The Lead Creative: Recent Episodes
Mongezi Mtati
The Lead Creative podcast hosts a series of conversations with great minds behind some of the leading brands, businesses, organisations and top ideas that we all love. From advertising thought leaders, forward-thinking brand leaders, innovative digital marketing minds to content creators - the podcast gives into what makes the world engage with some of the top brands. Founded and hosted by Mongezi Mtati, the podcast shares analysis, trends, and strategic intelligence.
Influencer marketing investment is growing, but consumer trust remains uneven. What separates creator partnerships that build brands from those that generate a brief spike in attention and disappear?
In this episode of The Lead Creative, Mongezi Mtati speaks to Fluence Africa Founder and CEO Jolene Roelofse and content creator, storyteller and media personality Alphi Mkhwanazi.
They explore why long-term creator relationships often produce more believable work, why brands need to look beyond follower counts and how agencies help translate marketing objectives into briefs creators can use.
The conversation also covers creative freedom, co-creation, unclear expectations, campaign backlash and the role of AI in the future of content creation.
This episode was created in collaboration with our production partners, Soweto Media.
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AI may be changing advertising, but is it really the industry's biggest challenge?
In this episode, Mongezi Mtati sits down with Alistair King, co-founder of former King James, creative at large and Vice-Chairperson of the Philipstown Wirecar Foundation, to unpack the future of creativity, brand building and agency life.
They explore why so much advertising feels predictable, why brands often mistake relevance for imitation, and what made campaigns like Allan Gray and Bell's stand the test of time.
The conversation also delves into the internationally acclaimed Philipstown Wirecar Grand Prix documentary and what it teaches marketers about culture, storytelling and creating work that genuinely resonates.
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In this episode of The Lead Creative, Mongezi Mtati speaks to Chris Botha, MD of Park Advertising, about why brands are playing it safe and what it’s costing them.
He shares his perspective on the tension between data and creativity, why shrinking budgets should drive braver decisions, and how media consumption is shifting in a world where audiences increasingly avoid interruption.
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CMOs are balancing speed, AI and increasing complexity while trying to keep brands distinctive and relevant. In this episode of Marketers’ Brief on The Lead Creative, Abey Mokgwatsane, CMO of Investec, and Jessica Wheeler, Chief Brand and Customer Officer of Nando’s, unpack how they are navigating brand discipline, culture and creativity.
Get tickets to the Nedbank IMC Conference:
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This conversation is hosted by Mongezi Mtati of The Lead Creative and Danette Breitenbach, Managing Editor of Bizcommunity, and sponsored by the award-winning digital agency Rogerwilco.
Thanks to our production partners, Soweto Media, for the production and post-production on this episode.
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Marketing has never had more tools. But has it ever had less patience?
In this episode of The Lead Creative, host Mongezi Mtati engages with Dale Hefer, CEO of the Nedbank IMC Conference, which welcomed over 3,300 delegates from more than 20 countries in 2025, marking a record-breaking year.
Before leading one of Africa’s largest marketing conferences, Dale built and sold top ten South African agency, Chillibush.
We unpack:
• Why marketing must be treated as a core business function
• The difference between audience and community
• Why credibility compounds in brand building
• The risks of short-term marketing thinking
• How AI exposes weak strategy
This episode was produced and edited at Solemix Studios.
If you’re a content creator, marketer, producer or artist, Solemix Studios will offer you 30% off your first project. Tell them The Lead Creative sent you, and click here to book their studios.
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As AI-generated answers and generative engines reshape how brands are discovered, marketing teams are forced to rethink visibility, experimentation and partnership.
In this episode of our awards series, Mongezi Mtati and Danette Breitenbach, the Managing Editor of Bizcommunity, speak to Nomfundo Ndlangisa, Head of Marketing at Stellenbosch Business School, and Pareen Shah, Head of Analytics at Rogerwilco.
The conversation unpacks the partnership behind GEOFF, their award-winning generative engine optimisation tool. It explores trust, experimentation, data signals and what it really takes to build client–agency relationships that win both trophies and customers.
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Lindy-Lou Alexander, CEO of WPP OpenX Africa, shares how global brands like Coca-Cola stay relevant across Africa’s diverse markets. Working with The Coca-Cola Company in 54 African countries, Lindy-Lou operates at the intersection of marketing, advertising, creativity, data and technology.
She reflects on her career across Tiger Brands, Diageo, Vodacom and Standard Bank, and explains why marketers must actively represent consumers inside organisations, especially when budgets tighten and choice increases.
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A conversation with Suhayl Limbada, CMO of KFC Thailand, on mirroring culture, earning creative bravery and building global work that resonates locally. From Let There Be Cake to Cannes Lions wins, this episode completes the 360 story after our earlier conversation with Saf Sindhi of Bananas.
More Marketing, Advertising and Brand Building Insights:
- Culture must be earned, not extracted
- Brave work needs trust, not ego
- Heritage brands win when they remember who they are
- Risk creates relevance when rooted in truth
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What does it take to build a challenger brand with integrity in a market dominated by global players? In this episode of The Lead Creative, Mongezi Mtati talks to the founder and CEO of Desert Salt, Samantha Skyring, about growing with intention, encouraging customers to buy less, and why attention to detail matters more than scale.
The conversation explores storytelling, founder-led brand trust, social media as a tool for connection, and how long-term thinking creates brands that last.
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Marketing effectiveness is under pressure as short-term metrics continue to shape decision-making. Recorded at the Effie Awards South Africa as part of The Lead Creative Effies Series, this conversation with Gillian Rightford, Effie Awards South Africa Lead and ACA Executive Director, revisits the long-term cost of short-term thinking, now viewed through award-winning work.
Conversation highlights
- Why long-term brand building is back in focus
- Why vanity metrics carry less weight in judging
- The limits of AI in creative effectiveness
- Why playing safe is a brand risk
Produced in collaboration with our partners, Soweto Media.
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What separates effective marketing from short-term noise? Recorded at the Effie Awards South Africa, this conversation with Thami Majola, Executive Head of Brands and Communications at Vodacom, unpacks advertising effectiveness through a brand and business lens.
Thami shares insights on data-driven marketing, customer understanding, AI and the discipline required to build trusted, loved brands.
Produced in collaboration with our partners, Soweto Media.
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Simple work is often the hardest to make. In this episode, Kenosi Matsebatlela, Head of Marketing for Vaseline, and Tumi Moutlana, Creative Director at VML, share how trust shaped the Mntana Ka Gogo piece.
We explore why the idea resonated, how cultural memory works in advertising and why clarity outperforms complexity. They share how instinct, chemistry and timing help teams create work that feels familiar and honest.
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Advertising faces a growing challenge: too much work is created to avoid failure rather than pursue meaningful success. In this episode, creative consultant and Number 10 founder Ahmed Tilly breaks down why this mindset persists and how brands can move beyond it.
Ahmed’s work includes Nando’s campaigns across 14 countries and the launches of Virgin Money, 1LifeDirect and Mazda. As Effie Awards South Africa Co-Chair (2024 & 2025) and Loeries Jury President, he offers clear insight into what makes work effective.
Midway through our conversation, he recalled an insight he shared two years ago: trends are diluting creativity.
“Trends are the opposite of creativity. If you’re not different, you’re dead.”
Conversation highlights
- True creativity requires resisting trends, not chasing them
- Distinctiveness drives real effectiveness
- Trend-chasing weakens creativity
- Effies work requires rigour and originality
- Many marketing issues are rooted in strategy
Thank you to the Effie Awards South Africa team and Soweto Media.
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How do heritage brands stay relevant in a world full of choice? At the Effie Awards South Africa, we sat down with Arpan Sur, CMO of the Sub-Saharan Africa Business Unit at Mondelez, to discuss marketing effectiveness, cultural leadership, and what makes brands like Chappies and Cadbury endure.
Arpan shares why “marketing should lead culture”, how brands build rituals, and why effective work must deliver his “trifecta” of consumer impact, business outcomes, and fame. As an Effie Awards South Africa juror, he explains the rigorous judging process and what trends stood out this year.
Highlights:
- Why Chappies became a cultural category cue.
- The rise of “value as effectiveness” in inflationary markets.
- Why clear, focused briefs deliver stronger work.
Thank you to the Effies for the platform.
Produced in collaboration with our partners, Soweto Media.
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The challenge for many leading brands is staying relevant in categories where functional claims and pricing pressure can erode brand value. As part of our Effie Awards South Africa series, which explores marketing and advertising effectiveness with leading marketers and advertising trailblazers, I spoke to Elizabeth Mokwena, Executive Marketing Director at Unilever, about why emotion still matters.
Conversation Highlights
- Emotion as a driver of marketing effectiveness
- How Vaseline’s “Mntana ka Gogo” refreshed a heritage brand
- Parallels with Pete Case and Ogilvy’s international Vaseline collaboration
- Finding universal human truths leads to universally compelling big ideas
Produced in collaboration with our partners, Soweto Media.
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How do we ensure that marketing has a seat at the business table? That’s one of the questions explored with Brian Yuyi, CEO of the Marketing Association of South Africa (MASA), in this episode of The Lead Creative recorded at the IMC Conference.
