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Tony Sham is an entrepreneur who has been in various businesses since 1991.

Uniquely he brings together expertise in four areas:



Tony joined the Nielsen Company back in the year 1979.

Nielsen is fondly referred to as ‘The University of Marketing’ and the knowledge he gained there has stood him in good stead over the years.

It made him become a student and observer of marketing practices in all types of industries.

He believes in doing scientific research to answer marketing questions rather than by going on gut-feel,


Tony is a trained statistician (UNISA 1988-2001) and has taught statistics over many years.

He runs a training course called “A Gentle Introduction to Statistics” where he teaches entry level students the basic principles of statistical analysis.

He also consults to major Marketing Research companies building complex statistical models to answer real-world marketing questions.

Is a statistician born or is a statistician made? Tony says both are true but some are born compulsive analysts as he is one of those.


Along the way he became interested in the direct marketing industry.

In 1999 he started Interactive Direct which researches and owns Consumer and Marketing databases.

Tony is still highly active in the industry.



Tony has observed that the world of marketing changed very much in recent years and many of the old marketing theory which worked years ago simply don’t apply in the present time.

Tony has done extensive research on what the new marketing is about in both the international and local environments.

He has been a gust speaker and a number of industry conferences and has presented at major companies and always gets good reviews.

He is the President of the Tough Leaders Foundation of South Africa.



Tony is dedicated to promoting best practices in the areas he practices in.

He has a passion for learning and teaching and believes unflinchingly in the sharing of knowledge.

He works in various forums in the promoting and support on startups and new businesses.

Tony is married to Val and is the proud father of three boys, Mark, Anthony and Grant.

He is active in Christian ministry.

He has national colours for competitive Tenpin Bowling.

He keeps fit at the local CrossFit box.


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