Dixon on the Bookmarks

24 Oct 2013

John Dixon is chief executive officer of Draftfcb South Africa, Board member of the Association of Communication Agencies (ACA) and Financial Mail Agency Leader of the Year 2012. I pitched him a few questions in advance of his role as Jury President for the forthcoming Bookmarks Awards.

Financial Mail Adfocus Agency Leader of the Year is quite a lofty title, what in your opinion were the criteria for this accolade?
John Dixon: To be honest, I'm not 100% sure. The commendation spoke about my record in building a sustainable, multi-faceted group of agencies. I guess the fact that Draftfcb & Partners has been widely awarded in various creative, business and award shows over the last few years didn't hurt either!

What has the title meant to you on a personal or professional level?

Dixon: The best advice I ever got is "don't ever believe your own PR". Whilst the award was a big honour, it didn't really change my personal view on the job I'm doing or who I am as a person. It is a nice accolade professionally though.

Could you tell us a little bit about your management style - consultative, authoritative, lead from the back etc

Dixon: Draftfcb & Partners is a collection of autonomous agencies that are run by strong management teams. I have a great management team and I trust their judgement and ability. As a result, I try to set a context within which my team can operate, including goals, values, delegation parameters and an understanding of the consequences of getting it wrong.

What qualities do you think make for a great leader in the industry now?

Dixon: Desire and resilience are key traits of successful agency leaders. It's a tough business and it can take a big personal toll on you. The best agency bosses can attract and keep the best people. They also instil a confidence in their clients that when there is an issue, they will act swiftly and resolve it. This job is 80% desire and 20% talent.

Do you think leadership skills sets requirements have changed or is a leader still a leader regardless?

Dixon: Both. There are aspects of the role that will probably be timeless. The ability to inspire confidence in clients and staff; the ability to manage at scale; and the will to remain connected to consumers, are timeless. There is however a bigger requirement to remain "open" and to learn constantly. It's hard to overstate the extent to which the communications landscape has changed and the role and composition of agencies will change fundamentally. It is no longer a high margin business and matching the needs of clients, staff and shareholders is more difficult than ever before.

In your experience is there is any difference between the Joburg and Cape Town ad scene?

Dixon: The Cape Town ad scene is incredibly vibrant and competitive. Some of SA's best talent is in Cape Town and there is a stronger design and digital sensibility than in Jozi. That said, Jozi is far more cosmopolitan and the work tends to talk better to the full spectrum of South Africa's population.

Best things about living in Gauteng, your fave places to hang out?

Dixon: Best things about Jozi... All the clichés really. Because they're true. Joburg is vibrant, fast and real. It's as cosmopolitan as any of the world's great cities and it's a privilege to live here. It's not without its problems, but what makes it special is the warmth of its people. I'm constantly blown away by this aspect of living here. My favourite places in Jozi? 44 Stanley, the old Radium, FNB Stadium on Derby day, The Grill House in Rosebank and The Jolly Roger for a quick one after work!

What will you be looking for in the work as Bookmarks Jury President 2013?

Dixon: As Jury President, I don't actually get to judge the work, My role is more boring (!) and involves ensuring the integrity and management of the judging process. We've got a really strong line up of judges this year and three highly respected Jury Chairs who will be making the big calls! I personally would like to see the Bookmarks recognise great ideas that make a real difference to business. I would love to see a combination of world-class work; some uniquely South African solutions; and some great engineering/ development being recognised. What makes the Bookmarks (and digital for that matter!) different is that the winners will exhibit a combination of smart ideas; sublime craft/ execution and proven business results.