Creative Director, Tseliso Rangaka, was in the hot seat on Tuesday, answering question on Twitter through #AskJogilvy. Here’s his views on creativity, wine and more:

@Tshepo_Chaka: What role does strategy play in being creative?

Tseliso: Everything that we do stems from strategy, they go hand in hand. You can’t have Creative output without strategy.

@Tshepo_Chaka: How much impact has the digital landscape had on the creative output?

Tseliso: Going digital is the only way to remain relevant. It has a massive impact, it’s no longer just technology.

@Tarrynp2: Tech, what is your one pearl of wisdom?

Tseliso: Stay fresh – both in work and in life.

@Tshepo_Chaka: Would you say the industry is doing enough to avail itself to new talent?

Tseliso: We’re trying, but a lot of people still don’t know what we actually do. A lot of educating still needs to be done.

@Tshepo_Chaka: Were you part of the team that came up with the Channel O Young Gifted and Black campaign? It changed my life.

Tseliso: Unfortunately not, I only started working on Channel O after that campaign. It changed my life too.

@markzella: What do you look for in an ideal job candidate?

Tseliso: Curiosity more than anything, everything else falls in place after that. Without curiosity you can’t do what we do.

@gennahansen: What makes someone “creative” ? Is it a skill others can learn?

Tseliso: We’re all born creative, it’s just being able to make it relevant to what the task at hand is.

@Tshepo_Chaka: Whose task is it to come up with ideas? Can a tea-lady crack an idea or is it solely left to the creative guys?

Tseliso: Everyone’s capable of coming up with a creative idea. It’s important know that they can come from anywhere.

@markzella: What would you say has been your favourite campaign to work on?

Tseliso: The current Cadbury PS campaign has been a pleasure to work on.

@markzella: Who were the biggest inspirations for your career?

Tseliso: No one in particular, but a lot of the campaigns I saw while I was growing up made me pay attention to the industry

@moggymcg: Where does a lot of your inspiration come from? How do you stay inspired?

Tseliso: I read everything, all the time. I read about 5 books at a time.

@ChrisRawlinson: If you had to work on only one brand (any brand) for the rest of your advertising career, which would it be?

Tseliso: Sho, that’s tricky! I’d have to say… Apple. And not just advertising, product development would be awesome!

@catiecate22: Tseliso, other than drinking wine, what are your hobbies outside of work?

Tseliso: Collecting and playing music and taking bad photographs of my daughter and dogs.

@catiecate22: Wow! Do you think that your creativity at home helps/inspires you to be more creative at work?

Tseliso: I think so. Creativity is pervasive, most of it actually comes from outside of work.

@khanyi101: Tseliso what would you say are the three most important traits when it comes to being a Creative Director?

Tseliso: Decisiveness. You have to want the team to succeed, it’s not about you. Experience, I guess.

@urbanenzo: Tseliso, what is your favourite wine?

Tseliso: You can’t have a favourite wine! (But I quite like the Joostenberg Bakermat)

@khanyi101: Tseliso what would you say are the three most important traits when it comes to being a Creative Director?

Tseliso: Decisiveness. You have to want the team to succeed, it’s not about you. Experience, I guess.

@urbanenzo: Tseliso, what is your favourite wine?

Tseliso: You can’t have a favourite wine! (But I quite like the Joostenberg Bakermat)


tselisoIt’s been a while since our last #AskJogilvy, but we’ve lined up Creative Director, Tseliso Rangaka, for next week Tuesday.

He completed a Journalism degree with Rhodes University in 1998. In 1999, he realised this was a bad idea and solicited a Copywriting diploma from the AAA School of Advertising. From 2000 – 2003 he spent quite a lot of time at the FCB Johannesburg company bar where he masquaraded as a copywriter with great success until he was promoted to Creative Group Head. Fearing an imminent bust, Tseliso left the company and joined a family venture operating in the South African wine industry.

After nearly three years of free wine, meals and accommodation Tseliso joined Ogilvy Johannesburg in 2007 as a senior copywriter and was later promoted to Creative Director. Since joining Ogilvy, Tseliso has been seen speaking to the marketing executives for brands  like  Eno, Sprite, Channel O, Mzansi Magic, SuperSport, Miller Genuine Draft, Cadbury Dairy Milk and Lucozade among others. No one knows what these conversations entail.

