5 Minutes With… Melusi Tshabalala
From his early days as a trainee copywriter to co-founding agencies and now stepping into the role of ECD at VML South Africa, Melusi Tshabalala’s journey through the advertising world has been anything but ordinary.
Known for his passion for African narratives and his commitment to shaping agency culture from the inside out, Melusi brings a sharp creative instinct and a grounded, honest approach to leadership.
LBB catches up with him to talk about lessons learned, the role of storytelling in driving commercial success, and why he believes creativity might just save us all.
LBB> You’ve had an incredible journey from starting as a copywriter in 1998 to leading creative teams and co-founding agencies. Looking back, what were some of the defining moments that shaped your career?
Melusi> My journey has indeed been an adventure. My first job as a trainee copywriter at the then Sonnenburg Murphy Leo Burnett was definitely a defining moment, as that’s where it all started. That agency had also given me a bursary to study at the AAA. Another moment I will never forget was winning a Gold Loerie for a poster that was in isiZulu, during a time when African language work was not being awarded, especially in print. The poster also dealt with a subject that is close to my heart – gun violence in our communities. Back then, I had no idea what a mother tongue activist is, but looking back, I see I was already one.
LBB> You’ve successfully co-founded several creative agencies. What lessons did you learn from building something from the ground up, and how has that influenced your approach to leadership at VML?
Melusi> I don’t know if I can say I successfully co-founded those agencies because they all are no more! Or is the success in getting them off the ground, even if we couldn’t keep them afloat? Those experiences taught me to pick myself up, and keep going. In your career, just as in life, you will trip and fall, but you don’t have to stay down. It is this attitude I bring to VML. That and not being scared to take action; to give ‘it’ a go.
LBB> You’ve always been passionate about telling African stories. How do you see the balance between creative storytelling and commercial success in today’s industry?
Melusi> I don’t think it’s a tricky balance at all because people are moved by stories. We buy into your story more than we buy into your products and services, especially in a world of product parity. So if your brand can tell stories that resonate with Africans, that brand will hold a dear place in people’s hearts, and ultimately wallets.
LBB> How do you think South African creativity compares to global standards right now? Are there any specific strengths or areas for growth that stand out to you?
Melusi> For a long time, we’ve wanted to emulate the way Europeans do things, wanting to impress European judges and critics. However, more and more of South Africa’s work carries a uniquely South African signature. The work is starting to be more us. Of course, in this age of major technological advancements, we have to invest in technology, and train our people on that technology, but we must never lose our essence. Technology is just a tool to assist us in telling our stories, and getting them out to audiences in new ways.
LBB> You’ve spoken about advertising’s role in solving societal challenges. Can you share an example of work – either yours or from the industry – that you feel truly made an impact?
Melusi> I don’t believe it’s just advertising that should play a role in contributing to solving societal issues. I say ‘contributing’ because there isn’t one sector of the population that has all the solutions, but we all can play a role. One ethos that drives my life is ‘Creativity will save us all’. This speaks to finding creative ways of tackling our society’s challenges. The one piece of brand work that really moved me was ‘Bread of the Nation’, which saw SAB repurpose spent grains from the brewing process to produce thousands of loaves of bread, which were then distributed to communities. In terms of my own work, it’s the ‘Awulethe Umshini Wakho’ campaign which prompted a mass drive to have people hand in their illegal firearms. The campaign, which was created for Art South Africa, was adopted by the South African Police Service and by various sections of the government as their call to surrender illegal firearms under an arms amnesty.
LBB> You’ve mentioned the importance of mentorship and shaping agency culture. What do you think agencies need to do better to create a space where young creatives can thrive?
Melusi> When I first entered the world of advertising, I felt I didn’t belong; I was an outsider. It felt like I was there because ‘they’ had no choice but to employ ‘us’. I think that’s where it begins: belonging. Creating spaces where people feel like they belong, and are valued. Creating spaces where people are not scared to ask for help. I think even if you are not naturally a proactive mentor, if you let people know you are someone they can reach out to, and you will willingly assist, we are halfway there. We have to be deliberate about having ‘open doors’.
LBB> Looking ahead, what are your biggest hopes for the industry, for VML, and for the kind of work you’d like to create in the coming year?
Melusi> The industry needs to continue on the trajectory of creating work that reflects our society, and connects with people in meaningful ways. Brands and agencies need to find ways to contribute meaningfully; not just be takers, seeking ways to make people part with their hard-earned money for no meaningful returns. Even if those meaningful returns are just to entertain. Lord knows we could all do with a break from misery. People are becoming savvy and discerning about who they give their time and, ultimately, money to.
