Enzo Scarcella was appointed Chief Marketing Officer at Telkom in February 2014. Before joining Telkom, Mr Scarcella was Managing Executive of Marketing at Vodacom where he was responsible for leading the brand’s migration from blue to red. Over the past 18 years, Mr Scarcella has managed some of South Africa’s most prestigious brands, including Castle Lager, M-Net and Edgars. In 2011, he was voted “Marketing Personality of the Year” by his peers in the Sunday Times Top Brands survey.
Mr Scarcella spent five years in the USA, completing his education at the Philips Exeter Academy in New Hampshire and thereafter obtained a Bachelor of Arts degree (Honours) from Harvard University. He also has a diploma in Marketing from Kellogg School of Business in Chicago, Illinois.
Digital communication and globalisation have conspired to drive great innovation and efficiency in advertising. But the excitement in the medium has stopped us asking the key question, “why do consumers buy?” Consumers still buy because of how brands make them feel and what it says about them. Brands and communication needs to get back to fulfilling this fundamental human need. We need more magic and less logic in our dialogue with customers.