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Ivan Moroke, Group Managing Director of Yellowwood Brand Future Architects.
1. As a youngster, what were the reasons that made you want to work in this field - what enticed you?
My first formal position was a"Rep". It was the coolest first job to have at the time. A cigarette salesman/representative for a major company meant having a company car. For a an eager young man, this was a dream job as it meant you spent the whole day driving from one place to the other honing your salesmanship skills. Even better - you got to keep the car after hours and over the weekend. The fact that my first company car was a long Cressida station wagon (nicknamed "Saffas" , as in burial services, by jealous rivals) is besides the point. I had the car. When I started off as a cigarette rep, the idea was to grow eventually into an executive marketing position. I bumped into the strategy consultancy by chance.
2. How did you get in? Did you study for it or land up in it via other circumstances?
I did not consciously set out to be a strategist. The story goes like this.........The cigarette salesman job itself happened completely by chance. A team mate from my basketball club knew someone who actually had the aspirational cigarette salesman job. We bumped into the salesman and we all started chatting about nothing. As my team mate knew I was desperate for a job after completing my B. Comm, he jokingly said to his salesman friend that he should give me a job. Only for the incumbent salesman to say that he was actually looking for his replacement as he was going to be a brand ambassador for one of the brands in the company. When he realised I had a degree, he gave me the contact number to apply. On the other hand there is nothing like a coincidence, the "right place" and "right time" was the right way it was meant to be. The qualification played a significant role, as without it, I would not even have been considered to be right for the job.
3. What studies do you recommend to anybody wanting to get into this field?
As diverse as possible. Brand Strategists comes from an eclectic mix of industries. This is not surprising, if you consider that one of the key characteristics that a strategist need to posses, is the ability to look at any issue in a multi-dimensional way. As long as one has the traits of a strategist, any study would be used one way or the other. However, if one has a chance to choose from the outset, I would recommend business and marketing studies. I cannot emphasise enough the need to informally "study" everything and anything possible as everything is connected.
4. What was your very first job?
A salesman in one of the oldest sports shops in Pretoria, Olympia Sports - whilst studying.
5. How much was your 1st paycheck?
Honestly cannot remember
6. Looking back on your path, is there anyone in particular who inspired you / was a great mentor to you?
As clichéd as it mght sound, there are so many people from different walks of life, who have and continue to inspire me. Strictly on the work front, I've always found the mixture of brilliance, humility
and generosity extremely potent and inspiring.
7. What do you think has made you one of the leaders in this Industry and being someone that inspires others?
Beats me!
8. In your career - what has been your greatest achievement?
Being at the helm of one of the most creative agencies in the country, during one of its most successful years - creatively and financially.
9. Describe what a typical day is for you.
Nothing like a typical day, which is what makes my job so great. However, it involves a lot of analysing, strategising, recommending,...
10. What do you dislike about your Industry (if any) that you wish could be changed?
Addictive, you battle to switch off because of the rush. You need a big dose of self control to leave your work at the office
11. What do you do in your free time (when you get any) to blow off steam?
Family time, reading, Playstation (strictly football), Gym
12. Your favourite gadget at the moment?
My Nokia E61i
13. Best advice you ever received in the workplace?
There is at least one person you meet everyday who couldn't care less about who you are and what you do. So always look at the bigger picture.
14. Best advice you can give anybody who wants to be successful and achieve what you have achieved.
"Love what you do, do what you love"
Jeremy Sampson
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Chief Executive of Interbrand Sampson.
1. As a youngster, what were the reasons that made you want to work in this field - what enticed you?
At school I was best at sport followed by art. My father wanted me to be a teacher. My elder brother had been to art school and had a lot (too much!) fun. So I had to persuade my father that going to art school would prepare me for a career that would take me through life. It did!
2. How did you get in? Did you study for it or land up in it via other circumstances?
So I went to art school in England and 4 years later passed my BA (Hons) in Visual Communication at Canterbury. Canterbury was then one of the top three or four art colleges in the entire country. We were the first batch to get a degree, as previously it was a diploma and purely practical, but now involved academic subjects as well.