Join us on Tuesday at 09:00 if you’ve got any questions for Tseliso on anything from creativity, to wine and how to fake it till you make it – just make sure to use the #AskJogilvy hashtag.

Earlier this year we did a post on Jordan Tryone and Chad Wright‘s interactive installation piece of Robert Mugabe for the launch of the hardcover version of Peter Godwin‘s book The Fear: The Last Days of Robert Mugabe. The results have been astounding so far:

The installation was also selected by Best Ads on TV this week. Plans to take the installation on a nationwide tour are in the final stages – stay tuned for updates!

nicNic Haralambous, CEO and co-founder of Motribe, is visiting our Campus on Friday for How to Friday.  He’ll be talking about mobile social networks and will take us through various case studies – tune in through the #HowToFriday hashtag to follow along.

Nic was selected as one of the 200 young South Africans to take to lunch by the Mail & Guardian, and was also a finalist in the Men’s Health Best Men Awards and his company, Motribe, was recently named by Forbes as one of the top 20 start-ups in Africa.

He is a journalist and media maniac who quickly moved away from print media, through online and in to mobile media production and management. He has worked in dead-tree media with the Sunday Times and Financial Mail. His new media experience includes working as the head of the mobile division at Mail & Guardian, GM of the regional Gauteng office of and Product Manager of Vodacom SA’s mobile social networking division.

Follow him and join us on Friday from 11:00.

Newly appointed board member and Senior Strategic Planner, Gabi Kuhn-Bernstein, writes about the solving the problem of apathy:

The first question I always ask my clients is “What’s keeping you up at night?”. It’s a simple conversation starter that often helps articulate the business challenge we need to solve though communication.  It’s these six words that made me think of one of my favourite campaigns of 2011. Above is how it played out.

Have you ever tossed and turned at night, and thought it was time for a new pillow? Probably not.

And if you answered yes, have you ever done anything about it? Well… probably not.

That’s because the floppy cushion you lay your precious head on every evening may give you a stiff neck, but your indifference towards its stuffing has never let you lose sleep .

Now, can you imagine being the poor manufacturer whose sole purpose it is to sell pillows, when no-one sees the need for new ones. That’s a business challenge that would certainly keep me up at night if I were their strategist!

So then, how do you address the apathy? Well, make people care. Teach them that just like fresh food, so too your pillow can go “off”.  And that’s what these  smart people at Tontine did, coming up with a seriously bright idea to put an expiry date on their pillows, so that consumers knew when it was time for a replacement.

Watch these ads to see how they did it – and if you don’t want to buy a new pillow after this, I swear I’ll wear my pyjamas to work. Nite nite!

childrenTo be honest that’s a fairly easy one; Kony 2012, a new campaign aimed at raising awareness of Ugandan guerilla leader and war criminal Joseph Kony has literally taken over the Web.

KONY 2012 is a film and campaign by Invisible Children that aims to make Joseph Kony famous, not to celebrate him, but to raise support for his arrest and set a precedent for international justice.

It goes without saying that we live in a world that is driven by technology and connection, social networking sites like Facebook and Twitter allow stories to explode at an unprecedented pace. We are constantly fed news and gossip most of which, let’s be honest is mostly trivial, but just sometimes the internet is used for a good cause.

With 43 million views on Youtube within four days, ’Kony 2012′ could be the best use of the internet and social media for raising awareness of a cause to date.

Regardless of the debate around the integrity of Invisible Children as an organization, or whether or not you subscribe to the notion that this campaign promotes slacktivism (the idea that sharing, liking or retweeting will solve a problem), this single video is a lesson in what good can be achieved using the internet and makes visible the power of social media.

neo_stratStrategic Planning Director, Neo Makhele, is a storyteller and budding cultural curator. She has a passion for insights and shares her thoughts on what women want.

Aretha Franklin said it over 40 years ago and it still rings true today. R-e-s-p-e-c-t. Women in South Africa want respect. Although women have their freedoms enshrined in the constitution, they have to fight to seize their respect – a tension due to an evolving patriarchal society. That is what the Bree Street taxi rank miniskirt march was about.