The conversation looks at how to give marketing a stronger voice in business, inspire the next generation to join the profession, and elevate those already driving growth and creativity.
“Marketing is business and business is marketing,” says Brian. “It’s not about making marketing the centre of everything — it’s the connector between business and consumers.”
He also reflects on how MASA continues to professionalise and unite the industry under one tent through education, accreditation and advocacy.
Conversation highlights:
- Giving marketing a stronger voice in business.
- Nurturing young talent to grow the profession.
- Uniting the marketing ecosystem through MASA.
Produced in collaboration with our partners, Soweto Media.
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Brands grow through trust and shared ambition. Pete Case, CEO and Creative Chairman of Ogilvy South Africa, joins The Lead Creative to discuss how long-term client–agency partnerships help brands like Volkswagen, KFC, Audi and Carling Black Label thrive.
“Trust is the most important ingredient. It’s what allows us to put new, untested ideas in front of clients.”
Key insights include:
- How longevity fuels creativity and commercial success.
- Why trust leads to braver, more effective work.
- Lessons in leadership and purpose from Pete Case.
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Advertising needs more than good creative; it needs solid measurement. Oresti Patricios, CEO of Ornico, has spent over 40 years tracking how advertising, marketing and PR drive business growth.
“The basics haven’t changed,” he says. “Marketing still exists to grow business, but measurement tells you if it’s working.” He warns against the short-term vs long-term debate: “It’s not either/or. Brand building takes time, but tactical work drives sales. You need both.”
He also points out that “vanity metrics are a non-trend.” For marketers to retain credibility and budgets, they must link their efforts to real business outcomes.
Conversation highlights
- The CFO’s influence on marketing accountability
- How programmatic buying changed advertising
- Why long-term brand building still matters
Produced in collaboration with our partners, Soweto Media.
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In our IMC Conference series, we reconnected with Dr Pepe Marais, Co-Founder and Group Chief Creative Officer of Joe Public, two years after our last conversation.
He believes the industry remains “trapped in the busyness, not the business of advertising.” Agencies, he says, are producing hundreds of assets a month, leaving little time for ideas that last. “We’ve got the talent, but not the time to think.”
Pepe calls for a reset — fewer, better ideas, more time for strategy, and trust between brands and agencies to create lasting impact.
Conversation highlights:
- 93% of advertising fails, Dr Pepe Marais explains why.
- Advertising’s short-term crisis.
- AI as a tool for time.
- Trust enables creative excellence.
- Reclaiming time for thinking.
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At the IMC Conference, Preetesh Sewraj, CEO of The Loeries, joined Mongezi Mtati to discuss whether the creative industry has too many awards, echoing the same sentiment shared by Chris Borain, CEO of IAB South Africa and The Bookmarks Awards.
Conversation highlights
- Too many awards, not enough purpose
- The Loeries as a research benchmark
- Fewer awards, higher creative standards
- Trust and bravery in creativity
- Collaboration drives better brand outcomes
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Award-winning creativity takes courage, trust, and deep insight. In this episode of The Lead Creative with Bizcommunity, Steph van Niekerk (ECD, TBWA\Hunt Lascaris) and Carl Willoughby (CCO, TBWA\Hunt Lascaris and Chair of Creative Circle SA) unpack what makes campaigns like City Lodge’s Save Our Stay (SOS) and Savanna #TryJanuary stand out.
They discuss why brave client partnerships matter, how humour and humanity connect with audiences, and why boring work is the most expensive kind.
What you’ll learn:
- Creativity costs less than average work
- How trust drives bravery
- Insight makes humour powerful
- Global standards start with local truth
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This episode was edited by Maishe Mo Afrika
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At the IMC Conference, Dean Oelschig, Founder and MD of Halo, discusses creative bravery, the rise of independent agencies, and how Halo’s new agency, Second Rodeo, bridges brand and performance. He shares how fear and process hold back great work, and why Out of Home still drives results.
This episode was produced in collaboration with Soweto Media.
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Great work still matters and it’s being recognised. Chris Borain, Executive Director of IAB South Africa, shares how The Bookmarks celebrate creative excellence that delivers real results.
He also unpacks the challenges facing the industry: shrinking budgets, programmatic advertising wastage and the overuse of AI. As pressure mounts, he argues for smarter collaboration, sharper integration and a return to work that actually works.
We also discuss:
- Why awarding creative excellence still matters
- Programmatic waste and missed opportunities
- How AI is reshaping cost models
- The value of insight and integration in creative success
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Stacey Jayne Saggers, Commercial Growth Director at Kantar, shares insights from the Mzansi Consumer Barometer, recorded at the IMC Conference.
We explore how WhatsApp has become a key driver of e-commerce by enabling real-time, personalised transactions. Stacey also shares how Takealot’s township personal shopper programme has helped to bridge access and trust in online retail.
Look out for:
- Findings from the Kantar Mzansi Consumer Barometer
- WhatsApp as an enabler of e-commerce
- Township innovation in delivery and trust
- What brands can do to remain relevant and human
Thanks to our collaborators Soweto Media for capturing and editing this episode.
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From working on Super Bowl ads in the US to leading Nando’s as their newly appointed lead creative agency in South Africa, Melusi Mhlungu, Founder and Chief Creative Officer of We Are Bizarre, shares his global creative journey. Having shaped campaigns for brands like Instagram and Uber, Melusi reflects on what it takes to make brands truly interesting.
We discuss:
- Why trust fuels bold creative work
- The rise of independent agencies in South Africa
- Instinct versus data in marketing decisions
- What holds back South Africa’s creative potential
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Dr Gillian Hammah, CMO at Aya Data, joins us at the IMC Conference to discuss balancing AI with creativity. She explains why agencies must price for value, how Africa can take ownership of its data, and the new skills marketers need to thrive.
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How do marketers balance creativity with delivering business impact? In this episode of The Lead Creative, I speak with Mandisa Theko-Khitsane, Chief Marketing Officer at Sanlam Retail Mass and a judge at the Effie Awards South Africa.
Mandisa shares why data is part of the creative story, how to avoid vanity metrics, and what it takes to build trust with boards and communities alike.
We cover:
- Why creativity needs proof to earn its place in the boardroom.
- The everyday “in-between” moments that shape customer relationships.
- How data and storytelling work together to drive brand growth.
A conversation on marketing effectiveness, brand building, and the future of creativity in business.
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At this year’s IMC Conference, Charl Bassil, Chief Brand Officer of the BBC, shared how marketing continues to shape business, culture, and the future of legacy brands. This builds on our earlier conversation from nearly a year ago, offering fresh reflections on his journey at the BBC.
Charl doesn’t shy away from disruption. “Growth is critical for us because it speaks to relevance. If we want to exist, we need to be relevant.” – Charl Bassil
This conversation is part of our IMC Conference series, created in collaboration with the IMC team.
Tune in for actionable insights on longevity, growth and cultural impact in brand building.
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What does it take to create work that wins at Cannes Lions while also solving real brand problems? In this episode of The Lead Creative, hosted by Mongezi Mtati in collaboration with Danette Breitenbach, Editor of Bizcommunity, we unpack the lessons behind award-winning campaigns. This is part of our partnership with Bizcommunity to uncover what makes work stand out locally and globally.
Joining us are two of South Africa’s leading creative voices. Saf Sindhi, Chief Creative Officer of Bananas, shares how his agency won a Gold Lion in Film for Let There Be Cake, celebrating KFC Thailand’s 40th birthday. He talks about clarity, absurdity and why leaning into culture helps work resonate globally.
Xolisa Dyeshana, Chief Creative Officer and Partner at Joe Public United, reflects on his role as Jury President for Audio & Radio at Cannes Lions 2025. He explains why local insights must come first, why work should be “consumer winning” before anything else, and how Joe Public’s own Cannes success reflects this philosophy.
The conversation explores why campaigns like Burger King’s Mouldy Whopper and Coca-Cola’s storytelling show that effectiveness goes beyond sales, highlighting the importance of shifting perceptions and changing brand narratives.
Listen to discover what makes South African creativity stand out on the world’s biggest stage.
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What does it take to market a country like South Africa in an always-on, cluttered world?
In this episode of The Lead Creative, host Mongezi Mtati speaks with Thembisile Sehloho, Chief Marketing Officer of South African Tourism, about building mindshare through emotional and cultural insight.
You’ll hear about:
- The iconic Tastic x MaXhosa campaign
- Measuring effectiveness in destination marketing
- How influencer and brand values must align
- Why co-creation and agency trust drive effectiveness
- Making South Africa part of global culture
Listen wherever you get your podcasts.
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Over the past three decades, Jill Greenberg has created some of the most emotionally charged work in photography, from the End Times series to surreal animal portraits. Her images have appeared on Time, Variety, Newsweek and Wired. She has worked with the likes of Netflix, Showtime and Hulu.
Here are three reflections from our conversation:
- Keep making. Even when there’s no audience, keep showing up for your work.
- Originality comes from input. Your work reflects what you consume, what you love, and what you notice.
- Don’t compromise on talent. Good models and collaborators lift the entire piece.
