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The Lead Creative

Mongezi Mtati

84 episodes

5 days ago

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...

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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...

Show more...

Episodes (20/84)

The Lead Creative

Human Truth Shapes Destination Marketing: Thembisile Sehloho

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...

1 week ago

53 minutes

The Lead Creative

The Art of Reinvention and Creative Freedom: Jill Greenberg

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, w...

3 weeks ago

45 minutes

The Lead Creative

Short-Term Thinking in Advertising and Marketing Erodes Brand Growth: Gillian Rightford

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-ter...

1 month ago

56 minutes

The Lead Creative

Converting Strangers into an Engaged Community

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 bui...

2 months ago

1 hour 2 minutes

The Lead Creative

Crafting Iconic Stories That Influence Generations: Angus Gibson

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 experiment...

4 months ago

1 hour 6 minutes

The Lead Creative

From Resonance to Relevance: The Role of Culture in Marketing, Advertising and Brand Growth

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 r...

5 months ago

52 minutes

The Lead Creative

People, Purpose and Profit: Growing Brands and Empowering Communities

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 Creati...

5 months ago

47 minutes

The Lead Creative

The Science of Marketing: Sydney Mbhele

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 recog...

6 months ago

52 minutes

The Lead Creative

Balance Brand Equity and Short-Term Results in a Digital-First World: Christa Kruger

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 showAudio editing and production by: Maish...

8 months ago

45 minutes

The Lead Creative

How Challenger Brands Build Community and Trust

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:LinkedInFacebook...

8 months ago

45 minutes

The Lead Creative

Creative Effectiveness and Strategy in a Fast-Paced Market: Margaret Johnson

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 succ...

9 months ago

47 minutes

The Lead Creative

Seth Godin: Your Brand Has A Strategy, Not An Advertising or Marketing Problem

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 th...

9 months ago

37 minutes

The Lead Creative

Reviving a Brand by Embedding it in Culture and Reclaiming Relevance: Charl Bassil

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 ...

10 months ago

39 minutes

The Lead Creative

The Creative Pulse Behind VW: Bridget Harpur

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 o...

10 months ago

41 minutes

The Lead Creative

Compelling Content for Audience Growth and Brand Sponsorships

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 conte...

11 months ago

47 minutes

The Lead Creative

Balancing Creativity and Brand Values in Influencer Marketing

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 Cre...

11 months ago

45 minutes

The Lead Creative

Building Resilient Brands Through Ethical Leadership: Bonang Mohale

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...

1 year ago

48 minutes

The Lead Creative

Rebuilding Brand Relevance: Nontokozo Madonsela

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 avail...

1 year ago

58 minutes

The Lead Creative

Breaking Cultural Barriers for Authentic Brand Engagement: Steve Babaeko

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! Sup...

1 year ago

48 minutes

The Lead Creative

Brave and Authentic Brand Communication

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 Podcas...

1 year ago

47 minutes