The 2025 Effie Awards South Africa Last-Minute Deadline Is 28 May

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May 22, 2025

The 2025 Effie South Africa Awards Last-Minute Deadline Is 28 May

An Effie Award is more than a prestigious accolade — it’s a powerful recognition of commitment, craft, and collaboration that delivers real business results. Last-minute entries are open until 28 May 2025. Modern Marketing is a proud media partner.

Effie South Africa invites agencies, clients, media partners, and start-ups to showcase their strategic and creative marketing prowess. The programme, part of the global Effie community, stands as a testament to the local industry’s commitment to delivering effective campaigns. Effie is a global forum that exists to lead, inspire, and champion both the practice and practitioners of marketing effectiveness.

Campaigns that ran from 1 February 2024 to 31 January 2025 are eligible to enter, with the submission of cases via the entry portal taking place from 3 April to 28 May 2025. Entrants will need to demonstrate the impact of their marketing initiatives, providing evidence of how their campaigns delivered measurable business results. Acceptance of entries via the Effie Awards South Africa online entry portal will close strictly at midnight on Wednesday, 28 May 2025.

To be considered for an Effie, cases must state clear objectives and offer proof of having met or exceeded them. Judging procedures are based on objective evidence of performance against goals. Winning or becoming a finalist in the Effie Awards South Africa 2025 is a mark of distinction, recognising marketing effectiveness and the ability to create work that truly delivers. Winners and finalists also earn points towards the globally recognised Effie Index, reinforcing the impact of South African campaigns on the international stage and highlighting the country’s position as a force in marketing effectiveness.

EFFIE AWARDS SOUTH AFRICA
www.effieawards.co.za

Sunshinegun Appoints New Copywriter

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Modern Marketing

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May 22, 2025

Sunshinegun is excited to announce the appointment of Nondumiso Nkabinde as a copywriter following the completion of her internship at the agency. Nkabinde’s journey into the world of advertising began in 2021, during a gap year after matric. While working on the Loeries through her aunt’s events company, she was introduced to the creative industry for the first time. A chance conversation led her to apply for the Loeries Creative Futures Scholarship, which she was awarded in partnership with Sunshinegun.

‘Seeing creatives in action lit a fire in me. That brief pause in my life turned into the spark that started it all,’ said Nkabinde.

Sunshinegun’s scholarship programme provides full funding for a three-year degree, including tuition, equipment, and mentorship, along with practical experience during holidays and a full-time internship after graduation. Nkabinde completed her studies at AAA School of Advertising, which is where she discovered her passion for strategic thinking and crafting brand voices, especially through a standout campaign developed for KAUAI.

During her internship at Sunshinegun, Nkabinde honed her writing and creative craft. A defining moment came when she was tasked with an African Spice brief, an opportunity she poured herself into. ‘It might’ve been a small brief at the time, but to me, it was everything. That moment became the blueprint for my growth as a young writer,’ she reflected.

Her approach to writing is intentional and grounded in collaboration. ‘At first, I wondered how I could make a meaningful contribution next to such brilliant designers. But over time, I learned the true impact of well-crafted words. Now I show up with purpose, always aiming to bring colour and character to the copy.’

Katinka Pretorius, Managing Director at Sunshinegun, said the agency’s investment in talent is about building the future of the industry. ‘We support transformation in our industry and welcome the diversity that comes when people from different walks of life are part of the creative process. Nkabinde is someone who reflects our values – she’s passionate, positive, and committed to creating work that connects. She’s not just talented, she’s a true Sunshinegunner at heart.’

She added that the scholarship programme is part of Sunshinegun’s long-term commitment to building a more inclusive, vibrant creative sector: ‘It’s up to us as agency leaders to open doors and provide platforms that make the creative industry more accessible to young people with potential. Our industry can’t afford to lose future writers, designers, and storytellers to other sectors because they don’t see a way in.’

Reflecting on her journey to date, Nkabinde said, ‘Creativity is, at its core, about people. It’s about making their lives a little better, a little easier, a little more meaningful. Sunshinegun has a rare ability to take bold ideas and bring them to life, and I’m grateful to now be part of a team that truly brings light to brands.’