3. What studies do you recommend to anybody wanting to get into this field?
Often you are not sure where your interests/ strengths lie, so it is good to look at a range of options by studying a broad range that can be focused over time and prepare you as best you can for the future. To date in my career, I have been a graphic designer, becoming Creative Director in London. I was an Executive Creative Director of an ad agency doing everything from tv commercials to exhibition stands. Became a CEO, running a business, brander and marketer. Not to mention writing, broadcasting, acting as an expert witness and speaking at conferences, whether local, Design Indabas or global conferences
4. What was your very first job?
In England we took all our finals in June, and I had a job in publishing from September. However, I was offered two holiday jobs, one at BBC TV and the other at The Observer Colour Magazine. I took the latter as it had more potential. After working July and August ( I couldn't afford to take a holiday, previous summer holidays I had been a bus conductor!) I started in the publishing job and then when a vacancy came up, went back to The Observer full- time in November.
5. How much was your 1st paycheck?
£15 per week (in those days R30 pw)
6. Looking back on your path, is there anyone in particular who inspired you / was a great mentor to you?
The early days are the formative years. Ray Hawkey and Tony Mullins (we are still in contact) at The Observer in London and then John Rieben who came out from the USA to Johannesburg for the launch of Unimark International, just after I came to South Africa. But over the years, I have been fortunate to work with a wide range of highly talented people. We are all to various degrees a product of our experiences in life.
I've learnt from professional colleagues, from clients and from the mistakes.
7. What do you think has made you one of the leaders in this Industry and being someone that inspires others?
I guess a mix of things. Certain things are a given, such as professional ability, but you have to keep focussed. Integrity is non-negotiable, stay relevant and be a little lucky. Just like a top brand. History is littered with those who have come from nowhere and disappeared just as quickly.
8. In your career - what has been your greatest achievement?
Lots of things to savour, from winning many creative awards in Johannesburg, London and New York, speaking at international conferences such as WIPO in Geneva, building successful businesses, representing South Africa at global forums etc, etc
9. Describe what a typical day is for you ?
In South Africa depending on the duties of a parent, hitting the office around 07.45 and working through to around 18.45, although, as we know, this is not a 9-to-5 job. Evenings and weekends are often used up, simply for writing, reading and keeping up to date. But as part of a global group in 34 cities, time zones respect no one! At least I only travel around 45 mins to and from the office. In London it was 3 hours!
9. What do you dislike about your Industry (if any) that you wish could be changed?
The amateurs and bullshitters who give the entire industry a bad name. And those who are quick to slag off their colleagues in public.
10. What do you do in your free time (when you get any) to blow off steam?
My work is my hobby, but keeping a balance and re-charging are vital to avoid burn-out. Things like travelling, exercise and cooking all help. But the big thing that keeps one grounded is family.
11. Your favourite gadget at the moment?
My MacBook Pro is the annex to my brain and the electronic tagging 24/7 comes from Nokia and HTC.
12. Best advice you ever received in the workplace?
Always aim to be intelligent, imaginative, inspiring - the Interbrand mantra.
13. Best advice you can give anybody who wants to be successful and achieve what you have achieved?
This is very serious business. If you truly believe in it, then you can do it.
Sonja Fahn - Creative Director of BBDO, Cape Town.
1. As a youngster, what were the reasons that made you want to work in this field - what enticed you?
I was always creative, but have a very pragmatic streak - as much as I wanted to study fine art, I thought doing something more practical like Graphic Design would probably be safer and involve wearing sexier shoes.
2. How did you get in? Did you study for it or land up in it via other circumstances?
I studied Graphic Design at Wits Tech and then started phoning every design and ad agency in JHB. To be honest I was a little vague about the difference between an art director and designer, so it's actually remarkable that anyone gave me a job - particularly as my portfolio was full of useless stuff like silkscreen prints, drawings and packaging projects.
3. What studies do you recommend to anybody wanting to get into this field?
Advertising is logical, but I've found some of the best people often have a bit of history before hitting the advertising colleges - their work usually has more depth.
4. What was your very first job?
Junior Art Director at Saatchi & Saatchi in JHB which meant for a year I did renderings, mock-ups, mounted work and made bromides. Yes, bromides. Onerous.
5. How much was your 1st paycheck?
R1200. Before tax.
6. Looking back on your path, is there anyone in particular who inspired you / was a great mentor to you?
I wanted to be Jane Peterson. She was cool and sarcastic and did amazing work. She's Jane McDonald now and still scathing and brilliant.
7. What do you think has made you one of the leaders in this Industry and being someone that inspires others?Seriously?
Perseverance.
8. In your career - what has been your greatest achievement?
Persevering.
