Shows / The Lead Creative
The Lead Creative
The Lead Creative podcast hosts a series of conversations with great minds behind some of the leading brands, businesses, organisations and top ideas that we all love. From advertising thought leaders, forward-thinking brand leaders, innovative digital marketing minds to content creators - the podcast gives into what makes the world engage with some of the top brands. Founded and hosted by Mongezi Mtati, the podcast shares analysis, trends, and strategic intelligence.
Episodes
The Lead CreativeBelief in Africa Doesn’t Always Translate into African Brand Preference
How can African brands turn belief in the continent into customer preference? Dr Thebe Ikalafeng, Chairman of Brand Africa, joins Mongezi Mtati at the 2026…
The Lead CreativeWhy Marketing Leaders Should Question the Loyalty They Expect Of Customers
If your team can produce content faster, what keeps it distinctly yours? Dawn Rowlands, CEO of dentsu Africa, discusses the importance of data quality and…
The Lead CreativeThe Biggest Shift in Marketing is Psychological, Not Tech or AI: Tahaab Rais
Marketing can master AI and still miss what matters to people. As advertising and brand teams adopt new tools, how much attention are they giving to the…
The Lead CreativeWhat People First Marketing Means for Algorithms
The people who will drive your brand’s future growth may already be influencing what gets bought today. Gugu Mthembu, CMO of Telkom, explores why brands should…
The Lead CreativeAre We Making Advertising for Algorithms or for People?
Algorithms optimise towards the familiar. Brands, however, need to be remembered for something distinctive. In this episode of The Lead Creative’s Marketers’…
The Lead CreativeWhy Influencer Marketing Works for Some Brands and Fails for Others
Influencer marketing investment is growing, but consumer trust remains uneven. What separates creator partnerships that build brands from those that generate a…
The Lead CreativeAdvertising Has A Sameness Problem, Not An AI Problem
AI may be changing advertising, but is it really the industry's biggest challenge? In this episode, Mongezi Mtati sits down with Alistair King, co-founder of…
The Lead CreativeWhy Safe Advertising Makes Brands Forgettable
In this episode of The Lead Creative, Mongezi Mtati speaks to Chris Botha, MD of Park Advertising, about why brands are playing it safe and what it’s costing…
The Lead CreativeMarketing Leaders on the Impact of AI, Culture and Creativity in Brand Building
CMOs are balancing speed, AI and increasing complexity while trying to keep brands distinctive and relevant. In this episode of Marketers’ Brief on The Lead…
The Lead CreativeMarketing Is Business: Building Lasting Brands and Communities
Marketing has never had more tools. But has it ever had less patience? In this episode of The Lead Creative, host Mongezi Mtati engages with Dale Hefer, CEO of…
The Lead CreativeUnpacking Client and Agency Relationships That Deliver Results
As AI-generated answers and generative engines reshape how brands are discovered, marketing teams are forced to rethink visibility, experimentation and…
The Lead CreativeMarketing Leadership In Complex African Markets: Lindy-Lou Alexander, CEO of WPP Open X Africa
Lindy-Lou Alexander, CEO of WPP OpenX Africa, shares how global brands like Coca-Cola stay relevant across Africa’s diverse markets. Working with The Coca-Cola…
The Lead CreativeHow KFC Thailand Builds A Culture of Brave Advertising, Marketing and Creative Work
A conversation with Suhayl Limbada, CMO of KFC Thailand, on mirroring culture, earning creative bravery and building global work that resonates locally. From…
The Lead CreativeBuilding a Loved Challenger Brand That Encourages People To Buy Less Not More
What does it take to build a challenger brand with integrity in a market dominated by global players? In this episode of The Lead Creative, Mongezi Mtati talks…
The Lead CreativeCreativity, Marketing Effectiveness and the Cost of Short-Termism: Effie Awards Trends
Marketing effectiveness is under pressure as short-term metrics continue to shape decision-making. Recorded at the Effie Awards South Africa as part of The…
The Lead CreativeBuilding Loved Brands in an Age of Data and AI
What separates effective marketing from short-term noise? Recorded at the Effie Awards South Africa, this conversation with Thami Majola, Executive Head of…
The Lead CreativeThe Secret Behind Vaseline’s Advertising and Consumer Success
