The Media

THE TREND

needs and work their own hours, Jason like a group of freelancers, but we
increasing flexibility. Stewart are a united group of freelancers
backed by a common objective, with
As for the cons, there aren’t too Extroverts are really our productivity measured by our
many, apart from not seeing each struggling by not being outcome-based delivery.
other “in the flesh”, they say. And able to feed off the energy
the pitfalls? Nothing yet; ask us of others and have been The focus of culture has shifted
again in a year. pushing for us to reopen from “What is the spiritual soul of our
business?” (which in most instances
Ensuring staff are inspired and we thought was adding value while was translated into team-building,
energised also forcing us to try new approaches events and so forth) to “How do
HaveYouHeard founder, and find new solutions. we work together to achieve the
Jason Stewart objective in front of us?” In a way, our
HaveYouHeard made the call to Pros are more focus, attention on current situation has stripped bare
work from home a week before work with fewer physical distractions company culture to what its essential
the government made the official and interruptions, lower operating essence is, which is “How do we get
lockdown call. Our priority was the and personal costs, fewer sick the job done in a way where we all
health and safety of our teams. days, no more flying for one benefit?”
Working from home was a relatively meeting, respect for home/family
seamless and easy transition for life, and being able to challenge In terms of cons, connectivity is
two reasons. Firstly, our culture the status quo. probably the number-one issue that
has been built on “freedom and most business leaders and managers
responsibility”. Secondly, all of our Cons are more digital distractions cannot relate to, as they have better
systems and workflows are set up and meetings, no overspill of learning connectivity than their workforces.
digitally and allow for flexibility and and wisdom, being siloed by Zoom, The reality, though, is that a portion
non-physical interaction. We also all relationships and trust are harder of our workforce is struggling with
had laptops and most of our team to invest in, problems with internet this, which limits their potential
already had wi-fi access at home (we connectivity, and mental health delivery (a cost to the business) and
helped those who didn’t get set up). issues due to isolation. is counted against their performance.
Bad connectivity is also disruptive to
Our goal as a leadership team is Connectivity the number-one issue the collective because a single issue
to ensure people are inspired and FCB and Hellocomputer can disrupt the workflow of an entire
energised by the work they do and Johannesburg group executive group of employees.
the goals they aim to achieve, that for strategy, data and insight,
they are integrated with other people, Antonio Petra Another con is the impact of
ideas and approaches, and are Culture is super interesting, because loadshedding. Not all employees
collaborating when it’s of value. you have to ask the question in the have backup power, and the
current environment if culture is dispersed nature of loadshedding
Extroverts are really struggling by (or ever was) that important. On means that, when it occurs, a portion
not being able to feed off the energy the one hand, we can at times feel of your workforce will be impacted.
of others and have been pushing for This effectively means your business
us to reopen. They are also actively has some form of loadshedding for
looking for ways to interact with the entire day.
other team members, like working
in pods, establishing meet-ups and The pros are rapid digital adoption,
so forth. The introverts, however, acceleration of digital transformation,
are really thriving and a few have improved accountability, work
said (very seriously) that there is no sharing (allocation of duties),
reason for us to work face-to-face flexibility, self-management of work-
ever again. life balance, and autonomy. Then
there’s increased productivity due to
The truth is that there are pros and reduced mobility (less travel means
cons, but what this has provided is an more productivity time), accessibility,
opportunity for us to stress-test what speed of response (tools available

