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 wei...

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. ___________________________ ...

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. ___________________________ Buy us coffee here to keep us fuel...

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 wha...

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 ...

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 effectivenessHow Vaseline’s “Mntana ka...

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. “...

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 i...

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 “vani...

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...

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 purposeThe Loeries as a research benchmarkFewer awards, higher creative standardsTrust and bravery in creativityCollaboration drives better brand outcomes___________________________ The Lead Creative P...

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 y...

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. ___________________________ The Lead Creative Podcast is available on: AppleSpotifyYouTubeFollow us on: LinkedInFacebookXInsta...

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 ...

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 BarometerWhatsApp as an enabler of e-commerceTownship innova...

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 workThe rise of independent agencies in South AfricaInstinct versus data in marketing decisionsWhat...

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. ___________________________ The Lead Creative Podcast is available on: AppleSpotifyYouTubeFollow us on: LinkedInFacebookXInstagram Send us mail! Support the show Audio editing and production by: Maishe Rakgoale Signup for our newsletter ...

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 tha...

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 se...

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 Banana...