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Advertising and marketing are often driven by quick wins, and campaigns are designed to spike sales or chase trends. But in doing so, brands risk losing long-term relevance and impact.
In this episode of The Lead Creative, Gillian Rightford unpacks why so much work today lacks effectiveness. As MD of Adtherapy, founder of The School of Thought, and head of the Effie Awards South Africa, Gillian explains how brands can create a culture that fosters effectiveness.
Key insights:
- Short-termism is one of the biggest threats to brand resilience.
- Most briefs miss the mark because they lack a clear, interrogated "why."
- Budget dilution across channels often weakens campaign impact.
This is a timely conversation for marketers and creatives looking to drive more meaningful work.
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How do you move from followers to a real community? In this episode, Selebogo Molefe shares how he built The Hookup Dinner, The People’s Fund, and more by focusing on trust, shared values, and consistency. We discuss building belonging, why some brands resonate while others don’t, and how to rebuild after failure.
Highlights include:
- What brands get wrong about community
- Why consistency builds credibility
- Real stories behind Skinny Sbu Socks and BATHU
Listen now for a grounded look at how to build something people believe in.
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What makes a story iconic and lasting? In this episode of The Lead Creative, filmmaker Angus Gibson shares his journey from the genre-defining Yizo Yizo to the visually stunning Shaka Ilembe. Fresh from the edit suite of Season 2, he reflects on storytelling that dares to challenge, uplift and innovate.
From painting a school red in Yizo Yizo to shooting every scene backlit in Shaka Ilembe, his process is bold, deliberate and culturally rooted. He also unpacks why failure and experimentation are essential to storytelling that truly moves people.
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Marketing and advertising have always shaped culture and influenced society. Yet, many brands today lack cultural depth, focusing more on data and short-term wins than on building lasting connections with communities.
In this episode of The Lead Creative, Donald Mokgale, MD of MoyaApp, Director of Hibirism, and co-author of Introducing Hibirism: A Guide to Black Cultural Nuance, explores how brands can embed culture into their strategy rather than just referencing it.
“Marketing isn’t about reinventing the wheel; it’s about understanding the human being at the centre of it.”
Key topics in this episode:
- How brands can balance data-driven decisions with cultural intelligence.
- Why co-creating with communities leads to deeper engagement.
- The risks of playing it too safe in brand messaging.
- How cultural nuance can drive both engagement and business success.
Listen now to discover how culture can turn good marketing into great branding.
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Many brands talk about purpose, but few put it into action. In this episode, Charlie Stewart, CEO of Rogerwilco, shares insights on:
- How B Corp Certification ensures purpose goes beyond words
- The shift in B2B marketing toward storytelling and emotion
- Why creative effectiveness matters more than short-term sales
- The role of AI in marketing and where human expertise still leads
Charlie also co-authored Business-To-Business Marketing, predicting the rise of compelling B2B creativity.
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Marketing has evolved into a discipline that demands measurable impact and accountability.
On this episode of The Lead Creative, Sydney Mbhele, the Chief Marketing and Corporate Affairs Officer of Absa Group discusses:
- Why marketing must be tied to business performance and ROI.
- How Absa’s Your Story Matters campaign restores customer recognition in banking.
- The challenge of measuring creative effectiveness in an industry driven by performance.
- How African creativity deserves more recognition on the global stage.
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Consumers avoid traditional advertising while consuming on-demand content and utilising ad-free platforms, leaving brands struggling to connect. In this episode of The Lead Creative, Christa Kruger, MD of Wavemaker South Africa, shares how brands can balance short-term results with long-term brand building.
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Avashnee Moodley, Head of Marketing at OPPO South Africa, shares how challenger brands can thrive in saturated markets. She reveals the strategies that set OPPO apart in the competitive smartphone industry.
Discover how the brand taps into cultural passion points like sports and creativity, forms meaningful partnerships and embraces authenticity to connect with South African audiences.
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In this episode of The Lead Creative, host Mongezi Mtati engages with Margaret Johnson OBE, Group CEO of Leagas Delaney, in an insightful discussion on creative effectiveness and strategy in today’s fast-paced marketing landscape.
As part of the CEO Series, they explore how agencies provide bold ideas that solve complex business problems, even as brands increasingly bring creative work in-house. Margaret explains that client relationships built on trust and empathy are essential for success, and how balancing data with creative vision is the key to effective marketing. She also discusses the rising importance of social responsibility.
Here are some key takeaways:
- Creativity must be paired with strategy to deliver real business impact.
- Long-lasting client relationships are built on trust and understanding.
- Empathy and trust are essential for building long-term client relationships.
- Data-driven insights and creativity must work together to create effective marketing.
- Understanding local culture is key to global marketing strategies.
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In this episode, the host of The Lead Creative, Mongezi Mtati talks to Seth Godin, author of This Is Strategy, about why brands mistake strategy issues for marketing and advertising problems. “It doesn’t matter how fast you’re going if you’re going in the wrong direction,” Seth reveals, challenging us to rethink how we approach brand growth.
Seth Godin warns, “More followers doesn’t mean you’re more successful. People will know your work because their friends told them, not because you told them.”
Key Points:
- Ads won’t fix a strategy problem—diagnose the real issue first.
- Beware of false proxies like followers and likes; focus on real connections.
- Building resilient brands requires long-term thinking over quick wins.
- Serve your smallest viable audience with intention and value.
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Charl Bassil, the Chief Brand Officer at the BBC and former CMO of Absolut Vodka, shares insights in rebuilding a global brand by deeply embedding it in culture. Charl shares his experience in leading Absolut Vodka’s resurgence when the brand had lost its relevance. By tapping into the spirit of Africa and creating culturally resonant campaigns, Charl helped turn Absolut Vodka into a symbol of creativity, unity, and purpose.
Key Insights:
- Discover how brands can reconnect with culture to reignite their relevance and foster long-term growth.
- Learn the role of brave leadership in taking creative risks that may not align with short-term data but can create lasting impact.
- Hear about the importance of fostering equal partnerships with creative agencies and stakeholders to generate breakthrough ideas.
- Understand the significance of integrating local insights with global strategies to drive meaningful brand transformation.
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Mongezi Mtati talks to Bridget Harpur, Head of Marketing for Volkswagen South Africa (VW SA), about the secrets behind VW’s enduring cultural relevance and creative excellence. Volkswagen has long been more than a car brand; it’s a cultural icon that has remained relevant across generations, from the Golf Mk1 to bold campaigns like “Game On,” a groundbreaking Metaverse campaign that incorporated NFTs.
Key Insights:
- How VW stays culturally relevant without chasing fleeting trends
- The role of creative excellence in maintaining brand icon status
- Long-term partnerships as the secret to innovation
- Putting people at the centre of Volkswagen’s messaging
- Balancing boldness and authenticity in advertising campaigns
- How VW’s Polo ‘Game On’ Metaverse and NFT campaign pushed creative boundaries
Join us as we explore how VW keeps its brand iconic and connected to the pulse of culture through bold creativity and people-focused messaging.
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In this episode, Nicole Engelbrecht, creator of the True Crime South Africa podcast, shares her journey of building a loyal audience and attracting brand sponsorships. Key points include:
- Crafting compelling stories that resonate with both audiences and sponsors.
- Balancing ethical storytelling with the need for audience growth.
- Strategies for aligning brand partnerships with your podcast’s values.
- Insights from Nicole’s experience as an author and podcaster.
Listen now to learn how to create content that captivates and attracts the right sponsors.
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Thando Gambushe, an FMCG influencer marketing lead, joins The Lead Creative to share her expertise on balancing creativity and brand values in influencer marketing. She reveals how passion-driven content and deep brand alignment create successful collaborations. Thando also explores how Gen Z is reshaping the landscape, pushing brands to adapt and evolve. Learn how to build trust, foster authentic partnerships, and avoid common missteps in the ever-changing influencer space.
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Should brands become more vocal on societal issues, or stay quiet until the dust settles and consumers are ready to shop again? These are some of the questions I posed to Professor Bonang Mohale, Chairman of Bidvest Limited and SBV Services. Prof. Mohale, a respected leader in business and author of Lift As You Rise and Behold The Turtle, shared his insights on this topic.
Here are some key points from our conversation:
- Community Engagement: Businesses should hire brand managers who live within the communities they serve to ensure product and brand messaging remain relevant.
- Trusted Partnerships: Companies should aim to be the most trusted partners of their communities.
- Ethical Leadership: Ethical leadership should not exist in a vacuum but aim for a greater good.
- Young Leadership: Investing in young leaders is crucial for sustainable business and societal development.
- Economic Participation: Creating spaces for the majority to participate in the economy helps reclaim self-worth and self-respect.
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Audio editing and production by: Maishe Rakgoale
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Rebuilding relevance for established brands can be a challenge. In this podcast, Nontokozo Madonsela, Group CMO of Momentum Metropolitan Holdings, explains how her team tackled this through strategic boldness, collaboration, and creativity.
Collaboration with agency partners was key. Madonsela stresses the importance of inclusive agency involvement, ensuring partners understand the business context. This approach helped Momentum thrive in a competitive market.
