5 Minutes With… Donovan Bryan
Donovan Bryan's path into the world of advertising was paved by a blend of artistic heritage and academic inspiration. Exposed to a creative environment from a young age and struggling with dyslexia, Donovan found solace in the creative worlds and was determined to carve out his own niche.
His tenacity and confidence initially led him to a coveted position at TBWA\Hunt\Lascaris, one of South Africa’s top agencies, where he garnered experiences that became formative of his character and ideas. As he climbed the ranks, Donovan's passion for problem-solving and innovation only grew. Today, as the ECD at McCann Germany, he emphasises the importance of perspective—both giving it to clients and gaining it from them – and aims to balance his leadership style with discipline and support.
Talking to LBB writer Olivia Atkins, Donovan reflects on his journey, the projects and mentors that have shaped his career, and his vision for creating transformative advertising.
LBB> What was your route into the industry? Have you always been creative, even in childhood?
Donovan> My dad is an architect and also has a Master's in Fine Art. The smell of turpentine and paint still evokes a strong childhood emotion. I loved drawing as a child - being dyslexic, it was nice to excel in something. Art suited me well and I consistently got straight A's in art throughout school. But I didn’t want to follow in my dad’s footsteps, so I studied graphic design instead. I had a fantastic German lecturer at the University of Pretoria in South Africa, who sparked my love for design. After completing a demanding four-year design course, I knew I wanted to work at South Africa's top agency, TBWA\Hunt\Lascaris. When I got an interview, I confidently told them, ‘I don’t care if you hire me or not, I will come in next Monday and start work.’ They hired me, and it was an amazing experience to work with industry people like global creative chair John Hunt.
LBB> What were your first projects like?
Donovan> At Hunt, only the best performers from the studio were hired into their teams. We had to present ideas to our senior colleagues, and I worked very closely with ECD Marianna O'Kelley. Almost every morning, I would show her my work by putting ideas on her door. When I returned later, they would often be on the floor or in the bin – this went on for six months and was my training ground for developing good ideas.
After those six months, one of my ideas made it and became a campaign, even winning some smaller awards. And I was promoted. I worked with many great people, including head of the studio, Gareth Lessing. I feel incredibly lucky to have met by mentors, Marianna and Gareth – they really invested in me and provided the foundation for almost everything I believe about creativity and this industry.
LBB> And what types of projects do you like to focus on now?
Donovan> I love exploring new things and solving problems. It’s something I've always enjoyed, it continues to surprise and delight me. The most valuable thing you can give a client is perspective — a different perspective from their own. Clients also provide agencies with valuable perspectives.
Jeff Goodby once said that the real trick in this business is to speak to clients who are not like you and to get them to do things that are not like them. I enjoy creating work that connects people with people, not just people with brands, and doing so in a cool and engaging way.
LBB> Can you share a recent or past project that was particularly important to you, and why?
Donovan> That would be the ‘Thomy Saurk’ for Nestlé. It was a transformative work that changed the way we work with the brand. My colleague, creative director Jonathan Dennis, is a sauce lover and he once shared the insight that he either put too much sauce on his plate and had leftovers, or not enough and had to ask for the bottle constantly. He and our teammate creative director, Sunet Willemse came up with an idea based on this insight, and when we presented it to the client, they loved it.
LBB> Who have been your career mentors, and what wisdom have they shared with you?
Donovan> As I already mentioned, I would name Marianna O'Kelley and Gareth Lessing. Marianna is probably the best craftswoman I’ve ever worked with and also understands ideas beautifully. She’s got the best taste I‘ve ever seen in my life and is probably the best-dressed woman I’ve ever seen in my life. A good combination for an Art Director. And Gareth was just super-inspirational, I have never met someone who connects dots faster and more randomly. He would see ideas in everything. He once said to me, when I struggled over a car brief for days, Don, 50 years from now, people will still be winning awards in Cannes. Between now and then, there will be a hundred awards being handed out in Cannes for car advertising. I just want one of those ideas from you, just one.
LBB> You've worked in South Africa and Germany. What are the key differences in leading teams in these two regions and how have their cultures impacted you?
Donovan> It's fundamentally different from a cultural point of view. In South Africa, nothing can stop us from making things happen; we do cool things with incredible optimism and motivation. It’s like the Wild West—you just come out shooting. In Germany, while there is also cultural arrogance, there is a strong commitment to quality and detail. Funnily enough, the liberty that people believe in in Germany greatly impacts how we work here. It is one of the most educated and advanced societies on the planet but still lags in some aspects, like internet fibre and the gender pay gap. In some ways, Germany is stuck in very traditional ways of thinking, which is crazy.
Leading teams in these two regions has been a unique experience. Coming from a different culture and working with and leading Germans has made a huge difference in a way I would never have experienced in my own culture. You have to understand where people are coming from and how to deal with them effectively.
LBB> What makes a good team, and how would you describe your leadership style?
Donovan> The best teams are those that step up from the sidelines, take ownership, and show courage. The best creatives are those who have the courage to be vulnerable and authentically themselves. While criticism can be more painful when you’re being true to yourself, you do learn so much more from it.
As a leader, it’s essential to create a space where people help each other, feel empowered to be honest, and grow. And then you have the chance to build an incredible team. When team members have a voice and feel empowered, they naturally take ownership. In a nutshell, my leadership style is about providing uncompromising challenge alongside heartfelt support.
LBB> As part of McCann’s newly-formed ‘Creative Brain Trust’ executive team, what does your role entail across McCann’s different German offices?
Donovan> Let me explain the idea behind ‘Creative Brain Trust.’ It means that ECD Alex (Holtz) and I represent the combination of brain and heart. But not in the usual sense – where the writer is the rational type and the art director is the emotional one. With Alex and me, it's the other way around. I have owned and sold my own business, so I am very business-focused and rational. Alex, on the other hand, is all heart—kinetic and strong, feeling his way through ideas and I love and respect him for that.
I believe that the combination of two people with such diverse thoughts and approaches creates real creative power. I also believe in the business of creativity and that great creativity is good for business.
LBB> What role do you think advertising can play in entertaining people - do you think it can have a lasting impact beyond its immediate purpose?
Donovan> I believe advertising comments on meaningful things in society, and that’s where its value lies. Take Apple, for example—they don’t just make beautiful, easy-to-use products. They challenge the status quo in everything they do and communicate this beautifully. That is what makes us want to own and use their products. Or consider L’Oréal—their slogan ‘Worth it’ is an important message that is even more meaningful today than when they started the campaign 50 years ago, especially in contexts like Germany with its gender pay gap.
It's fundamental for advertising to drive significant impact and deliver something meaningful. This is our job in the industry.
LBB> How has the industry changed since you started, and what frustrations have you encountered?
Donovan> It has changed quite a lot. We now have many programs and algorithms, and automation that works. While this approach sometimes sells more products and has its place, without deeper connective tissue, those products and brands have a very short life. I fear that clients who don't seek perspective from their agency will eventually go out of business.
LBB> How do you stay inspired and overcome creative blocks?
Donovan> In the beginning, I had more creative blocks than I do now. It's a kind of fitness. After working in creativity for so many years, you learn when to stop, when to look at something else, when to take a walk, where to find inspiration—whether it's listening to music, watching a movie, or talking to someone when you're struggling. With time and practice, your brain starts working in a different way.
