In the September issue
How to recruit through Social Media
Uber yourself before you get Kodaked
POPI and Medical Practices
Leading and staying focus
The SA Leader Magazine
Marketing Articles
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Corporate Social Responsibility makes good business sense
Corporate social responsibility needs to be strategically thought out in order t... Read more
Experiential Marketing 2.0 - Shaping the Agency of…
There is something strange going on in the world of communication. There appears... Read more
The big new risk for business … …
Getting a ‘roasting’ from the eye-witness consumer is a growing risk for busines... Read more
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Africa the country! Building a brand across the continent
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Less energy, more power: introducing the socially conscious consumer
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Why are they so against what Customers want?
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FPB Multimedia Policy well-intentioned but threatens Freedom of Speech
Darryl Bernstein, Partner in Dispute Resolution of Baker & McKenzie South Africa says that the policy may be well-intentioned, however, will have unintended consequences regarding freedom of speech in South Africa. Read more
September 16, 2015
Cinemark walks away a winner at the 2015 MOST Awards
The 2015 MOST Awards, designed to recognise exceptional media agency and media owner sales teams, kicked off with a bang at the University of the Witwatersrand with Cinemark announced as the winner of the Best... Read more
September 11, 2015
Jumpstart your brand
So you have a business idea, capital, resources and infrastructure. Now what? New businesses are started every month. Many will struggle during the first few years - and half will fail. Less than 12 per cent... Read more
September 07, 2015
Reinventing retail at Beyond Retail 2015
Beyond Retail is back and this year it promises to deliver even more valuable insights. UCS Solutions – South Africa’s preeminent systems and services company, and a leading provider of business process optimisation and technology services and solutions... Read more
September 01, 2015
Make an impact on Small Business Friday
South Africans across the country are encouraged to show their support for small businesses through the new Shop Small Business and Small Business Friday movement – an initiative by the National Small Business Chamber (NSBC)... Read more
August 26, 2015
Social media customer care - who’s job is it?
Best practice tips for any business handling social media queries as part of the customer care process, by Bruce von Maltitz, Director of1Stream. Read more
August 25, 2015
Expos – not just for show
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August 25, 2015
Eurobest Opens for Entries
eurobest Jury Presidents Announced Awards open for entries with two new categories: Healthcare and Creative Effectiveness Read more
August 21, 2015
7 quick hints for using Periscope
Periscope, Twitter’s new Live Video Streaming App, opens a world of opportunity. Here’s a few hints and tricks for using Periscope to the best of its abilities. Read more
August 20, 2015
Stakeholder Day showcases how corporates and entrepreneurs are building a…
The Hope Factory, a reputable Enterprise and Supplier Development Non Profit Company is bringing corporates and entrepreneurs together during a Stakeholder Day at the Summerstrand Hotel in Port Elizabeth.The Hope Factory, part of the Nation... Read more
August 14, 2015
Bridging the gap between creative and business
A UCT Graduate School of Business programme - a first of its kind in South Africa and designed specifically with creatives in mind will bridge the much-needed gap between creative professionals and business. Read more
August 11, 2015
Saatchi & Saatchi Synergize Wins Global Business for P&G Brands
South African based digital search marketing specialist, Saatchi & Saatchi Synergize, has been appointed global search marketing provider for P&G’s Ariel detergent brand, for 25 countries. Read more
August 06, 2015
VIDI calls for local content submissions
VIDI has called on both professional and amateur producers of local video content to submit their work via the VIDI website for possible inclusion in the video-on-demand (VOD) service's South African content selection. Read more
August 04, 2015
What customers want
Study shows customer experience will overtake product and price as a key brand differentiator by 2020 Read more
July 30, 2015
Megatrends: Threats or Opportunities?
While businesses continually have to adapt and adjust to trends and challenges on a daily basis, many of these shifts take place on a local or regional scale. There are, however, what research group Frost... Read more
July 29, 2015
Eurobest Delegate Registration Opens and Creative Basecamp Launched
Cinemark, the local representatives of Cannes Lions and its affiliates, are passionate about both great film and advertising making this the perfect synergy to bring you the latest information from the world’s premier advertising festivals. Read more
July 29, 2015
South Africa’s top performing brand on Facebook is Jameson Irish Whiskey with a total Interaction Engagement Score of 159%. It is followed by credit card Visa in second position (124%) while retail chain Edgars ranks...
