[Behind the Selfie] with... Craig Dummett

Dummett doesn’t do selfies, so says it was a mission to this get done! Round of applause, it passes muster…

1. Where do you live, work and play?

I live in Tamboerskloof, with an incredible view of the City Bowl, Table Mountain and Signal Hill. It sounds a bit precious, but as an ex-Durbanite, it really is. I'm also fortunate to lead and manage a team of wonderfully talented PR people at Dummett & Co. We are a small agency in terms of headcount but big as far as our clients and their reach is concerned. Like many of us, I have a personal story to tell, which involves all the usual scenarios - heartache, pain and triumph - thrown in with one or two not-so-usual chapters. Just under two years ago, I was faced, for the second time, with another hard life/death choice to make, and made a decision to head in a direction I had struggled with for several years before.

Resultantly, everything in my life changed, including work and play. Needless to say, as an agency we began to move out of the more blingy lifestyle industries into the sometimes quietly undetected, perhaps (at the risk of sounding precocious) more meaningful spaces where brands have a positive, healthy, impact on the lives of their markets. On the surface it may sound utterly boring, but when you get into it, it comes alive in a radical kind of way. It makes such a difference when you fundamentally respect a client - your output becomes so much more powerful and less contrived - and the 'magic' occurs.

But getting the work-play balance right is a little tricky, especially when you as a central figure in the life of the agency, is evolving and with that new opportunities continually opening up. I've become a bit of a gym nut and fitness freak after years of playing it hard, so obviously an hour in the gym most evenings, or an early evening run along Tafelberg Road are normally on the cards. As a single guy, at my age, the possibility of having my own little family is starting to diminish, so old, close friends play an even greater part in my life. I try reconnect with them over dinner on the weekend, or get out of town to spots like Stanford, Arniston, Paternoster and so on. Once a year, I will try combine leisure with an overseas work trip, where on two occasions I have travelled to the States and explored both the East and West Coasts as well as Mid-West. For instance, while spending time in Chicago for work, I got an opportunity to explore its incredible Art Institute of Chicago and neighbouring Frank Gehry-design amphitheatre - two interests very close to my heart - fine art and architecture.

2. What's your claim to fame?

Nothing. I hate fame - for myself that is. And yes, some eyes may roll, and it's probably an indication of my ego. I don't know. I like making other people famous, and understand and have seen the power that fame can bring to a brand or person, if it's used in an appropriate way.

3. Describe your career so far...

Remarkable. Rather than go into the nitty-gritty, what I can say is that the power of mentorship and a real willingness to learn is what made the difference in how my career unfolded.

To be prepared to get your hands dirty, no matter what. To be careful about expectations and to trust, have understanding that the universe/ your high power would ultimately look after you. I have worked for and learned from four remarkable professionals. Marcus Brewster for his belief in me as a no-name brand, taking me on and tasking me with such a huge degree of responsibility, which in hindsight just fuelled my ability to deliver for that particular role, Jeremy and Annette Cowley-Nel, who recognised in me the qualities and abilities to succeed even without the limited experience I carried at the time, and then Sarah Rice, who taught me to listen, to ask, to understand first rather than to just do. She was critical in developing how I thought strategically. But she also gave me a bitter-sweet experience, which saw me two years later being retrenched and starting my own business. I haven't looked back since. Right from the word go, and now six years later, we have been fortunate to work some of the country's best market leading brands and organisations including Brandhouse, Vital Health Foods, Foodcorp, Midas Group, Big Blue, FNB Varsity Cup and so on.

4. Tell us a few of your favourite things

My two kitties at home - Molly (my girl cat) and Beau (my boy cat). My nephew, fondly referred to as Captain, real name Jessie. I guess then a quiet afternoon down at Arniston on the Cape South coast, with my oldest and closest friend, David Penney, my mom, my sister, brother-in-law and nephew. Since my Dad passed away three years ago, as a family we've grown closer together and despite not being able to see them as much as I want to, when I am with them, I value the time tremendously.

5. What do you love about your industry?

Its ability to tell a story quickly, that people can relate to, in a way which is affordable to a client, accessible to the journalist (or publisher) and engaging for its intended audience. We all know that like many other disciplines, PR is evolving rapidly and with that attracting skills, interests and people that otherwise you wouldn't normally find in our space. So the industry is constantly in a state of flux and change, which I can relate to on a personal level - which yes, can be to our detriment, or to our advantage. It's how we take it on that makes the difference. My recent newfound philosophy in life is: remain honest, keep an open mind, and be willing to change.

