ShapeShifter

Meet marketing guru Yossi Schwartz (learn why he’s leaving it all… for whisky)

I arrived in South Africa in 1993. Everybody walked out, and I walked in!

Yossi Schwartz

My dream was to start a small distillery in South Africa… it’s easier said than done…

Yossi Schwartz

I choose you… It’s not your choice to have my whiskey… That’s the strategy…

Yossi Schwartz

The Money Show’s Bruce Whitfield interviewed Y&R SA Chairperson Yossi Schwartz for his weekly “ShapeShifter” feature.

Y&R (originally Young & Rubicam) is a marketing and communications company specialising in advertising, digital and social media, sales promotion, direct marketing and brand identity consulting.

It is one of the world's largest advertising agencies.

Schwartz announced last month that he will soon retire from Y&R SA, where he has been since the 2001 acquisition of his agency Gitam SA.

Schwartz is leaving Y&R SA to build his whisky business.

Listen to the interview in the audio below (and/or scroll down for more quotes from it).

I grew up in Israel.

Yossi Schwartz

You need to be the right person, in the right place, saying the right stuff.

Yossi Schwartz

She [Santie Botha of Absa] was the best… she changed our lives!

Yossi Schwartz

Advertising like it is now will not survive.

Yossi Schwartz

Tailor-made offerings are the way forward.

Yossi Schwartz

I love advertising! I’ve done it for 27 years. I’ve done as much as I can…

Yossi Schwartz

[Losing] Pick n Pay was a big blow… They had enough of us, to be honest…

Yossi Schwartz

You have to specify where the whiskey comes from.

Yossi Schwartz

I buy casks… I don’t distil it… but I finish it…

Yossi Schwartz

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