Simple work is often the hardest to make. In this episode, Kenosi Matsebatlela, Head of Marketing for Vaseline, and Tumi Moutlana, Creative Director at VML…
The Lead CreativeMost Advertising Is Afraid to Succeed: Chasing Trends Hurts Brands
Advertising faces a growing challenge: too much work is created to avoid failure rather than pursue meaningful success. In this episode, creative consultant…
The Lead CreativeFrom Chappies to Cadbury: How Mondelez Builds Heritage Brands That Lead Culture
How do heritage brands stay relevant in a world full of choice? At the Effie Awards South Africa, we sat down with Arpan Sur, CMO of the Sub-Saharan Africa…
The Lead CreativeMarketing That Matters: Vaseline, Heritage and the Power of Insight
The challenge for many leading brands is staying relevant in categories where functional claims and pricing pressure can erode brand value. As part of our…
The Lead CreativeMarketing Connects Business with People and Communities: Brian Yuyi, CEO of MASA
How do we ensure that marketing has a seat at the business table? That’s one of the questions explored with Brian Yuyi, CEO of the Marketing Association of…
The Lead CreativePete Case on How Enduring Client-Agency Partnerships Build Better Brands
Brands grow through trust and shared ambition. Pete Case, CEO and Creative Chairman of Ogilvy South Africa, joins The Lead Creative to discuss how long-term…
The Lead CreativeInsights from 41 Years of Advertising and Marketing Measurement
Advertising needs more than good creative; it needs solid measurement. Oresti Patricios, CEO of Ornico, has spent over 40 years tracking how advertising…
The Lead CreativeTrapped in the Busyness, Not the Business of Advertising: Dr Pepe Marais
In our IMC Conference series, we reconnected with Dr Pepe Marais, Co-Founder and Group Chief Creative Officer of Joe Public, two years after our last…
The Lead CreativeThe Loeries Measures More Than Advertising and Marketing Trends: Preetesh Sewraj
At the IMC Conference, Preetesh Sewraj, CEO of The Loeries, joined Mongezi Mtati to discuss whether the creative industry has too many awards, echoing the same…
The Lead CreativeThe Bookmarks and Why Boring Advertising is Costly
Award-winning creativity takes courage, trust, and deep insight. In this episode of The Lead Creative with Bizcommunity, Steph van Niekerk (ECD, TBWA\Hunt…
The Lead CreativeConspicuous by Design: Why Standing Out Wins in Marketing and Advertising
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…
The Lead CreativeAwarding Creative Excellence and Rewarding Effectiveness
Great work still matters and it’s being recognised. Chris Borain, Executive Director of IAB South Africa, shares how The Bookmarks celebrate creative…
The Lead CreativeResearch Insights: Purpose-Led Brands Earn Greater Consumer Trust
Stacey Jayne Saggers, Commercial Growth Director at Kantar, shares insights from the Mzansi Consumer Barometer, recorded at the IMC Conference. We explore how…
The Lead CreativeFrom The Super Bowl to Nando’s: A Conversation with Melusi Mhlungu
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…
The Lead CreativeAI, Creativity and the Future of African Marketing: Dr Gillian Hammah
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…
The Lead CreativeCX, Effectiveness and the Future of Brand Building with Mandisa Theko-Khitsane
How do marketers balance creativity with delivering business impact? In this episode of The Lead Creative, I speak with Mandisa Theko-Khitsane, Chief Marketing…
The Lead CreativeBanning Campaigns and Reimagining Brands: Charl Bassil
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…
The Lead CreativeCannes Lions: Cultural Nuance and Global Impact with Xolisa Dyeshana and Saf Sindhi
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…
The Lead CreativeHuman Truth Shapes Destination Marketing: Thembisile Sehloho
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…
The Lead CreativeThe Art of Reinvention and Creative Freedom: Jill Greenberg
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…
The Lead CreativeShort-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…
The Lead CreativeConverting Strangers into an Engaged Community
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…
The Lead CreativeCrafting Iconic Stories That Influence Generations: Angus Gibson
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…
The Lead CreativeFrom Resonance to Relevance: The Role of Culture in Marketing, Advertising and Brand Growth
Marketing and advertising have always shaped culture and influenced society. Yet, many brands today lack cultural depth, focusing more on data and short-term…
