“Advertising is life to me – it’s unpredictable, exhilarating, and absolutely worth the ride. As the Head of Digital & Innovation at Publicis West Africa, I don’t just follow trends I create them. From South Africa to Namibia to Ghana, I’ve worked across global brands and agencies, blending creativity with tech to craft campaigns that stop thumbs and spark conversations. I’m here to learn, collaborate, and push boundaries because the best ideas come from sharing, experimenting, and having a little fun along the way.”
How many years have you been a judge?
1-3
What was your first job in the industry? What did it teach you?
My first job in the industry was as a Social Media Manager & Community Manager, and if there’s one thing it taught me, it’s that people will always be assholes. It also showed me that not everyone is wired to see creative communications or brand ideas the way I do and that’s okay. The real magic is figuring out how to make them see it, feel it, and maybe even love it.
What project are you most proud to have worked on?
Right now, I’m deep in Central and West Africa, working on some exciting Nestlé brands. It’s a wild ride, but the kind of work that keeps me on my toes. I’m also really pumped about getting more involved in advertising awards, judging, participating, and just being in the room where the best ideas come to play. Nothing beats seeing the industry push the limits of creativity and the parties don’t hurt at all.
What’s the most challenging part about your job and/or the industry?
The most challenging part of my job? Thinking. Thinking. Thinking. As a strategist, my brain is constantly running scenarios what can go wrong, what can go right, what happens if we pull this lever or push that button? Then add tight deadlines, the constant need for fresh ideas, and the consumer who loves the brand versus the one who loudly hates it just for fun.
The industry itself is tough resourcing, capacity, and deadlines are always a battle. There’s also a real need to find a balance between respect, values, and the realities of burnout because people are finding funny (and sometimes unhealthy) ways to cope. And let’s talk remuneration the work pays off, but it takes forever for our skill set to be valued the way it should be.
Then there’s the creative playing field smaller budgets being judged against massive ones, fewer opportunities for global recognition, yet the same high expectations. Truth is, anyone can be in advertising, but not everyone can actually do advertising.
What do you look for to determine excellence in video and television?
I’m a Millennial, so TV basically raised me. I used to collect movie trailers and record ads as a kid so yeah, I’m that guy. I love a well-told story with a strong intro, a gripping middle, and an ending that makes you feel something whether it’s a happy ending, a “stay tuned” cliffhanger, or an “I want to do that” kind of moment. For me, excellence in video and TV is when I can see myself in it if I can connect with it, you’ve already won half the battle. These days, I love a good feel-good story, but if you throw in a goosebumps (the books), choose your own story moment every now and then? I’m all in.
How do you unwind from work mode?
Tequila, festivals, braai, friends, family, couch, tequila, family, friends, braai, travel, tequila. Not necessarily in that order.
When did you know that this career is what you wanted to do?
I knew this was the career for me the moment I walked into my first Principles of Accounting lecture at university, because, wow, that was definitely not it. But honestly, I have my sister to thank. She always called me a storyteller, and she spoke truth into it, constantly saying, “You’d kill it in marketing.” Turns out, she was right.
What inspired you to join the field and create the kind of work you do?
Back in high school, my brother and I were all about skits and spoofs, channeling Rowan Atkinson, Eddie Murphy, Martin Lawrence, Bernie Mac you name it. But what really got me? TV ads. Like, how did they manage to sell me a whole dream in just 60 seconds? How did they convince me that Adidas and Nike football cleats weren’t just different, but worlds apart? Today, what inspires me is going global working on a global stage and proving that where you co me from doesn’t define how far you can go. Being from a small country doesn’t matter one day is one day, and today is mine.
In your experience, what is a significant change happening in the video and television industry, and what insight can you share about how to navigate it?
TV is still holding its own, and I’ve been amused and impressed by Volvo’s 3-minute-45-second spot keeping eyeballs locked in and even bringing them back for more. On-demand TV? Amazing, but only to a point. TikTok? Great for mindless scrolling or quick entertainment. Personalized content? As unique as the people watching it or as everyone else – just like brands themselves. The real game now is understanding where the story fits, who it’s for, and how to keep them watching no matter the format.
What’s a work tool you use every day and what’s one that is obsolete that you wish still existed?
Im digging this Chat GPT thing, but a tool I miss is BrandsEye which is now called DataEQ.
What are your current roles and responsibilities and what do you love most about your job?
I’m supposed to create mind-blowing campaigns that stop thumbs and make waves. I think I do a pretty great job at delivering on digital marketing tricks, whether it’s blending creativity with tech or testing out new ideas on social. What I love most? I get paid to play in the digital playground, test new ideas, and push boundaries plus, I get to work with awesome brands all over Africa. What’s not to love? but mostly, that moment when a campaign goes live, it’s like a breath of fresh air, seeing all that thinking and effort come together to create something beautiful.
