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Curriculum Vitae - Elane Vrey

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Personal Info

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Date of Birth:    8 July 1972

Gender:          Female

Marital Status:  Married

Language:       Bilingual

Qualifications:  BA Communications Degree from UJ (NQF 7)

Post-grad Diploma in Marketing Management from IMM (Cum Laude) (NQF 8)

Behavioural Economics in Action Certificate from University of Toronto

IDM Award in Behavioural Economics

 

Experience

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Creative leadership across Traditional ATL, BTL, CRM, Digital, Social Media, Corporate Communication.

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Strengths

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  • My key strength lies in bringing out the best in a team of creatives.

  • Through inspiration and dedication, I guide creatives to produce bold, breakthrough work.

  • I am upskilling myself as an Applied Behavioural Scientist and have a passion for optimising creative thinking by applying behavioural interventions where appropriate.

  • I am curious by nature. I love delving and digging and learning something new - about people and about products.

  • I continuously challenge myself and those in my creative circle (whether they be colleagues or students) to be bold in their thinking and to step outside of their comfort zone in order to find solutions that will disrupt and engage.

  • I am a conceptual, strategic thinker, able to express myself in various media.

  • I always take a holistic approach to any project, identifying potential consumer touch-points and tailoring the Big Idea to the relevant media.

 

Work history

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  • 2019 – current: Standard Bank Group – Creative Lead (Internal and External Communication)

After spending 22 months in the Employee Marketing team, I moved across to the in-house studio, joining a family of fellow creatives. I’m proud to bring my industry experience as Creative Director to this team and hope to help shape the studio into a place that not only delivers on business objectives, but does so in an environment where respect, innovation and growth underpin everything we do.

  • 2019 – 2020: Vega School - Part-time Copywriting Lecturer

 Mentor the copywriters of tomorrow by sharing my knowledge and experience.

  • 2017 – 2019: Standard Bank Group – Senior Conceptual Copywriter (Employee Marketing)

Venturing to the "client side" of copywriting - focusing mainly on crafting internal messages to Standard Bank Group's 55 000+ employees across Africa and beyond.

  • 2016 – 2017: Digital Arts Network TBWA – Creative Director (Digital)

Responsible for the smooth integration of digital ideas into campaigns to offer clients a 360° marketing solution. Also involved in Disruption Live sessions to implement digital comms, reflecting a brand’s ability to respond to tactical opportunities “at the speed of life”.

  • 2013 – 2016: AAA School of Advertising – Full-time Copywriting & Part-time Digital Writing Lecturer

 Mentor the copywriters of tomorrow by sharing my knowledge and experience.

  • 2008 – 2012: Thirtyfour – Creative Director (TTL)

  • 2006 – 2007: BBDO – Creative Group Head (Retail)

  • 2001 – 2005: FCB, BBDO, TBWA\Fusion, Saatchi’s & Ogilvy - Freelance Copywriter

Develop concept and copy for various clients, through-the-line.

  • 2000 – 2000: BerryBush BBDO Proximity – Senior Copywriter (Direct Marketing)

  • 1998 – 1999: TBWA\Tequila – Medium-weight Copywriter (BTL)

  • 1996 – 1997: Saatchi & Saatchi Cape Town – Junior Copywriter (ATL)

  • 1994 – 1995: Ogilvy Johannesburg – Junior Copywriter (ATL)

 

Accounts

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Financial: Standard Bank, Nedbank, Capitec, Sanlam, Santam, Metropolitan Life, Finance Week, Woolworths

Financial Services

 

Other: SAB, Johnson & Johnson, Kimberly-Clarke, SA Rugby, Powerade, Foodcorp, Clover, V&A Waterfront,

Pfizer Consumer Health, Brandhouse, Media24 Digital, Hetzner, Medi-Clinic, Intec, Damelin, Peter

Stuyvesant, Chesterfield, Dunhill, Shell, Wella, Truworths, Langeberg Foods, Ster-Kinekor, Parmalat

 

Awards won by my AAA Copywriting students

(view them as examples of my “Creative Director” skills)

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2014 – Student Loerie: Lion Matches Radio in Afrikaans

2014 – Student Loerie: MTN Mahala Airtime Radio in English

2014 – Student Loerie: Nando’s E-toll Radio in English

2014 – Student Loerie: Scrabble Print Campaign (Equal Playing Field) in English

2014 – Student Pendoring (Truly South African Category): Lion Matches Radio in Afrikaans

2015 – Student Loerie: Scrabble Print Campaign (Everyone’s Game) in English

2015 – Student Loerie: Skoobs Theatre of Books Radio in English

2015 – Student Loerie: Text & Drive “TIK” Radio in Afrikaans

2015 – Student Pendoring (Truly South African Category): Scrabble Print Campaign (Everyone’s Game) in Zulu

2015 – Student Pendoring (Truly South African Category): Scrabble Radio in Zulu

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