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He notes that in Kenya , traditional advertising spaces such as Outdoor , Television and Radio are not optimally utilized though there exists a great opportunity in palm-held gadgets now that Facebook , Twitter and Instagram - among others - are the greatest sources of information and entertainment for a formidable consumer population .
As advertising revolves around creativity , Xolisa remarks that there is great need for creatives to be more innovative . “ We are not making innovations that are innovative enough for our clients ,” he declares and adds that , “ Agencies have to do much more and stop working within the confines of what they know . We must challenge traditional spaces .”
To spur innovation , Xolisa recommends that talent is inherent in young minds should be natured to translate into great innovators . “ There is no space for creativity ’ s sake ; you have to be noble in your intentions ” he expounds saying there is a need to showcase to children that there is a career path for their creativity hence the commitment to innovation .
“ Creatives must take calculated risks and discard the fear that they may fail . We should carry out more research , understand our target markets by communicating with them effectively and review case studies . Only then can we develop ground-breaking ideas never tried before ” he concludes .
Billy Etale is a marketing and communications professional with experience that includes content creation . You can commune with him on this or related matters via email at : Billy . Etale @ gmail . com .
ABOUT XOLISA
Xolisa Dyeshana is Chief Creative Officer and partner at Joe Public , a full service communications agency based in Johannesburg South Africa . He also served as Chairman of The Loerie Awards , South Africa ’ s premier advertising awards show and sits on the international board of the One Club . He has won numerous creative awards from Cannes Lions , D & AD ’ s and One Shows to Loeries . He opened the 20th annual Design Indaba Conference , along with Pepe Marais , in 2015 .
Xolisa has also been named one of the Top six People to Watch in Advertising by Finweek . He has judged many awards shows around the globe including The Cannes Lions Awards , The Bees Digital Awards , The John Caples Direct Awards and much more . His passion lies in the world of creativity and it is evident in the many accolades he has received , both locally and internationally .
He is passionate about creating social change through advertising and he has been part of many industry committees set up to help young people from underprivileged backgrounds gain access to the industry . Xolisa was one of the creative minds behind the creation of Brothers For Life , one of South Africa ’ s biggest and most successful behavioural change campaigns .