Z
into Marketing was established 15 years ago by Michelle Combrinck –
a ex-high-school teacher – and her husband Willem – or Wimpie, a
self-taught IT engineer, construction engineer, truck and trailer body
builder and general ‘MacGyver’ as Michelle calls him. If it can be
built, constructed or operated, Wimpie can do it. Together they form an
indomitable duo.
But what does all of this have to do with below-the-line marketing and brand
activations? Quite simply it involves people. Michelle openly states that she loves
high-school pupils but, it becomes apparent after a short time in her company
that she loves people. She looks for the positive in everyone she meets but she
does not easily tolerate people without drive and motivation. Her own high
energy levels testify to this.
Her enthusiasm for people stems from her earliest childhood growing up on a
farm in the Eastern Cape where her closest friends were the children of the
farm labourers. She proudly states that she could speak Xhosa before she
could speak English. This aptitude for languages saw her become fluent in
Xhosa, English and Afrikaans. Upon completion of her high school education
Michelle enrolled into university where she majored in African languages. This
further fuelled her love for Africa and its people. She went on to teach high
school pupils both locally and in Namibia and in Australia.
When she returned to South Africa, she continued in education and developed
the understanding that brand characters are an important element to build brand
identity when it comes to engaging with the youth. This was her introduction to
the world of brands and branding before she joined an agency in 1996 to
promote a well-known brand of bread.
After four years of focusing on experiential marketing for the youth market, she
decided it was time to move into the main market. This was the beginning of
Zinto. It was also when Michelle realised that the below-the-line market had
huge opportunities in South Africa and that she would have to pioneer the way
forward in the development of the work, much of which is now taken for
granted by the industry.
Being a pioneer falls within Michelle’s stride and is not something that she even
considers to be an accomplishment, it is simply necessary to achieve a goal.
Zinto Marketing’s vision is to change the way consumers interact with brands by
creating meaningful conversations with interchangeable relationships, thereby
becoming an indispensable part of their thinking and lifestyles.
The Proudly South African team show their passion for South Africa
Zinto's brand activators create brand excitement via the arts
Zinto All things brand
Nex Media •
Vol 3 Issue 2
5
