10 Oct Randal Khumalo
Advertising Ad Solutions
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Where did you grow up and what were the reactions you received from people in your life when you said you wanted to go into advertising/marketing?
I grew up in different areas - Sharpeville, Johannesburg, Nelspruit and Polokoane.
When did you develop and interest for advertising/marketing? There was no reaction.
I guess anything but teaching was ok at the time.
How did you break into the industry and how did you land your new job?
I stumbled into it. My degree is not Marketing. My first job was not either. It was down the line in my working, and at the insistence of the General Mannager of the company I was working for.
What does it take to be successful in the advertising industry?
Be where consumers are and be open to learning from them, in any shape or form. Keep asking yourself what the learnings could mean (insights). Challenge yourself to turn the insights into communication ideas.
What are your take on the current South African advertising landscape, what needs to change?
The industry is at crossroads, mainly because of transfer of power from marketers and advertisers to consumers, thanks to the Internet. The notion that we know what consumers need and want needs to change. Unfortunately, we fail dismally, partly influenced by race issues and stereotypes.
What are your opinions on transformation in the advertising/creative environment?
There has barely been any transformation, if at all. simple test is whether there is any reputable black agencies, across the communication landscape, that is in the top 5.
Please list three projects you have been a part of.
Africaties 2015, International AIDS 2016, Earth Hour 2012-2013.
Please share some of your proudest career moments.
Being part of Africities 2015 was a great experience, and proof that eNitiate can handle big, complex digital communication projects.
What advice do you have for young people who are interested in entering the industry?
Believe in your youth and the diversity this brings to the industry. However, don't assume those who have been in the industry longer do not understand the new consumer trends, this will deprive you of learning from them. As they say, the more things change, the more they stay the same.
Are there any new, exciting projects you are currently working on that you can share with us?
There are, but I can only talk about them after implementation.
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