Matona Sakupwanya is GM of the Radio Advertising Bureau of South Africa (RABSA; www.rab.co.za; @RABSouthAfrica). She is passionate about championing the medium of radio and helping marketers, media and creative agencies to better understand and harness the power of the medium for their brands. Contact Matona on tel +27 (0)11 325 4935, email az.oc.bar@anotam and connect on Facebook.