themediaonline.co.za T H E M E D I A i 49

across devices mean that employees no off switch for work. Wake, work, productivity gains were massive.
are available more frequently), rinse, repeat. But at the same time Working from home really allows
collaboration (tools not only enhance I realised how fortunate I was to be for more focused work and tasks to
collaboration but also allow for time- productive, to be engaged in work get completed faster. As a digital
distributed collaboration – this means I love, to be earning a salary when native, I’ve also enjoyed seeing how
people don’t need to be collaborating so many weren’t, to have really fast technology (Zoom calls, WhatsApp
at the same time; an artefact can be home internet, to be present for my groups, and makeshift home studios)
built over time) and communication. daughter 24/7 and to be safe. can be utilised to help fulfil our
business objectives efficiently.
Di Macpherson Fast-forward more than 140 days
and I am at peace working from I’m aware that working from
A-Z of WFH home. I am less stressed without all home might be more difficult for
Di Macpherson, head of on-demand the rushing around that dominated some, especially those with family
content for Kagiso Media’s East my life before. These days, I get into a responsibilities, but putting a few
Coast Radio and Jacaranda FM calm and deep work zone, balancing structures in place – creating a
I’d always wanted to try working the solo work with the teamwork, and dedicated workspace, forcing yourself
from home but had never had the feeding the extrovert in me with the to take an hour lunch break, and
opportunity. This all changed in latter. What do I miss? Laughing with sticking to a routine – really eases
late March 2020 when I switched colleagues, one-on-one sessions over the process.
my comfortable and ergonomic emails, creative sessions, physically
Umhlanga Ridge workspace for being in a room with other grown-ups Communication is even more
the dining-room table and a dining- and physically separating work crucial when working from home.
room chair, souped-up for comfort from home. Oh, and my ergonomic The last few months reminded me
with a bedroom cushion. That was office chair. of the importance of managing
144 days ago. expectations, but also how
This year is certainly teaching us to “managing up” can make a world
The first 10 days were a nightmare. be nimble, humble and comfortable of difference.
I felt like I’d joined the circus with with change. But above all, it’s
all the juggling that was going on: teaching us to be grateful. Working from home
home-schooling and entertaining really allows for more
my eight-year-old; cooking; cleaning; Productivity gains massive focused work and tasks
grocery dashes; endless housework; Renaldo Schwarp, digital lead at to get completed faster
and trying to silence the dogs during Jacaranda FM
video meetings, all while rushing to I have always had a reverence for Renaldo
close windows after yet another troop periods of change; if managed Schwarp
of monkeys paid a visit. correctly, they lead to innovation
and growth. Working from home has
I felt overwhelmed as I tried to proven this.
adapt to the situation (I refuse to call
it “the new normal”!) with elegance When Jacaranda FM headed into
and dexterity. I felt like there was working from home, a week before
the national lockdown period started
in March, I never thought that I’d
become a big fan of the lifestyle.
Jacaranda FM was quick to respond
to all staff members’ logistical needs
to help them set up our home offices,
but the first few weeks were tough.
I missed the banter over a cup of
coffee, the quick team scrums, and
being in an actual studio.

I soon came to realise, however,
that due to fewer interruptions, my

50 i T H E M E D I A themediaonline.co.za

THE TREND

Andrew For the remainder of the talent, I is also generally better (or at least
Pike went with a (previously) little-known so I have been told). Then there’s the
online service called Cleanfeed. It freedom to work from the comfort of
A technical perspective is accessed through a computer or my bed, sofa or a coffee shop. I do,
Andrew Pike, technical and IT smartphone web browser, and the however, recommend that you set
manager at Jacaranda FM setup can be as simple as having aside a specific space in your home
Of all the things that can be a USB-equipped microphone and that becomes your ‘office’. This helps
said about the year 2020, it has headphones, a laptop and stable to define boundaries, including time.
certainly been one for innovation internet connection. There are cost savings on petrol,
and invention. Although we had office outfits, consumables and
been speaking about updating our Scrambling to get other office operating costs. Instead of sitting in
disaster-recovery plan and business- staff equipped was not quite as traffic for hours, I’m able to get out
continuity policy for a while already, challenging, but out there right now and walk the dogs, and get in some
by March this year we had done is a combination of fibre, LTE and much-needed me time and exercise,
precious little. even ADSL. Those services that were sometimes even twice a day.
not already in the cloud have been
Then suddenly, in the space of a migrated, so almost all of the office Safety and security are also an
week, the concept of working from functions are now possible from the issue as late nights come with the
home went from being a tongue- living room. territory of what we do. Working
in-cheek excuse for taking a slow from home negates those dark and
day to a glaring reality. We had four Our disaster-recovery plan has lonely late-night drives home from
days to get our two biggest shows certainly been written on the go as the office.
– Breakfast and Afternoon Drive – we navigate and innovate. What
online from various addresses in we have learned so far is definitely The downside is sitting soft for too
Johannesburg and Pretoria. going to shape how we work in the long; being comfortable means I don’t
future. We have certainly saved on get up and move as often. However,
Our live station, like most others in some office costs such as electricity, I now have a smart watch that
our market, requires instantaneous water, cleaning services and reminds me to stand and that break
collaboration between the main maintenance – with a huge saving in concentration also has a positive
presenter, sport, traffic, news and live in the one commodity that keeps an effect on productivity and overall
callers, with a producer and social- organisation like ours fuelled: well being. The creative industry
media person being in a close loop. coffee beans! also feeds off human contact and the
energy of others; video conferencing
Long story short, we went with Why I prefer WFH cannot completely replace the
tested outside broadcast equipment Kaz Henderson, founder of benefits of face-to-face connections.
(Comrex Access and Telos Z/IP) Networx PR
for our main presenters. These are Over a career spanning nearly Hours can blend into night; unless
costly and usually available only 30 years, I have had the benefit you have that specific space set
after a four- to six-week pre-order; of working in a formal office aside as a designated “office” it can
we are privileged to have two, hardly environment, only from home, and be difficult to close the door and
enough for all our talent. A visual cue a hybrid of the two. Each has their switch off at the end of a working
to the main presenter is also a big own peculiar set of advantages and day. Setting the boundaries for
bonus and, after experimentation, disadvantages, but I far prefer the clients (and myself) is important. Just
we found that running a Zoom call ability to work from home. because you work from home does
with the talent, with all microphones not mean you are on call 24/7 (unless
muted, helped a lot. The upside is increased emergencies or the job dictate). Oh,
productivity, with fewer distractions and then there’s that bottomless
and time saved from not travelling to cookie jar … the less said about that,
the workplace. The quality of work the better.

