I was drawn into advertising because it never stays the same. It’s an ever‑evolving industry that constantly challenges you and I love a challenge. That sense of continuous change is still what excites me today. Every day brings something new to learn, build, or rethink, and that keeps me energised.
My day is a mix of movement and people. It’s meetings, brainstorming sessions with the team, coffee catch‑ups with media owners, client check‑ins, and one of my favourite parts is coaching the young people in our team.
In my previous role as commercial director, we reinvented how we engaged with media partners by creating a sustainable three‑way partnership model. It shifted how the business operated and delivered real meaning to the work which is something that’s still with me today.
I work in an industry that sells products to people who often don’t need them, but the ethos my team lives by keeps me grounded because it’s real. The gap we had in the market was that many commercials lacked longevity or meaning. Reinventing that approach changed everything.
Storytelling is critical to the longevity of our industry. We’ve forgotten how to truly tell stories, and if we don’t bring that back, we risk reaching a point of collapse. I see storytelling as essential to our craft, especially storytelling that reflects a South African narrative. We need to move with culture, stay entrenched in it, and let it guide the ideas we create.
I’m inspired by the ambition to build a global media innovation powerhouse. That vision keeps me focused.
But my biggest inspiration is my son. He thinks differently, he’s unbelievably adaptive and a quick learner. I want to contribute to the world his generation will inherit, and his perspective reminds me to stay open, curious, and brave.
I stay plugged into the news because it’s important for me to keep up with current issues.
I’m also listening to a range of podcasts, including:
They all offer something different in terms of insight, challenge, and reflection.
This generation is a “lean‑in” generation, and leadership needs to meet them there. Lean in, truly hear them, and listen to understand rather than to respond. We’re often quick to dismiss ideas because they’re not ours, but there are gems in their thinking.
And don’t be afraid to make mistakes. No real breakthrough has ever come from being risk‑averse.
