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PODCAST

The Lead Creative

The Lead Creative podcast hosts a series of conversations with great minds behind some of the leading brands, businesses, organisations and top ideas that we all love. From advertising thought leaders, forward-thinking brand leaders, innovative digital marketing minds to content creators - the podcast gives into what makes the world engage with some of the top brands. Founded and hosted by Mongezi Mtati, the podcast shares analysis, trends, and strategic intelligence.

business marketing

All Episodes

27:11

Most Advertising Is Afraid to Succeed: Chasing Trends...

The Lead Creative ·

2025/12/04

Advertising faces a growing challenge: too much work is created to avoid failure rather than pursue meaningful success. In this episode, creative consultant and Number 10 founder Ahmed Tilly breaks down why this mindset persists and how brands can move beyond it. Ahmed’s work includes Nando’s campaigns across 14 countries and the launches of Virgin Money, 1LifeDirect and Mazda. As Effie Awards South Africa Co-Chair (2024 & 2025) and Loeries Jury President, he offers clear insight into wha...

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17:30

From Chappies to Cadbury: How Mondelez Builds...

The Lead Creative ·

2025/11/25

How do heritage brands stay relevant in a world full of choice? At the Effie Awards South Africa, we sat down with Arpan Sur, CMO of the Sub-Saharan Africa Business Unit at Mondelez, to discuss marketing effectiveness, cultural leadership, and what makes brands like Chappies and Cadbury endure. Arpan shares why “marketing should lead culture”, how brands build rituals, and why effective work must deliver his “trifecta” of consumer impact, business outcomes, and fame. As an Effie Awards South ...

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19:34

Marketing That Matters: Vaseline, Heritage and the...

The Lead Creative ·

2025/11/18

The challenge for many leading brands is staying relevant in categories where functional claims and pricing pressure can erode brand value. As part of our Effie Awards South Africa series, which explores marketing and advertising effectiveness with leading marketers and advertising trailblazers, I spoke to Elizabeth Mokwena, Executive Marketing Director at Unilever, about why emotion still matters.Conversation HighlightsEmotion as a driver of marketing effectivenessHow Vaseline’s “Mntana ka Gogo”

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18:25

Marketing Connects Business with People and...

The Lead Creative ·

2025/11/17

How do we ensure that marketing has a seat at the business table? That’s one of the questions explored with Brian Yuyi, CEO of the Marketing Association of South Africa (MASA), in this episode of The Lead Creative recorded at the IMC Conference. The conversation looks at how to give marketing a stronger voice in business, inspire the next generation to join the profession, and elevate those already driving growth and creativity. “Marketing is business and business is marketing,” says Brian. “...

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57:21

Pete Case on How Enduring Client-Agency Partnerships...

The Lead Creative ·

2025/11/13

Brands grow through trust and shared ambition. Pete Case, CEO and Creative Chairman of Ogilvy South Africa, joins The Lead Creative to discuss how long-term client–agency partnerships help brands like Volkswagen, KFC, Audi and Carling Black Label thrive. “Trust is the most important ingredient. It’s what allows us to put new, untested ideas in front of clients.” Key insights include: How longevity fuels creativity and commercial success.Why trust leads to braver, more effective work.Lessons i...

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12:31

Insights from 41 Years of Advertising and Marketing...

The Lead Creative ·

2025/11/10

Advertising needs more than good creative; it needs solid measurement. Oresti Patricios, CEO of Ornico, has spent over 40 years tracking how advertising, marketing and PR drive business growth.“The basics haven’t changed,” he says. “Marketing still exists to grow business, but measurement tells you if it’s working.” He warns against the short-term vs long-term debate: “It’s not either/or. Brand building takes time, but tactical work drives sales. You need both.”He also points out that “vanity

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30:01

Trapped in the Busyness, Not the Business of...

The Lead Creative ·

2025/11/05

In our IMC Conference series, we reconnected with Dr Pepe Marais, Co-Founder and Group Chief Creative Officer of Joe Public, two years after our last conversation. He believes the industry remains “trapped in the busyness, not the business of advertising.” Agencies, he says, are producing hundreds of assets a month, leaving little time for ideas that last. “We’ve got the talent, but not the time to think.” Pepe calls for a reset — fewer, better ideas, more time for strategy, and trust between...

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11:15

The Loeries Measures More Than Advertising and...

The Lead Creative ·

2025/10/30

At the IMC Conference, Preetesh Sewraj, CEO of The Loeries, joined Mongezi Mtati to discuss whether the creative industry has too many awards, echoing the same sentiment shared by Chris Borain, CEO of IAB South Africa and The Bookmarks Awards.Conversation highlightsToo many awards, not enough purposeThe Loeries as a research benchmarkFewer awards, higher creative standardsTrust and bravery in creativityCollaboration drives better brand outcomes___________________________The Lead Creative Podcast is

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62:03

The Bookmarks and Why Boring Advertising is Costly

The Lead Creative ·

2025/10/27

Award-winning creativity takes courage, trust, and deep insight. In this episode of The Lead Creative with Bizcommunity, Steph van Niekerk (ECD, TBWA\Hunt Lascaris) and Carl Willoughby (CCO, TBWA\Hunt Lascaris and Chair of Creative Circle SA) unpack what makes campaigns like City Lodge’s Save Our Stay (SOS) and Savanna #TryJanuary stand out. They discuss why brave client partnerships matter, how humour and humanity connect with audiences, and why boring work is the most expensive kind. What y...

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18:01

Conspicuous by Design: Why Standing Out Wins in...