IMAGEs: sUPPLIED Setting the boundaries is important. Just because you
work from home does not mean you are on call 24/7

themediaonline.co.za T H E M E D I A i 51

Covid-19: the tipping
point for mobile?

Investment and adoption in mobile marketing continue to rise, despite widespread
media budget cuts. LUISA MAZINTER reckons it’s because marketers know it works

T here is no doubt that the The growth in mobile video March compared to the 6.2 million
world has changed, and consumption is understandable. downloads in February. Not bad for
consumer behaviour along Consumers have been stuck at home the new kid on the social media block
with it. So while some for months, and need entertainment. that only launched in 2016.
media succumb to the New mobile apps like TikTok have
financial strain placed on them by exploded thanks to the lockdown: TikTok users are finding ever more
Covid-19 – consider the plight of the global figures suggest that during creative ways to use the platform,
many South African print magazines the week beginning 16 March, TikTok such as running the first-ever
that have had to close down – mobile was downloaded two-million times Quarantine Olympics, with a number
as both a channel and a platform is (an 18% increase in downloads from of previous unknowns becoming
going from strength to strength. the previous week). The app also saw global idols with massive audiences.
a 27% increase in the first 23 days of In fact, educators are now looking at
In fact, according to the Mobile how they can use this tool, because
Marketing Association’s (MMA) The
state of the industry: 2020 Mobile
Marketing in EMEA report, produced
in partnership with WARC, mobile
is the fastest-growing channel and
the biggest driver of internet growth
in the EMEA region. It’s not hard to
understand why: it works. So much
so that 94% of marketers surveyed in
the study say mobile is effective.

While mobile is certainly not
immune to the blanket budget cuts
that most marketers are navigating,
in the main, 25% of all marketing
budgets is allocated to mobile and
66% of marketers expect mobile
budgets to rise in 2020. Another
significant finding is that for most
respondents, 50% of their mobile
budgets is allocated exclusively to
mobile video.

