Some years ago, I hosted an event for the marketing industry in which a panel of experts were given a series of ads to review and then asked to comment.
The gimmick was that after the discussion, the audience would hold up either a red or a green card, signalling approval of disapproval and if they had been swayed at all by the conversation.
Andy Rice, a towering figure in both stature and influence in the South African branding and marketing firmament who has died, loved both the strategic and performative side of the project.
On one occasion in his trademark droll manner, he eviscerated work for a tinned fish brand.
He cast a wide net of business pain: the read of the target market was wrong; the strategic intention of the campaign was nonsensical; the new packaging iconography was jarring… And the list went on.
Unbeknown to any of us, the marketing director of the said brand was in the audience and introduced to Andy after he had been resoundingly red carded by the audience.
Andy, while practising exemplary savoir faire, still had the grace to turn the colour of a pilchard floating in tomato sauce and, while not apologising at all for the critique, said he hoped he had not caused too much embarrassment or distress.
The fish-man said quite the contrary and showed us his copious notes with a classic rejoinder that he had been given at least R50,000 worth of marketing advice for the price of a ticket and a limp muffin.
Some weeks later the entire marketing campaign changed thanks to the honesty and generosity of Andy.
I spent some of my career presenting a television programme on the media. Andy was always a favourite guest, not just for the pre-taping sector intelligence (gossip) he would impart but for his innate ability to frame and deliver an argument or analysis. He was never nasty, just “robustly honest”, in his own words.
He put that honesty to effective use in later years on a radio station where his weekly “heroes and zeroes” mark for new advertising were slavishly absorbed by an industry that is permanently anxious, thrives on praise and wilts at the merest hint of criticism.
Andy was not just recognised for his considerable height — well over six foot five — but also for the monumental impact he had on an industry he loved.
With a quiet and authoritative manner, Andy always commanded respect and admiration from all who had the pleasure of collaborating with him. He had a unique ability to fill a room with his presence, not just physically but with the depth of his knowledge and the enthusiasm he brought to his work. His up-to-date insights into branding and marketing, both as a practitioner, then a commentator and later keynote speaker were not only profound but also delivered with a characteristic twinkle in his eye and a dry sense of humour that endeared him to colleagues and clients alike.
Andy’s kindness and generosity were most evident in his commitment to mentoring others. He believed strongly in sharing his knowledge and experience.
Throughout his career, Andy earned wide respect across the industry for his innovative approach and strategic thinking. His contributions helped in many respects to shape the SA branding and marketing landscape, making it more dynamic and globally competitive.
The branding and marketing community has lost one of its brightest stars, but his spirit, I strongly contend, will continue to influence the industry for many years to come.
Andy will be deeply missed, not only as a leader in the field but as a mentor, friend, and inspiration to all who knew him.
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