The Lead Creative

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:To stand a chance to win a ticket to the Nedbank IMC Conference taking place on 17 September, subscribe to our LinkedIn newsletter here, and enter on our LinkedIn page.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.___________________________Buy us coffee here to help us grow.___________________________Produced in collaboration with our partners, Soweto Media.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 strategyThis 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.Send us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.___________________________Support a worthy cause! Help us support Threads for iKasi, a foundation that ensures school kids from underprivileged communities have school uniforms and dignity packs. Find out more and donate here.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the showSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.___________________________Buy us coffee here to help us grow.___________________________Produced in collaboration with our partners, Soweto Media.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 extractedBrave work needs trust, not egoHeritage brands win when they remember who they areRisk creates relevance when rooted in truthBuy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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. ___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 riskProduced in collaboration with our partners, Soweto Media.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 fuelled.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 highlightsTrue creativity requires resisting trends, not chasing themDistinctiveness drives real effectivenessTrend-chasing weakens creativityEffies work requires rigour and originalityMany marketing issues are rooted in strategyThank you to the Effie Awards South Africa team and Soweto Media.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 HighlightsEmotion as a driver of marketing effectivenessHow Vaseline’s “Mntana ka Gogo” refreshed a heritage brandParallels with Pete Case and Ogilvy’s international Vaseline collaborationFinding universal human truths leads to universally compelling big ideasProduced in collaboration with our partners, Soweto Media.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.___________________________To keep us fuelled, buy us coffee here.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 highlightsThe CFO’s influence on marketing accountabilityHow programmatic buying changed advertisingWhy long-term brand building still mattersProduced in collaboration with our partners, Soweto Media.___________________________Buy us coffee here to help us grow.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the show___________________________Follow us for more on:YouTubeLinkedInInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail!Support the showBuy us coffee here to help us grow.Follow us for more on:YouTubeLinkedInInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 highlightsToo 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 Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 workHow trust drives braveryInsight makes humour powerfulGlobal standards start with local truth_____________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramThis episode was edited by Maishe Mo AfrikaSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

 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:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 mattersProgrammatic waste and missed opportunitiesHow AI is reshaping cost modelsThe value of insight and integration in creative success___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramThis episode was edited by Maishe Mo AfrikaSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 innovation in delivery and trustWhat brands can do to remain relevant and humanThanks to our collaborators Soweto Media for capturing and editing this episode.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 holds back South Africa’s creative potential___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

 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:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 BassilThis 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.___________________________The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.___________________________The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 campaignMeasuring effectiveness in destination marketingHow influencer and brand values must alignWhy co-creation and agency trust drive effectivenessMaking South Africa part of global cultureListen wherever you get your podcasts.__________________________________The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTok Send us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

 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. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 communityWhy consistency builds credibilityReal stories behind Skinny Sbu Socks and BATHUListen now for a grounded look at how to build something people believe in. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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 wordsThe shift in B2B marketing toward storytelling and emotionWhy creative effectiveness matters more than short-term salesThe role of AI in marketing and where human expertise still leadsCharlie also co-authored Business-To-Business Marketing, predicting the rise of compelling B2B creativity.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTok Send us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail!Send us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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:AppleSpotifyStitcherGoogle PodcastsYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.The Lead Creative Podcast is available on:AppleSpotifyStitcherGoogle PodcastsYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.The Lead Creative Podcast is available on:AppleSpotifyStitcherGoogle PodcastsYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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. The Lead Creative Podcast is available on:AppleSpotifyStitcherGoogle PodcastsYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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:AppleSpotifyStitcherGoogle PodcastsYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.The Lead Creative Podcast is available on:AppleSpotifyStitcherGoogle PodcastsYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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. The Lead Creative Podcast is available on:AppleSpotifyStitcherGoogle PodcastsYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

 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.= = = = 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= = = =  The Lead Creative Podcast is available on:AppleSpotifyStitcherGoogle PodcastsYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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! Send us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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. The Lead Creative Podcast is available on:AppleSpotifyStitcherGoogle PodcastsYouTubeSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.The Lead Creative Podcast is available on:AppleSpotifyStitcherGoogle PodcastsYouTubeSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram

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.The Lead Creative Podcast is available on:AppleSpotifyStitcherGoogle PodcastsYouTubeSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on:YouTubeLinkedIn Instagram