July 27, 2015
67 Minutes Initiative Launches to Connect Givers and Charities on…
67minutes, a new online platform aimed at supporting the Mandela Day initiative, to easily connect charities and organisations with those who want to give help, has launched just in time for Mandela Day. Read more
July 16, 2015
Excellerate Brand Management will take shoppers’ experiences at SA malls…
Excellerate Property Services has launched a new company, Excellerate Brand Management, which is set to take shopping malls, and our entire retail experience as consumers, into the future. Read more
July 15, 2015
Innovation the key to continued business success
Volatile business landscapes, unpredictable markets, complexity and competition are just some of the drivers that keep business leaders searching for innovative ways of doing business. Read more
July 13, 2015
Digital marketing is a key weapon in the executive business…
There’s no denying that the world is rapidly shifting from traditional to digital and, together with other global marketing audiences, South Africans are relying progressively more on digital content on a day to day basis.... Read more
July 08, 2015
Cannes Lions Announces Final Winners
Cinemark, the local representatives of Cannes Lions and its affiliates, are passionate about both great film and advertising making this the perfect synergy to bring you the latest information from the world’s premier advertising festivals. Read more
June 29, 2015
Richard Curtis & Sir John Hegarty to Unveil ‘First Ever…
Cinemark, the local representatives of Cannes Lions, its affiliates and member of SAWA, are passionate about both great film and advertising making this the perfect synergy to bring you the latest information from the festivals... Read more
June 24, 2015
Greatstock secures rights to use ‘Rumble in the Jungle’ footage…
To break through the sea of advertising clutter, a television commercial needs an amazing story or legendary characters – or both. Sanlam’s new Wealthsmiths commercial takes viewers back to the scene of ‘The Rumble in the Jungle’, vividly recounting the... Read more
June 18, 2015
Unlocking Customer Equity with Valuable Content
Since when did advertising ever retain customers? The age of intrusion has conditioned marketers into believing that bombarding consumers with annoying, pushy and often irrelevant messages will create the promise of healthy sales. In fact... Read more
June 13, 2015
Record Entries into Cannes Lions
Over 40,000 submitted across the Festival Cinemark, the local representatives of Cannes Lions and its affiliates, are passionate about both great film and advertising making this the perfect synergy to bring you the latest information from... Read more
June 11, 2015
Brands that have grown by connecting with African attitudes
In our recently released white paper, African Attitudes: Marketing beyond the numbers, we explore the most prevalent attitudes of consumers across the continent and offer the psychographic segments that marketers will encounter in every African market... Read more
June 11, 2015
Agency challenges the confines of conventional job hiring
The conception and implementation of a new idea is a wondrous thing. Today’s evolving environment and challenging market conditions necessitate the need for bold approaches and improvements on long standing norms. Since opening its doors... Read more
June 05, 2015
SAB Foundation Social Innovation Awards (entries close 01 June 2015)
Call-to-entry for Social Innovation Awards 2015 begins The SAB Foundation Social Innovation Awards 2015 has been opened for entry and all entrepreneurs and innovators with innovative, pro-poor products and services are invited to participate in the... Read more
May 21, 2015
SA organisations need a special brand of project manager to…
Business-focused project management can help business extract more value from their projects in tough times. Read more
May 19, 2015
VIDI Partners with Vodacom & Samsung-App ONTV for Greater Viewing…
Pay easier, watch better, win more! VIDI, South Africa's first - and best - on demand video streaming service has tied-up with Vodacom to make paying easier. So, as a subscriber, if you are tired of... Read more
May 18, 2015
Calling all entrepreneurs
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May 14, 2015
Rethink your role as a marketer and fast!
The growing complexity of the marketing role places a huge burden on marketing leaders. Quinton Pienaar, CEO of Agilitude, a Salesforce reseller in Africa, and a customer experience evangelist, says that it is very clear... Read more
May 12, 2015
GIBS Annual CareerExpo aimed at both learners and educators expected…
The Gordon Institute of Business Science (GIBS) will once again be hosting its annual GIBS CareerExpo on Saturday, 9 May at its Illovo campus in Sandton. To be held in partnership with MTN, the CareerExpo... Read more
May 07, 2015
VWV Selects New Group of Students for Phakama Class of…
Award-winning brand experience agency VWV has announced that the Phakama Class of 2015 has been selected. A final tally of 32 second and third year students were carefully chosen to participate in the innovative CSI... Read more
May 07, 2015
Nominate successful business women for the Businesswoman of the Year…
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April 23, 2015
The Matrix, The Mummy and much, much more on VIDI…
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April 20, 2015
Retailers Investing Heavily in Omni-Channel Selling — But Where Are…
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April 17, 2015
Deadline for 2015 Cinemark Young Lions competition looms
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Mind the customer engagement gap
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Cannes Lions International Festival of Creativity - Now is the…
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Young Lions 2015 registration now open
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March 30, 2015
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Vice President Gore Honoured with Cannes LionHeart Award
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March 23, 2015
OLX Launches new website with added technology
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March 09, 2015
Lions Innovation to explore data, tech, ideas…and space
First speakers named and new festival format revealed Cinemark, the local representatives of Cannes Lions and its affiliates, are passionate about both great film and advertising making this the perfect synergy to bring you the latest... Read more
March 09, 2015
Eight South African creatives take their expertise to the judging…
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Bridging the gap between creative and business
- Details
- Category: Marketing & Media News
- Created on Tuesday, 11 August 2015 09:44
- By UCT Graduate School of Business
Creatives in South Africa need to acquire new skills and knowledge to elevate and develop their work into a sustainable business – the commercial aspect of the industry they often are not prepared for.
