Melanie Minnaar is the founder and owner of multiplicity which is a social development marketing consultancy which offers products and services specialising in; SMME competitiveness, Education – Brand schooling & bridging the experience gap for workplace effectiveness, NGO profiling & sustainability, and formalised networking for independent marketers. She has 20 years corporate experience working at Standard Bank and Sun International in various marketing roles spanning PR and Advertising through to Marketing Operations and Agency Management and was more recently the Managing Director of Halo Advertising. She advocates customer-centricity for marketing effectiveness through the correct application of marketing misnomers "CRM" and "IMC". She has presented and chaired numerous marketing conferences, most recently; Social Media: Key Lessons For Business for Wired Women and Social Media and Tourism endorsed by Brand SA. Melanie is also the Founder of the Twitter Blanket Drive which achieved representation in South Africa and Zimbabwe in its 3rd year of being. If she wasn't in marketing she would be an activist for meaningful change and worthy causes – oh wait... Follow Melanie on Twitter @MelanieMinnaar. You can also ask to connect with her on LinkedIn (if she allows you to).