by Veli Ngubane (@TheNduna) Learning about the power of brands was a painful experience for Thule Ngcese (@mibono1981). Growing up in Mdantsane on the outskirts of Buffalo City, he looked on helplessly while his gran’s little shop, which sold homemade ginger beer, chips and sodas, all but ceased to exist as the big retailers invaded the markets. This sparked his interest in brands, leading him into adland. Young and gifted, Thule’s now killing it! as a senior art director at FoxP2 Johannesburg and co-founder of Yumo South Africa (@yumo_sa); he chats to us about his journey.
Veli Ngubane: Where did you grow up and how did your parents react when you told them you wanted to be a creative?
Thule Ngcese: I grew up in NU3 Mdantsane in the Eastern Cape. At the time, the place was full of inspiration and ideas, from rewiring appliances — which I am still capable of by the way — [and] the art of selling small business goods to using comb and blade to cut hair [and] renting out suits for those ones going to court. How my parents reacted when I told them I wanted to be creative? At the time I really wanted to pursue studies in architecture or something in business but the lack of funds, and, yes, those math classes I paid no attention to meant otherwise. And I really stumbled upon graphic design. My aunt (mother) has been really supportive from the start even though she had no idea what the studies entailed. She still doesn’t get why I don’t go to work wearing a suit [and] tie though. [laugh]
VN: How did you a) get interested in advertising and b) break into the industry and land your first job?
TN: In my neighborhood, NU3 Mdantsane, it was my gran’s home-shop that sold homemade ginger beer, chips and sodas.
The poor-man’s prices secured a loyal clientele and made hers a thriving home-based business. But, with the entry of established businesses — stores with marketing budgets for weekly broadsheets —these home-grown brands all but ceased to exist. What was once a thriving local economy and a business for the kids to take over one day had disappeared in the big retailers’ black hole. The ability to keep township brands and business became my life vision and I pursued my studies in graphic design at the Nelson Mandela Metropolitan University. After graduating, I started polishing my brand-communication skills which I intended to leverage for township brands one day.
My first break came through The Ripple Effect, a year’s apprenticeship by The Jupiter Drawing Room Cape Town to encourage black youth to take interest in advertising at the time. Under the guidance of Ross Chowles, I knew I had a really good foundation. I still remember how I was the first one to arrive in the morning and the last one to leave after-hours so that I could catch PJ Kinsley and Ahmed Tilley, never knowing that these two would take me under their guidance and [I would] work with them on a permanent basis.
VN: Tell us about TV advertisements that you like and that get your attention.
TN: I love the simple stories told beautifully through film. The TV ads that really get my attention are the ones that have good insight and idea[s] and are properly executed. A story can be so simple but yet powerful and can evoke an emotion whoever you are — black or white. Nowadays, ads are so overly thought and predictable that one feels they [are] all from one brand, telling you the same story. And there is no emotional connection with the consumer, whatsoever.
VN: What qualities do you need to have to be successful in the advertising industry?
TN: If you want to win and be successful in the advertising industry, just make sure you are in the right place (agency) and you know exactly why you are there and who can help you get up there. And that your work is your work. And you stand by it.
VN: What is your take on transformation in adland/creative departments?
TN: A never-ending issue right. We are not seeing enough transformation in the advertising industry. This shows in some of the advertising that is so politically incorrect. I watched a documentary some while ago titled “Barefoot College (Why Poverty Series)”, a story of Bunker Roy’s mission to teach illiterate mothers aged 40 from Africa, Asia and Middle East on how they could be solar engineers within six months. And he made this possible. This inspired me so much that I took it upon myself to help two kids who wanted to break into the advertising industry. Two individuals with great ideas that were not translated properly into paper. I helped them put together their portfolios and introduced them to the relevant people in the industry.
Not enough from my side, I know. But it’s a start. There are 420m youth living in Africa today. 70% of [whom] are unemployed. What are you doing to help?
VN: Interesting hobbies/second jobs/bits of information that make you pop as an individual?
TN: I am more of a social entrepreneur, I suppose. I have always loved great ideas that solve everyday problems. So these days I use newspapers and the internet as a source of inspiration. These I use to find everyday problems that I can help solve. Hopefully, you’ll see me making those happen sometime in the near future.
VN: You worked in one of the biggest youth campaigns in South Africa, Young, Gifted & Black. Please tell us about that experience and where to from here?
TN: That was one of my best times in this industry, I tell you. We fought. And we fought. But all for a common goal, to do award-winning work that reflected us and nothing was going to stop us from getting onto that Loeries stage. From junior to senior creative, we all had a single voice — if it’s not worth making, we are not going to make it. What I am proud of is how the same individuals have gone on to make a huge impact in the advertising industry and how some are exploring new ways of solving everyday problems.
VN: You have worked on successful ads for big brands such as KFC and FNB; where do you find your inspiration and ideas?
TN: I have been fortunate enough to find interesting stories when I really need them. Ordinary people are my inspiration. I have always made sure that my ideas reflect the interesting people I meet and see. And I spend time just listening to their stories, studying their reactions to certain things. I’d hear a story or two or something funny and translate that into an AD. I make sure I document those on my phone or through a simple sketch.
In the words of David Ogilvy: “The best ideas come as jokes. Make your thinking as funny as possible.”
VN: Any advice to youngsters wanting to enter the industry?
TN: Make sure you have a good start (agency) and mentor, and the rest is relative. And to quote Nas: “Once you make it to your point of making it, you’ll appreciate the struggle.”
VN: Please would you list two or three pieces of work you have been involved in?
KFC Brand TV — “Tastes like Home”
Young, Gifted & Black Integrated Campaign
McDonald’s — “Everyone’s got something to give”
VN: Do you have any new exciting projects you working on at the moment that you can share with us?
TN: Myself and a fellow creative (Sifiso Nkabinde) are working on a few projects which we are very excited about. One is a digital platform for small businesses to trade in and connect to more customers. And its capabilities are definitely going enable these small businesses and informal traders. That’s in development at the moment and we are hoping to get it to market later this year or early 2017. I can’t speak out about the rest of the projects but there are some exciting things ahead.
Last updated at 14.42pm on 24 August 2016. A previous version of this article stated that Ngcese was an art director at Ogilvy & Mather, when he is now senior art director at FoxP2 Johannesburg. We regret the error.
Veli Ngubane (@TheNduna) entered the world of advertising with a passion after completing his BSocSci (law, politics and economics) at the University of Cape Town and a post-graduate marketing diploma at Red & Yellow, where he also currently serves as advisory board chairman. He is the chief creative officer and founding partner of one of the fastest-growing agencies in the country, AVATAR. A full-service marketing agency with digital at the core, its clients include Brand South Africa, FOX Africa, National Geographic, SAA and Chevron. Veli hails from Kosi Bay in the rural KwaMhlaba Uyalingana area of KZN. In his monthly column “Young, Gifted & Killing It”, he profiles award-winning, kick-ass black creative talent in South Africa.
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