SUNSHINEGUN
https://www.sunshinegun.com

A Cohesive And Insight-Driven Digital Strategy Steers Real-World Car Sales

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Modern Marketing

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May 22, 2025

Mongezi Mtati, Senior Brand Strategist, Rogerwilco, says the car showroom remains a mainstay of popular culture and of our association with the idea of purchasing a vehicle. But how relevant is the physical showroom in today’s increasingly digital-first world?

In the inaugural 2025 South African Automotive Industry Report by Rogerwilco and YOUKNOW Technologies, we highlighted that 92% of local consumers conduct online research before purchasing a car, consulting a range of sources including brand websites, search results, reviews and social media. Legacy manufacturers like Toyota, Suzuki and Volkswagen have leveraged this to great effect, consistently converting online engagement into real-world sales.

It’s not just the giants that are enticing customers digitally. Challenger brands such as Chery, Omoda and Jaecoo have entered the market with distinctly digital-first strategies, using influencer marketing and social media to build narratives about pricing and quality. This enables them to build trust and resonate with an increasingly cost-sensitive market.

Putting Digital First

The implications are clear: automotive brands can no longer treat digital presence as an add-on or just another marketing tool. Rather, digital has become an essential part of the customer experience – one that begins long before a customer slides into the driver’s seat and hears the satisfying purr of a combustion engine, or the near-silent hum of its electric counterpart. Today’s automotive journey is increasingly digital, immersive, and expectation-driven.

It therefore stands to reason that digital strategies become an intrinsic part of the business strategy, with brands establishing a digital presence that connects seamlessly across all customer touchpoints – connecting search interest with social media and owned platforms.

Unlocking The Power Of Search

The customer journey usually begins here: with a search. However, many brands, especially challenger brands, don’t unlock the full potential of search trends. Automotive WOLF research by Rogerwilco has identified a host of opportunity keywords – high-ranking search terms not yet leveraged by visible brands – highlighting the need for carmakers to integrate search into their marketing strategies to ensure they remain high in search rankings.

The research also shows an 83% correlation between a brand’s share of online search and its market share, making search visibility a powerful predictor of sales. By tracking real-time search and sentiment trends, brands can anticipate shifts in customer demand and adapt their strategies accordingly. This brings us to social media.

Own The Conversation

Although social sentiment doesn’t directly drive sales, it serves as an early signal of brand affinity and potential buying intent. Nevertheless, the 2024 decline in car sales was mirrored by a 3% year-on-year drop in automotive mentions and a 4% decline in people discussing car brands online.

However, it’s not enough to monitor what is being said online. Automotive players who actively participate in and shape the conversations about their brands will achieve greater brand affinity, potentially winning customers before they even set foot in the showroom.

The polarised response to Jaguar’s announcement of its new brand identity in November last year illustrates the necessity of active engagement, with the automotive giant failing to create dialogues that could mitigate negative feedback and turn the buzz generated into an opportunity for strengthened brand equity.

Peddling Influence

One way to shape the conversation is through influencers. Market challengers Jaecoo, Chery and Omoda in particular have leveraged influencer collaborations to drive visibility and engagement, with the latter’s partnership with Khosi Twala resulting in 8,500 brand mentions between December 2023 and September 2024. Subaru also saw great success with its #LiemaxSubaru campaign, a collaboration with Liyema Pantsi that generated nearly 18,000 mentions in May 2024.

However, our research shows that while such campaigns create tangible spikes in awareness and positive sentiment, they need to be integrated into broader, complementary strategies. By keeping the conversation going through open, active community engagement, brands can turn the short-term visibility gleaned by influencer marketing into long-term loyalty.

The Omnichannel Effect

The results of our research underscore the importance of digital-first strategies, but even more importantly, ones that follow customers through their engagement with the brand, just as your sales assistant might follow them around the showroom floor.

In today’s automotive landscape, optimising for search, managing digital narratives, and leveraging influencer momentum are no longer optional, they are essential. A cohesive, insight-driven digital strategy not only builds brand loyalty but steers real-world sales. The brands that integrate these touchpoints seamlessly will be the ones leading the pack, long before the customer ever steps foot in a showroom.

