The Lead Creative

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: W...

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...

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...

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...

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 showi...

  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...

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 community Why consistency builds c...

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 , hi...

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 bra...

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 words The shift in B2B marketing toward storytelling and emotion Why creative effectiveness matters more than short-term sales The role of AI in marketing and where human expertise still leads Charlie also co-auth...

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 creativ...

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: Apple Spotify Stitcher YouTube Follow us on: Li...

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...

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...

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 m...

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 cre...

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 N...

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....

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...

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 point...

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 contex...

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: Apple...

 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 b...

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...

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 abo...