by Veli Ngubane (@TheNduna) Lerato Sengadi (@Leratolicious; IG: @leratolicious1) is a powerhouse with over 15 years in the Industry who’s recently been assigned to head up Influencer Marketing agency, Humanz South Africa. This Soweto-born creative delves into Women’s Month, industry transformation, influencer marketing and the impact of the Black Lives Matter movement on Brands. Great insights — all I can say is: “The future of this industry is in great hands.”

Veli Ngubane: It’s been Women’s Month: what does this month mean to you and what should the industry be doing to be more inclusive of women?
Lerato Sengadi: What Women’s Month represents and what it has become are two very different things. Women’s Month is supposed to be is a celebration of the many feats and changes brought about by South African women, inspired by the fighting spirit of the stalwarts of 1956. Those veterans were a group of women who said “enough is enough” and took matters into their own hands to bring about change. Which is what African women do — “Mosadi o tshwara thipa ka bohaleng” — a Setswana and Sotho idiom roughly translated as “a woman holds the knife on the sharp side of the blade.”

All this month has become is a commercialised celebration of women with no structural and systematic changes in place to make the lives of South African women better. I would like to see the industry use the 11 months of the year to make tangible changes within structures, policies etc and use Women’s Month as a time to showcase and celebrate those changes, those improvements and the women doing amazing work within that space.

VN: Let’s get to know you better. Where did you grow up and what did you want to be when you grew up?
LS: Born and bred in Dube, Soweto. I had a very interesting childhood because I lived in the township but went to schools which were predominantly white. Knowing both sides of the fence has helped me be a well-rounded adult and creative. If I could go back to choose my upbringing, I wouldn’t change a single thing. One day you could catch me enjoying ama gwinya le di kota and another day enjoying the finest foie gras and the rarest cognac… it’s called balance. I thought I was going to be a lawyer but, closer to finishing high school, the scales tipped towards journalism or copywriting… in the end, copywriting won.

VN: With 15 years in the game, what was your journey into the creative industry?
LS: Studied and graduated from AAA School of Advertising. Got my first agency job as a copywriter immediately after graduating. Didn’t particularly enjoy it; the “boys club” nature of the industry was extremely off-putting. Moved overseas for a bit and, when I returned, I got a job in an events company which was incredibly challenging but equally rewarding. I got my first PR job at the SABC as a PR co-ordinator and that’s where I fell in love and I knew I had found my place with the greater marketing industry of SA. From then on, I’ve been in the PR space, where I’ve recently moved from head: PR, influencer & brand development at Roth Media to general manager: Humanz SA.

VN: Congratulations on your recent appointment to head up Humanz SA; what are your immediate plans in this role?
LS: The first step is to start clarifying what influencer marketing is and its role within the greater marketing mix. An effective Influencer strategy has proven to more effective than traditional marketing. This will also involve the cultivation of relationships between brands and influencers into a space where roles and responsibilities, fair pay, fair billing and fair expectations are clearly defined. Again, Humanz plays an extremely important role in doing this because these actions will be guided by credible data. Being part of forging what influencer marketing is in SA is a journey that I am extremely excited about

VN: Influencer marketing is a growing form of communication. Some have done it well, others very badly. What are the characteristics of a great influencer campaign?
LS: Authenticity! Selecting the best-suited person for the campaign; big following doesn’t mean big results or impact. That’s why Humanz as a data platform is so important because it provides reliable data that allows marketers to access the necessary info to make informed decisions and provide accurate reporting.

VN: People talk a lot about “culture”. What is it and how should brands be using culture to become more relevant?
LS: In this context “culture” is a particular way of life by a group of people and all the things that are unique to them. From fashion to music, language, lifestyle etc. Brands using culture for relevance is, to me, the definition of “culture vulture”. Don’t use culture to for financial gain… using the culture but not giving back to it. We are not here for that! If the culture is elevated, celebrated and gains from the campaign, then it’s a win. The win needs to be mutually beneficial. It’s a very thin line between an impactful, culture-shifting campaign and a brand appropriating and being labelled as a “culture vulture”. This is why inclusion is very important, so that things like tone-deaf ideas are squashed in the ideation session.

VN: The #BlackLivesMatter movement has impacted brands. How do you think SA brands fared in reacting to the race and gender issues?
LS: SA has had its own racial and gender issues for decades. Unfortunately, brands only ‘take action’ when these issues become trending topics. And, even then, no tangible change happens. We have had our own movements that support these very issues but SA brands have not and still do not do anything impactful. Eg #FeesMustFall was a movement that affected mainly students of colour: where were the brands? Yet these brands were quick to support an international movement because it was a hot topic. Those students that they did not support during the movement are the same ones they bombard with messaging and expect to engage with their content?

VN: Why do you think the advertising industry is struggling to transform and what do you think should be done to fast-track transformation in the advertising industry?
LS: Transformation will only happen when it becomes part of the agency policy. Promote, empower, train, upskill and develop the talent within the agency. Use black agencies, pay them fairly, allow them onto the pitch lists… Give women a seat at the table or we’ll bring our own chairs!

VN: What advice would you give someone who wants to become an influencer?
LS: First, the individual needs to understand what being an influencer is and what it entails. There are a lot of misconceptions and myths around the sector and often aspiring influencers are blind-sided by how much work goes into conceptualising and creating impactful content. Another important point is “authenticity”! Create content that is authentic to your life, who you are and what you enjoy. As for the art of creating beautiful content, we at Humanz will be sharing “how to” tips and hacks on a regular basis on our website.

VN: What do you feel is missing in advertising industry today and what should the future look like in the SA communication industry?
LS: The kind of change we would like to see is gradual and will take time. It’s important to be realistic and view this process as a marathon, not a sprint. Changes merely for the sake of a quick corporate facelift will make the changes unsustainable. Posts need to filled with candidates that meet the requirements and, if such candidates do not exist, then training of such candidates should be the first point of departure for organisations. Succession plans are equally important to ensure diversity at the highest levels, too.

VN: I know some people only know you from the media perspective of being the wife of one of SA’s biggest hip-hop artists, the late HHP; how have you dealt with being in the spotlight by default and forging your own career path and identity?
LS: Well, millions of people knew me before my union to my husband, [as I’d been] on numerous reality shows which were broadcast around the continent. So, for context, in 2007 I was one of the 702 newsmakers of the week; my husband and I only started dating in 2008/9. So, when I married my husband, I already had my own path, identity, popularity, social standing, career milestones, relevance and influence… our union simply magnified the both of us. And to now have achieved an historical legal win (which has become part of the SA law curriculum) against patriarchy on behalf of all SA women, it further solidifies my individual legacy… being an award-winning, influential, black female creative and activist.

Veli Ngubane (@TheNduna) entered the world of advertising with a passion after completing his BSocSci (law, politics and economics) at UCT and a post-graduate marketing diploma at Red & Yellow, where he’s currently advisory board chairman. He also sits on the IAB’s Transformation & Education Council, is a DMA board member and Loeries, APEX, Pendoring, Bookmarks and AdFocus. He is the group MD of AVATAR and co-founder of M&N Brands, which is building an African network of agencies to rival the global giants. In his monthly MarkLives.com column, “Young, Gifted & Killing It”, he profiles award-winning, kick-ass black creative talent in South Africa.

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The post Young, Gifted & Killing It: Lerato Sengadi appeared first on MarkLives.com.