Neo Segola is known for her skill at conceiving ideas that are both unique and impactful, led by her passion for innovative strategic thinking, and for creating work that resonates with people on a human level. She has led campaigns for major brands across a wide range of sectors, work that drives brand engagement and loyalty. A natural team leader, she fosters a collaborative environment and is constantly seeking new ways to connect with audiences in meaningful and memorable ways. Currently chief creative officer of LePub Johannesburg, she joined from FCB Africa where she spent nearly six years, rising from creative director to executive director.
A MAD STARS 2025 juror, Neo discusses what she will be looking for to applaud, why creativity matters, what the successful industry of the future looks like, and what the successful creative of the present needs to have in their arsenal.
What makes great advertising? What will you be looking for as a MAD STARS judge?
Neo Segola: I believe that great advertising has culture at its core. It is work that reflects the culture of the people it’s speaking to. It is work that evolves culture, and work that creates and defines brands and how they exist in culture. Most importantly, great advertising is brave advertising that breaks through the clutter, moves the needle AND makes money.
Creativity in advertising is often under siege. Why do you think creativity matters?
Neo Segola: It often is under siege as most believe that there’s a choice to be made – creativity vs revenue. I believe that that’s a really short-sighted view. There’s incredible power in creativity. Research has proven that great creative makes business sense as it’s more memorable and thus has more longevity, has much more impact and is therefore a great driver of profitability. There’s no longer a choice to be made. Creativity is critical to a brand’s success.
What do you think are the unique characteristics of advertising and marketing in your region?
Neo Segola: Oh! South African culture is so vibrant, diverse and colourful. We’re also a humorous nation, one that isn’t afraid to poke fun at itself. I think that comes from South Africa’s contentious history, which has evolved us to the people we are today with our type of distinct humour and cultural diversity. We are real and textured and our work often depicts that.
What do you feel that the advertising industry needs to focus on/develop/change to face the future?
Neo Segola: The world is evolving so fast and I believe we need to focus on being part of that evolution, without losing sight of what it takes to make great advertising. Often, ideas get eclipsed by tech and AI and all the shiny little things that are springing up around us. I believe it’s important to embrace all of that – but we are a community of ideas. As we evolve with the world, we must never forget that.
What tools or skills do you think are most important as a top tier creative?
Neo Segola: An almost insane curiosity about anything and everything is what differentiates good creatives from great ones. The second quality I believe is to have a deep empathy. Empathy allows one to see beneath the surface of what’s expected. It allows us to speak to people, not just to faceless consumers.
