1 Minute With … Robyn Campbell: Mobile phones in Africa will be the biggest enablers of creativity
Robyn Campbell, managing director at creative solutions agency Machine and IAB South Africa’s agency council chair member, says that if you want to inspire the next generation of creative minds you need to give them “time, energy, and love”.
In her role overseeing the agency, and driving digital transformation, she has seen how the rapid adoption of mobile phones in Africa has created a new shift in the way young people express themselves and consume content.
In just one minute, she delves deeper into why digital and mobile phones in Africa, in particular, will be the biggest enablers of creativity over the next few years, and tells us what she loves most about her line of work.
Which meme describes me best in work mode? I think probably the cat with the keyboard [mimics typing sound]
I'm Robyn Campbell, managing director of Machine, an agency in Cape Town as well as the chair for the agency board, part of IAB South Africa
Voiceover: Why do you love your line of work?
I love my line of work as I get to do something completely different every single day and I get to learn from different people
Voiceover: What's been the biggest change you've had to grapple with over the course of your career?
Oh, COVID. I'm pretty sure it's the same for everyone. But I moved jobs in the middle of hard lockdown, and it was really tough
Voiceover: What excites you about work coming out of South Africa's creative industry?
Ah, just that we've got so little in terms of budgets, but we're doing some of the best work in the world
Voiceover: How do you inspire the next generation of creatives?
Give them time, give them energy, give them love
Voiceover: What technologies do you see as the biggest enablers of creativity over the next few years?
I think just the adaptive digital and the growing sort of ability of mobile phones
I think particularly the penetration in Africa, we're seeing it become so much more prevalent so I think we're really focusing on mobile-first
And again, our unique target markets, and I think we're going to see that change rapidly