About me
I am quite good at selling everything from banking products to beer to baby food, but when it comes to promoting myself, I believe in under-promising and over-delivering, so here goes...
I started my career in advertising at Ogilvy JHB with a BA Communications Degree from UJ behind my name. Currently I am employed as a Creative Lead at Standard Bank, responsible for mentoring and inspiring a studio of designers to execute impactful communication. I have recently started my upskilling journey in Behavioural Science and have already applied my learnings to various projects with great success.
I am also involved in lecturing Copywriting on a part-time basis. Not only does this endeavour ensure that I remain abreast of the latest developments in our ever-changing industry, but my job satisfaction also comes in the form of the numerous Loerie and Pendoring awards my copywriting students scoop up year after year. Turns out I have a talent for shaping creative young minds - who knew!
Strengths:​
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I am curious by nature. I love delving and digging and learning something new - about people and about brands.
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I have a passion for education and nothing gives me greater pleasure than helping someone to gain the skills they need to do land a job they'll love.
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I am intrigued by the application of Behavioural Science to messaging and am working my way to becoming a fully-fledged Applied Behavioural Scientist.
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I enjoy getting involved in the input side of briefs, unearthing unique insights that will lead to distinctive campaigns.
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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.
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Having worked across all fields of marketing, I always take a holistic approach to any project, identifying potential consumer touch-points and tailoring the Big Idea to the relevant media.
My academic achievements involve a post-grad in Marketing Management (Cum Laude) from IMM, and most recently, a string of short courses in Behavioural Science, including certificates from the University of Toronto and the Institute for Data and Marketing (IDM) in the UK.
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And in my spare time? You'll find me planning our next African adventure. I have a passion for this continent, its people and its wildlife. There's no place I'd rather be than sitting at a watering hole watching Africa go by.
What people say about me
Richard Phillips
Content Strategy Director,
National Geographic
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As a creative director, Elane had a fantastic way with our team of creatives and managed the tricky balance of nurturing and inspiring mentor, with a no-nonsense quest for the very best.
Bryan Scrooby
Head: Operations & Design
Services, Standard Bank
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Thanks for an amazing year, for your unwavering support, resilience, commitment and passion for our craft and what we do. Exceptional performance.
Melissa Fouché
Manager: Online Design,
Standard Bank
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Elane has entrenched herself well within the team, and with stakeholders. People are trusting and valuing her say, as she is actively knowledgeable and curious about the business and the effective ways that we all work together.
Keabetswe Mochoana
Manager: Marketing and Comms,
Standard Bank
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The quality of the work produced by studio has improved beyond measure! Some designers have even told me that they enjoy working on creative briefs that have had the "Elane touch".
Yenani Madikwa
Copywriter,
VMLY&R
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Elane helped to groom me into a professional copywriter and conceptual thinker when it mattered most in my career. She challenged me in meaningful ways and allowed for genuine expression of self in her classroom. I owe my very first Loerie and growth as a creative to her.
Musa Nhlapo
Copywriter,
Grid Worldwide
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Copywriter,
Grid Worldwide
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Elane was my 1st year copywriting lecturer at AAA. Her years of experience in the industry and her patience pushed my ideas to the next level. In a nutshell, she's pretty cool.
My experience
As a lecturer
4 Years and counting...
When I was offered the opportunity to apply my experience and passion for mentoring creative young minds as a Copywriting lecturer at AAA School of Advertising, I jumped at the chance. To date, my students have won three Pendoring and seven Loerie awards under my mentorship.