Unfortunately this essential right to respect threatens the masculine identity. But should it really? Why is it that women who raise our society’s children, who keep the homes we live in, who are key contributors to our economy and culturally perceived as the foundational rocks of our community have to battle to gain respect? Can our society not hear their cry? “Respect me. See me as an individual, not past me at what I am wearing. Acknowledge the value I bring to our societal narrative – understand that I have not come to take from you but to add to what we have. Hear the view  I bring – it may be flowery, but it is just as valid and will add to a unified view.  Understand that my gaining the respect  in no way diminishes your own.”

It is interesting that 20 years into our democracy, and one that has spoken the loudest about the advancement of women, that respect is still the unheard cry by SA women. Women, according to Faith Popcorn’s Eveolution study, buy or influence the purchase of 80% of all consumer goods. In South Africa they buy both the small stuff and the big stuff. They purchase 94% of all home furnishings, influence 80% of all car sales and 60% of new car sales are attributed to them.

According in to Nielsen’s Women of Tomorrow global study of 2011, women control the majority of purchasing decisions in a household and their influence is growing. They are are worth it.

As storyteller and strategist, I have come to understand that societal tensions create fertile ground for ideas and  stories that matter and last. So this societal tension provides an opportunity for brands to engage in authentic dialogue with South African women. Respect means understanding, engaging and reflecting our varied voices, like this Kotex ad does:

Brands need to see the diverse roles they have and reflect their needs. Dove’s Campaign for Real Beauty spoke to this insight – it embraced diverse definitions of beauty and femininity.

1st for women reflects a sassiness in women – quite a fresh depiction of strength. And Sprite Zero embrace the alpha female without making any excuse.

Respect her. It is okay for women to define themselves.

Perhaps the zeitgeist at Design Indaba this year is to do “less”, but more coherently and cohesively. There’s a seeking spirit in almost all of the work being showcased – trying to find a current of similarity in how we see and create experiences. Something exemplified by Aaron Koblin‘s talk with Chris Milk. They’re probably most famous for their work with Arcade Fire on The Wilderness Downtown project.

In 2010 they created the interactive music video for the band’s song “We Used to Wait”. Created in HTML5, it gives viewers an engaging, customisable experience that integrated Google Maps Street View to take them on a virtual trip down memory lane. It paved the way for a whole new approach to online media by showing off the possibilities that digital production has to offer.

Chrome Experiments (bearing the tongue-in-cheek tagline “Not your mother’s JavaScript.”) describes the project as follows: “Choreographed windows, interactive flocking, custom rendered maps, real-time compositing, procedural drawing, 3D canvas rendering… this Chrome Experiment has them all. ‘The Wilderness Downtown’ is an interactive interpretation of Arcade Fire’s song “We Used To Wait” and was built entirely with the latest open web technologies, including HTML5 video, audio, and canvas.”

They also created the crowd-sourced Johnny Cash video that gave fans the feeling of contributing to something bigger, as an ode to Johnny Cash.

Follow all the action through the #DesignIndaba stream – it’s almost as good as being there.

reneIt’s a glorious day in Cape Town, and the sign hanging over the entrance to the CTICC shouts that this is not a conference.

The 15th Design Indaba’s theme seems to be about perception – or, perhaps, about changing perception – and how everything could be exactly not what it seems – every one of the near three thousand delegate passes state that “I am not a delegate”.

Without a doubt, yesterday’s most talked about presentation was from René Redzepi, founder and “not a chef” head chef of Noma restaurant in Copenhagen who came on stage with a duck. Here’s a great interview with him detailing some of his thinking and approach to creativity.

Then it was John Bielenberg – who “is not a creative facilitator” –  feels so strongly about the value of thinking wrong that he created an immersive programme called Project M that is designed to inspire and educate young designers, writers, photographers, and filmmakers by proving that their work – especially their wrongest thinking – can have a significant impact on communities.

Evidently, this is not Day One.

Follow updates through the #DesignIndaba feed and remember that you can SMS any questions you have for any of the speakers to: 43431 – just include the speaker’s name.

Thanks to Willem Labu for this update – check back for more from Ogilvy’s non-delegates at the conference.