South Africa, July 6 -- This month's Marketing Mastermind is Arne' Rust, Carling Black Label brand director. He discusses The Bravest Thing; a campaign that showcased how brands can quickly pivot during the time of Covid-19, while making great impact within their communities.

"There were times when it felt like we weren't going to pull it off. But then the first message came through, three hours after launch. It was 7am. A woman in an abusive domestic situation needed help. She did the bravest thing she could do in that moment. She reached out and someone was there to help. I knew immediately that we were on to something and that this was going to be bigger than we thought."

How did this idea come about?

Carling Black Label wanted to b...