Molefi Thulo: “The thing you want is on the other side of fear”
JUDGING AT CANNES, THE ONE SHOW AND CLIO’S, MOLEFI THULO THE MULTIAWARDED EXECUTIVE CREATIVE DIRECTOR AT OGILVY JOHANNESBURG WHO AMASSED LIONS, D&ADS,
ONE SHOW, LOERIE’S, LIAS, TO NAME A FEW, WAS ALSO ON THE TEAM THAT WON THREE CANNES GRAND PRIX LIONS FOR KFC “MAN MEALS” AND LUCOZADE “GIVE ME STRENGTH” CAMPAIGNS.
Meet The World’s Most Awarded Creative Directors in this series called the 6.5 interview
ALWAYS, ALWAYS TRUST YOUR GUT FEELING. I DON’T KNOW WHAT IT IS, BUT IT HAS NEVER LET ME DOWN.
1 Your biggest fear when you just started?
Molefi Thulo: ‘I started out in marketing. Then one day my friends and I were at a music concert organized by one of the big mobile networks. While I was staring at the stage I thought, hey, I have an idea for them. At the time I liked this brand’s advertising and thought I could add to the work they were putting out there. So, I called up the agency and arranged a meeting with the creative director and told him I had a great idea for his brand. The day came and I went to his offices to present my idea which, after presenting it, was met with a blank stare. So, I thought I’d blown the opportunity and quickly resigned myself to that fact. That was until he asked me if I’d be interested in an internship. The rest, as they say, is history. The fear in those days was the fear of not being clever enough. Not being funny enough. I guess a lot of people share this, but at the time it was terrifying. And then you cut your teeth on a few projects, and confidence and quality of thinking build up. One of the best posts I’ve seen this year reads, “The thing you want is on the other side of fear.”
2 Describe your key-career break moment…
‘I’ve been blessed with lots of special moments and years in the industry. But the year
I’ll remember was working with my colleagues on Lucozade, a famous energy drink - and we started developing a tone for the brand and sense of humor. We took the category and redefined it at the time. The campaign went on to do wonders for all of us, including being awarded a Grand Prix at the Cannes Lions Advertising Festival.’
3 The lesson learned from your most loved mistake ‘Always, always trust your gut feeling. I don’t know what it is, but it has never let me down. Whether it’s deciding on work or interacting with people I now know to always consult that feeling within. Mistakes can be very good by the way – provided that you learn from them and they shape you into a better person and creative.’
4 Where do you get your inspiration?
‘Music, music, music! I’m the type of person who’ll listen to a movie soundtrack while driving to work, because I’m inspired by the composer’s creativity and how that track makes me feel. Those who know me will tell you that my favorite place is in a studio. I can sit there for hours and conceptualize. Unfortunately, one can’t spend working hours in a studio, so I always pick a song that I know will get me in the right mindset for that specific brief or task at hand.‘
5 If you want to get ahead in advertising these days, please, please do not ever…
‘Don’t be fake. Rather “do you.” You’ll succeed if you bring your flavor to the table. Because most likely, it’s you who can tell your own stories best; the way you feel them. And – very important, don’t assume. Rather go and find out about your consumers. Go and get to know your client’s business better.’
6 If I was a millennial and wanted to start in advertising now,
I would...
‘Bring an open mind. Be willing to learn – there are no right or wrong answers in advertising, just finding smart solutions for clients’ problems.’
6.5 Also, I’d like to state that…
‘Don’t forget to have fun. You’ll do your best work when you’re enjoying yourself. It’s true, I can vouch for that.’