20 March 2024
The Advertising Media Association of Southern Africa (AMASA) delivered another compelling AMASA Igniter forum, featuring the dynamic Pepe Marais, Group Chief Creative Officer and founding partner of Joe Public United. With his blend of insight and creativity, Pepe led the event, sparking new ideas and challenging attendees to rethink the future of media and advertising.
Creativity Meets Media: Igniting Purpose in a Dynamic Landscape
In today’s rapidly evolving media environment, staying ahead is crucial. Technological advancements and shifting consumer behaviours are reshaping the industry, making creativity essential for success. Yet, creativity alone isn’t enough; it must be driven by a deep sense of purpose to leave a lasting impact. This was the message delivered by Pepe Marais at the AMASA Igniter event. His talk, titled “Creativity Meets Media,” captivated the audience, showing how businesses can harness the synergy of creativity and purpose to thrive in today’s competitive world.
Setting the Stage: The Role of AMASA and the Power of Creativity
The evening began with an introduction by Lee Ndube, Group Strategy Director at PHD Media. Lee highlighted AMASA’s role in guiding media professionals through our rapidly changing landscape. He emphasised that adaptation isn’t enough; true innovation, fuelled by creativity, is key to successful media strategies. Creativity, as Lee explained, is not a luxury but a necessity. It drives impactful campaigns and makes brands unforgettable. PHD Media’s success is a testament to the power of creativity in delivering enduring results.
Pepe Marais: From Entrepreneurial Spirit to Creative Leadership
Pepe Marais then took the stage, sharing his journey from entrepreneur to creative leader. With wisdom and candour, Pepe recounted the challenges of building a business from the ground up and the lessons learned. His experience has taught him that resilience, innovation, and purpose are crucial to lasting success. Pepe’s belief in the power of purpose is foundational to his business approach. His doctoral studies have shaped his understanding of how a clear and compelling purpose can fuel creativity, drive growth, and transform industries.
The Cannes Lions Experience: A Beacon of Creative Excellence
A highlight of Pepe’s talk was his reflection on the Cannes Lions International Festival of Creativity—a global epicentre for the creative industries. For Pepe, Cannes is more than an awards show; it’s a crucible of inspiration where the future of creativity is forged. He continues to draw inspiration from networking opportunities, vibrant social events, and unforgettable concerts. He shared his Cannes experiences, emphasising the insights gained from witnessing cutting-edge work firsthand. The festival offers not just prestige but a chance to learn, network, and bring back innovations that propel one’s work forward.
Purpose-Driven Creativity: The Catalyst for Sustainable Growth
Throughout his talk, Pepe stressed the importance of purpose-driven creativity. While creativity is crucial, it must be deeply intertwined with a company’s core purpose to resonate. Creativity without purpose risks being hollow—flashy but fleeting. Conversely, when creativity is anchored in purpose, it can solve real problems, inspire audiences, and create enduring change. Pepe shared examples from his career, illustrating how purpose-driven campaigns not only dazzled creatively but also connected on a deeper emotional level with audiences. In today’s crowded media landscape, this authenticity is what sets a brand apart and builds lasting loyalty.
A Call to Action: Embrace Purpose for a Brighter Future
As Pepe’s talk concluded, he challenged the audience to embrace both creativity and purpose. He urged them to reflect on their organisations, asking, What is our purpose? How can we align our creativity with this purpose to create work that is both innovative and meaningful? For Pepe, this alignment is key to sustainable growth. When creativity is driven by purpose, it becomes a transformative force—connecting with audiences, driving business success, and leaving a lasting legacy.
Conclusion: Shaping the Future of Media Through Purpose-Driven Creativity
Pepe Marais’s talk, “Creativity Meets Media,” was more than a presentation—it was a call for businesses to embrace the power of purpose-driven creativity. In a landscape where change is constant, the ability to innovate with purpose will set leaders apart. The most successful companies will be those that align their creative endeavours with their core purpose, shaping the future of advertising and media in meaningful ways.
AMASA – Elevate, Educate, Inspire
