Cape Town, September 2019 — Tanja Lategan, the former CEO of Primedia Online and MD of full service digital agency Creative Spark, has launched Enlight Strategic (Pty) Ltd.
Labelling itself as a
digital transformation consultancy, Enlight Strategic aims to help corporates
navigate the changing business landscape, with a particular focus on marketing
technologies and tools.
“There is a clear
appetite for digital transformation services in South Africa,” says
Lategan. “Digital Transformation is no longer a choice; it simply has to
be done if an organisation wants to remain competitive”
Until now, however,
most digital transformation efforts have been led by the IT department and tend
to focus only on back end
systems, IT infrastructure and processes.
“As a result,” Lategan
points out, “most companies end up only partially transformed. In order for
full transformation to take place, every part of the business has to be
marketing, an area of the business which is often allowed to operate in a silo,
with many competencies outsourced to digital agencies and media buyers.
Strategic. It understands that for holistic digital transformation to take
place, marketing services have to transform as well.
As a first step, the consultancy takes its
clients through a digital maturity audit, allowing it to see how it compares
with its competitors and which areas are lagging behind digital market trends,
as well as what action needs to be taken not just to correct this but also to
leapfrog their competitors.
“Based on the audit, we can help clients
internally build up any skills they may lack and provide them with the tools and technology they need
to become fully transformed,” explains Lategan.
Another thing that sets Enlight Strategic
apart is that it provides clients with access to platforms and tools that are
otherwise unavailable in South Africa. Enlight Strategic works with many
technology suppliers to ensure that the best solutions are selected to meet the
needs of a specific project or programme.
“Using these tools, our clients can
collect, store, analyse and predict customer behaviour to ensure that marketing
budgets are spent strategically, with a marked increase in conversion rates,”
“Our tools also allow for identity
resolution, collecting and cleaning data from multiple touch points to create a
single 360 view of each customer profile,” she adds. “This will enable more
accurate targeting with a very high success rate and ensure that efforts aren’t
duplicated, resulting in increased ROI and a substantial reduction in cost.”
Lategan has already
recruited a diverse, experienced leadership team, two things that she believed were vital from the get-go.
“When it came to
hiring, we wanted to ensure that we gave our clients access to the best
possible knowledge,” says Lategan. “By hiring at senior levels, we’ve been able
to do that from day one.”
says that Enlight Strategic’s measure for success will be the degree to which
it’s able to increase its clients’ revenues, reduce cost, and overall
“We’re not here to sell clients pie-in-the-sky solutions, or burden them with vague long term retainers,” she concludes. “We implement programmes with an end goal and will strictly provide clients with the skill-sets and tools that they need. Our aim is to empower our clients, and set up the structures and capabilities they require internally to be self-sufficient in a digital world. At the end of the day, we’ll judge ourselves on how the client’s business has been transformed and, even more critically, is able to continue on this new path once the engagement has concluded.”
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About Enlight Strategic
Enlight Strategic (Pty) Ltd is a company that provides Strategic Digital Solutions to large enterprises, aimed at driving business efficiencies and digital transformation through developing holistic digital strategies and providing tools and platforms focused on Big data, Automation and AI solutions.