52 i T H E M E D I A themediaonline.co.za

THE MOBILE IMPACT

of how it engages an audience that is around for a number of years, such
becoming increasingly hard to reach. as augmented reality (AR) and
virtual reality (VR), will become more
Mobile payments and m-commerce pervasive – especially as younger
are also on the rise, with 37% and generations adopt them. Just look at
34% respectively of the MMA study’s Snapchat’s innovative use of AR, with
respondents saying that they have its embedded filters, lenses and AR
seen a change in user habits. Thus, features. Entertainment experiences
as social and shopping apps and will become more immersive, as
mobile payment platforms become cameras augmented with other
more dominant, marketers across datasets add more meaning and
all sectors will need to ensure that value to digital content. VR will follow
they fast-track their m-commerce in its wake, but only when access to
strategies to align with changing headsets becomes more affordable.
consumer behaviour.
With all of this change happening,
IMAGES: SUPPLIED Mobile first TikTok users are it is interesting to note that 61% of
Mobile gaming has experienced finding ever more companies surveyed in the MMA
similar spikes. From 16-23 March, creative ways to use study believe that they have adapted
4.3-million video games were sold the platform, such as to mobile and developed a mobile-
worldwide, a 63% increase over running the first-ever first brand response. This is an
the previous week. While this was Quarantine Olympics increase of 11 percentage points
reported to be in part due to the on 2019.
release of Animal Crossing: New and contextual they can offer to help
Horizons by Nintendo, it is a trend consumers achieve what they want. Globally, 52% of people accesses
that is continuing its upwards the internet primarily via mobile (in
trajectory. It’s therefore no surprise Of course, e-commerce has South Africa this stands at 60.1%),
that mobile gaming advertising is on experienced a similar boom as so for many, mobile is the main way
the rise, and is expected to become consumers choose to stay at home they engage with brands. As a result,
even more popular in the coming and transact online. This presents marketing professionals need to
months and years. a massive opportunity for media understand how and when devices
owners who can target consumers are being used, and ensure their
Whether it’s mobile video, gaming while they are shopping, and take communications are relevant and
or social media, one common priority the friction out of the customer useful to those moments. While there
remains: marketers must adopt a journey to deliver a better overall is still some way to go, this does
mobile media-first approach. Far consumption experience. follow the broader curve of digital
too many still take their TVCs and adoption and digitisation. Lockdown
simply reuse them for mobile. Mobile Moving forward has made it clear: there is a primary
is a unique and powerful channel, Looking ahead, and as the phone channel, and it is mobile.
and marketers need a clear strategy becomes even more central to our
focusing on utility when adopting this lives, technologies that have been Luisa Mazinter is Chair Emeritus of the
channel in their comms plans. Mobile Marketing Association SA. She is
the chief marketing officer at CubeSquare
People respond differently on a Advisory, a senior executive with extensive
phone; it is an extension of their experience in formulating and executing
selves and therefore of the brands strategies that deliver bottom-line growth.
they encounter when using it, even She employs innovative approaches
more so than before Covid-19, and to analysing market information and
mobile users engage with their identifying business opportunities.
phones over many “micro moments”
throughout the day. Brands need
to look at when the device is being
used, and if there is something useful

themediaonline.co.za T H E M E D I A i 53

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Boys! Boys! Boys!

Telling better stories means fighting for better gender
representation in the work place. And, as SUHANA GORDHAN
writes, it’s time for men to step up and join the fight

I t’s 2016, and I’m living out my We’ve merely cracked open the have true insights about humans if
advertising dream. I’m at the book of stories women and people we don’t have enough different and
Cannes Lions International who identify as women have to tell. unique humans in the room.
Festival of Creativity and one Can you imagine how much more
of nine women on a panel of effective we could be, how much And it’s not about a sprinkling of
26 judges. We’re in the midst of further we could grow the economy diversity either. Actor Riz Ahmed
discussing a piece and three of us as an industry, if we just normalised says it best: “I don’t like to talk
women are leading the argument. gender equality and told way about diversity; I feel like it sounds
A male judge from across the room better stories? like an added extra. That’s not
disagrees with us and says, “Girls! what it’s about for me. It’s about
Girls! Girls…” We cannot have representation. Representation is
I don’t remember what he said true insights about absolutely fundamental in terms of
next, because all three of us were humans if we don’t what we expect from our culture,
having none of it. This was not “Bring have enough different and from our politics. We all want
a girl child to work day”. This was and unique humans in to feel represented. We all want to
a group of professional women, the room feel seen and heard and valued.”
seasoned advertisers representing
their continents on a world stage. Here are some ways we can shed Start calling out bad behaviour
And we were being reduced to our the scaly skin of patriarchy that Whether it’s from the agency
teenage-girl selves. still looms in our industry, like the CCO, your big money-spinning
The marketing and advertising lecherous old uncle nursing a whisky client or the young intern, call
industry may think we’ve progressed in the corner of the room. out inappropriate behaviour,
well beyond the Mad Men era but discriminatory commentary and
today we’re dealing with something Stop hiring for the single story implicit bias. If you’re worried about
just as dangerous: subtle offences; One of my favourite writers, losing business because of it, then
implicit bias and microaggressions. Chimamanda Ngozi Adichie, speaks
When discrimination or gender about the danger of the “single
inequality is not overt, it’s even story”. She says, “The single story
harder to dismantle. creates stereotypes, and the problem
Nielsen tells us that women hold with stereotypes is not that they are
71% purchasing power in South untrue, but that they are incomplete.
Africa. And yet, as an industry, They make one story become the
we’re still struggling to retain only story.” So, as tellers of stories,
female creatives and find women we need to hire better. We cannot
in leadership roles. Quite simply,
we cannot tell authentic stories
about women if our studios and
boardrooms are under-represented.

