The Lead Creative
Mongezi Mtati
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The Lead Creative podcast hosts a series of conversations with great minds behind some of the leading brands, businesses, organisations and top ideas that we all love. From advertising thought leaders, forward-thinking brand leaders, innovative digital marketing minds to content creators - the podcast gives into what makes the world engage with some of the top brands. Founded and hosted by Mongezi Mtati, the podcast shares analysis, trends, and strategic intelligence.
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Compelling marketing for diverse audiences: Tinyiko Mageza
Marketing to diverse audiences effectively helps brands to remain authentic and relevant at every human touchpoint, where data helps to make more informed marketing decisions. Tinyiko Mageza, Marketing Executive of the V&A Waterfront, shares some of the ways that they collaborate and create messaging for their various audiences.
As a neighbourhood, a shopping hub, and a waterfront, they engage with many audiences, from shoppers, businesses, sustainability stakeholders, and many others. She shares some of the ways that they work effectively with their agency partners and creative minds across various industries.
*“By virtue of us collaborating with this partner, they need to walk away from it feeling fulfilled, feeling respected, and that they actually got some value out of it, in addition to the financial.” *~ Tinyiko Mageza, Marketing Executive of the V&A Waterfront
Tinyiko Mageza’s career spans over 16 years, where she held senior and executive-level marketing roles at SAB, Hollard Insurance and Standard Bank South Africa.
In this episode, she also shares how they collect, use and gather insights from customer, partner, and stakeholder data to make informed marketing decisions.
*The Lead Creative podcast is available on:*
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Please share, subscribe and send us recommendations of creative industry thought leaders to feature.
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Jul 29, 2022
Sechaba Khoaele on Creating Culturally Relevant Work
Some brands create advertising that resonates, wins share of wallet and hearts, while others fall flat and lose their popularity. Sechaba Khoaele, the Executive Creative Director of Six Fingaz shares some insights about why this is.
They have worked many leading brands including the Independent Electoral Commission (IEC), Kaya FM, Philips, BP and many others. Sechaba believes that when you hire the right people you are more likely to create work that is culturally relevant.
"The knowledge and understanding of data helps to solve many creative and technical problems." ~ Sechaba Khoaele, ECD of Six Fingaz
Sechaba cites Bathu as an industry disruptor that understands how to be culturally relevant and taps into the market by being unique and current. He also mentions Coca-Cola as one of the leaders in understanding and using cultural nuances to appeal to customers.
*The Lead Creative podcast is available on:*
· Apple
· Spotify
· Stitcher
· Google Podcasts
· YouTube
Or wherever you listen to your podcasts.
*Follow The Lead Creative on:*
· Twitter
· Instagram
· Facebook
· YouTube
Please share, subscribe and send us recommendations of creative industry thought leaders to feature.
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Jul 21, 2022
Influencer and brand collaborations - Lelo Boyana
Successful brand and influencer collaborations help to increase sales, enable better human connections between brands and customers, as well as contribute to product adoption. Media personality and content creator, Lelo Boyana shares some of her preferences in how these collaborations can work.
As a podcaster, influencer and founder of Chica Travel, Lelo understands the content and brand messaging that resonates with her community. Brands and agencies, she feels, tend to restrict the creativity that communities engage with, which takes away some of the authenticity that people like.
*“I prefer working directly with the brand.”* ~ Lelo Boyana – Media Personality, Content Creator and Platform Owner
In most instances, she prefers working directly with brands where she brings in her creativity, ideas and unique approach to content creation. It is more than just about selling the product or experience; it is also about the human insight that can be drawn from these interactions.
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Follow Lelo Boyana on Instagram or Twitter.
*The Lead Creative Podcast is available on:*
* Apple
* Spotify
* Stitcher
* Google
* YouTube
Or wherever you listen to your podcasts.
*Follow and subscribe to The Lead Creative on:*
* Twitter
* Instagram
* Facebook
* YouTube
Please share, subscribe and send us recommendations of creative industry thought leaders to feature.
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Jul 14, 2022
Mike Sharman on creating viral brand content that increases ROI and wins customers
Creating viral brand content has many advantages, including winning customers, generating sales and being part of real human conversations. Co-founder of Retroviral, Mike Sharman joins us to share how they have successfully created compelling, viral, award-winning brand content for over 12 years
We talk about the thinking behind some of their latest work for Kreepy Krauly, Checkers and other brands. He cites the significance of trust between clients and their agency partners in creating brave messaging that mirrors life.
In many instances, the idea of virality is though to be the space of consumer facing brands but Mike Sharman shares cases that disprove this theory. He uses a PWC report and Allan Gray as examples of B2B brands that create meaningful human connection in their messaging.
“Nowadays, it’s more important than ever to move at the speed of relevance” says Mike Sharman.
This episode also covers his latest book titled Brandalism, where he persuades brands to cannibalise what they have created in an age that ignores and avoids advertising.
Please share and subscribe wherever you get your podcasts.
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Jul 1, 2022
About The Lead Creative
The Lead Creative podcast hosts a series of conversations with great minds behind some of the leading brands, businesses, organisations and top ideas that we all love. Hosted and conceptualised by Mongezi Mtati, the podcast shares insights, analysis, trends and strategic intelligence.
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Nov 12, 2020
Abey Mokgwatsane on leadership in brands and agencies
Leadership in the creative industry can contribute to the kind of society we want to build and to influence brands positively. In this episode of The Lead Creative, we are joined by Abey Mokgwatsane, the Managing Executive of Brand, Communications, and Sponsorships at Vodacom.He was previously the CEO of Ogilvy and the CEO of a global brand experience agency, VWV before that. He has been in leadership positions for just over 20 years in both agencies and brands, where he has built a wealth of insights and knowledge.In this episode, Abey unpacks some trends that have influenced both brand and agency relations, as well as strategy. “In my view, clients seriously underestimate how much work they need to do in order to facilitate a successful agency relationship. Often the thing that takes time, is not the interface between the client and the agency. It is the interface between the client value-chain itself; such that by the time that interfaces with the agency, it is clear.” - Abey Mokgwatsane We also get into the thinking behind Vodacom insourcing some elements of their digital marketing functions, which has led to useful brand insights. This includes the use of Artificial Intelligence and Machine Learning as they gather customer and user data.
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Nov 5, 2020
Nkgabiseng Motau on the role of collaboration
The creative industry is filled with massive global players, where only a few small agency teams tend to breakthrough. In this episode of The Lead Creative we are joined by the co-founder and Chief Creative Officer (CCO) of Think Creative Africa, Nkgabiseng Motau to talk about the role of leadership and collaboration in building a remarkable agency.She shares some of the important lessons that came with lockdown, due to the Covid-19 coronavirus pandemic, and how they adapted to working remotely as a team. Their nimble team was already geared towards working remotely and had collaborations that enabled the transition to occur easier.Think Creative Africa is an award-winning through-the-line creative agency that has worked with DSTV, Rand Mutual Assurance, Engen, Showmax, and other notable brands. They are one of the agencies that are challenging the status quo in the creative industry and creating remarkable work for brands across many industries.“We are always looking to solve business problems creatively. When a brief comes to us we will interrogate it to see what this means to the ordinary South African and the most unheard people country.” - Nkgabiseng MotauThis episode also looks at how bringing one’s lived experiences into creative work can add value, bring in cultural relevance and insight into the final execution.
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