South Africa’s leading decorative and industrial coatings supplier Plascon have appointed a leading international marketer as the new Marketing Director. 

Gerard Metzer has a 25-year track record across the painting, coating, building materials and garden and home improvement industries ‒ a solid foundation on which to take on the challenges of his new position. 

Coupled with this background, he is well-versed in marketing, communications and sales, having headed up an advertising agency, as well as the marketing and related departments from the likes of, Mica, Servistar and Jacks Paints in South Africa. Metzer has also worked with industry giants such as Bosch Automotive – in South Africa and in Germany. He joins Plascon from Ireland where he was the sales and marketing chief of one of the country’s foremost adhesive and specialist coatings manufacturers and suppliers, Dycon. 

“South Africans are more eager than ever before for style, colour and innovation in the places in which they live, work and play. This is an incredibly exciting time to return to this country,” says Metzer. 

Shortly before leaving Ireland, Metzer was honoured as the winner of the 2010 Institute of Marketing’s All Ireland Award. 

Metzer left South Africa for Ireland in 2007. He is expecting to face some exciting challenges in his new position. 

“The challenge is that paint is being genericised just like petrol, however you get “paint and you get paint”. Our role as a market leader is to ensure the consumer, the shopper and the customer are clear as to why Plascon product is superior to the alternatives.” 

Metzer, who counts brand strategy and speed to market as his key competencies, hopes that by building the confidence in his team and their managing of one of South Africa’s house hold names he will also be able to start a new conversation in paint marketing. 

“The Plascon team I have joined is energised. This position will be demanding and fast moving but I am confident that this dynamic team will support me in taking more Plascon to more people.” 

“While we face massive challenges here, so do the European countries. The difference I see here is an incredible sense of Africa, hope, optimism – and colour.”