Research Insights: Purpose-Led Brands Earn Greater Consumer Trust

 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 the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram

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 mattersProgrammatic waste and missed opportunitiesHow AI is reshaping cost modelsThe value of insight and integration in creative success___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramThis episode was edited by Maishe Mo AfrikaSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram

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 delivery and trustWhat brands can do to remain relevant and humanThanks to our collaborators Soweto Media for capturing and editing this episode.___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram

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 back South Africa’s creative potential___________________________The Lead Creative Podcast is available on:AppleSpotifyYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram

 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 showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram

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 customer relationships.How data and storytelling work together to drive brand growth.A conversation on marketing effectiveness, brand building, and the future of creativity in business.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram

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 BassilThis conversation is part of our IMC Conference series, created in collaboration with the IMC team.Tune in for actionable insights on longevity, growth and cultural impact in brand building.___________________________The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram

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 Bananas, shares how his agency won a Gold Lion in Film for Let There Be Cake, celebrating KFC Thailand’s 40th birthday. He talks about clarity, absurdity and why leaning into culture helps work resonate globally.Xolisa Dyeshana, Chief Creative Officer and Partner at Joe Public United, reflects on his role as Jury President for Audio & Radio at Cannes Lions 2025. He explains why local insights must come first, why work should be “consumer winning” before anything else, and how Joe Public’s own Cannes success reflects this philosophy.The conversation explores why campaigns like Burger King’s Mouldy Whopper and Coca-Cola’s storytelling show that effectiveness goes beyond sales, highlighting the importance of shifting perceptions and changing brand narratives.Listen to discover what makes South African creativity stand out on the world’s biggest stage.___________________________The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Make a donation to Threads for Ikasi, a foundation that provides school uniforms, dignity packs and other essentials to children in townships, rural areas and under-resourced communities. To support them, go to: https://threadsforikasi.org Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram

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 South Africa part of global cultureListen wherever you get your podcasts.__________________________________The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramSend us mail! Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram

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, what you love, and what you notice.Don’t compromise on talent. Good models and collaborators lift the entire piece.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTok Send us mail! Support the showBuy us coffee here to help us grow. Follow us for more on: YouTube LinkedIn Instagram