ROGERWILCO
https://www.rogerwilco.co.za

ByDesign Wins SABRE Award In Mining and Extractives Category For Second Consecutive Year

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Modern Marketing

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May 22, 2025

The SABRE Awards recognise superior achievement in branding, reputation and engagement. ByDesign Communications is the proud winner of a 2025 Africa SABRE Award, for their ‘Understanding the Pulse of Mining Communities’ campaign that they created alongside Anglo American – the second year running that they have won the SABRE Mining and Extractives Category for this client.

This year’s awards shortlist included more than 120 campaigns, selected from over 500 entries from across Africa, which were evaluated by a jury of industry leaders located across the continent.

Vanessa Baard, ByDesign co-founder, said that the winning campaign consists of in-depth research undertaken across Anglo American’s host communities. ‘This valuable research will guide future communications, both internal and external, across the stakeholder spectrum.’

ByDesign was also a finalist in the Business-To-Business Marketing category, for which they conceptualised and implemented a bold campaign spotlighting the future of SA’s workforce for Youth Employment Service (YES) South Africa.

‘We only entered these two campaigns and are honoured to have been recognised for both of them – not only for our agency, but also for the important and powerful work that our clients do,’ said Baard.

BYDESIGN
www.bydesigncommunications.co.za

Educational Marketing: A Smarter Way To Grow Trust, Sales, And Revenue

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Modern Marketing

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May 22, 2025

Most people assume Educational Marketing is just a softer form of advertising, but it’s much more than that. Educational Marketing equips sales and referral teams with deep, well-rounded, practical knowledge beyond product features and benefits. It empowers them to provide informed answers to consumers’ questions, offer meaningful solutions, and make credible recommendations as trusted advisors.

‘Educational Marketing is a strategy to ensure an organisation’s sales, referral, and reseller teams remain relevant and effective in today’s world of savvy consumers,’ said Michael Gullan, CEO of G&G Advocacy. ‘The hard sell is completely ineffectual and outdated. Consumers see through it. The core aim of Educational Marketing is to solve consumer challenges, open authentic conversations, earn trust, and build long-term customer loyalty.’

The following explains what Educational Marketing is, and why 83.6% (Study by Conductor, April 2022) of consumers choose brands that offer deeper insights and information when given a choice among competitors.

Trust Is A Real Conversion Tool

Customers are increasingly skeptical in a world of big promises and generic sales tactics. They research, compare, review, and fact-check before making decisions. What they value most is transparency, insight, and guidance they can trust. Organisations that invest in ongoing education — whether through eLearning or in-person training — equip their sales, reseller, and referral channels to deliver real value. These teams become trusted advisors, offering meaningful information that empowers customers to make confident, informed choices. ‘Education results in helpful knowledge transfer, no gimmicks or hard sell, just relevant advice that adds value,’ said Gullan.

Example

A healthcare brand that educates doctors and pharmacists about new findings on ailments, clinical studies, and treatment options empowers them to better assist their patients based on accurate and current knowledge. This supports healthcare professionals in their continuous development and helps patients get the best medication for their ailment. In both scenarios, the brand is elevated into a trusted health partner, which drives long-term growth.

Education Fuels Influence

Content that informs also performs. A 2022 study by Conductor proves that consumers are 131% more likely to purchase from a brand after engaging with information. Information turns into loyalty, and Educational Marketing ensures that the people advising and recommending products to consumers can make the right purchasing decisions for their needs.

Content that informs also performs. A 2022 study by Conductor found that consumers are 131% more likely to purchase from a brand after engaging with informative content. Information builds trust, and trust drives loyalty. Educational Marketing ensures that those advising and recommending products are equipped to guide consumers toward the right solutions for their needs.

‘Don’t confuse Content Marketing with Educational Marketing,’ said Gullan. ‘All Educational Marketing uses content, but not all content marketing is educational. Content Marketing attracts. Educational Marketing sells by informing and influencing.’

Help Customers Make More Intelligent Decisions

Educational Marketing is a long-term, more effective strategy beyond just awareness. It empowers better decision-making, as educated and empowered sales and referral teams provide the right information at the right moment, reducing friction in the buying journey and increasing the likelihood of conversion.

Example

A financial services company that uses brokers to guide consumers on choosing the right investment strategy for their needs isn’t pushing a product. It’s guiding a choice via informed and skilled person who can make a credible recommendation based on knowledge. This helps customers feel confident in their decisions becomes the one they choose, return to, and recommend.

