The marketing of South African chicken restaurant chain Nando’s has earned it a cult reputation among fans, while its semi-mythical ‘black loyalty card’ earns it serious credibility – if you have to ask for one, you’re not famous enough. Andrew Rayner has been at Nando’s since 2008, and says his best piece of advice for marketers is “sometimes it’s better to seek forgiveness than ask for permission”. Whatever is demanded of him, he believes he and his team will have it covered. “Develop a fantastic team and together you can achieve more than you ever thought possible,” he says.
Biggest challenge: “Deploying technology that enhances human relationships rather than getting in the way of them.”