0:00
Which meme describes me best in work mode? I think probably the cat with the keyboard [mimics typing sound]
0:09
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
0:16
Voiceover: Why do you love your line of work?
0:18
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
0:23
Voiceover: What's been the biggest change you've had to grapple with over the course of your career?
0:27
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
0:33
Voiceover: What excites you about work coming out of South Africa's creative industry?
0:37
Ah, just that we've got so little in terms of budgets, but we're doing some of the best work in the world
0:42
Voiceover: How do you inspire the next generation of creatives?
0:45
Give them time, give them energy, give them love
0:48
Voiceover: What technologies do you see as the biggest enablers of creativity over the next few years?
0:54
I think just the adaptive digital and the growing sort of ability of mobile phones
0:58
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
1:04
And again, our unique target markets, and I think we're going to see that change rapidly
