By Adam Wakefield
You’ve been with FleishmanHillard since September 2011. What does it mean to you that you have been appointed as general manager in Johannesburg, taking up the role at the beginning of May?
Back in 2011, I joined the agency for three very distinct reasons, the leadership who I believed were driving real change in the communication industry and they would challenge me, the opportunity to grow a business unit, which back then consisted of only 4 consultants (but two or three really great brands) and three to make an impact. Today I am proud to be part of a leadership team who has, over the past 5 years, grown the agency exponentially and delivered on a vision set back in 2011. So, to now have the opportunity to lead this talented team into the next chapter is thrilling.
You are succeeding Kevin Welman, who has been part of the FleishmanHillard family for a very long time. How was the transition and did you learn anything from watching Welman in the role since you joined FleishmanHillard?
Kevin’s tenure at FleishmanHillard is testament to the opportunities available to build a great career, through his story and leadership, Kevin has had a positive impact on many. He is both been a friend and mentor to me personally and having been part of the team for the last five years’ has given me a solid platform to step into the new role.
You joined FleishmanHillard as an associate director and in 2013 were made a director. You also previously served as a director at Inzalo Communications for nine years prior to you joining FleishmanHillard. How have these different leadership roles shaped you as a manager and a leader?
I believe that only you can carve your career path – but in order to succeed you need leaders that give you the space and environment to do it, I have been blessed to have had this in both agencies.
How would you describe your management philosophy and what do you believe makes an effective leader in the public relations industry?
I believe I lead by example, and place huge emphasis on attitude. You can train for skills, but you can’t teach attitude. What makes me an effective leader is knowing when to lead from the front and when to step aside and support.
Having just taken up your position, what will be your immediate focus be? And long term, what are your ambitions for FleishmanHillard in the next three years?
It has been all of 25 days, so more to come on the three year vision but for now, it’s keeping it simple and focusing on the talented team at FleishmanHillard and ensuring our clients continue to see the great work our team deliver, every day.
What drives you to go to work every day and how do you measure success?
The Fleishmonster’s motivate me. A talented bunch of individuals who collectively have the privilege of telling our clients stories across all platforms. Success is knowing they are inspired by the work they do and seeing our stories in a tweet, an opinion piece or Thought Leaders being interviewed. It’s about making an impact where it counts.
The department of trade and industry recently published the B-BBEE Sector Code for the marketing, advertising and communications industry. How best do you think the South African PR sector can promote transformation within itself?
Providing real opportunities and then matching it with the necessary mentorship and skills upliftment to ensure our colleagues are successful. It’s a journey and not a destination.