Relationships Not Transactions

One of the most significant advantages of Educational Marketing is its long-term impact. When customers trust the advice and recommendations of your sales, reseller, and referral channels, and consistently gain value from their interactions, they stay connected beyond a single purchase. This keeps your brand top-of-mind, builds repeat business, and transforms satisfied buyers into brand advocates. ‘When people trust the information and recommendations given to them, they’re far more likely to share it,’ said Gullan. ‘That kind of organic word-of-mouth is one of the most powerful growth drivers, and it’s born from trust, relevance, and not persuasion.”

Builds Influence And Reputation

Consistent, valuable, current, and continuous learning amongst your sales and referral channels establishes authority and becomes the voice people trust. In a crowded, competitive market, education is a silent differentiator.

Example

A franchise network performs at its best when every team receives relevant, ongoing eLearning. This continuous investment in training builds credibility and authority across the system. Over time, it positions the brand as the trusted voice customers turn to for answers, support, and solutions. It strengthens relationships and drives long-term growth throughout the network.

A Smarter Way To Grow Trust, Sales, And Revenue

No organisation or its sales and referral channels should be left behind by savvy, empowered, skeptical, and informed consumers. Education and information will set your brand apart in consumers’ minds. This doesn’t just drive sales, it builds relationships, signals value, and, most importantly, positions your business as a trusted guide in the customer’s decision-making journey.

G&G ADVOCACY
https://www.ggadvc.com

Broadbrand To Provide SA Advertisers And Publishers With Local Alternative To Global Ad Platforms

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Modern Marketing

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May 22, 2025

Broadbrand To Provide SA Advertisers And Publishers With Local Alternative To Global Ad Platforms — Vincent Maher, Broadbrand.

Broadbrand, a new digital advertising initiative from the Digital Solutions Group (DSG), has entered the market with a mission of restoring value to independent publishers while giving advertisers efficient reach and performance across verified local media. The launch comes amid renewed scrutiny of how global tech platforms shape news media economics.

In February, the Competition Commission’s provisional findings concluded that global ad technology players had engaged in anti-competitive practices against South African news outlets. Broadbrand is introducing a scalable, transparent network tailored to the country’s media landscape, designed to strengthen local publishers’ position in the digital marketplace.

‘Our focus is on creating a healthier, more collaborative and diverse digital media ecosystem,’ says Vincent Maher, CEO of Broadbrand. ‘Broadbrand delivers an advertising model that recognises the value of local journalism, broadens opportunities for smaller publishers, and gives advertisers transparent, high-quality reach.;

Broadbrand’s offering centres on aggregating inventory from vetted publishers across the country – including vernacular and regional outlets – and making that inventory available to buyers via programmatic private deals. This approach allows advertisers to target high-quality, brand-safe audiences while ensuring publishers retain control and fair commercial value.

‘Our goal is to make it easy for national brands to invest in local journalism. By bringing independent publishers into a single, accountable marketplace, we give advertisers the scale and performance they expect while channelling spend toward newsrooms that create jobs, broaden media diversity and strengthen our democracy.’

Initially focused on private market deals, Broadbrand will evolve into a full programmatic exchange in future phases. The platform also includes optional support for AI-driven ad performance optimisation.

Maher brings over two decades of experience in digital innovation, including leadership roles in media, technology, telecommunications and AI commercialisation. He also sits on the MMA’s Future of Marketing CMO Board for Middle East and Africa and leads the AI Leadership Coalition for Sub-Saharan Africa. His dual role positions Broadbrand at the heart of industry transformation.

As the local advertising market grapples with rising costs, limited competition, and tightening budgets, Broadbrand is a timely response rooted in sustainability, transparency, and innovation. With its publisher-first ethos and AI-enablement approach, it promises to be a much-needed reset for South Africa’s digital economy.

‘We don’t need to wait for policy to protect local media. We can build new systems now that give publishers a fighting chance,’ said Maher. ‘That’s the promise of Broadbrand.’

