The Bookmarks and Why Boring Advertising is Costly

Award-winning creativity takes courage, trust, and deep insight. In this episode of The Lead Creative with Bizcommunity, Steph van Niekerk (ECD, TBWA\Hunt Lascaris) and Carl Willoughby (CCO, TBWA\Hunt Lascaris and Chair of Creative Circle SA) unpack what makes campaigns like City Lodge’s Save Our Stay (SOS) and Savanna #TryJanuary stand out.

They discuss why brave client partnerships matter, how humour and humanity connect with audiences, and why boring work is the most expensive kind.

What you’ll learn:

• Creativity costs less than average work
• How trust drives bravery
• Insight makes humour powerful
• Global standards start with local truth

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This episode was edited by Maishe Mo Afrika

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