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Steve Babaeko, the award-winning CEO and founder of X3M Ideas, delves into the remarkable journey that led to his agency's historic Cannes Lions win—the first for a Nigerian and West African agency.
This conversation offers invaluable insights into breaking international barriers and setting new standards for excellence in global advertising.
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Join Jessica Wheeler, Marketing Director at Nando's South Africa, as she reveals the secrets behind Nando's authentic brand communication. Learn about her transition from agency to brand, and how Nando's maintains its unique brand voice, humour and bravery in different markets.
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CEO of AgencyAgile Jack Skeels shares why traditional management structures are holding back creative agencies and how you can change this. The author of "Unmanaged: Master the Magic of Creating Empowered and Happy Organizations," shares ways for companies to rethink their structures and increase efficiency.
Key takeaways:
- Flattening hierarchies and empowering individuals to self-manage can lead to better results and increased satisfaction.
- Culture is defined by behaviours, not perks or rewards, and it is crucial for driving agency growth.
- Maintaining a strong culture as an agency grows requires creating smaller pods.
- Fostering a sense of ownership and collaboration is key to creating a positive agency culture.
- Self-managed teams can be highly efficient and productive, especially in smaller groups.
- Wastage in agencies can be reduced by improving scope and aligning with clients.
- Productive flow, or uninterrupted time for deep work, is crucial for maximizing productivity.
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Audio editing and production by: Maishe Rakgoale
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In our latest podcast episode, Abey Mokgwatsane, the CMO of Investec, discusses the essence of brand endurance amidst market shifts.
Drawing from his experiences in shaping brand strategies at Vodacom and Ogilvy, Abey stresses the importance of a clear vision in partnership with creative agencies. "The best thing that marketers and business leaders can do for agencies is to be very clear about what problem they are solving," he notes.
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In a crowded market where people are bombarded with marketing and advertising messages at every turn, where brands are clamouring for attention, what does it take to truly stand out? To create something that resonates with your audience and differentiates your brand.
This is precisely what we asked Khensani Nobanda, Nedbank’s Group Executive: Group Marketing & Corporate Affairs, a treasure trove of insights for anyone keen to navigate the complex waters of brand building, marketing and creativity.
We also discuss:
- Marketing and creative awards are valuable in attracting top talent and showcasing agency capabilities.
- The employee experience and customer experience should be aligned with the brand narrative to drive business results.
- Care and respect for the brand are essential for successful brand management.
- Transformation in advertising and marketing involves both representation in campaigns and the industry itself.
- Brands have a responsibility to showcase the type of society we want to see and avoid perpetuating stereotypes.
- Inclusive and diverse representation in advertising is important for reflecting the demographics and purchasing power of consumers.
- Transformation requires sustained commitment and active allocation of budgets to black-owned agencies.
- Experience plays a crucial role in making brave and impactful work, and being nervous about the work can be a sign of pushing boundaries.
- Differentiation in branding is achieved through a unique brand essence and a consistent ecosystem that reflects that essence.
- AI can be effectively used in advertising and marketing in the African context by feeding it with relevant data and optimizing its output.
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In this episode, we sit down with Veli Ngubane, of Avatar Agency Group, to explore how diversity isn't just a buzzword in marketing and business—it's the secret sauce to their explosive growth and creative success. From a team of over 100 people to a powerhouse of over 300 talented creative minds, Avatar's journey is a testament to the transformative power of embracing varied perspectives.
Veli shares candid insights into how mixing different backgrounds, thoughts, and cultures fuels creativity and innovation that resonate across global markets.
Key takeaways:
- Embracing diverse perspectives is key to innovative solutions in marketing.
- The fusion of AI and human creativity sets the stage for a new era of marketing.
- Creativity has a significant impact on business growth and brand success.
- Personalisation in marketing requires a balance between data protection and delivering personalised content at scale.
- Building a diverse and inclusive creative industry requires recognising and celebrating the unique voices and talents of individuals.
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Audio editing and production by: Maishe Rakgoale
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In this thought-provoking episode of the Lead Creative Podcast, host Mongezi Mtati engages with Lebo Madiba, founder and managing director of PR Powerhouse, to delve deep into the art of brand storytelling.
Madiba illustrates this with compelling examples, including the remarkable journey of Checkers Sixty60 and SweepSouth, showcasing how these brands have seamlessly integrated their stories into the everyday lives of their customers, thus building brand loyalty and trust.
Discussion points to look out for:
- Brand storytelling is a powerful way to build resonance with customers, stakeholders, and communities.
- Authenticity and consistency are key in brand storytelling.
- Brand storytelling should be a holistic approach that aligns with the overall business strategy.
- Brand storytelling can contribute to brand loyalty and can be used in times of crisis.
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Explore the fusion of global innovation and African creativity with H&M South Africa in this insightful episode. Host Mongezi Mtati talks with Caroline Nelson, CEO, about H&M's transformative retail journey since 2015, highlighting key collaborations with local designers like Palesa Mokubung, Rich Mnisi, and Neimil.
Discover the behind-the-scenes of these partnerships, H&M's commitment to South African culture, and the significant role of AI in fashion sustainability. Learn about H&M's successful integration with Superbalist, enhancing online shopping experiences. Dive into a discussion that celebrates leadership, creativity, and the impactful blend of global and local design perspectives.
Insights to look out for:
- The importance of leadership in fostering creativity and catalysing change within the fashion industry.
- H&M South Africa's commitment to making fashion accessible and celebrating South African urban culture through support for local designers.
- The fruitful partnership with Superbalist – enhancing H&M's online presence and customer convenience in South Africa.
- The pivotal role of AI in revolutionising supply chain management and advancing sustainability within fashion.
- The value of external creative collaborations in injecting innovation and diverse perspectives into H&M's brand narrative.
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Audio editing and production by: Maishe Rakgoale
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In the rapidly evolving digital landscape, the intersection of technology, marketing, and creativity is not just inevitable; it's essential. Brands and spaces that interface with consumers are undergoing profound transformation through this powerful combination, leading to unprecedented innovation and deeper customer engagement. Musa Kalenga, the Group CEO of Brave Group and the author of "Ladders & Trampolines" as well as his latest publication, "The Brave Code," shares invaluable insights into this transformative blend.
The discussion also covers:
- Collaboration between marketers and technologists is essential for solving complex problems.
- Shared value is a concept that emphasizes the importance of creating value for all stakeholders.
- The rise of streaming has led to a decline in traditional ads, requiring brands and agencies to adapt.
- Technology can enhance brand engagement by heightening the senses and creating immersive experiences.
- AI-driven insights should be balanced with creative instincts to create effective advertising campaigns.
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Audio editing and production by: Maishe Rakgoale
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The digital landscape is continuously evolving, from the transformative role of AI to its impact on the future of digital marketing and the creative industry. Bra Willy Seyama, a seasoned specialist in digital marketing and analytics, unpacks some of the complexities of navigating brand safety amidst the rapidly changing dynamics of social media platforms, with a special focus on X (previously Twitter).
Seyama's insights highlight the critical need for brands to meticulously manage their online presence to safeguard their reputation.
Key points to look out for:
- Navigating Brand Safety in the Shifting Social Media Landscape: Essential for brand integrity in a dynamic digital world.
- The Imperative of AI Literacy: A must for marketers to leverage technology for innovation and efficiency.
- Harnessing AI for Enhanced Customer Experiences: AI's power to personalize interactions boosts engagement and loyalty.
- The Importance of Meaningful Metrics: Selecting metrics that align with brand goals is key to measuring marketing success.
- Adapting to the AI Revolution: Staying updated with AI advancements is crucial for creative innovation and strategic marketing advantage.
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Audio editing and production by: Maishe Rakgoale
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Brands wrestle with the idea of increasing sales and building brand equity, which is often exacerbated by a tough economy. In this episode, a seasoned Marketing Strategist and the CEO of Kantar, South Africa, Ivan Moroke delves into the latest findings to share why brand equity allows brands to withstand economic downturns.
Sharing findings from the 2023 Kantar BrandZ Most Valuable South African Brands Report, Ivan unpacks the value of difference and salience as aspects that enable companies with strong brands to remain top of mind. He mentions Woolworths, FNB, Nando’s and others as South African brands that leverage their difference to win more share-of-wallet, even in difficult times.
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Some key points include:
- Navigating personalization in marketing while respecting consumer privacy.
- The balance between global brand identity and local market relevance.
- How local brands can leverage findings from the Kantar BrandZ in their strategies.
- A thought-provoking question for Jeff Bezos on his marketing approach.
- Adapting global brand strategies to fit local market contexts.
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Audio editing and production by: Maishe Rakgoale
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In this episode, Brent Lindeque, the founder of Good Things Guy, shares insights on building a platform that connects communities and remaining relevant in the ever-changing digital landscape. He emphasises the importance of authenticity and values in brand partnerships and highlights the power of partnerships and giving back. Brent also discusses the exciting trends of TikTok and vidcasting in the influencer space. Overall, his strategy is to lead with kindness and consistency, creating a feeling of hope and optimism through Good Things Guy.
