The Lead Creative – Détails, épisodes et analyse
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Marketing That Matters: Vaseline, Heritage and the Power of Insight
Saison 8 · Épisode 1
mardi 18 novembre 2025 • Durée 19:34
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 effectiveness
- How Vaseline’s “Mntana ka Gogo” refreshed a heritage brand
- Parallels with Pete Case and Ogilvy’s international Vaseline collaboration
- Finding universal human truths leads to universally compelling big ideas
Produced in collaboration with our partners, Soweto Media.
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Marketing Connects Business with People and Communities: Brian Yuyi, CEO of MASA
Saison 7 · Épisode 18
lundi 17 novembre 2025 • Durée 18:25
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.
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From The Super Bowl to Nando’s: A Conversation with Melusi Mhlungu
Saison 7 · Épisode 9
vendredi 3 octobre 2025 • Durée 12:14
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 work
- The rise of independent agencies in South Africa
- Instinct versus data in marketing decisions
- What holds back South Africa’s creative potential
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AI, Creativity and the Future of African Marketing: Dr Gillian Hammah
Saison 7 · Épisode 8
mardi 30 septembre 2025 • Durée 19:34
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.
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CX, Effectiveness and the Future of Brand Building with Mandisa Theko-Khitsane
Saison 7 · Épisode 7
jeudi 25 septembre 2025 • Durée 50:53
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.
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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
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Banning Campaigns and Reimagining Brands: Charl Bassil
Saison 7 · Épisode 6
lundi 22 septembre 2025 • Durée 16:22
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 series, created in collaboration with the IMC team.
Tune in for actionable insights on longevity, growth and cultural impact in brand building.
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Cannes Lions: Cultural Nuance and Global Impact with Xolisa Dyeshana and Saf Sindhi
Saison 7 · Épisode 5
mardi 19 août 2025 • Durée 01:16:41
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.
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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
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Human Truth Shapes Destination Marketing: Thembisile Sehloho
Saison 7 · Épisode 4
jeudi 7 août 2025 • Durée 53:03
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 campaign
- Measuring effectiveness in destination marketing
- How influencer and brand values must align
- Why co-creation and agency trust drive effectiveness
- Making South Africa part of global culture
Listen wherever you get your podcasts.
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The Art of Reinvention and Creative Freedom: Jill Greenberg
Saison 7 · Épisode 3
vendredi 25 juillet 2025 • Durée 45:33
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.
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Short-Term Thinking in Advertising and Marketing Erodes Brand Growth: Gillian Rightford
Saison 7 · Épisode 2
jeudi 3 juillet 2025 • Durée 56:13
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.
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