A programme aimed specifically at creative professionals will address this. The Business Acumen for Artists (BAA) short course, convened by award-winning poet turned business woman - Elaine Rumboll builds “a community of practice and support” in the creative industry.
Rumboll obtained an MBA from Wits University as a means of re skilling herself and later designed the first BAA programme in 2007 to build a much-needed gap between creative professionals and business.
“Creatives are not taught the importance of the commercial aspect of what they are doing in schools and universities. It is a systemic problem, not just in South Africa but worldwide,” she says.
According to Rumboll, the course’s content sprang directly from the skills that artists in Cape Town’s creative suburb, Observatory said they lacked most – among them financial management and fluency in the language of business. The programme was developed in-line with the market's changing needs.
Today, a cutting-edge social media and marketing component gives artists the tools to engage with their audiences online. Ari Kruger and Julia Anastasopoulos, who created the South African YouTube sensation Suzelle DIY after attending the course in 2014, have demonstrated how to utilise skills like these to gain national acclaim.
The which features Suzelle, a “boeremeisie”, or farm girl, who provides hilarious and often ingenious tips on getting chores done around the house, has gained a loyal following via its YouTube channel and social media pages, which include more than 52,000 Facebook fans. It recently partnered with South Africa’s largest online retailer, , where viewers can access “Suzelle’s Wish list”, a (pink) selection of tools and other items that appear in the bite-sized one to two minute-long episodes. It’s a well-placed digital partnership that would be the envy of entrepreneurs in any industry. Both artists claim that they couldn’t have done it without the Business Acumen for Artists programme.
“Marketing and advertising has never been easier for the people who know how to use the web,” says Dave Duarte, a World Economic Forum Young Global Leader and social media and marketing guru who teaches these skills through a combination of formal processes and discussions or practical exercises during the course.
“Whether it’s word of mouth, or simply being at the right outlet at the right time, savvy creative entrepreneurs are using information to guide their marketing decisions,” Duarte says.
Other lecturers include renowned South African ceramicist Lisa Firer, who guides the class through an exercise using a “vision board” to help distil their creative objectives. Identifying one's goals and individually exploring what drives you to create is a vital part of the learning process.
“If you understand the ‘why’, the ‘how’ comes easier,” Rumboll says. She has also designed a series of exercises to help artists identify the psychological barriers to their own success.
Rumboll says along with encouraging an entrepreneurial mind-set, establishing a network of peers is the second broad area covered by the course. This is not only a by-product of having a diverse range of participants, from jewellers to poets, but strong networks are also built through a structured six-month mentorship at the end of the course. Collaborations, in-kind projects – and solid friendships – arise every year.
Well-known South African filmmaker Simon Taylor of Periphery Films says he found this aspect of the course “invaluable”.
“I went into the programme feeling like I was on an island. I felt really lonely as a creative entrepreneur, so to connect with people feeling the same way was amazing. It was almost like a support group and the experience was on the level of mind and heart adjustment, it was not just about learning new things,” says Taylor.
Learning to develop fluency in the language of business and to sharpen basic business skills is the third of the three focus areas. Finally, participants are required to conceptualise and concretise a business idea.
“They spend the 13 weeks prodding it from different angles, and by the end of it we want participants to have a product or service that they can actually ship,” explains Rumboll. Participants pitch their business idea to a panel of judges, who evaluate its feasibility.
The course, which is the only one of its kind in the country, offers creative professionals the necessary support to hone invaluable practical skills. Rumboll says artists are the lifeblood of innovation and with their development, South Africa will increasingly feel the economic benefits of this transition from “artist” to “creative entrepreneur”.