Key takeaways
- Be open to change and consistently evolve to remain relevant in the digital landscape.
- Choose brand partnerships that align with your values and focus on your community.
- Authenticity and context are key in brand partnerships, allowing the content creator to use their unique voice to deliver the message.
- Building a community requires consistency, authenticity, and a focus on inspiring and connecting with individuals.
- Exciting trends in the influencer space include TikTok and vidcasting, which offer new opportunities for creativity and engagement.
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- Good Things Guy
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The ever-evolving media consumption landscape affects advertising spend, changes consumer behaviour and impacts brand engagement. PwC's Entertainment and Media Outlook Report has been tracking media consumption trends since 2010, providing insights for brands to make informed advertising and marketing decisions.
In this episode, Charles Stuart, PwC South Africa's Entertainment and Media Partner, sheds light on the latest findings. He shares that over the past 13 years, consumers and internet users have shifted from wanting to own content to prioritising access.
He also shares insights on the growth of podcast advertising in South Africa – from R157 million to R232 million by 2027, an 8.2% compound annual growth rate.
These and other topics form part of our latest episode, offering a deeper understanding of media consumption and advertising trends in Kenya, Nigeria, and South Africa.
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In the ever-evolving customer landscape, brands and agencies face the constant challenge of staying ahead of the curve. This episode features insights from Sechaba Motsieloa, a distinguished Marketing Director and Chartered Marketer, who brings a wealth of experience from working with global brands.
With a remarkable career that includes roles at SAB, Kimberly-Clark, McDonald’s, and more, Sechaba shares his unique perspectives on the transformative impact of AI in marketing and advertising. He also emphasises the importance of fostering collaborative client-agency relationships to navigate the complexities of the dynamic customer landscape.
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- X
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Signal Over Noise: How to Stand Out on Social Media as a Creative
In today's noisy world, it can be difficult to stand out as a creative person. But Emmy award-winning founder and CEO of The Futur, Chris Do, has mastered the art of creating content that cuts through the clutter and builds an engaged community.
In this episode, Chris shares his insights on how to stand out on social media as a creative person. He discusses his strategy, what he's learned from his experiences, and how to ensure that your content resonates with audiences.
Chris also emphasises the importance of focusing on your community instead of chasing virality. He believes that building a strong community is the key to long-term success on social media and beyond.
If you're a creative person, an entrepreneur, or someone who wants to stand out in your space, this episode is for you.
For more of Chris Do’s insights, on the following links:
- Follow Chris Do on X
- Subscribe to The Futur on YouTube
- Follow him on LinkedIn
- Visit The Futur’s website
- Listen and subscribe to his podcast on Spotify – or where you get podcasts
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Audio editing and production by: Maishe Rakgoale
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Collaborating with multinational brands helps independent creatives to grow their businesses and reach more audiences. Bonolo Chepape, founder and Creative Director of Lulasclan, has worked with many recognisable brands, adding her distinct signature as a multi-talented textile and graphic designer.
Bonolo has collaborated with Nando’s, Smeg, Mr Price Home and many others enabling them to stand out with her unique creative approach.
Here are some key takeaways from our conversation:
- Do your research. Understand the values of the brands you admire and ensure that your work aligns with their aesthetic and mission.
- Create a portfolio that showcases your best work. Highlight your unique skills and perspective.
- Reach out to brands. Don't be afraid to send a cold email or connect with someone on LinkedIn.
- Set a paid social media budget. Set aside a budget to market your work on social media and other digital platforms.
Chepape shares thoughts on the importance of African creatives championing their design aesthetic and telling their stories through their work.
"As African creatives, we have a responsibility to champion our design aesthetic and tell our stories through our work," she says. "Together, we can embed it into art and history."
Bonolo also posed questions to fellow creatives Thebe Magugu, Laduma Ngxokolo of MaXhosa, and Bathu, about their approach to work, business growth, and the creative process.
Audio editing and production by: Maishe Rakgoale
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Building an engaged community is essential for creators to spread their message and contribute to their chosen cause. But what does it take to build a great community?
In this episode, we chat with Fred Roed, founder and CEO of Heavy Chef, a learning platform for entrepreneurs. Fred shares his insights on how to build a community of 50,000+ engaged members.
Fred's sentiment, like our previous conversation with Mashudu Modau, is that focusing on your community and the value you provide are the cornerstones of growth and sustainability.
Over the years, Fred and his team have found some key sponsors to add value to their cause. They've also learned a lot about what it takes to keep their community members engaged and coming back for more.
If you're looking to build a thriving community, this episode is packed with valuable insights.
For more of Fred Roed’s insights:
- Follow his latest adventures on his site.
- Join Heavy Chef.
- Follow him on X or LinkedIn.
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Solving complex societal challenges requires collaboration and diversity of thought. Lesley Williams, CEO of Tshimologong Precinct, has been connecting creative, business, and other minds for over two decades to build solutions to these challenges.
In this episode, Lesley Williams shares insights and practical advice on how to:
- Bring people together from different backgrounds and disciplines.
- Create an environment where collaboration can thrive.
- Implement successful collaborations.
"When seeking transformative change, be prepared to collaborate with unlikely allies. Diversity of thought can be your greatest asset." ~ Lesley Williams, CEO: Tshimologong Precinct
Why you should listen:
If you're a creative, business professional, marketer, or advertiser interested in learning how to use collaboration to positively impact the world, this episode is for you. Lesley Williams' insights and advice are essential for anyone who wants to build bridges and create transformative change.
For more insights by Lesley Williams follow her on:
- X
- Her website here
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Monetizing content creation is an art, and like all art, its brilliance lies in authenticity. Alphi Mkhwanazi, a maestro admired on TikTok, Instagram, and beyond, is a testament to this. His work has led to collaborations with many top brands, including MultiChoice, Mercedes-Benz, African Bank, and DSTV. Alphi doesn't just create; he crafts narratives that captivate.
What sets him apart in this saturated landscape? A keen understanding of his unique offering and a knack for aligning with brands that amplify his essence.
The #KFCWedding phenomenon? It wasn't just a viral moment; it was a testament to Alphi's magnetic resonance.
And a note for the insiders: While many creators prefer to work directly with brands, Alphi swears by agencies, finding them adept at executing campaigns more efficiently.
Are you eager to decode the essence of genuine brand-influencer collaborations? Would you like to understand the delicate balance between passion and profit? Dive in. This episode is a masterclass in digital artistry.
Hit 'play' and let Alphi's journey inspire yours.
To find out more about Alphi's content and work, click here to visit his website.
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Audio editing and production by: Maishe Rakgoale
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Establishing a trusted personal brand while growing a creative agency is no simple task. In this episode, we explore the journey of WOW Media founder, Mpho Monareng, and discover how he's successfully navigated these waters.
From Creative to TV Star
Mpho's career has seen him build Toast Media, a noteworthy independent creative agency, and later, WOW Media. But he didn't stop there. This powerhouse balanced his agency work with TV appearances, collaborating with eminent brands like Klipdrift, Iwisa, Bioplus, Capitec, and more.
Wrestle Doubt and Embrace Value
Mpho resonates with many creatives as he too faces challenges negativity and imposter syndrome. His message? "Believe in your craft; if you see its value, let no one diminish it, not even yourself.”
Generative AI: A Creative Partner
We also discuss the role of Generative AI in the realm of creativity, especially tools like ChatGPT, opening doors to unexplored platforms.
Tune In Now!
Eager to gather more insights from Mpho Monareng's intriguing journey?
Click play to listen to the full episode. Don't miss out!
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In a noisy marketplace, brands need innovative ways to reach their audiences. Enter the creator economy, a growing ecosystem valued at $104 billion in 2021 and projected to surpass $227 billion by 2025. These creators are both influential and trusted by their communities. This offers brands an opportunity to resonate with consumers.
Join us in the latest episode of The Lead Creative, where digital marketer and podcaster Lebo Lion shares how brands can foster genuine connections that yield results.
Uncover the potential of the creator economy in this episode.
For more insights, explore Lebo Lion's website or engage with her on social platforms.
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In this episode, creative activist and founder of Number 10 – A Creative Consultancy, Ahmed Tilly, shares why brave and provocative advertising is so important for brands. He argues that marketers who do work that doesn't stand out should be fired.
From turning 1st For Women into a household name to globalizing Nando's spicy voice, Tilly knows how to make brands unforgettable.
He has also judged, and won, advertising and creative awards at some of the most prestigious shows including the Loeries and Cannes Lions. Tilly tells Mongezi Mtati that there is still room for brave advertising that evokes an emotional response.
Ahmed Tilly says that marketers who play it safe are missing a huge opportunity. "When you know who you are as a brand," he says, "it's easier to communicate it and for consumers to understand you."
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Actor, playwright, and director Sello Maake kaNcube shares his secrets to longevity in the creative industries, including his work on the soapie Generations as Archie Moroka. He talks about the importance of constant self-assessment, staying true to yourself, and using social media to reach a wider audience.
Sello Maake kaNcube also stresses the importance of staying true to yourself and your art. "Don't try to be someone you're not," he says. "The world needs your unique perspective."
