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The Lead Creative
The Lead Creative podcast hosts a series of conversations with great minds behind some of the leading brands, businesses, organisations and top ideas that we all love. From advertising thought leaders, forward-thinking brand leaders, innovative digital marketing minds to content creators - the podcast gives into what makes the world engage with some of the top brands. Founded and hosted by Mongezi Mtati, the podcast shares analysis, trends, and strategic intelligence.
The Lead Creative
Creativity, Marketing Effectiveness and the Cost of Short-Termism: Effie Awards Trends
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Marketing effectiveness is under pressure as short-term metrics continue to shape decision-making. Recorded at the Effie Awards South Africa as part of The Lead Creative Effies Series, this conversation with Gillian Rightford, Effie Awards South Africa Lead and ACA Executive Director, revisits the long-term cost of short-term thinking, now viewed through award-winning work.
Conversation highlights
- Why long-term brand building is back in focus
- Why vanity metrics carry less weight in judging
- The limits of AI in creative effectiveness
- Why playing safe is a brand risk
Produced in collaboration with our partners, Soweto Media.
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