Go big, or go home – I have had big goals and tasks to achieve. At Fort, we always aim very high. We are a young and energetic bunch so now is the time, as long as you always ‘fail forward', you're on the right track.
4. Tell us a few of your favourite things.
My boyfriend and my dog Jelly tie for my favourite thing.
Travelling, adventure and exploring – new countries and experiences.
Running – I use it as my ‘me time' to just switch off.
Swimming in the sea, tanning on the beach and skiing in the snow.
One of my favourite things to do is save money!
A good book.
Small handbags – I hate having clutter and all my friends will have a story of me asking if I can put my cellphone, keys and card in their bag for the night.
5. What do you love about your industry?
The constant change and the feeling of camaraderie – we all identify and understand one another to a certain degree, being in this industry.
6. Describe your average workday, if such a thing exists.
I always have my laptop on me for admin and emails. I’m often on my phone posting for our social media. I could be on set with clients and/or facilitating behind-the-scenes content. I might be writing an article or press release or out for coffee/meetings or at an event.
7. What are the tools of your trade?
Laptop. Cellphone. Social media. Camera. Sound kit. Editing programme. Research platforms. A pair of comfy heels for all the events!
Agencies and brands that are committed to meaningful advertising, not just filling a cabinet with awards.
9. List a few pain points the industry can improve on.
Further investment in the youth.
Exclusionary behaviour – we need to be more open, inclusive and adapt to the change our industry requires.
The notion that globally-owned agencies are better than local – it’s a major barrier to economic growth in South Africa, particularly for talent retention and overall reputation.
10. What are you working on right now?
I'm currently focused on thought leadership platform Fort Review – we just wrapped on our three productions and are going into post-production on those internal content pieces. I'm also planning the Fort Review event, which is happening in the next few weeks.
Here's how Fort Review is changing perceptions and giving a voice to issues of industry equality, as well as the rise of advertising that goes beyond just punting a product to actually solving a societal issue...
I'm in the process of planning different marketing activities for Fort, such as Cannes Lions and Loeries for later this year, and I'm always busy driving around Johannesburg or flying down to Cape Town attending meetings and events, to see where Fort can partner with brands and agencies to create some really good, fun and meaningful work together.
11. Tell us some of the buzzwords floating around in your industry at the moment, and some of the catchphrases you utter yourself.
Amidst two extremes -- audience apathy on one end and backlash against perceived social washing on the other -- the ad industry has emerged fresh-faced and focused: Ready to prove that we're thoughtful, attentive partners who listen when our audience speaks, able to hold a conversation that doesn't always place ourselves and our interests at the very centre of it...
Leigh Andrews (@leigh_andrews) AKA the #MilkshakeQueen, is Editor-in-Chief: Marketing & Media at Bizcommunity.com, with a passion for issues of diversity, inclusion and equality. She's also on the Women in Marketing: Africa advisory panel, was an #Inspiring50 2018 nominee, and can be reached at ...
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