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In today's tough economy, brands and consumers are facing unprecedented challenges. Unemployment is high, inflation is soaring, and people are feeling the pinch. As a result, some brands may be tempted to scale back their advertising, marketing, and corporate social responsibility (CSR) and corporate social investment (CSI) efforts.
However, this approach could be counterproductive. In this episode, Refilwe Maluleke, the CSO of TBWA\SA and MD of Yellowwood, explains why it's important for brands to stay authentic and consistent with their brand promise, even during economic downturns. She cites examples of companies like Apple, First For Women, and Nandos, which have all maintained their core values and built strong customer loyalty as a result.
Maluleke also discusses how brands can effectively use their CSR initiatives to show what they stand for. She argues that CSR can be a powerful way to connect with consumers and build trust during difficult times.
Listen to this episode to learn more about the importance of keeping your brand strong during economic downturns.
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A strong personal brand in the creative, media and other industries helps to position you and enables your work to reach a wider audience. Podcaster, broadcaster, media personality and producer, Sol Phenduka built his brand over time and continues to make waves in various spaces.
“Focus on your strengths, pursue your passions and engage in activities that truly make you happy." ~ Sol Phenduka, Media Personality, Podcaster and Producer
We discuss his return following a hiatus from the media industry and how he rebuilt his craft, where he now co-hosts the 959 Breakfast on Kaya. He attributes some of his success to luck, authenticity and being more open to sharing a human experience that is not sanitised.
The Podcast And Chill co-host says it’s important to understand and stay true to your community, which they stuck to while navigating some of the complexities of engaging on social media. Similar to some of our previous episodes, Phenduka highlights the importance of testing your ideas with various people and exploring as many platforms as possible.
Audio editing and production by: Maishe Rakgoale
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Podcasters, content creators, and brands see great benefits from collaborating with each other. For creators, it can be a way to reach a wider audience and generate revenue. For brands, it can be a way to connect with a highly engaged audience and build brand awareness.
But crafting these partnerships can be complex. There are several factors to consider, such as the target audience, the goals of the collaboration, and the creative approach.
“To build a thriving community, unite people with a shared mission and connect them to achieve something meaningful together. " ~ Mashudu Modau, Creator, Founder of Mashstartup and Lutcha
Mashudu Modau, the founder of Mashstartup, knows a thing or two about successful collaborations. He has built one of the most inspired startup and creator communities in Africa and beyond, and he has worked with leading brands such as Red Bull, Yoco, Telkom, and Sage. In this episode, he shares his insights, strategies and actionable next steps.
Modau is also the founder of Lutcha, a podcast network and FoundersSauce, which provides tools to launch your startup or grow your business.
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TikTok is the fastest-growing social network with over 1 billion active users. Its short-form, user-generated content drives trends and sub-cultures across the social web. This makes it a powerful platform for brands, content creators, and agencies.
In this episode, TikTok’s Agency Partner for Sub-Saharan Africa, Greg Bailie shares how you can use TikTok to grow your business, reach new customers, and build a community.
He cites Mr Price and Checkers campaigns as examples of what’s possible on the platform, as well as the power of user-driven trends such as #BookTok, #FinTok and others.
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In today's rapidly changing world, it is more important than ever for brands and agencies to be able to create the future. This means being able to distil intelligence from all the data and trends available, and then using that intelligence to create innovative solutions that meet the needs of customers.
Jarred Cinman, CEO of VMLY&R South Africa, is a visionary who leads the charge in many aspects of marketing, advertising, and the role of technology in these spaces. In this episode, we discuss some of his thoughts on staying ahead of the curve while coming up with solutions for brands to solve some of their most complex problems.
“There will always be a place for agencies or consultancies because businesses are never going to be able to do everything themselves. But they will only turn to the partner that understands them the best.” – Jarred Cinman, CEO of VMLY&R, South Africa
We also talk about artificial intelligence (AI), which he believes has the potential to add significant value to brands and agencies but isn’t a magic bullet.
Cinman also unpacks some thoughts on diversity of thought within teams and some leadership insights.
He also takes us through an opinion piece he wrote about The Loeries, which seemed to leave the advertising industry divided, while also enabling some much-needed industry conversations.
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Successful client-agency relationships take great effort and lead to even greater returns, which in turn ensure ROI. Marketing Executive, bestselling author and content creator, Khaya Dlanga shared some of his creative strategies and insights on partnerships between brands and agencies.
Having held key leadership positions at top agencies and with his experience as a Marketing Executive at Rain, Heineken and Coca-Cola; Dlanga has led impactful and award-winning brand campaigns on a local and global scale. He shares his views on how brands can work better with their agencies and vice-versa.
“As a client, I valued constructive debates with agencies that prioritised the brand's interests over my personal preferences,” Bestselling Author, Marketing and Advertising Executive, Khaya Dlanga.
We also discuss how he sustains his creative process when writing books, creating content and working with brands. He also shares advice for young creatives and anyone who’s working on anything that requires long-lasting creative commitment.
This episode is brought to you in collaboration with the End-To-End Digital Customer Experience Agency, Rogerwilco – with teams in SA and UK.The Lead Creative Podcast is available on:
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In today's crowded digital landscape – it can be challenging for your message to rise above the noise. Whether you're a marketer, a content creator, or an author, telling a compelling story is essential to capturing your audience's attention and engaging them on a deeper level.
Jana Marx, a seasoned journalist, bestselling author, and TV producer, is a master storyteller, who shares her secrets in this episode. Her book, The Krugersdorp Cult Killings: Inside Cecilia Steyn's Reign of Terror, is a gripping true-crime tale that has been turned into the acclaimed Showmax documentary, Devilsdorp.
So, what makes storytelling so powerful? Marx believes it's about authenticity, letting the story tell itself and understanding your audience. She also shares the importance of various mediums in helping to spread a story, from podcasts to books, and from social media to documentaries.
For thoughts on how you can harness the power of storytelling and rise above the noise, listen to this episode.
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One of the most significant digital marketing trends in Kenya is the role of social media, particularly Twitter, which has played a critical role during times of crisis. The Westgate tragedy in 2013 is just one example of this, where Kenyans turned to Twitter to share news updates, and offer support. Kenyan citizens also went to Twitter to help raise millions of dollars for national drought relief efforts.
One of the common challenges of building a business in the digital world is obsessing over meaningless metrics. This tends to lead to assigning too much significance to things that are easy to measure. – Mark Kaigwa, Founder and MD of Nendo
Mark Kaigwa also highlights the challenges of measuring success in the digital world, where it's easy to become obsessed with measuring things that are meaningless and giving them too much significance. He also shares some common mistakes that multinational and global brands make when entering the African market and how to avoid them.
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In this episode, we explore some of the work required in building a great agency, working successfully with clients, and potentially getting acquired. Agency coach and seasoned industry maven, Craig Rodney shares some of his knowledge from working with agencies and building one that was acquired by WPP.
Over the space of 15 years, Craig Rodney and Mike Stopforth built and eventually sold South Africa’s most successful social media marketing agency, Cerebra. Their clients included Google, Vodacom, Absa, Coca-Cola and others. After selling the agency to WPP, Craig turned his focus to professional coaching where he helps agency clients to achieve success.
We talk about some of the most common challenges faced by the agency owners he coaches, his Agency To Exit talk – which is linked to a 10-week coaching program – and actionable insights for growth.
We also discuss why the agency pitch model is broken.
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In this episode, the Vice Chairman of Ogilvy UK, Rory Sutherland, unpacks why consumer behaviour is driven by seemingly irrational thinking that makes sense in hindsight. We also discuss why some brands and products change our lives once experienced, but make no sense before engagement. He cites Dyson, Nespresso and mobile phone technology as key examples.
“My argument is very simple. Data tells you the what – but you need behavioural science to tell you the why. And without the why, the what is sometimes not valuable,” – Rory Sutherland, Vice Chairman - Ogilvy UK.
Rory Sutherland is also a TED speaker, a regular contributor to publications such as The Spectator and the author of Alchemy. He created MAD//Masters – a 12-week personal development programme that he hosts and assesses, helping marketers make sense of accelerated disruption, turning upheaval into a competitive advantage.
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African brands from Senegal to Kenya, South Africa to Nigeria and everywhere across the continent are making strides in shaping the continent’s narrative. In this episode, we find out how some of the successful ones are doing in Africa and the world, as well as what we can learn to replicate and keep making improvements.
The Founder and Chairman of Brand Africa, who is also the Founder and CEO of the Brand Leadership Group, Thebe Ikalafeng has spent over thirteen years analysing Africa’s most successful and admired brands, as part of Brand Africa 100, a ranking of Africa’s best brands. He shares some of his findings on what makes some of the continent’s most iconic businesses and brands, from challenger to heritage brands.
“If intra-Africa trade is to increase from 15%-50% in the next seven years, as envisioned by the African Continental Free Trade Area. We need to fast-track the creation of “Made in Africa” brands.” ~ Thebe Ikalafeng, Founder and CEO of the Brand Leadership Group, Founder and Chairman of Brand Africa
Ikalafeng is a regular contributor on global platforms such as the World Economic Forum, where he says there is a demand for African brands, the African story and curiosity around Africa’s culture.