BROADBRAND
https://broadbrand.ai

Vodacom’s Rewards Programme Honoured At International Loyalty Awards Event

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Modern Marketing

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May 22, 2025

Vodacom is proud to announce that its flagship rewards programme, VodaBucks, has been awarded with the ‘Best Gamification Worldwide for Loyalty Enhancement’ accolade at the prestigious 2025 International Loyalty Awards event, held in Dubai. Vodacom’s loyalty programme demonstrated leadership for its integration of gamification elements that have significantly improved and amplified user interaction and satisfaction.

The International Loyalty Awards, now in its 15th annual instalment, celebrates excellence, innovation, and best practices in the global loyalty industry. The 2025 ceremony recognised brands that have demonstrated outstanding achievements in customer loyalty and engagement.

‘This is an epic moment for Vodacom South Africa, and I am beyond excited to be recognised on a global stage for our VodaBucks rewards programme. This global recognition affirms our long-term strategy of placing customers at the centre of everything we do. VodaBucks is more than just a rewards programme, it is a platform designed to drive deeper engagement, build trust and empower customers, especially during this dynamic digital economy,’ said Sitho Mdlalose, Chief Executive Officer of Vodacom South Africa.

Launched in 2020, VodaBucks has transformed the traditional loyalty programme model by incorporating gamified features such as challenges, interactive games, and personalised rewards. VodaBucks opens up a world where customers can engage, including playing V-UP games with three daily plays, allowing them to stand a chance to win something everyday or participate in weekly Achiever goals and rewards, where they stand a chance to win every week.

‘We are thrilled to receive this international recognition. This award reflects our dedication to continuously find interactive and innovative ways to engage with our customers. Through VodaBucks, we’ve created a platform that not only rewards customers for their loyalty to Vodacom but, one that also makes the experience enjoyable and interactive,’ said Mathys Venter, Managing Executive for Loyalty and Prepaid at Vodacom South Africa.

‘At Vodacom, our purpose of connecting everyone for a better future means ensuring that no one is left behind. Through initiatives like VodaBucks, we are not only rewarding customers for their loyalty, but we are empowering more South African citizens to participate meaningfully in the digital economy. I’d like to thank the incredible team behind VodaBucks. This recognition would not be possible without their dedication, loyalty, creativity and hard work. This award also recognises our efforts to reimagine loyalty,’ Mdlalose concluded.

VODACOM
www.vodacom.co.za

How Brands Can Maximise The Impact Of Short-Form Content

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Modern Marketing

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May 22, 2025

Tanika Corneleus, midnight.

Tanika Corneleus, Digital Campaign Lead at midnight, says consumer attention is one of the most precious commodities on the internet, and the battle for views and engagement is becoming fiercer. Short-form content, from TikTok videos and Instagram Reels to bite-sized social media posts and quick audio ads, is tailored for today’s scrolling habits and short attention spans.

While short-form content has always been around (think radio ads or 30-second TV spots), it has become more crucial in a mobile-first world. HubSpot’s 2025 Marketing Trends Report found that 30% of marketers rely on short-form video, with 21% citing it as delivering the highest return on investment. This shows that snackable content isn’t a fad but a response to evolving consumer behaviour.

Why Short-Form Content Works

Short-form content thrives because it aligns perfectly with how audiences consume and share information — quickly, on the go, and with minimal time commitment. This makes users more likely to engage with and share it, boosting its reach through social media algorithms.

Additionally, platforms such as TikTok and YouTube have become search engines in their own right, with many people using them to look for product recommendations, DIY tips, and brand insights. This gives brands a powerful way to build awareness and trust with both new and existing audiences.

Another advantage is cost-effectiveness. Unlike polished TV ads, social media content doesn’t need high production value. Brands can create engaging posts quickly, respond to trends in real time, and even repurpose existing assets for better ROI.

Short Vs Long: Striking The Right Balance

Short-form content is most powerful as a brand building tool. Carousels, infographics and short videos are a great way to introduce ideas, products, and brands. This can help to build recognition — which is key to conversion since 75% of consumers are more likely to buy from brands that they know.

But this doesn’t mean there is no place for longer form content. While short posts capture attention and drive immediate traffic, longer formats — like how-to videos or blog posts—help deepen engagement, support SEO, and establish thought leadership.

