Success comes from following your passion
Zibusiso Mkhwanazi, the CEO of digital agency Avatar, tells Margaret Harris that going broke at the age of 23 made him appreciate what was truly important in life
Avatar is based on an entrepreneurial business structure where most of the departments function like businesses and by themselves.
However, we collaborate closely because I believe this is how people truly grow.
My job is to craft the overall strategy of the business to be implemented by the various departments, and to measure the progress of what we set out to achieve.
A huge part of my job, as well as part of the senior management team, is maintaining key client relationships. That’s why most of our clients have been with us since inception and we continue to create and nurture good relationships. When you began your first company — a web design company — with only R2 000, what kept you focused on making it succeed?
I was 17 at the time and wanted R1-million by the time I was 21 and R10-million by 30.
That was what kept me focused — until I went broke at 23.
Going through that tough phase of my life and growing spiritually in God helped me realise that success can be achieved only when you make a positive difference to people and follow your passion instead of money. What type of work does Avatar do, and what distinguishes it from other agencies?
We are a 360º agency with digital at the core, which means we craft communication that is relevant to consumers living in the world of mixed media, including TV, social, digital and radio.
We then measure results and use data to create better and more relevant communication that delivers return on investment to our clients.
What further distinguishes Avatar is our diversity, which ensures our work is relevant in different communities and reflects South Africa’s diversity. You have won several awards. What role does that play in the type of work you do?
I have been recognised by a number of global bodies through the years, and they help in convincing people of your vision.
However, the best business award is employing a team of 50 talented individuals and delivering great results to our clients.
There are too many to mention, but I am big on playing my part to make South Africa a better place.
Having to market the country’s brand through Brand South Africa, the national carrier SAA, and a key tourism province, Limpopo, as clients, is like being called up to play for the national team of marketing.
So every game is important because what we do creates employment, opens opportunities for businesses and shifts global perceptions. What did you want to be when you were a child?
One of the first words I could pronounce was Bavaria. I used to go crazy when I saw a BMW. I wanted to do any job that meant that I would work with BMW. Still do.
I studied a national diploma in information technology at the University of Johannesburg, then went to do two World Economic Forum leadership programmes at Harvard and Yale. What was your first paying job, and what important lesson did
I used to sell sweets and ice cream on President Street in the Joburg inner city during school holidays for extra cash. Biggest lesson I learnt is never eat your own stock. What part of your job would you prefer to outsource?
I am a big believer that a successful business is one that does not depend on one person but functions as a whole. In essence, the business will be a success when it does not need me. I am working on my exit plan every day, by outsourcing more of what I do to capable individuals in the agency, and I just guide them.
When I walk through the door and my one-year-old son runs to the door for a hug and kiss from dad, then my wife follows suit. What makes you good at the work you do?
The people I work with make us a great team. It’s not about being the smartest guy in the room simply because you are the founding CEO, but allowing people to give perspective to solve problems from multidimensional perspectives.