Strategy- Case Studies


Western Union

When a South African doctor acquired the rights to introduce the money transfer service into South Africa, Shirley Anthony was commissioned to develop a combined launch and marketing plan that defined the targets and the methods by which Western Union would reach them via its product offering, pricing, location of outlets and marketing communication.


NEDTEL Cellular

This was a separate business started by Nedbank in 1994 to coincide with the emergence of South Africa’s cellular industry. Working with a small team, Marketing Breakthroughs assisted in positioning and branding the business and determining its go-to-market strategy.