9. Describe what a typical day is for you.
Get to work and have a flat white from Origin, followed by rounds of meetings, reviews, round table discussions (literally - we have a round table in the studio), emails, a bit of crowd control, some tap dancing and general cleverness. Then home.
Repeat.
10. What do you dislike about your Industry (if any) that you wish could be changed?
Clients mostly. I really wish clients would consider us as partners rather than opponents. Most creatives I know are actually pretty responsible with the work they do.
11. Please define for all who reads this, what your definition of being "Creative" means.
I think it's mostly about problem solving, making surprising connections and being able to communicate in a compelling way.
12. Do you recall a campaign you worked on which was a turning point in your career?
Not one particular campaign, but every now and then you do one that makes it all worthwhile. It's a bit like golf, I think - every time you feel like quitting, you have a great game that sucks you back in...
13. What are the key frustrations in this kind of position?
There just isn't enough time in the day.
14. What do you do in your free time (when you get any) to blow off steam?
I run and I read a lot, although that's not too useful in the steam-blowing off department.
15. As a senior creative in the industry, do you think it's important to continue with a creative hobby in your spare time?
‘Creative hobby' is a bit specific. I think it's healthy (for everyone - not just ‘senior creatives') to have interests outside the industry, but from a purely functional point of view, it makes our job easier when there is more varied experiences to draw from.
16. Do you keep a visual diary?
Not really. Sort of. I keep visual references I find interesting and I take lots of photos.
17. Do you have a blog?
No.
18. Your view on Facebook - great networking or waste of time?
I found this quote which sums it up: "Facebook is like a gossipy friend with no interesting information." - Justin Feinstein
19. Your favourite gadget at the moment?
I don't really do gadgets, but I will always love my mac and my olive pip remover thingy.
20. Best advice you ever received in the workplace?
If it's not fun anymore, stop doing it. If you're afraid of doing something, it's probably a good idea.
21. Best advice you can give anybody who wants to be successful and achieve what you have achieved.
Don't take it all too seriously.
Tess Sulaman, New
Media Specialist.
1. As a youngster, what were the reasons that made you want to work in this field - what enticed you?
New media and technology have always held a fascinating appeal for me.
2. How did you get in? Did you study for it or land up in it via other circumstances?
It just kinda happened. I was in a different field altogether when opportunity came a-knocking.
3. What studies do you recommend to anybody wanting to get into this field?
A blend of commerce, advertising, and E-commerce / digital marketing. Studies give you a good frame of reference to work from, but a great attitude is still the best qualification to get you through doors.
4. What was your very first job?
As a data capturer
5. How much was your 1st paycheck?
The equivalent of my cellphone bill nowadays - R3000
6. Looking back on your path, is there anyone in particular who inspired you / was a great mentor to you?
I've been blessed with too many mentors to mention. One small event stands out as a defining moment though. As a schoolgirl, I came across a high-powered business woman, in animated conversation with a group of execs. She seemed so confident and a passing smile from her made me think "I want to be like her". A small incident, that left a lasting impression.
7. What do you think has made you one of the leaders in this Industry and being someone that inspires others?
An insatiable need for information and a burning desire to always be better. Can-do attitudes, respect for one's colleagues, and ethical behavior inspire confidence in those around you.
8. In your career - what has been your greatest achievement?
Working for myself.
9. Describe what a typical day is for you?
Get up at 5am, spend two hours working on email. I then spend most of my day in meetings, running around to clients or business partners. I spend a lot of time behind my laptop and schedule most of my calls for while I'm in the car (on a carkit of course). I usually spend a few hours catching up on work in the evening too.
10. What do you dislike about your Industry (if any) that you wish could be changed?
Bandwidth limitations.
11. Please define for all who reads this, what your definition of being "Creative" means.
Being creative is about seeing an outcome and thinking laterally, sideways and backwards in order to achieve that outcome. Creativity is more than a concept or big idea, it's a mindset. It's about realising that there are always different angles to consider, when approaching anything, in any application.
12. Do you recall a campaign you worked on which was a turning point in your career?
Yes, I packaged long-term strategy for Clinique using New Media elements, which was when I realised that brands were starting to take New Media seriously. I saw it as somewhat of a breakthrough in Industry thinking.
13. What are the key frustrations in this kind of position?
When you are involved in anything that involves technology and development, you always have delays. It's the one thing you can be sure of.
