Andrea Quaye was talking with Amanda Dormehl
South Africa. Carling Black Label is deeply concerned about the abuse of alcohol and it is a problem that they recognise and believe should be responded to. They do not believe, however, that by stopping alcohol advertising the abuse of alcohol will stop. With an annual expenditure of more than R60 million on activities that are a lot more influential, they are driving a decrease in the abuse of alcohol. These activities include mobile
testing centres that test people suspected of driving under the influence. A blood sample can be taken and can be immediately analysed. Based on the results you can then be charged and jailed. Another activity is to promote
quickly and frequently. One of the biggest challenges today is to manage that change whilst getting people to follow you, and still deliver the required results. The easiest thing is to get people to follow you based on how you would act or how you would like to be led, but your staff may have
responsible trading amongst tavern, shebeen and liquor store owners that sell Carling Black Label. This includes training on trading conditions, law infringements and penalties for infringements.
we want you to be the coach, to be a champion!
Here at Management Today,
28 Management Today | August 2011
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