Tshegofatso Phetlhe: Young & Gifted and Black Art Director
By Zuko Komisa
Ranked #6 in the Official Loeries Rankings – Art Director category, Tshegofatso Phetlhe is trailblazing the creative space. In a male-dominated, competitive industry, the 25-year-old is currently the Art Director at MC Saatchi Abel.
Working in the Advertising Industry
Having worked on a campaign for maverick brand Nandos, she spoke about the excitement in creating for the brand. She worked on the #RightYourNameCampaign which was about making technology more inclusive.
“Nandos is probably the coveted brand any creative wants to work on. Beyond just the fame the brand has, it’s also about how people receive the work.”
— Kaya FM Talk (@KayaFMTalk) June 24, 2019
She spoke about the origin of the campaign from personal experience. The campaign managed to find over 80 000 African names that are not recognised by the dictionary. Having worked in the advertising industry she highlighted the ongoing issue of transformation.
“The biggest issue we have is that a lot of young black people are not seeing advertising as a career. Even when they do get into the industry, they may even find it hard because of how few of us there are in there.”
Listen to the full conversation here:
Black Women in Advertising
Having only seen a prominent black woman in her industry 3 years into her career at the Loeries Awards, she says there isn’t a big agency presence in schools and says it is part of the reason there is a dwindling interest in the industry. When it comes to the portrayal of black people and the representation of women in the advertising industry she feels that we are still stuck in the old and that research part of what ends up with the consumer is still lacking.
“First of all black women are multifaceted, something which has been reiterated multiple times. When there’s one storyline that’s been sold and people start getting comfortable with it, it’s almost like advertising latches on to that. We are making the strides, but we still have a long way to go.”
She says that if you’re interested in being part of the industry, you need to be curious and be interested in people.
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