[NewsMaker] Dylan McLean

"Dylan is the perfect fit for our digital offering and agency ethos. We look forward to offering our clients great strategic and creative digital marketing solutions that can grow their brands exponentially," said Gareth Leck, CEO, Joe Public.

McLean is a digital, direct and eCRM specialist. "I'm in constant pursuit of highly crafted work that delivers excellent results. Like Joe Public, I love inspiring greatness by leading teams and developing creative offerings that grow brands."

About Dylan McLean

Dylan McLean is Executive Creative Director and Managing Partner in Connect Joe Public, the agency's digital offering. From leading small start-up agencies to bigger customer engagement specialists like OgilvyOne, Dylan McLean has 19 years' experience in the industry. He has been recognised for his work on award-winning integrated campaigns and engagement platforms for some of South Africa's most loved brands such as KFC, MTN, South African Breweries, and Unilever.

Q: Tell us about Connect Joe Public?
A: Connect Joe Public started in January of this year. It is the team that will ensure growth for our business and for our clients through digital mediums. Our focus is on creating engaging customer experiences where creativity and technology meet.

Q: What is your main business challenge?
A: The demand for the digital offering is great - we've seen our clients increase their budgets and upskill in terms of knowledge exponentially. Because of this, experienced talent is often difficult to come by. So our ability to grow quickly to meet that demand is always going to be challenging.

Q: What is your creative focus right now?
A: There are a few exciting creative projects in the pipeline. Much of our focus is on building our business offering and wooing some incredible clients.

Q: How do you intend to make an impact?
A: I think it'll always be about the great ideas, the craft of the work and the effectiveness of what it is we do. We're going to remain true and focus on that.

Q: How should digital be integrated within agencies?
A: Tricky one. I've experienced the integrated offering in a few different agencies now. Each one has divergent ideas and ways of approaching it. It's more about close collaboration than physical integration or 360° solutions and the 'matching luggage' trap. Integration is successful when you apply a level-headed and responsible approach to leverage what works best for the campaign whilst trusting in the specialist teams to do what they do best. Yes! Specialist teams are a must. Integrated campaigns effortlessly engage consumers through a variety of mediums in one seamless journey.

Q: What would you like to see in the industry in 2015?
A: A return to beautifully immersive campaign pieces! I'd also like to see our offerings mature from the perspective of what it is we specialise in. The support services that traditional agencies rely so heavily on aren't well established in the digital space. Many digital shops are playing dual roles as both outsource agencies (delivering in partnership or on behalf of other agencies) as well as creative agencies in their own right (effectively pitching on owned accounts). You can't do both and remain credible.

Q: What do you personally hope to achieve?
A: Joe Public is an incredible organisation. My ambition is to establish an enviable Connect offering which should play a pivotal role in the group's greatness for years to come.

Q: How are you inspired?
A: Inspiration can come from anywhere that you care to look. There's no single source. It's a rich beautiful world. Art, literature, music, film and especially nature all have much to offer. The industry and innovations in technology are obvious references but I prefer looking outside of what I work with every day.

Q: Tell us something about yourself not generally known?
A: I was once in a band, even though I couldn't sing or play a musical instrument. The band members wanted me to pretend to play guitar while I hurled attitude towards the audience. We did the publicity shots, (which were published), but I was too shy and never pitched at the band's first gig. They were voted best band at the festival!

Q: At the top of my 'bucket list' is...
A: An epic cross-continental adventure on two-wheels. It'll happen someday... maybe more than once.