The Lead CreativePeople, Purpose and Profit: Growing Brands and Empowering Communities
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…
The Lead CreativeThe Science of Marketing: Sydney Mbhele
Marketing has evolved into a discipline that demands measurable impact and accountability. On this episode of The Lead Creative, Sydney Mbhele, the Chief…
The Lead CreativeBalance Brand Equity and Short-Term Results in a Digital-First World: Christa Kruger
Consumers avoid traditional advertising while consuming on-demand content and utilising ad-free platforms, leaving brands struggling to connect. In this…
The Lead CreativeHow Challenger Brands Build Community and Trust
Avashnee Moodley, Head of Marketing at OPPO South Africa, shares how challenger brands can thrive in saturated markets. She reveals the strategies that set…
The Lead CreativeCreative Effectiveness and Strategy in a Fast-Paced Market: Margaret Johnson
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…
The Lead CreativeSeth Godin: Your Brand Has A Strategy, Not An Advertising or Marketing Problem
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…
The Lead CreativeReviving a Brand by Embedding it in Culture and Reclaiming Relevance: Charl Bassil
Charl Bassil, the Chief Brand Officer at the BBC and former CMO of Absolut Vodka, shares insights in rebuilding a global brand by deeply embedding it in…
The Lead CreativeThe Creative Pulse Behind VW: Bridget Harpur
Mongezi Mtati talks to Bridget Harpur, Head of Marketing for Volkswagen South Africa (VW SA), about the secrets behind VW’s enduring cultural relevance and…
The Lead CreativeCompelling Content for Audience Growth and Brand Sponsorships
In this episode, Nicole Engelbrecht, creator of the True Crime South Africa podcast, shares her journey of building a loyal audience and attracting brand…
The Lead CreativeBalancing Creativity and Brand Values in Influencer Marketing
Thando Gambushe, an FMCG influencer marketing lead, joins The Lead Creative to share her expertise on balancing creativity and brand values in influencer…
The Lead CreativeBuilding Resilient Brands Through Ethical Leadership: Bonang Mohale
Should brands become more vocal on societal issues, or stay quiet until the dust settles and consumers are ready to shop again? These are some of the questions…
The Lead CreativeRebuilding Brand Relevance: Nontokozo Madonsela
Rebuilding relevance for established brands can be a challenge. In this podcast, Nontokozo Madonsela, Group CMO of Momentum Metropolitan Holdings, explains how…
The Lead CreativeBreaking Cultural Barriers for Authentic Brand Engagement: Steve Babaeko
Steve Babaeko, the award-winning CEO and founder of X3M Ideas, delves into the remarkable journey that led to his agency's historic Cannes Lions win—the first…
The Lead CreativeBrave and Authentic Brand Communication
Join Jessica Wheeler, Marketing Director at Nando's South Africa, as she reveals the secrets behind Nando's authentic brand communication. Learn about her…
The Lead CreativeThe Secret to Higher Productivity in Creative Teams: Jack Skeels:
CEO of AgencyAgile Jack Skeels shares why traditional management structures are holding back creative agencies and how you can change this. The author of…
The Lead CreativeBuilding Resilient Brands with Generational Relevance: Abey Mokgwatsane
In our latest podcast episode, Abey Mokgwatsane, the CMO of Investec, discusses the essence of brand endurance amidst market shifts. Drawing from his…
The Lead CreativeUnleashing Brand Potential Through Marketing Innovation: Khensani Nobanda
In a crowded market where people are bombarded with marketing and advertising messages at every turn, where brands are clamouring for attention, what does it…
The Lead CreativeThe Impact of Diversity on Marketing and Business Growth: Veli Ngubane
In this episode, we sit down with Veli Ngubane, of Avatar Agency Group, to explore how diversity isn't just a buzzword in marketing and business—it's the…
The Lead CreativeCrafting Connections and Shaping Perceptions Through Brand Storytelling: Lebo Madiba
In this thought-provoking episode of the Lead Creative Podcast, host Mongezi Mtati engages with Lebo Madiba, founder and managing director of PR Powerhouse, to…
The Lead CreativeBridging Global Vision and African Creativity - The H&M South Africa Story: Caroline Nelson
Explore the fusion of global innovation and African creativity with H&M South Africa in this insightful episode. Host Mongezi Mtati talks with Caroline Nelson…