Catch our latest episode wherever you listen to podcasts and follow Thebe Ikalafeng on Twitter, Instagram or LinkedIn for his latest thoughts and updates.
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Bringing your creative ideas to life is an impressive feat, but presenting them in a way that inspires action is what truly counts. This is where Rich Mulholland, the internationally sought-after speaker, entrepreneur, and founder of Missing Link, comes in. Rich has captivated audiences in over 40 countries on six continents and continues to do so with his unique approach to presenting.
Rich and his team have been training business leaders to improve their presentation skills for almost three decades. He challenges the popular belief that storytelling is the key to engaging audiences, instead coining the term "storyselling" from his book, Here Be Dragons.
“The leading hurdle to being a better presenter, a better stage storyteller, is that you think you are good enough. It’s the curse of knowledge.” ~ Rich Mulholland, Founder of Missing Link
In this podcast episode, we delve into Rich's insights on how to become a more compelling presenter, whether in-person or online. He shares some of his techniques and strategies on how businesspeople, sales teams, and creative professionals can improve their presentation skills and inspire action from their audiences.
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A compelling brand story helps to win customers, increase ROI and market share, and social media can help to amplify these stories.
In the first episode of season 3 of The Lead Creative podcast, we explore the power of brand storytelling and its impact on ROI, market share, and customer loyalty. Tshego Kekana, the Founder and MD of Alfa Destiny Communications, joins us to share her insights on brand storytelling in the African continent.
“When measuring the success of an influencer PR campaign, engagement is key on social media, and on digital it's clickthrough rates.” ~ Tshego Kekana, Founder and MD of Alfa Destiny
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Building credibility to become a sought-after content creator and brand influencer takes time and effort. Co-founder of MomSays and content creator, Vije Vijendranath, who is known as VijeV, shares how his content creation journey evolved from a side hustle to a sustainable business.
We discuss what aspiring content creators and influencers should consider, and do while building their profiles to collaborate with brands. Vije also says that brands should research their influencers to ensure that they are the right fit, instead of trying to turn them into advertising for a different format.
Echoing similar sentiments to Seth Godin earlier in the season, Vije attributes his success to laser focus on building his community and not trying to appeal to everyone. He believes that your community will follow your work wherever you go, whether that's on Twitter, TikTok, Instagram, YouTube, Facebook, or any platform of your choosing.
Be consistent and create content that resonates with you first and be authentic, without pandering to brands or following the "next big thing."
To date, Vije has worked with many recognisable global brands such as Disney, Volvo, Land Rover, Johnson & Johnson, Hasbro, and many others.
“If you can focus on building your community, you can “defeat” the algorithm. Or you can use the algorithm to your advantage by being consistent with your content. Choose your path and choose wisely.” – Vije Vijendranath, Co-founder of MomSays & Content Creator
Brands and agencies that collaborate with influencers and content creators that are considering taking the leap will find immense value in this conversation.
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Whether you are creating ads, campaigns that transform our culture or events, understanding the art of creating memorable experiences sets you apart.
The Founder and CEO of BrainFarm, Dean Carlson, conceptualised and created experiences that saw Sir Richard Branson, Malcolm Gladwell, and others become speakers at the summits he organised. He talks about how he made these possible and attributes most of his success to the team of people around him and his insatiable curiosity.
The BCX Disrupt Summit by BrainFarm, conceptualised by Dean, included a masterclass by Malcolm Gladwell, which was the first of its kind, and seven-time Grammy Award winner, Will.i.am, on the same event. We discuss how he convinced Malcolm Gladwell to host his first masterclass in South Africa and the collaborations that were part of the experience, where Porsche became a partner.
“Obsess over the small details because that’s what elevates the memorable experiences you create.” – Dean Carlson, CEO and Founder of BrainFarm
Leading up to their Growth Hacker Marketing event, where author and marketing guru Ryan Holiday was a speaker, Dean Carlson and his team created the world's largest mosaic artwork using ground coffee beans as a medium. They set a Guinness World Record with a DJ Black Coffee art installation at Sandton City, which was in collaboration with Percy Maimela.
To connect unusual dots in your work and create memorable experiences, click play below and find out how the Founder and CEO of BrainFarm, Dean Carlson, does it:
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The role of defining your purpose in building businesses, agencies, and creative teams, is as important as strategy and planning. The co-founder and Group Chief Creative Officer of Joe Public, Pepe Marais, tells us how purpose led to the growth of their business and his personal growth.
We talk about how focusing on purpose contributed to the growth of Joe Public, making it one of Africa’s most revered agencies. Pepe talks about some of their key turning points, from selling their business to an international holding company, facing insolvency, and rising above it all to create some of the most inspired work that helps to shape our society.
"If I speak to advertising, I can safely say, 99% of all the creative communication out there does not add value to the media space that it occupies - at all." – Pepe Marais, Co-Founder and Group Chief Creative Officer of Joe Public
Pepe Marais believes that purpose can help to unearth greatness and growth in business, life, and society.
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Creating memorable advertising that sticks leads to brand growth, increased client ROI and agency growth. Founder and MD of Halo, Dean Oelschig tells us how they managed to help grow some of their clients through their advertising and creative work.
One of their clients, Pineapple Insurance, first caught our attention on social media where it was trending for its humorous and real take on insurance. Their billboards were shared widely across social networks, so we asked him what the secret was.
Dean attributes this, and other successes, to clients who are willing to question the status quo and find their tribe in the sea of sameness.
“You can do something memorable that people remember and create an emotional connection, or you could advertise to them all the time.” – Dean Oelschig, Founder, and MD at Halo
Why does some advertising stick and get love while everything else feels more like a distraction? We explore this and other questions with Dean Oelschig.
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Audio editing and production by: Maishe Rakgoale
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Teams that create the most compelling work and win customers tend to be part of businesses that constantly rethink their systems and engagement. Co-Founder and Director of BetterWork, Palesa Sibeko tells us how they help creative teams, businesses, and organisations to reimagine how they work.
Palesa and the BetterWork team encourage organisations to re-imagine how their systems work and if those still serve the teams, as well as how they can make work better. We also talk about some of their findings and comparisons of team dynamics between now and before COVID, whether people wanted to return to the office, and how that transition has been.
“What gets rewarded contributes to the behaviour, and consequently, influences the culture.” – Palesa Sibeko, Co-Founder and Director at BetterWork
If you are looking for better ways to collaborate with your team, rethink how you work, and keep people engaged, listen to this episode wherever you get your podcasts. There are also nuggets about how advertising agencies and creative teams can help their staff improve the quality of their work.
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Audio editing and production by: Maishe Rakgoale
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Design thinking as a collaborative approach to solving business problems has led to better brand strategy, effective digital marketing and improved brand communication. Strategy Director at Rogerwilco, Craig Hannabus, was one of the early adopters of design thinking and often uses the discipline to help brands rethink their strategy.
We discuss the collaborative nature of design thinking and its influence on customer experience, as well as some brands that use it. He mentions how Netflix and Apple utilise this approach to understand their customers.
“An important shift in mindset needs to be that brand is experience, that if you look after your brand, you look after it holistically. It’s a shift away from the narrow view of what brand strategy is.” – Craig Hannabus, Strategy Director at Rogerwilco
Craig also shares experiences of when a brand saved millions by better understanding their customers following a series of design thinking workshops and research, as well as instances when perspectives changed because of collaboration among teams.
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Marketing legend, entrepreneur and the author of 20 books that have been translated into 37 languages, Seth Godin joins us to share some of his latest thinking. His global bestselling books include Purple Cow, Linchpin, The Dip, All Marketers are Liars and others. We talk about growing your community and some insights on what makes the most effective B2B marketing.
Seth’s insights about creative work and marketing have helped to shape what we know as modern marketing, and we get into some of his findings in this episode. His latest book titled The Practice which helps people in creative industries to create and consistently share their work.
“The idea of The Practice is not that we will get to perfect, it’s that we will get to generous. That maybe you can do something that someone else will say ‘thank you’ for”, says Seth Godin.
We also get into the significance of advertising in the ever-changing digital and content consumption landscape, as well as how brands and content creators can stand out in the crowded and noisy marketplace. We go beyond the demographics into how you can build your tribe, your smallest viable audience of people who buy into your vision.
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Content creators, brands and agencies are constantly looking for the most relevant information around collaborating with some of the world’s leading digital platforms. In this episode, we kick off our series of conversations with digital platforms that form part of most brand and content strategies.
Google’s Head of B2B Marketing in Sub-Saharan Africa & Head of Marketing in South Africa, Asha Patel joins our host, Mongezi Mtati, to discuss some of the opportunities available for creators and brands across Google and YouTube. These range from the $100-million YouTube Shorts Fund that Shorts content creators have access to and information on how to partner with Google.
“What we found in the long-form vs short-form content is that you should use short-form to remind people and use long-form to change their mind. If you are a challenger brand and you want to people to switch over, use a longer piece of content.” ~ Asha Patel, Google’s Head of B2B Marketing SSA & Head of Marketing in South Africa
She agrees with the insight shared by Nonhlanhla Dlamini in a previous episode that hyper-localisation in content increases relevance to your audiences. For brands, Asha also shares ways that advertisers and brands can optimise their advertising.
