Back To Speakers Speaker Profile Gillian Rightford Founder Adtherapy

Gillian’s CV is a mix of marketing, advertising, and leadership. She obtained a Business Science (Honours)degree in Marketing from UCT, worked for Perry & Associates (Marketing Strategy consulting), then headed into the creative world, doing account management and strategy for below and above the line agencies, before becoming Managing Director of Hercules/DMB&B/D’Arcy, and then Group Managing Director of Lowe Bull.

She started Adtherapy in 2007, a company that aims to help marketers and agencies optimise their creative output, through improved skills, structure, strategic thinking, and relationships. Gillian also lectures Integrated Marketing Communications at the School of Management Studies at the University of Cape Town. She is a public speaker on the subject of optimising creativity in marketing.

The creative tap: Is it open or closed?

Not only has integration made the job of communication that much more difficult, it’s also made the agency-client ecosystem more complex. 

How a brand shows up in the world is now in the hands of many different specialist agencies or disciplines. No matter the channels, creativity is still critical. How the marketing team works with their agency or agencies will determine the quality of the creative output. The creative tap has to remain open in order for the best work to come out and yet so many behaviours in the client-agency relationship work to close the tap, negatively impacting the output.

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