The best marketing strategies combine both formats. Short content grabs attention, while longer content nurtures deeper engagement and conversion. Using analytics, brands can track where audiences are in the customer journey and serve them the right content at the right time.

How To Make Short-Form Content Work For Your Brand

– Tailor content to each platform: adjust length, aspect ratio, formats, descriptions, and so forth, across different social platforms for different audiences.
– Use strong hooks and calls to action: open with an attention-grabbing hook, use clear visuals and captivating text overlays.
– Prioritise authenticity over production value: focus on making content emotionally engaging. Tell a story and focus on authenticity to stand out in a world of AI slop.
– Leverage platform analytics: dig into the insights to understand how the content is performing and improve performance.
– Tap into user-generated content: turn content like customer stories, reviews, and testimonials into marketing assets to drive engagement and trust.

Short-form content is an essential part of today’s marketing mix. Brands that embrace this format effectively can build recognition, trust, and long-term relationships with their audiences. But the best marketing strategies don’t rely on short content alone — they integrate it with long-form content, ensuring that quick engagement leads to deeper brand affinity.

IQBUSINESS
www.iqbusiness.net

SA Agencies Feature In One Show 2025 Global Creative Rankings

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Modern Marketing

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May 22, 2025

SA Agencies Feature In One Show 2025 Global Creative Rankings

Joe Public, TBWA\Hunt Lascaris, Bananas and Promise are featured in The One Show Global Creative Rankings – Middle East and Africa. Rankings in each category are calculated by the company that garners the most points overall for winning entries based on One Show Pencils, Merits and Special Awards.

The One Show 2025 Top 10 Middle East and Africa Agency Rankings:

1. Impact BBDO Dubai.
2. Leo Dubai.
3. BigTime Creative Shop Riyadh.
4. Joe Public Johannesburg.
5. TBWA\Hunt Lascaris Johannesburg.
6. Bananas Johannesburg.
7. FP7 McCann Dubai.
8. Tied: Current Global Dubai, Promise Johannesburg and SRMG Labs Dubai.

Global Agency Rankings

1. FCB New York.
2. Area 23 New York.
3. Klick Health Toronto.
4. Serviceplan Germany Munich.
5. TBWA\Media Arts Lab Los Angeles.
6. McCann London.
7. Tie: DAVID Madrid and Energy BBDO Chicago.
8. DM9 São Paulo.
9. Ogilvy Singapore.

Global Region Rankings

1. North America.
2. Europe.
3. Asia Pacific.
4. Latin America.
5. Middle East and Africa.

View the full rankings here.

Mentorship Needs Higher Priority In The Advertising Industry

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Modern Marketing

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May 21, 2025

Better, faster, sleeker, the demands go. Use data, drive results, get more engagement! The advertising industry has always been one that moves at speed. The energy, the pace and the creativity is, very often, what draws the crowd - those individuals who find their professional home in the industry. It’s true that in advertising we value speed and agility and on-the-spot creativity. Our ability to respond quickly and cleverly is exactly how we showcase our creativity, our solutions, and our understanding of the culture. We think big, bold and beyond. If you’re looking for somebody with a good work ethic, your average advertising agency is a good place to start. If an all-nighter (or three) is what it takes to get the pitch over the line, we’re there for it. The client doesn’t like or get the creative, no worries - we work on the weekend to get it right. It’s dynamic and it’s exciting but, and here’s the big but, is it making us better creatives or merely faster ones, slowly burning out? And more than just burning us out, are we sacrificing real creativity, solutions-driven design and creative work with impact and emotional resonance for the sake of speed, metrics and/or the holy grail known as going viral. There is no one answer, and the 'solution' is probably a spectrum of sorts. And while I can’t solve for the pace of an entire industry sector, it does make me wonder (and worry!) if we’re investing enough time and resources in mentoring the next generation of creative talent in the country. To handle the pace. To maintain - and exceed - a level of creative excellence that, as an industry, allows us to showcase our work next to the best in the world. Does mentorship need to enjoy more priority in the advertising industry? Yes, I believe it does. Let's remove the creative leadership from attending every client meeting, let the client service directors, account directors, and business unit directors handle that, unless we are discussing creative. Let's open more time for mentorship and leave client servicing to the client service teams. The benefits of mentorship are manifold but the real magic of mentorship is not quantifiable in the way that we’ve come to measure our output. It’s in the synergy between the mentor and mentee, when both are aligned on the ultimate goal of the interactions: to be better creatives. Better in this instance meaning sharper, bolder, more critical creatives. While every industry and profession probably has a need for more mentorship I can only speak for what I know best. We need to futureproof the advertising industry, not by investing in fancier tools or faster AI, but by mentoring the next generation of creative leaders. Understanding that mentorship is not the same as guidance or instruction, but that it’s an investment of time, interest and attention, is key. It’s about helping the individual refine their talent, hone their skills, elevate their strengths and face their fears. Sometimes it requires kindness, sometimes compassion, often constructive criticism but it always takes time and attention. For me, mentorship is about the individual before it is about their work, and nurturing the person alongside elevating the work they do. What does this look like practically? It’s taking the time, again. It’s having conversations (and not just about the work). It’s about questioning together. It’s about listening. It’s about sharing your own experience. It’s being candid about your own shortcomings. It’s about connecting them to your network. It’s about looking beyond the output to the potential that lies beneath and nurturing that in a kind and strategic way. And it’s about doing it unselfishly. Mentorship is a way of giving back - paying it forward, if you will - to the next generation of bright, creative young minds who believe (because it’s true) that creativity can change the world. — Marco Russolillo, Cache Studio.

