While advertising and creative industry awards celebrate great work, they also highlight the partnerships, trust and bravery that make it possible. In this episode of The Lead Creative, created in collaboration with Bizcommunity, Mongezi Mtati and Danette Breitenbach, Editor of Bizcommunity, co-host a conversation with two of South Africa’s most respected creative leaders, Steph van Niekerk, ECD of TBWA\Hunt Lascaris and Creative Circle Exco member, and Carl Willoughby, CCO of TBWA\Hunt Lascaris and Chair of Creative Circle South Africa.
Their agency’s work for the City Lodge Hotel Group stood out across major award platforms. The Save Our Stay (SOS) campaign earned multiple wins at The Bookmarks, and went on to claim a Grand Effie, being recognised for effectiveness and creativity at the Effie Awards South Africa.
Carl and Steph share how brave client partnerships lead to exceptional work, why humour and insight drive campaigns like Savanna #TryJanuary, and how creativity can save brands money by avoiding the true cost of boring advertising. They also reflect on what South Africa can learn from international stages like Cannes.
Conversation highlights:
- Creativity costs less than playing it safe.
- Humour works when it’s rooted in truth.
- Brave client relationships unlock lasting success.
- South Africa thrives when it tells authentic stories globally.
Listen below to the full conversation:
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