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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.The Lead Creative Podcast is available on:
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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.The Lead Creative Podcast is available on:
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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.The Lead Creative Podcast is available on:
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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 trendsThe role of creative excellence in maintaining brand icon statusLong-term partnerships as the secret to innovationPutting people at the centre of Volkswagen’s messagingBalancing boldness and authenticity in advertising campaignsHow VW’s Polo ‘Game On’ Metaverse and NFT campaign pushed creative boundariesJoin 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.The Lead Creative Podcast is available on:
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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.
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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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Listen to our conversation on brave advertising, where Ahmed Tilly talks about his views on how brave Nando's is and their work with the brand: https://jo.my/brave-ads
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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.Share and subscribe to help us grow!
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In our latest podcast episode, Abey Mokgwatsane, the CMO of Investec, discusses the essence of brand endurance amidst market shifts.
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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.
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.
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.
Key takeaways:
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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.
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.
Discussion points to look out for:The Lead Creative Podcast is available on:
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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.
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.
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.
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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.
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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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.
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.
Key points to look out for:
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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.
Would you like to stand out in your marketing efforts?
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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Some key points include:The Lead Creative Podcast is available on:
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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.Follow Brent Lindeque’s work and thinking on:
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