Short-Term Thinking in Advertising and Marketing Erodes Brand Growth: Gillian Rightford

 Advertising and marketing are often driven by quick wins, and campaigns are designed to spike sales or chase trends. But in doing so, brands risk losing long-term relevance and impact.In this episode of The Lead Creative, Gillian Rightford unpacks why so much work today lacks effectiveness. As MD of Adtherapy, founder of The School of Thought, and head of the Effie Awards South Africa, Gillian explains how brands can create a culture that fosters effectiveness.Key insights:Short-termism is one of the biggest threats to brand resilience.Most briefs miss the mark because they lack a clear, interrogated "why."Budget dilution across channels often weakens campaign impact.This is a timely conversation for marketers and creatives looking to drive more meaningful work. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.

How do you move from followers to a real community? In this episode, Selebogo Molefe shares how he built The Hookup Dinner, The People’s Fund, and more by focusing on trust, shared values, and consistency. We discuss building belonging, why some brands resonate while others don’t, and how to rebuild after failure.Highlights include:What brands get wrong about communityWhy consistency builds credibilityReal stories behind Skinny Sbu Socks and BATHUListen now for a grounded look at how to build something people believe in. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.

What makes a story iconic and lasting? In this episode of The Lead Creative, filmmaker Angus Gibson shares his journey from the genre-defining Yizo Yizo to the visually stunning Shaka Ilembe. Fresh from the edit suite of Season 2, he reflects on storytelling that dares to challenge, uplift and innovate. From painting a school red in Yizo Yizo to shooting every scene backlit in Shaka Ilembe, his process is bold, deliberate and culturally rooted. He also unpacks why failure and experimentation are essential to storytelling that truly moves people. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.

Marketing and advertising have always shaped culture and influenced society. Yet, many brands today lack cultural depth, focusing more on data and short-term wins than on building lasting connections with communities.In this episode of The Lead Creative, Donald Mokgale, MD of MoyaApp, Director of Hibirism, and co-author of Introducing Hibirism: A Guide to Black Cultural Nuance, explores how brands can embed culture into their strategy rather than just referencing it.“Marketing isn’t about reinventing the wheel; it’s about understanding the human being at the centre of it.”Key topics in this episode:How brands can balance data-driven decisions with cultural intelligence.Why co-creating with communities leads to deeper engagement.The risks of playing it too safe in brand messaging.How cultural nuance can drive both engagement and business success.Listen now to discover how culture can turn good marketing into great branding.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.

Many brands talk about purpose, but few put it into action. In this episode, Charlie Stewart, CEO of Rogerwilco, shares insights on:How B Corp Certification ensures purpose goes beyond wordsThe shift in B2B marketing toward storytelling and emotionWhy creative effectiveness matters more than short-term salesThe role of AI in marketing and where human expertise still leadsCharlie also co-authored Business-To-Business Marketing, predicting the rise of compelling B2B creativity.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.

Marketing has evolved into a discipline that demands measurable impact and accountability.On this episode of The Lead Creative, Sydney Mbhele, the  Chief Marketing and Corporate Affairs Officer of Absa Group  discusses:Why marketing must be tied to business performance and ROI.How Absa’s Your Story Matters campaign restores customer recognition in banking.The challenge of measuring creative effectiveness in an industry driven by performance.How African creativity deserves more recognition on the global stage.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.

Consumers avoid traditional advertising while consuming on-demand content and utilising ad-free platforms, leaving brands struggling to connect. In this episode of The Lead Creative, Christa Kruger, MD of Wavemaker South Africa, shares how brands can balance short-term results with long-term brand building. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTok Send us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.

Avashnee Moodley, Head of Marketing at OPPO South Africa, shares how challenger brands can thrive in saturated markets. She reveals the strategies that set OPPO apart in the competitive smartphone industry. Discover how the brand taps into cultural passion points like sports and creativity, forms meaningful partnerships and embraces authenticity to connect with South African audiences. The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.

In this episode of The Lead Creative, host Mongezi Mtati engages with Margaret Johnson OBE, Group CEO of Leagas Delaney, in an insightful discussion on creative effectiveness and strategy in today’s fast-paced marketing landscape. As part of the CEO Series, they explore how agencies provide bold ideas that solve complex business problems, even as brands increasingly bring creative work in-house. Margaret explains that client relationships built on trust and empathy are essential for success, and how balancing data with creative vision is the key to effective marketing. She also discusses the rising importance of social responsibility. Here are some key takeaways:Creativity must be paired with strategy to deliver real business impact.Long-lasting client relationships are built on trust and understanding.Empathy and trust are essential for building long-term client relationships.Data-driven insights and creativity must work together to create effective marketing.Understanding local culture is key to global marketing strategies.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail!Send us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.

In this episode, the host of The Lead Creative, Mongezi Mtati talks to Seth Godin, author of This Is Strategy, about why brands mistake strategy issues for marketing and advertising problems. “It doesn’t matter how fast you’re going if you’re going in the wrong direction,” Seth reveals, challenging us to rethink how we approach brand growth.Seth Godin warns, “More followers doesn’t mean you’re more successful. People will know your work because their friends told them, not because you told them.”Key Points:Ads won’t fix a strategy problem—diagnose the real issue first.Beware of false proxies like followers and likes; focus on real connections.Building resilient brands requires long-term thinking over quick wins.Serve your smallest viable audience with intention and value.The Lead Creative Podcast is available on:AppleSpotifyStitcherYouTubeFollow us on:LinkedInFacebookXInstagramTikTokSend us mail! Support the showAudio editing and production by: Maishe RakgoaleSignup for our newsletter to get the latest updates.