New Creative Director Fareez Joulay has been with Eclipse Communications since 2018, primarily focused on social media strategy creation, which resulted in securing the Netflix SA account and directing the digital discipline for well over two years.
Under his leadership, the fledgling digital stream grew to include the likes of BHBW, MBA, GVK-Siya Zama Construction and many others. Today, this stream accounts for over 10% of the agency’s revenue. Joulay has also been instrumental in the new business ideation process, resulting in the recent successful conversion of Garena, Edward Snell and DiDi. Joulay’s mandate will be to lead the agency’s creative business growth across its Corporate Centre of Excellence, Arts and Entertainment and Consumer and Lifestyle business units.
Joulay started his career in sales and marketing at MTN, later securing an internship at Mediacom where he remained for four years as a media strategist. He subsequently joined MEC Notabene, where he led strategy for the spirits portfolio, pushing hard to secure Smirnoff® to the global number one spot in the volume vodka brand category, at that time. Joulay then joined JWT SA as an integration strategist, and developed the unique skill of bridging media and communications strategies to craft the most performative and creative campaign models.
According to Eclipse Communications CEO and Co-Founder, Steve Powell, Joulay is already making his presence felt in the role, working closely with business unit leaders for a few months ahead of his position becoming official. ‘Having worked with Joulay for a number of years, his aim has always been to create ideas of substance – driving business impact as opposed to creating campaigns for creativity’s sake. Creativity has always been a space led by networked agencies. As a full-service communications agency, we have been recognised for creative campaigns, such as Blood & Water (Netflix), where we scooped African Campaign of the Year at 2021 Sabres EMEA. We are now placing greater emphasis on this agenda and tasked Joulay to drive creativity within the agency and externally with clients,’ said Powell.
The agency believes that the sound creative direction from Joulay will be vital in underpinning its ethos, ‘Guiding your Growth’ and making more meaningful connections between its clients’ brands and targeted effective creative solutions.
Joulay said, ‘As a marketing professional, I’ve been able to develop my skills in media, digital marketing, content and social marketing, and creative solutions. Eclipse has allowed me to take on various roles to harness and exploit the skills I’ve acquired over time. Being a part of the executive leadership team and having a vested interest in the business has given me the opportunity for massive growth through experience and pride in being a part of building something amazing.’
ECLIPSE COMMUNICATIONS
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