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Cape Town - After four decades and numerous award-wining campaigns Sheila McGillivray can rightly be called an advertising guru.
She was, among other things, the woman behind South Africa’s first live TV commercial, which allowed the advertiser to measure ad spend directly against turnover for the first time.
McGillivray was responsible for accounts like The Price Busters campaign for Hyperama, for whom she pioneered live television advertising. Her campaign was so successful that Hyperama ran it for 12 years.
Her awards include a silver in the Apex Awards category for advertising campaigns which benefited a business by maintaining or strengthening a brand over a longer period.
She also won the Supplier of the Year award on a number of occasions for big brands such as The Ellerines Group, Ceramic Tile Market and CNA.
In addition, McGillivray has also been recognised for managing an effective campaign for the Sunday Times, which increased circulation to record levels and brought the client the New York International Advertising Festival Award for best print advertising.
Her agency has also run an award-winning campaign for Centrum Guardians (individuals who risk their lives to rescue South African citizens).
She was, furthermore, awarded for her efforts in facilitating the Institute of International Business Communicators Award for South African Breweries in Boston.
McGillivray regards professionalism and personal and business integrity as the way to earn the confidence and respect of clients, colleagues, media and suppliers.
She says her energy, enthusiasm and passion grow with every new challenge and role and she is always willing to keep learning and be innovative.
Fin24 asked her for some advice for other entrepreneurs.
How did you get into the advertising industry?
Quite by default, I had applied for an American Field Service scholarship to Berkeley Campus and was one of two finalists and I lost the race to a fellow Zambian.
I was hugely disappointed and didn’t really have a plan B until my father came home from the golf course and advised that Barker McCormac were opening offices and a job opportunity existed, the rest is history.
What does it take to be an entrepreneur?
Having a clear, established vision of what you would like your business to be and how it would manifest, both intellectually and emotionally.
Be able to determine your company’s profile, its personality as well as the “brand” of your team.
Importantly, you need to also believe in yourself and your services as well as follow your intuition – it is the greatest gift we are given.
In addition, you need to take your business very seriously, love what you offer your clients and be able to manage your finances.
How has the advertising industry changed over the years?
The industry has evolved since the 60’s into a science. It pursues evidence and statistics to support marketing decisions and very often applies this mandate to the creative product too, which I think has resulted in a lot of formulaic advertising.
The sheer belief in gut, understanding a market and going with a brilliant creative idea that depicts human truth has disappeared.
Added to this, global government restrictions of most of the key industries have impeded the creative end result too.
Think of the Guinness campaigns of the 70’s, Henry Weinhards Private Reserve television commercials of the 80’s and so many more.
What are the challenges in the industry?
The downturn in the economy and the fact that more was produced for less has increased the expectation for greater service for less.
A huge challenge is the fragmentation of media, making it difficult to have a dialogue with your target market.
What are the challenges of being an entrepreneur?
Not many. I think if one adheres to the compliance of an SME and keeps a healthy watch on the finances there are not a lot of challenges and many opportunities to do what you love and have fun.
Keep your head about you when all are losing theirs. I guess this is a good mantra.
Always keep your finger on the pulse and never get complacent. Always go the extra mile and it will be returned twofold.
Any tips for entrepreneurs?
Remember always that there is no such thing as luck. Luck is the intersection of preparation and opportunity.
- Fin24
* Share your experience of setting up a business or simply ask a question. Our business panel can put you on the right path.
She was, among other things, the woman behind South Africa’s first live TV commercial, which allowed the advertiser to measure ad spend directly against turnover for the first time.
McGillivray was responsible for accounts like The Price Busters campaign for Hyperama, for whom she pioneered live television advertising. Her campaign was so successful that Hyperama ran it for 12 years.
Her awards include a silver in the Apex Awards category for advertising campaigns which benefited a business by maintaining or strengthening a brand over a longer period.
She also won the Supplier of the Year award on a number of occasions for big brands such as The Ellerines Group, Ceramic Tile Market and CNA.
In addition, McGillivray has also been recognised for managing an effective campaign for the Sunday Times, which increased circulation to record levels and brought the client the New York International Advertising Festival Award for best print advertising.
Her agency has also run an award-winning campaign for Centrum Guardians (individuals who risk their lives to rescue South African citizens).
She was, furthermore, awarded for her efforts in facilitating the Institute of International Business Communicators Award for South African Breweries in Boston.
McGillivray regards professionalism and personal and business integrity as the way to earn the confidence and respect of clients, colleagues, media and suppliers.
She says her energy, enthusiasm and passion grow with every new challenge and role and she is always willing to keep learning and be innovative.
Fin24 asked her for some advice for other entrepreneurs.
How did you get into the advertising industry?
Quite by default, I had applied for an American Field Service scholarship to Berkeley Campus and was one of two finalists and I lost the race to a fellow Zambian.
I was hugely disappointed and didn’t really have a plan B until my father came home from the golf course and advised that Barker McCormac were opening offices and a job opportunity existed, the rest is history.
What does it take to be an entrepreneur?
Having a clear, established vision of what you would like your business to be and how it would manifest, both intellectually and emotionally.
Be able to determine your company’s profile, its personality as well as the “brand” of your team.
Importantly, you need to also believe in yourself and your services as well as follow your intuition – it is the greatest gift we are given.
In addition, you need to take your business very seriously, love what you offer your clients and be able to manage your finances.
How has the advertising industry changed over the years?
The industry has evolved since the 60’s into a science. It pursues evidence and statistics to support marketing decisions and very often applies this mandate to the creative product too, which I think has resulted in a lot of formulaic advertising.
The sheer belief in gut, understanding a market and going with a brilliant creative idea that depicts human truth has disappeared.
Added to this, global government restrictions of most of the key industries have impeded the creative end result too.
Think of the Guinness campaigns of the 70’s, Henry Weinhards Private Reserve television commercials of the 80’s and so many more.
What are the challenges in the industry?
The downturn in the economy and the fact that more was produced for less has increased the expectation for greater service for less.
A huge challenge is the fragmentation of media, making it difficult to have a dialogue with your target market.
What are the challenges of being an entrepreneur?
Not many. I think if one adheres to the compliance of an SME and keeps a healthy watch on the finances there are not a lot of challenges and many opportunities to do what you love and have fun.
Keep your head about you when all are losing theirs. I guess this is a good mantra.
Always keep your finger on the pulse and never get complacent. Always go the extra mile and it will be returned twofold.
Any tips for entrepreneurs?
Remember always that there is no such thing as luck. Luck is the intersection of preparation and opportunity.
- Fin24
* Share your experience of setting up a business or simply ask a question. Our business panel can put you on the right path.
