Gerety Talks Indie Agency Founders
Just like the award show, the Gerety Talks series puts some of the marketing and creative industries true changemakers in the spotlight and at the centre of the conversation for a refreshing take on what leadership looks like.
This new series dedicated to Indie Agency founders is in partnership with Indie agency news who are building the global home for independent agencies. The mission? Serve independent agencies and the brilliant people behind them. The goal? More visibility for indies, more choice for marketers.
The first episode includes:
Zubeida Goolam, general manager Avrio, Botswana
Svetlana Copic, founder, No Agency, Serbia
Elle Bullen, executive creative director and founder, Hellions Australia
Watch here.
Zubeida is the general manager of Avrio, a young independent agency based in Botswana. With a strong background in creative leadership and a passion for innovation, she has played a pivotal role in establishing Avrio as a dynamic force in the advertising and marketing industry. Under her guidance, the agency has built a reputation for delivering bold, impactful campaigns that challenge conventions and drive meaningful engagement for clients across the region.
Prior to her role at Avrio, Zubeida co-founded Valiant Agency, award-winning digital marketing agency in South Africa, that she successfully led for seven years until 2022. During her tenure, Valiant became known for its groundbreaking work, including pioneering digital campaigns such as the fi rst Snapchat World Lens in Africa and innovative Spotify campaigns for major brands. Her leadership at Valiant not only earned the agency numerous accolades but also solidified its reputation as a trailblazer in the industry, particularly in driving transformation and cultural inclusion. Her journey with both Valiant and Avrio, combined with her commitment to fostering creativity and entrepreneurship, makes her a compelling voice in the conversation about the future of independent agencies and their role in shaping the global advertising landscape.
As one of the most awarded creative directors in the Adriatic Region, Svetlana brings over 20 years of experience in creative leadership, developing innovative concepts and campaigns for top global and regional brands. Her innovation-driven mindset challenges traditional approaches, helping clients exceed market goals while generating new business for the agencies she collaborates with.
With deep expertise in advertising and branding, she has built standout brands from scratch and revitalised established ones, transforming them into dynamic market leaders. She excels at reimagining brand identities and creating campaigns that resonate with audiences, driving business growth and brand equity.
Throughout her career, she has consistently demonstrated strong presentation and communication skills, effectively articulating creative visions to align teams, collaborators, and clients around shared goals. Her ability to inspire and lead creative teams has been instrumental in delivering award-winning work that sets industry benchmarks.
Elle Bullen is a part-time executive creative director, sometimes Copywriter and all-the-time Mum. In 2023 she returned from two rounds of maternity leave and two battles with breast cancer to join Bullfrog and has since been named B&T’s Woman of the Year and Winner of both the Glass Ceiling Award and Creative of the Year at the B&T Women in Media Awards. She’s taken out a Gold Siren for radio advertising for her work on Maltesers, headed up AWARD School Victoria, been recognised as Australian Creative of the Year at the B&T Women in Media Awards in 2016 & 2020, and is proud to be a mentoring Auntie at The Aunties. Her resume also includes a Cannes Grand Prix for Good for Scope ‘See the Person’, as well accolades at creative and effectiveness shows worldwide for the likes of Bonds ‘Boobs’, TAC ‘Rider Reminder’, Drinkwise ‘How to drink properly’ and the invention of 7-Eleven ‘BYO Cup Day’.
