How do marketers balance creativity with delivering business impact? In this episode of The Lead Creative, I speak with Mandisa Theko-Khitsane, Chief Marketing Officer at Sanlam Retail Mass and a judge at the Effie Awards South Africa.

Mandisa shares why data is part of the creative story, how to avoid vanity metrics, and what it takes to build trust with boards and communities alike.

We cover:

• Why creativity needs proof to earn its place in the boardroom.
• The everyday “in-between” moments that shape customer relationships.
• How data and storytelling work together to drive brand growth.

A conversation on marketing effectiveness, brand building, and the future of creativity in business.

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Audio editing and production by: Maishe Rakgoale
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