MEET THE MOGUL nr. 6

Sheila McGillivray — One Lady and A Tribe

“Meet the Mogul is a 3min. weekly snapshot into the mind of a media and advertising industry mogul”

3 Things Affecting my Industry 2016

Integration
Fragmentation of audiences means that integrated campaigns are more important now than they have ever been. The complexity of the modern audience demands integration for an effective campaign.

Consumer Activism
Consumers hold all the cards and social activism has been gaining momentum since the dawn of social media. Brands have nowhere to hide.

David and Goliath Syndrome
In the last ten years, major brands have lost market share to entrepreneurial brands who know how to hustle.
No longer is their biggest competition the number 1 or number 2 brand in the category. Now, they’re threatened by the dreaded “all the other,” a collection of brands that often aren’t even listed by name on a market share report, because they’re viewed as too small to matter. Let’s be straight. They matter.

Word to the Industry

I admire people who plant trees under whose shade they may never sit
and believe that mentorship is essential for the next generation of communication gurus.

Positive & Inspiring

The mantra I always endeavor to live by :

“I shall pass through this world but once. Any good therefore that I can do or any kindness that I can show to any human being, let me do it now. Let me not defer or neglect it, for I shall not pass this way again.”

Short Bio.

Sheila McGillivray started in the advertising world in the late ’60s, building knowledge and experience that spanned continents and spheres of influence. Her agency, One Lady and a Tribe, has over a relatively short period, built a reputation for tackling projects with passion and determination and delivering results.
Her portfolio over the years has included a multitude of prestigious accounts, including Hyperama, for whom she produced South Africa’s first live TV commercial concept with M Net — CNA, Edgars and Boardmans, Mazda, Amstel and many more. After several years in various agencies, Sheila decided to start her own company, and her passion for Cause Marketing is demonstrated in the amazing results achieved with the Centrum Guardian Project, an initiative with Centrum Multivitamin from Pfizer Consumer Healthcare. The campaign has earned accolades on a local and global scale and demonstrates the agency belief in Cause Marketing. Doing good and doing good business.

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