About the Founders

Annemi Olivier, MBL: Founder and Chairman

Annemi Olivier

Annemi is a marketing executive with more than 20 years’ experience in the field. She specialises in marketing, communication, CRM, strategy & execution. She has headed up departments for well known corporates, worked as Crew Relationship Manager for an Airline as well as being tasked with the responsibility for the strategic and corporate marketing portfolio at Vodacom where her team was awarded the CEO award. Annemi represented South Africa in a global packaging research study and has consulted on numerous Rebrands, locally and abroad.

Annemi has completed various degrees, including a BA and Honours degrees in Psychology with a main interest in Psychopathology, accompanied by a Masters degree in Business Leadership (MBL).

Annemi serves as a Non-Exec Director at eQ. This company’s twin specialist fields allow her to combine her knowledge of marketing and communication with her passion for neuromarketing.


Werner van Zyl, MBA: Director of Innovation (Co-founder)

After completing his marketing and Honours in Marketing degrees at the University of Pretoria, Werner enrolled for an MBA from Regent University in the USA in 2010, while working for Heatlight – an alternative energy business in Pretoria specialising in the supply of solar geysers and heat pumps for large governmental projects. He is currently studying towards a psychology degree at the University of Pretoria.

Werner has presented various presentations on the topic of neuromarketing, psychology and the value it has in practice for businesses and individuals through his brand Neuromind Marketing. He as also consulted with various individuals on how to improve their sales tactics and decision-making.


Cheryl van der Merwe, MBA, CM(SA): Director of Communication (Co-founder)

Cheryl van der Merwe is Marketing Manager at Resolve Solution Partners, Director at eQ Online, and Director and Co-founder of the Neuromarketing Association of South Africa (NMASA). She became a certified Chartered Marketer (Marketing Association of South Africa) in 2018.

Formerly Group Head: Marketing & Communications at the HASS Group, the leading hearing healthcare provider in sub-Saharan Africa, Cheryl was also Managing Editor of business publication CEO Magazine for seven years, and is currently Editor of the Rising Star Annual.

Cheryl has interviewed top CEOs and government leaders in all industries, and specialises in discovering what makes a leader, business or project successful.

Cheryl holds an MBA from Henley Business School (merit award), a Post-Graduate Diploma in Business Administration (Unisa SBL) and a BA (Communications) from UNISA.


In memoriam: Erik Du Plessis, Advisory Member

Erik du PlessisThe late Erik du Plessis held B.Com(Hons.), Marketing  and  B.Com(Hons.), Econometrics  degrees and was the South African representative for Neuromarketing Science & Business Association (NMSBA). Erik was a conference speaker and consultant on matters of the brain, emotions, advertising and brand strategy. He was an award winning author for  “The Advertised Mind” and  “The Branded Mind” and won the best paper award at the Annual South African Market Research Conference on three occasions. He was the Co-Editor of SA Marketing Magazine