6. What are a few pain points your industry can improve on?

Guard against ego, whatever that may be in your particular instance. In my case, I have deliberately held back on entering the agency into industry awards. And I forget that it's not just about me and whether we will or will not scoop Gold, Silver or Bronze at the PRISMs, but that it's about my team and the remarkable hard fought-for exposure they generate, where recognition is so well deserved. Equally, the massive trust our clients place in us, and the recognition they deserve in return. In hindsight, I think there's more good than harm.

But after reading Johanna McDowell (MD of IAS) interview on another leading industry news site, I understand too that perhaps there's too much emphasis that South Africa places on awards. Marketers want to see proven client results and the strength of a powerful case study rather than a litany of awards. Six years later, we as an agency have scooped and retained some incredible work from some fantastic market leading brands without ever mentioning a Gold, Silver or Bronze.

7. Describe your average workday, if such a thing exists!

I'm a news junkie. I love current affairs, politics and economics but also, as I grow older, appreciate the more in-depth analysis and commentary. So normally an hour or two is spent on a variety of news sites both locally and abroad before visiting some industry-specific news sites. And then it's down to not only managing my team, but also getting through a massive to-do list, which is broken up according to priority for the day. Although we are Cape Town-based, we service a national client base with 60% of our clients sitting in Johannesburg. So to some degree, a part of my time is spent travelling and consulting with clients out of town.

8. What are the tools of your trade?

There are many, but the key ingredients are:

• The ability to listen, properly. To be completely engaged when doing so. To not be fearful to ask probing questions until you fully understand what's going on, and then to digest in a way that creates magic in your output. (I can hear Jennygay Coetzee, renowned media training professional and tech journalist, barking at me "Why Craig, why? Why-why-why?")
• A continually ON radar for news, current affairs or what's going on in the world that your client operates in, so that your consultancy and deliverables are highly topical, relevant and informed.
• The ability to be clear, succinct and easily understandable in your communication, which is engaging not only for the audience, but reassuring and affirmative for your client.

9. Who is getting it right in your industry?

'Right' is quite a subjective thing. It can mean different things for different people. I think if you had to nail down, you'd find a strength in one agency that you may struggle to find in another. But from a brand profile perspective, largely because of all their awards - Ogilvy, Fleishman-Hillard and Atmosphere - when it comes to industry-specialist PR, then definitely Manley Communications (food/ wine/ luxury hospitality), Text 100, Waggener Edstrom (IT/ tech) and Epic Communications (financial services).

10. What are you working on right now?

A lot! But to kick the new year off, we've been busy with the launch of Varsity Cricket - Varsity Sports' latest and greatest sports code; gearing up for the second year of the Sanlam Cape Town Marathon, with a renewed mandate being to position it as one of Africa's iconic city marathons and in the short term, to potentially become the 7th member of the World Marathon Major family. This is, of course, aside from the ongoing work we are doing for our other retained clients.

11. Tell us some of the buzzwords floating around in your industry at the moment, and some of the catchphrases you utter yourself.

Content, content, content!
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12. Where and when do you have your best ideas?

When I am relaxed and completely in touch with what's going on around me, and not preoccupied by something negative. Often, my creative thinking is triggered by certain people, perhaps a quiet serene place or even paging through a beautifully illustrated Vanity Fair or Vogue.

13. What's your secret talent/party trick?

I know how to entertain, bringing the right kind of key ingredients together. I also make a mean slow-roasted leg of lamb.

14. Are you a technophobe or a technophile?

I'm a technophile, but I don't like selfies.

15. What would we find if we scrolled through your phone?

Dummett's phone is very old school

Well you would be struck by how 'vintage' it is. I own one of the cheapest, simplest phones on the market - a little Samsung - which only allows me only to call and SMS. This was a deliberate move after ridding myself of a cluttered, invasive iPhone which just triggered my generally high degree of obsession. Way back in 2011 and then again last year, I was just bowled over by how people were so engrossed in their phones and completely oblivious to the passing beauty while sitting on a train from Redwood Shores into downtown San Francisco. South Africa is not far behind. Tech is great, and there is more good than harm, but on the down side, our social skills have deteriorated.

16. What advice would you give to newbies hoping to crack into the industry?

Work hard at varsity/tech and get good grades before seeking out an internship with a good, small, hands-on PR agency. Find a great mentor in the industry that you have access to that you can learn from, and prove to him/ her that you are worth your weight and not only will take, but will give in return. Also remain humble and keen - clear out personal stuff/ distractions - and focus on learning as much as you can from as many as you can.

17. Plug your contact details, punt yourself - list all the places people can find you/your work online.

Facebook
Twitter
Skype - craigdummett
Pinterest

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*Interviewed by Leigh Andrews.