14. What do you do in your free time (when you get any) to blow off steam?
My time is so limited. I try to spend as much of it as possible with my loved ones. Otherwise, I'm in pyjamas and reading a book and sometimes even trying to write a book as well.
15. As a senior creative in the industry, do you think it's important to continue with a creative hobby in your spare time?
Yes, creativity is a form of expression. Creative hobbies are great at giving one perspective and many "aha" moments happen when you're doing something creative, that you enjoy.
16. Do you keep a visual diary?
Not enough time.
17. Do you have a blog?
Embarrassingly ... not yet.
18. Your view on Facebook - great networking or waste of time?
Bit of both; I think it's a great platform for keeping up with your contacts, once you get past the endless gimmicky applications. Let's see where it goes.
19. Your favourite gadget at the moment?
Lights that turn on when Eskom leaves you in darkness. You plug them in to charge and the power going out, turns them on. Awesome!
20. Best advice you ever received in the workplace?
Listen more than you talk.
21. Best advice you can give anybody who wants to be successful and achieve what you have achieved.
Be inspired. And when you don't feel inspired, be stubborn. It sounds clichéd, but anything is truly possible if you work hard for it.
Glynn Venter - Creative Director of Draftfcb, Cape Town
1. As a youngster, what were the reasons that made you want to work in this field - what enticed you?
I wanted to do something I would love. My worst nightmare was being stuck in a 9 to 5 job and, most importantly, I wanted to do something creative.
2. How did you get in? Did you study for it or land up in it via other circumstances?
After leaving school I wanted to study and had to whip up a porti with absolutely no experience. I got in and almost failed my first year, but I was very determined to make it work. I got better and better, especially after a lecturer told me that it takes 5% talent and 95% hard work. I knew I did not have that much talent (yet) and opted for working bloody hard. It paid off - I completed 6 years of studying (I could have been a doctor!), did my NHD and then later my Mdip (Tech). I completed part of my studies overseas and when I returned I moved to Cape Town.
3. What studies do you recommend to anybody wanting to get into this field?
There are many good institutions in SA, especially those dedicated to specialised studies in the advertising industry, such as Red & Yellow, AAA, Vega and Pretoria University, to name a few. Most importantly, "know what you want to do, but don't be afraid of doing everything."
4. What was your very first job?
It was a complete disaster. I won't mention the agency, except to say it's a place where no one should work. I lasted 2 weeks. I thought I knew everything, especially after studying for 6 years. Needless to say I was out on the street with no job and the placement agency was upset with me so I could forget about them finding me work. I had no money and did not really know anyone in Cape Town.
I then managed to find a job at a small design studio, the perfect spot to start a career. I had a great mentor, who was patient and showed me the ropes and within a few months I was flying. It didn't pay much, but it wasn't about the money. I just wanted a fair chance. I had three jobs - the design studio, freelancing and a night job for extra cash (don't ask). It was hard work.
5. How much was your 1st paycheck?
R1800 a month (before tax).
6. Looking back on your path, is there anyone in particular who inspired you / was a great mentor to you?
Yes, definitely. My greatest mentor was a woman called Glynn Delaney (those who have been in the industry for some time will remember Delaney's) and because we had the same name, they use to call us Glynngirl and Glynnboy.
She pushed me to be the best that I could possibly be and taught me almost everything I know - from client service, to production, to traffic, to being a great creative - and, most importantly, how to sell creative work. It was also the last days of the "golden" advertising age, where we did long client lunches, had lots of parties, made lots of money and spent lots of money too!
7. What do you think has made you one of the leaders in this Industry and being someone that inspires others?
To be honest, I have not thought of myself as a leader in the ad industry, but it keeps popping up so I must be doing something right. I have always and will always be honest, not only to clients, but to staff and myself as well. I believe in growing people and giving them the opportunity to shine. I believe in great creative work, but not to the detriment of the brand.
What is most important is probably to "listen". There are so many people in the industry who want to "tell" the whole time, but it's the ones who listen that are actually gathering information and learning. It's crucial to do this, to build up your knowledge on a daily basis, so that when you do speak, it makes perfect sense and is not just a pile of bullsh*t.
8. In your career - what has been your greatest achievement?
There have been many over the past 13 years. From awards and great creative projects to building brands from scratch and seeing them fly. But to be honest I always wanted to judge at Cannes and this year it finally happened, so I am very chuffed about that. (Thanks Nici.)