56 i T H E M E D I A themediaonline.co.za

THE ISSUE

IMAGE: sharon mccutcheon/ unsplash you’re a poor leader who needs a sit Ensure that transformation is Do better because the world
down with your conscience. Develop not an occasion, a noun or a needs better
a zero-tolerance policy towards points parade As media, marketers and advertisers,
inequality and discrimination in your For far too long, we’ve looked at the we know the power we hold in
company so that young women word ‘transformation’ as something shaping conversations, thoughts
don’t have to do the heavy lifting that’s great to bandy about on panel and behaviours. We also know the
themselves. Create safe spaces discussions. The B-BBEE points ills we’ve perpetuated. We live in
for your employees, and foster an system is a good sign-off in a pitch the most exciting times and our
environment that is liberating and room, and we speak about shining relationship with our audiences is
inclusive. You will attract not only a light on women as if they are need more intimate than it’s ever been. But
better employees, but the right kind of illumination. Women are already if you’re a brand that’s either born
of clients too. strong; we have a lot to say and to or still standing in this generation,
contribute, and we don’t need the you will never be forgiven for not
Invest in a contemporary charity of a candle held up to us knowing who you are and for not
dictionary on public holidays. We need genuine standing for something. You don’t
Understand that the world we commitment to and investment have to change who you are; you just
navigate now needs new language. in the growth and development have to do way better.
Don’t make assumptions about of young people. We need actual,
gender and don’t make it the on-the-ground work – the kind that Finally, boys, boys, boys…if you’re
job of your employees to educate takes place behind the scenes, reading this, please know that the
you. Know the difference between while no one’s watching. Without it, time has come and gone to banish
‘he’, ‘she’, ‘they’, ‘ze’ and ‘zir’. Bring in transformation is a wallflower, not mad men, creepy uncles and the guys
specialists who can break down what the future we want for our people and who pose as convenient feminists.
every letter in LGBTQ+ means. our industry. It’s a much better world if you join
us in unlearning, re-educating,
reframing and rolling up sleeves. It’s
a much better world when we’re not
deploying our energy on breaking
down walls, but rather investing it in
telling better stories.

Suhana Gordhan is the executive creative
director at the DUKE Group. Making iconic
work with local flavour is the fundamental
principle that has sustained the newly
appointed ECD in the advertising industry
for the past 15 years. Over the years,
Gordhan has gained unparalleled insights
and experience from her many terms on
local and international industry award
panels. A recipient of numerous awards
herself, Gordhan has shared her creativity
with brands such as Nando’s, Coca-Cola
and USAID. In fact, her work for Coca-Cola
was featured in Contagious Magazine as
one of three campaigns in The World’s
Best Strategies.

themediaonline.co.za T H E M E D I A i 57

partner content

It takes two
Press Play Films SA has gone from selling
school concert DVDs to directing BMW
commercials, one job at a time.