Marco Russolillo, Co-Founder and Creative Partner at Cache Studio, says that in advertising we value speed, agility and on-the-spot creativity. Our ability to respond quickly and cleverly is exactly how we showcase our creativity, our solutions, and our understanding of the culture. We think big, bold and beyond. If you’re looking for somebody with a good work ethic, your average advertising agency is a good place to start.

If an all-nighter (or three) is what it takes to get the pitch over the line, we’re there for it. The client doesn’t like or get the creative, no worries – we work on the weekend to get it right. It’s dynamic and it’s exciting but, and here’s the big but, is it making us better creatives or merely faster ones, slowly burning out?

And more than just burning us out, are we sacrificing real creativity, solutions-driven design and creative work with impact and emotional resonance for the sake of speed, metrics and/or the holy grail known as going viral.

There is no one answer, and the ‘solution’ is probably a spectrum of sorts. And while I can’t solve for the pace of an entire industry sector, it does make me wonder (and worry!) if we’re investing enough time and resources in mentoring the next generation of creative talent in the country. To handle the pace. To maintain, and exceed, a level of creative excellence that, as an industry, allows us to showcase our work next to the best in the world.

Does mentorship need to enjoy more priority in the advertising industry? Yes, I believe it does.

Let’s remove the creative leadership from attending every client meeting, let the client service directors, account directors, and business unit directors handle that, unless we are discussing creative. Let’s open more time for mentorship and leave client servicing to the client service teams.

The benefits of mentorship are manifold but the real magic of mentorship is not quantifiable in the way that we’ve come to measure our output. It’s in the synergy between the mentor and mentee, when both are aligned on the ultimate goal of the interactions: to be better creatives. Better in this instance meaning sharper, bolder, more critical creatives.

While every industry and profession probably has a need for more mentorship I can only speak for what I know best. We need to futureproof the advertising industry, not by investing in fancier tools or faster AI, but by mentoring the next generation of creative leaders.

Understanding that mentorship is not the same as guidance or instruction, but that it’s an investment of time, interest and attention, is key. It’s about helping the individual refine their talent, hone their skills, elevate their strengths and face their fears. Sometimes it requires kindness, sometimes compassion, often constructive criticism but it always takes time and attention.

For me, mentorship is about the individual before it is about their work, and nurturing the person alongside elevating the work they do.

What does this look like practically? It’s taking the time, again. It’s having conversations (and not just about the work). It’s about questioning together. It’s about listening. It’s about sharing your own experience. It’s being candid about your own shortcomings. It’s about connecting them to your network. It’s about looking beyond the output to the potential that lies beneath and nurturing that in a kind and strategic way. And it’s about doing it unselfishly.

Mentorship is a way of giving back – paying it forward, if you will – to the next generation of bright, creative young minds who believe (because it’s true) that creativity can change the world.

CACHE
www.cachestudio.co.za