Their small business initiatives from mentorship to business tools also come up in the conversation.
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Creating content that resonates in mainstream media takes empathy and relevance which are not always easy to muster. The Founder of Ndlovukazi Concepts, content creator, and seasoned producer, Nonhlanhla Dlamini shares how she remains relevant while creating and adapting TV content.
She had pivotal director and producer roles in many popular South African shows including Khumbul’ Ekhaya, Date My Family, and the recent globally successful Netflix series; Young, Famous & African. Nonhlanhla says she spends time with people who are part of the target audience for her content, which helps to refine the concepts.
“Our biggest audience is in the townships”, she tells Mongezi Mtati, while describing why some content misses the mark by not appealing to its audience.
Mongezi also asks her about the significance of data that informs TV channels about the kinds of shows they should create. They also discuss the realness of Reality TV and other insights.
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Communicating during a brand crisis requires a thought-out strategy with key messaging that goes beyond a scripted PR message. Communications specialist and CEO of Decode Communications, Lorato Tshenkeng joins us to talk about some strategies to avoid and plan for a communications crisis.
They have worked with some leading brands including Nissan, Brand South Africa and the Nelson Mandela Foundation on a series of communication, digital, and media relations projects. Citing some of the recent stories on social media such as PSL and the now infamous Adam Catzavelos, Lorato says planning for any eventuality may help brands to navigate their way through a crisis.
“Accountability language”, he says, goes a long way in showing that the brand or organisation takes ownership and remorse in instances when they’ve erred, which helps to calm many crisis situations.
"PR is not what you say but what you do. The way you conduct yourself in business ought to be your PR machinery." – Lorato Tshenkeng
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Content creators bring their unique and authentic essence to brand messaging in a way that wins over audiences. Comedian and content creator, Donovan Goliath shares his experiences from collaborating with brands and agencies.
Castle Lite, Dove, Defy, Standard bank and others trust Donovan Goliath with their branded content. He talks about how these collaborations and brand relationships continue to help him refine his art as a content creator.
"If brands became more relatable, started telling stories that resonate with people. That's going to win." ~ Donovan Goliath
An open mind and collaboration are key to getting compelling brand content that helps brands engage their audience. Donovan believes that if brands became more relatable and showed more empathy, they would win over more people. Instead of attempting to reach masses, brands and agencies should work toward deep and real human insight.
"Research would help brands and agencies in finding the right content creators to collaborate with", says Donovan Goliath.
We also discussed the challenges of impostor syndrome that Donovan Goliath says he sometimes grapples in his journey as a creative, which is something we also relate with. He also talks about his most preferred platforms, with Instagram taking the lead.
Donovan Goliath was nominated for the Content Creator of the Year Award in the DStv Content Creator awards.
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Advertising and marketing often don’t match what customers experience when interacting with brand teams on the ground. In this episode, Head of Group Digital Communications at Sasol, MJ Khan talks about how they ensure a seamless customer experience across their audiences.
As a seasoned industry thought leader, MJ Khan has experience in both brands and agencies, where he has influenced strategy. He talks about some of the ways that they collaborate with over 15 agencies that work with Sasol to ensure that they remain relevant and continually innovate.
“Fixate on customer service, not platforms.” ~ MJ Khan
With Sasol being a recognisable heritage brand that has many stakeholders, MJ says understanding and living up to the brand’s purpose and value are key in ensuring their messaging is relevant. He also lets us in on whether awards make an agency more attractive as a marketing or advertising partner.
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Marketing to diverse audiences effectively helps brands to remain authentic and relevant at every human touchpoint, where data helps to make more informed marketing decisions. Tinyiko Mageza, Marketing Executive of the V&A Waterfront, shares some of the ways that they collaborate and create messaging for their various audiences.
As a neighbourhood, a shopping hub, and a waterfront, they engage with many audiences, from shoppers, businesses, sustainability stakeholders, and many others. She shares some of the ways that they work effectively with their agency partners and creative minds across various industries.
“By virtue of us collaborating with this partner, they need to walk away from it feeling fulfilled, feeling respected, and that they actually got some value out of it, in addition to the financial.” ~ Tinyiko Mageza, Marketing Executive of the V&A Waterfront
Tinyiko Mageza’s career spans over 16 years, where she held senior and executive-level marketing roles at SAB, Hollard Insurance and Standard Bank South Africa.
In this episode, she also shares how they collect, use and gather insights from customer, partner, and stakeholder data to make informed marketing decisions.
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Some brands create advertising that resonates, wins share of wallet and hearts, while others fall flat and lose their popularity. Sechaba Khoaele, the Executive Creative Director of Six Fingaz shares some insights about why this is.
They have worked many leading brands including the Independent Electoral Commission (IEC), Kaya FM, Philips, BP and many others. Sechaba believes that when you hire the right people you are more likely to create work that is culturally relevant.
"The knowledge and understanding of data helps to solve many creative and technical problems." ~ Sechaba Khoaele, ECD of Six Fingaz
Sechaba cites Bathu as an industry disruptor that understands how to be culturally relevant and taps into the market by being unique and current. He also mentions Coca-Cola as one of the leaders in understanding and using cultural nuances to appeal to customers.
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Successful brand and influencer collaborations help to increase sales, enable better human connections between brands and customers, as well as contribute to product adoption. Media personality and content creator, Lelo Boyana shares some of her preferences in how these collaborations can work.
As a podcaster, influencer and founder of Chica Travel, Lelo understands the content and brand messaging that resonates with her community. Brands and agencies, she feels, tend to restrict the creativity that communities engage with, which takes away some of the authenticity that people like.
“I prefer working directly with the brand.” ~ Lelo Boyana – Media Personality, Content Creator and Platform Owner
In most instances, she prefers working directly with brands where she brings in her creativity, ideas and unique approach to content creation. It is more than just about selling the product or experience; it is also about the human insight that can be drawn from these interactions.
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Creating viral brand content has many advantages, including winning customers, generating sales and being part of real human conversations. Co-founder of Retroviral, Mike Sharman joins us to share how they have successfully created compelling, viral, award-winning brand content for over 12 years
We talk about the thinking behind some of their latest work for Kreepy Krauly, Checkers and other brands. He cites the significance of trust between clients and their agency partners in creating brave messaging that mirrors life.
In many instances, the idea of virality is though to be the space of consumer facing brands but Mike Sharman shares cases that disprove this theory. He uses a PWC report and Allan Gray as examples of B2B brands that create meaningful human connection in their messaging.
“Nowadays, it’s more important than ever to move at the speed of relevance” says Mike Sharman.
This episode also covers his latest book titled Brandalism, where he persuades brands to cannibalise what they have created in an age that ignores and avoids advertising.
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The Lead Creative podcast hosts a series of conversations with great minds behind some of the leading brands, businesses, organisations and top ideas that we all love. Hosted and conceptualised by Mongezi Mtati, the podcast shares insights, analysis, trends and strategic intelligence.
Leadership in the creative industry can contribute to the kind of society we want to build and to influence brands positively. In this episode of The Lead Creative, we are joined by Abey Mokgwatsane, the Managing Executive of Brand, Communications, and Sponsorships at Vodacom.He was previously the CEO of Ogilvy and the CEO of a global brand experience agency, VWV before that. He has been in leadership positions for just over 20 years in both agencies and brands, where he has built a wealth of insights and knowledge.In this episode, Abey unpacks some trends that have influenced both brand and agency relations, as well as strategy. “In my view, clients seriously underestimate how much work they need to do in order to facilitate a successful agency relationship. Often the thing that takes time, is not the interface between the client and the agency. It is the interface between the client value-chain itself; such that by the time that interfaces with the agency, it is clear.” - Abey Mokgwatsane We also get into the thinking behind Vodacom insourcing some elements of their digital marketing functions, which has led to useful brand insights. This includes the use of Artificial Intelligence and Machine Learning as they gather customer and user data.
The creative industry is filled with massive global players, where only a few small agency teams tend to breakthrough. In this episode of The Lead Creative we are joined by the co-founder and Chief Creative Officer (CCO) of Think Creative Africa, Nkgabiseng Motau to talk about the role of leadership and collaboration in building a remarkable agency.She shares some of the important lessons that came with lockdown, due to the Covid-19 coronavirus pandemic, and how they adapted to working remotely as a team. Their nimble team was already geared towards working remotely and had collaborations that enabled the transition to occur easier.Think Creative Africa is an award-winning through-the-line creative agency that has worked with DSTV, Rand Mutual Assurance, Engen, Showmax, and other notable brands. They are one of the agencies that are challenging the status quo in the creative industry and creating remarkable work for brands across many industries.“We are always looking to solve business problems creatively. When a brief comes to us we will interrogate it to see what this means to the ordinary South African and the most unheard people country.” - Nkgabiseng MotauThis episode also looks at how bringing one’s lived experiences into creative work can add value, bring in cultural relevance and insight into the final execution.