T he husband-and-wife team to the challenge of directing her first Chasing shadows
of Nick and Tina Dearlove spots – and for a premium brand
(known as Team Tick) is too: BMW. “I then reached out to Cindy Lee,
making inroads in the director of The Star Films Company,
television-commercial Women’s work as I had heard she ran a Shadow Us
and content-creation spaces. Press programme, and asked her to send
Play Films SA was founded in 2009 A brief came in from Wunderman me some referrals,” says Tina. “I
by the couple, who both had years Thompson with a challenging wanted to take two young, black,
of experience in agencies and timeline and budget due to the female film students with me to
production companies. Covid-19 pandemic. Tina proposed experience what a day on set is
a Women’s Month pitch in which really like.” Nongcebo Mngadi and
Nick had studied 2D and 3D she would step up as director and Muthethwa Musia were selected
animation and editing and had dedicate the company’s fee for as the two students who would
experience shooting music videos. producing, directing and post- shadow Tina.
Tina had studied film and production, production to the shoot days. The
with a specific focus on editing. Both deal was she would include as many
had years of experience in agencies women in the production process as
and production companies before possible, and challenged the agency
starting Press Play. and client to do the same.

“We started the company with “I was so nervous when I pitched
no clients or equipment,” say the the project but I had technically co-
Dearloves. “We bought our first directed every job we had done,”
computer after a busy period of Tina says. “It was time to grab the
selling school concert DVDs. We bull by the horns and say I was
knew we had to start at the bottom directing this one myself.”
and just work our way up one job at
a time.” The shoot day included women in
the roles of director, assistant AD,
Fast forward 11 years later producer, project manager, Covid-19
and they have made some of safety officer and DIT/VT, with a
South Africa’s best content and female-owned catering company,
commercials, including the popular Imbiza Catering, providing the food.
Leon Schuster and Shorty RWC TVC Strong female roles from the agency
that was a hit during the 2019 Rugby and two women on the client team
World Cup. This August, Tina rose were present too.

58 i T H E M E D I A themediaonline.co.za

“I just love how many questions
they had,” says Tina. “They
weren’t scared to get involved and
help us keep the vehicles looking
great, as we had no budget for art
department. It was such a team
effort; I remember all of us women
polishing this car and laughing,
just connecting and feeling alive
once more.”

They believe it’s all about
collaboration and
strong relationships with
agencies, clients and other
production companies

IMAGES: SUPPLIED BIO Take the wheel back, quietly edit, make client a cup
of tea, or help the team move gear,
Press Play Films SA is a The BMW job had another then we do it…together.”
dynamic Johannesburg based challenge too: a bolshy taxi
production company producing driver. As they were about to set All you have to do is Press Play!
engaging and creative content for their final hero car shot of the This is sponsored content.
for commercial, corporate and day in Braamfischerville, a taxi
online platforms. pulled over right into shot. With Click here to watch the Press Play video
time ticking, Tina ran down the Watch one of our BMW videos here
Building lasting relationships street and asked the driver to
with our clients and constantly move his vehicle. He said, “Lady www.pressplayfilms.co.za
bettering ourselves and our work if you want it moved, move it PressPlayFilmsSa
are some of our main focuses. yourself,” and threw the car keys pressplayfilmssa
We love what we do. We love into the road.
working with like-minded,
passionate people and seeing “I was not going to let this
them and ourselves thrive in taxi be in the shot, so I ran and
every achievement. got the keys, hopped in the
taxi and moved it myself,” says
Nothing is more thrilling Tina. “With seconds to spare we
than seeing that finessed final managed to get the shot with the
product on screen, having sun setting. It’s moments like this
brought a vision to life. From that make me realise why we love
taking the initial brief to the what we do.”
render on the final video, Press
Play handles every aspect of the Tina and Nick’s work may not
production and post production be conventional, but they believe
process, ensuring clients have it’s all about collaboration and
peace of mind knowing the team strong relationships with their
will handle every detail with the agencies, clients and other
utmost precision and care. production companies.

“We aren’t interested in egos,”
they say. “If we have to sit at the

themediaonline.co.za

There’s a lot to talk about in the media industry, and we’re facilitating the conversation.
Join us for the first The Media Lounge webinar where Marlon Davids (e.tv), Peter Lindstrom

(Primedia Outdoor), Uyanda Manana (Conversation Lab), Simon Wall (Tractor Outdoor),
Brett Lindsay (EVA powered by Brave Channels) and Vernon Matzopoulos (Arena Broadcast)

chat to host Donald Mokgale on how their companies navigated the Covid-19 Pivot.
Wednesday - 7 October - 10h00

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