Primall Media joins forces with Dion Chang

Dion studies the consumer mindset – their hot buttons and the social and retail trends which define future society.  Darren Katz, Director of Primall Media explains “Although Dion’s focus is on people; his interest intersects with Primall Media’s in the area of retail.  We have teamed up with him to develop an understanding of consumer thinking and behaviour through knowledge-sharing sessions with our clients.

Because of the space Primall plays in, we’ll be emphasising the retail trends angle going forward. We believe that a numbers-only approach to research gives an incomplete understanding and sometimes a misleading perspective of consumers. Through Dion’s knowledge, we aim to offer advertisers a holistic approach to retail media and the people who frequent the retail space.”

Dion is an innovator and creative thinker whose opinion is highly sought after in the South African business arena. While his feet remain firmly planted on African soil, Dion uses a global perspective to source new ideas, gauge the zeitgeist and identify cutting edge trends. His analyses enable him to specialise in tracking shifting social dynamics, and understand the consumer mindset.

According to Primall, the alignment commissions Dion as the Unlimited subsidiary’s brand consultant and activator of its vision and passion for the retail advertising arena. “Dion’s respected trend opinion was magnetic to our vision for Primall’s premium retail media offering,” adds Darren. “He is an invaluable force and by tapping into his intellectual capital, we will enhance our delivery of thought leadership and cutting edge media solutions in the retail space.”

Dion’s forte lies in identifying and analysing macro trends, including politics, economic indicators, youth culture, media, entertainment and the technology which affect social dynamics and therefore daily business interactions. With the workshops planned for Primall, Dion will extract this cross-section of data relating to the retail media environment and package the findings for Primall to re-assess the shifting social landscape and formulate new, forward thinking, marketing and business strategies.

“Primall’s primary objective is to offer premium advertising options in the finest malls. Aligning with the best minds in the industry elevates our ‘Only the Best’ positioning and gives us the competitive advantage,” says Darren. “Our positioning strategy draws upon several years of experience in the upper end retail advertising arena, and uses refined insights to strategically align clientele with exclusive retail spaces which they dominate.

Driven by Dion’s experience, we’re able to provide retail advertising solutions based on crucial insights behind the ever-changing relationship between brands, consumers and the communication channels that bind them,” concludes Darren.

Dion’s professional pedigree includes being a consultant for Nokia Global in Helsinki, managing JD Group CEO Change Management, creative interventions for AngloGold Ashanti’s urban tribes design competition auditions, Nederburg’s wine auction sensory experience and merging finance and fashion for the Sanlam Fashion stock exchange at SA Fashion Week.

He has also held positions such as Fashion Editor of Elle magazine , Fashion Director of True Love http://www.whoswhosa.co.za/true-love-23336> Magazine, Television Presenter and Chief Judge of SABC 2’s Fashion Your Future http://www.whoswhosa.co.za/fashion-your-future-sabc-2-8793> and Portal Editor of Fashion Portal-MTN http://www.whoswhosa.co.za/fashion-portal-mtn-8791> , to name a few.