The Lead Creative ·

2025/10/23

At the IMC Conference, Dean Oelschig, Founder and MD of Halo, discusses creative bravery, the rise of independent agencies, and how Halo’s new agency, Second Rodeo, bridges brand and performance. He shares how fear and process hold back great work, and why Out of Home still drives results. This episode was produced in collaboration with Soweto Media. ___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support

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75:30

Awarding Creative Excellence and Rewarding Effectiveness

The Lead Creative ·

2025/10/16

Great work still matters and it’s being recognised. Chris Borain, Executive Director of IAB South Africa, shares how The Bookmarks celebrate creative excellence that delivers real results. He also unpacks the challenges facing the industry: shrinking budgets, programmatic advertising wastage and the overuse of AI. As pressure mounts, he argues for smarter collaboration, sharper integration and a return to work that actually works. We also discuss: Why awarding creative excellence still ...

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16:01

Research Insights: Purpose-Led Brands Earn Greater...

The Lead Creative ·

2025/10/10

Stacey Jayne Saggers, Commercial Growth Director at Kantar, shares insights from the Mzansi Consumer Barometer, recorded at the IMC Conference.We explore how WhatsApp has become a key driver of e-commerce by enabling real-time, personalised transactions. Stacey also shares how Takealot’s township personal shopper programme has helped to bridge access and trust in online retail.Look out for:Findings from the Kantar Mzansi Consumer BarometerWhatsApp as an enabler of e-commerceTownship innovation in

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12:14

From The Super Bowl to Nando’s: A Conversation with...

The Lead Creative ·

2025/10/03

From working on Super Bowl ads in the US to leading Nando’s as their newly appointed lead creative agency in South Africa, Melusi Mhlungu, Founder and Chief Creative Officer of We Are Bizarre, shares his global creative journey. Having shaped campaigns for brands like Instagram and Uber, Melusi reflects on what it takes to make brands truly interesting.We discuss:Why trust fuels bold creative workThe rise of independent agencies in South AfricaInstinct versus data in marketing decisionsWhat holds

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19:34

AI, Creativity and the Future of African Marketing:...

The Lead Creative ·

2025/09/30

Dr Gillian Hammah, CMO at Aya Data, joins us at the IMC Conference to discuss balancing AI with creativity. She explains why agencies must price for value, how Africa can take ownership of its data, and the new skills marketers need to thrive. ___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest

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50:53

CX, Effectiveness and the Future of Brand Building...

The Lead Creative ·

2025/09/25

How do marketers balance creativity with delivering business impact? In this episode of The Lead Creative, I speak with Mandisa Theko-Khitsane, Chief Marketing Officer at Sanlam Retail Mass and a judge at the Effie Awards South Africa.Mandisa shares why data is part of the creative story, how to avoid vanity metrics, and what it takes to build trust with boards and communities alike.We cover:Why creativity needs proof to earn its place in the boardroom.The everyday “in-between” moments that shape

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16:22

Banning Campaigns and Reimagining Brands: Charl Bassil

The Lead Creative ·

2025/09/22

At this year’s IMC Conference, Charl Bassil, Chief Brand Officer of the BBC, shared how marketing continues to shape business, culture, and the future of legacy brands. This builds on our earlier conversation from nearly a year ago, offering fresh reflections on his journey at the BBC. Charl doesn’t shy away from disruption. “Growth is critical for us because it speaks to relevance. If we want to exist, we need to be relevant.” – Charl Bassil This conversation is part of our IMC Conference se...

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76:41

Cannes Lions: Cultural Nuance and Global Impact with...

The Lead Creative ·

2025/08/19

What does it take to create work that wins at Cannes Lions while also solving real brand problems? In this episode of The Lead Creative, hosted by Mongezi Mtati in collaboration with Danette Breitenbach, Editor of Bizcommunity, we unpack the lessons behind award-winning campaigns. This is part of our partnership with Bizcommunity to uncover what makes work stand out locally and globally. Joining us are two of South Africa’s leading creative voices. Saf Sindhi, Chief Creative Officer of Banana...

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53:03

Human Truth Shapes Destination Marketing: Thembisile...

The Lead Creative ·

2025/08/07

What does it take to market a country like South Africa in an always-on, cluttered world? In this episode of The Lead Creative, host Mongezi Mtati speaks with Thembisile Sehloho, Chief Marketing Officer of South African Tourism, about building mindshare through emotional and cultural insight. You’ll hear about: The iconic Tastic x MaXhosa campaignMeasuring effectiveness in destination marketingHow influencer and brand values must alignWhy co-creation and agency trust drive effectivenessMaking...

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45:33

The Art of Reinvention and Creative Freedom: Jill...

The Lead Creative ·

2025/07/25

Over the past three decades, Jill Greenberg has created some of the most emotionally charged work in photography, from the End Times series to surreal animal portraits. Her images have appeared on Time, Variety, Newsweek and Wired. She has worked with the likes of Netflix, Showtime and Hulu. Here are three reflections from our conversation: Keep making. Even when there’s no audience, keep showing up for your work.Originality comes from input. Your work reflects what you consume, w...

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56:13

Short-Term Thinking in Advertising and Marketing...

The Lead Creative ·

2025/07/03

Advertising and marketing are often driven by quick wins, and campaigns are designed to spike sales or chase trends. But in doing so, brands risk losing long-term relevance and impact. In this episode of The Lead Creative, Gillian Rightford unpacks why so much work today lacks effectiveness. As MD of Adtherapy, founder of The School of Thought, and head of the Effie Awards South Africa, Gillian explains how brands can create a culture that fosters effectiveness. Key insights: Short-ter...

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88 results

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