News

Meet Connect Joe Public’s Julia Makhubela and Kalliebree Keynerd

Posted: March 14, 2018

Julia Makhubela – Business Development Director, Kalliebree Keynerd – Head of Social

Julia Makhubela – Business Development Director

What’s the industry buzzword that annoys you the most these days?
The misuse of the words “viral” or “trend”.

What’s the last great thing you binge-watched and why?
I don’t binge-watch content but the last time I did, I binged on “Dexter”. The lead character Dexter Morgan is superficially dignified, charming and responsible however in actuality, he is a psychopath who is a blood-spatter analyst by day and a serial killer by night. He only kills psychopaths that murder.

It is morally dubious because he gets rid of the baddies but he is one of them.

What’s the most important way the rise of social media, from YouTube to Facebook to LinkedIn, has changed the way companies reach their audiences?
Social media allows us to document, share and enhance the everyday experiences that matter to us – big or small, profound or mundane. This makes it far easier for brands to know us, and in turn we expect brands to be personally relevant and socially conscious.

Digital ad spending is poised to surpass TV ad spending. Is this a problem for agencies or an opportunity? Technology is changing the human race just like fire did; it is giving us a chance at a future that is currently unimaginable to us. So digital advertising is unavoidable because with the Internet of Things, all advertising will be digital advertising.

Therefore, it would be shortsighted to treat digital advertising as a problem.

The old TV broadcast model might have been good at delivering reach. It wasn’t great at delivering relevance. In the future, TV viewing adventures will be completely personalized, specifically tailored to you with personalized recommendations powered by machine learning. The future of internet enabled TV will allow us advertisers to unlock better reach, targeting and measurement and it will offer the viewer a one-of-a-kind entertainment experience.

What is the most attractive thing to you about living in Johannesburg?
People go to Cape Town for the mountain and the ocean, and people come to Johannesburg for opportunities and in search of a better future. I love that about Johannesburg.

What is your top-secret superpower?
I can type really fast!

Who should play you in the movie version of your life?
Sade Adu – she is graceful, has a soft rebellion and she seems like she has a strong mind.

What mistakes have you seen businesses make with social media campaigns? How did this affect the brand long term?
Brands use to get away with creating ads that were naively bias, offensive or inconsiderate however with social media, power has moved to the people – we can now complain, celebrate brands on our terms, and call out brands that are sexist, racist, ableist, etc.

This does affect the brand reputation, which will affect the bottom line.

How do you see transformation playing a big role in evolving the digital landscape in Africa?
Transformation is helping businesses to become more diverse and hopefully we will see ads that are more culturally relevant, inclusive, and not offensive because the people working on them will have the same lived experiences as their target audiences.

Kalliebree Keynerd – Head of Social

What’s the industry buzzword that annoys you the most these days?
Let’s make a video.

What’s the last great thing you binge-watched and why?
I don’t binge-watch because it totally ruins a series for me but my fave series are: GOT, Narcos, Vikings and crime documentaries.
Guilty pleasure is RHOA and Love and Hip Hop ATL – total trash but sadly entertaining.

What’s the most important way the rise of social media, from YouTube to Facebook to LinkedIn, has changed the way companies reach their audiences?
Companies in whatever relevant form have to be meaningful, human and authentic in their communication, but still balance the need to function as an efficient commercial business. Don’t make ads, make culture, dream a dream. Be interesting.

Digital ad spending is poised to surpass TV ad spending. Is this a problem for agencies or an opportunity? It’s an opportunity to communicate rich and immersive stories that live beyond a TV and are tailored and curated for each touchpoint in an individual’s digital life.

What is the most attractive thing to you about living in Johannesburg?
The rain and the diverse mix of people and all the energy it exudes.

What is your top-secret superpower?
Positivity and respectful candidness.

Who should play you in the movie version of your life?
Not sure why anyone would make a movie about my life... total snooze fest punctuated by moments of fabulousness, but if I had to pick: Tracey Ellis Ross or Blake Lively