The Gerety Talks series continues to highlight some of the marketing and creative industries’ true changemakers. This time the series that investigates what true leadership looks like moves its attention to the leaders of indie agencies.
First up in the new series are Zubeida Goolam, general manager Avrio, Botswana; Svetlana Copic, founder, No Agency, Serbia; and Elle Bullen, executive creative director and founder, Hellions Australia. Gerety Talks Indie Agency Founders Episode 1 is live here on Tuesday, April 29.
Zubeida Goolam is the general manager of Avrio, a young independent agency based in Botswana. Under her guidance, the agency has built a reputation for delivering bold, impactful campaigns that challenge conventions and drive meaningful engagement for clients across the region. Prior to her role at Avrio, Goolam co-founded Valiant Agency, award-winning digital marketing agency in South Africa, that she successfully led for seven years until 2022. During her tenure, Valiant became known for its groundbreaking work, including pioneering digital campaigns such as the first Snapchat World Lens in Africa and innovative Spotify campaigns for major brands. Her leadership at Valiant not only earned the agency numerous accolades but also solidified its reputation as a trailblazer in the industry, particularly in driving transformation and cultural inclusion.
Svetlana Copic has built more than 20 years of experience as a creative leader, developing innovative concepts and campaigns for top global and regional brands at agencies, Block&Roll for seven years, Scholz&Friends Belgrade for nearly three, and New Moments New ideas Company Y&R for thirteen. Her innovation-driven mindset challenges traditional approaches, helping clients exceed market goals while generating new business for the agencies she collaborates with. She has built standout brands from scratch and revitalised established ones, transforming them into dynamic market leaders. She excels at reimagining brand identities and creating campaigns that resonate with audiences, driving business growth and brand equity.
Elle Bullen is a part-time executive creative director, sometimes copywriter and all-the-time ,um. In 2023, she returned from two rounds of maternity leave and two battles with breast cancer to join Bullfrog and has since been named B&T’s Woman of the Year and Winner of both the Glass Ceiling Award and Creative of the Year at the B&T Women in Media Awards. She’s taken out a Gold Siren for radio advertising for her work on Maltesers, headed up AWARD School Victoria, been recognised as Australian Creative of the Year at the B&T Women in Media Awards in 2016 & 2020, and is proud to be a mentoring Auntie at The Aunties. Her resumé also includes a Cannes Grand Prix for Good for Scope See the Person, as well accolades at creative and effectiveness shows worldwide for the likes of Bonds Boobs, TAC Rider Reminder, Drinkwise How to drink properly and the invention of 7-Eleven BYO Cup Day.
