What is at the top of your to do list?
Making work that is loved by millions. I think if we do this then our clients’ brands will be loved by millions and lead to their growth.
What is your main business challenge right now?
Finding the balance between what clients want and what we think they need. It is important to keep these aligned to make sure that we remain partners and not suppliers.
Most important attribute needed to do your job?
You have to love solving problems. Always stay on top of where the industry is going and what people are doing. Be a bit offbeat.
The biggest trend in your industry?
Telling honest and real stories that connect with people and are digitally driven. This is led by the growth of social media and the demand for content. South Africa is lagging behind though.
What is your core strategy?
Trying to get brands to speak to the hearts and not just people’s minds and wallets, the aim being to forge long-term relationships with people and not simply achieve short-term results with consumers. A brand’s relationship with people is long term and a brand’s relationship with consumers is short term.
How will you make an impact?
I’d like to open up our industry to more creatives in non-traditional marketing and advertising industries. I think we need to break down the formal advertising walls to allow all creatives to participate in growing our clients’ brands and hopefully this will give South Africa its unique marketing voice.
What inspires you?
Big dreamers inspire me. People who think they can do the impossible. I’m very inspired by Google’s Project Loon; balloon powered internet access for everyone.
What are you currently reading for work?
Story by Robert McKee. I’m interested in great story telling and this book is the bible of screenwriting story telling. It’s about substance, structure, style, and the principles of screenwriting.
Your life philosophy?
Life is not a problem to be solved; it is a mystery to be discovered.
At the top of my ‘bucket list’ (life wish list) is…
I want to be literally on top of the world, I want to climb Mount Everest. I hope to at least get to base camp next year.