1 Minute With … Selae Thobakgale: How creative agencies can prepare for the future
Most businesses in South Africa and around the world are currently looking at ways to future-proof their business models in a rapidly changing and digitised world.
In collaboration with the IAB Transformation Council, we spoke to Selae Thobakgale who understands this well. As chief strategy officer at South African advertising agency The Odd Number, she solves problems every day so creative work can thrive. For her, agencies need to think strategically about digital, talent, and human-centric creative to prepare for the future.
In one-minute, she tells us why vulnerability is one of the elements that contributes to the best creative work in teams, and why she decided to get into the creative business.
Digital, human beings, and, of course … [laughs]. It was a good one, I promise
I'm Selae Thobakgale, I am a chief strategy officer at The Odd Number
Voiceover: What does that mean?
It means that I solve problems every day for a living, so great creative work can thrive
Voiceover: Why did you get into the creative business?
I'm a creative thinker and I believe that creativity can really change the world
Voiceover: What's your psych up song before a big pitch or meeting?
Right now? It's BTS, Butter. [singing] "Like a criminal undercover, woo"
Voiceover: What, in your opinion, are the elements that contribute to the best creative work?
Be willing to be vulnerable. That's it
Voiceover: What should creative agencies be doing now to prepare for the future?
Knowing what the future holds — that is digital, that is getting the right talent. The more young people you get into your organisation the better
It is also really thinking about, you know, the human being and the people that we are trying to serve with our creativity and with our advertising