9. Describe what a typical day is for you.
I've tried to explain this to my mother before, but it didn't make sense. I'll try again:
5:30 - Wake up
6:00 - Train at gym with my trainer until 7:30
8:00 - Stop at Vida on the way to work, skinny double latte
8:30 - Arrive at work
8:30-10:30 - Creative review slots. No one is allowed to book me or my creatives for any meetings at this time, it's for creative reviews only.
10:30 - My meetings for the day start. My (very capable) personal assistant and five traffic ladies keep track of my diary. It sometimes gets so hectic that I have to run from one meeting to the other. In between I still cast an eye over creative, but I have two wonderful deputy creative directors and two very competent group heads amongst my creative team, so that helps a lot.
11:00 - I have a bowl of porridge
12:00-1:00 - More meetings, some internal and some external.
1:00-2:00 - I have lunch. I go out every lunch hour to "break away" and clear my head.
2:00-5:00 - More meetings, more reviews, internal workshops and general business issues.
5:00 - All creatives send me a "creative status", which is an update on the day's work. I take all these reviews (my team is huge) and start planning for the next day. From these status reports, I am able to work out what is crucial and what can wait.
6:00-7:00 - I usually keep this timeslot for individuals, to catch up with client service, check more work, sometimes interview new candidates or just look at creative work from around the globe.
7:00-8:00 - I usually try and finish as much as I can in this timeslot and sometimes stay on at work if there are urgent jobs. I also use this timeslot to catch up on business-related issues, e.g. business plans, board reports, staff reviews, brand plans, strategic issues and other general things that I don't get time for.
8:30'ish - I arrive home (sometimes earlier, sometimes later), whip out my laptop and continue working after supper for an hour or so, especially catching up on email. I receive between 150-300 emails a day and its not junk mail, but mostly business-related - so I cannot afford to just "skip" them.
My day changes completely if I'm in Johanesburg, but I won't bore you with that. It's usually a mad rush from the airport/hotel to the agency/clients.
10. What do you dislike about your Industry (if any) that you wish could be changed?
The biggest thing I dislike about the industry is the fact that some clients treat agencies like suppliers and not partners. It's such a sad thing to see. I would like to see more "mutual respect" in the industry.
11. Please define for all who reads this, what your definition of being "Creative" means.
Mm, a difficult one. Being creative for me means being creative in everything that you do. Not only in the final product that goes on display, but also in the process of getting there. Being able to allow yourself to think creatively, even if it's not your field of expertise. To challenge everything - strat, media, production, client service, and most importantly the creative product. To know when to "let go" and find a balance between the product (sales) and the big idea (creative) and how you finally fuse these together.
12. Do you recall a campaign you worked on which was a turning point in your career?
There are too many.
13. What are the key frustrations in this kind of position?
Having to deal with various issues that are not creative issues, but as I mentioned earlier, you have to view these from a creative angle to be able to solve them (well, that works for me). I also sometimes miss being "hands-on".
14. What do you do in your free time (when you get any) to blow off steam?
I gym, run, paint, watch movies (although I usually fall asleep as soon as the trailers are done) and spend time with people who are special in my life.
15. As a senior creative in the industry, do you think it's important to continue with a creative hobby in your spare time?
It all depends on the individual. I suppose it is.
16. Do you keep a visual diary?
No I don't, but I do have a few moleskins that I use for different things - one for writing, one for famous quotes, and the others, well, just to scribble in. It's weird, because I don't like to mix them up; each one has a specific function.
17. Do you have a blog?
I am currently working on one.
18. Your view on Facebook - great networking or waste of time?
Social networking is a monster on its own. I use it for work and business-related issues, but not for personal. I'm too much of a private person. It has its pro's and con's, although I recently read something in an article that I found very amusing: "When making contact with people you have not spoken to or heard from for years, you actually realise why you have lost contact with them."
19. Your favourite gadget at the moment?
I have many gadgets, but can't say that I have a favourite one. I use gadgets to make my life easier, so if it doesn't do that, then I don't use it.
20. Best advice you ever received in the workplace?
Observe and listen.
21. Best advice you can give anybody who wants to be successful and achieve what you have achieved.
Know your strengths and know your weaknesses. There are two kinds of creatives - "big thinkers" and "big doers". The big thinker can come up with an amazing concept, but has no idea how to use the concept. The big doers are the creatives that struggle with the big idea, but once they have it, they can take it and apply it like no one else. (Don't get me wrong, sometimes you find creatives that are both.)
And lastly...
Observe and listen.
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