Welcome to #WiMMeets - a series of short interviews with marketing leaders from across Africa and around the world. The series will present a different side to senior professionals with the aim to share the things that matter to them and inspire others.
In the first in our series #WiMMeets our very own Andrea Djan-Krofa, Director and Head of Africa at WiM:
Andrea heads up the Africa operations of Women in Marketing (WiM) CIC - a global network of senior level women (and male advocates) in the marketing, advertising and communications fields, created to educate, inspire, connect and recognise the contribution women make to industry and society. Andrea launched WiM Africa in Durban, South Africa in 2018 at the Loeries Creative Week.
A marketing communications, brand specialist and founder of award-winning Marketing Consultancy GreenBean Marketing, delivering services to organisations in the UK and across Africa. Andrea’s 20 years of international industry experience spans software development, property, education, food retail, men’s fashion, office design & build, outdoor adventure sports, tech events, healthcare and mining.
Andrea also talks, lectures and writes on marketing planning, branding, social media and digital marketing strategy in the UK and across the continent.
WiM: When you’re not feeling at the top of your game, what gives you energy and drives you forward?
ADK: I would say three things depending on the situation….
As a mother of two black boys, I feel a deep sense of responsibility to raise well-rounded human beings who are confident of their place and purpose in this world and in giving them as many opportunities for growth as I can. That sense of responsibility and the knowledge that I am their main role model drives me, particularly when I face challenging situations
I love music. It has this unique power to transform my mood in a matter of seconds! If I’m feeling particularly low or need to increase my energy levels, I play some upbeat music (usually 90s hip hop and RnB, or afrobeats), have a little dance and I’m good to go!
Sleep. We all need more of this! Everything seems fresh and new after a good night’s sleep or a nap. If all else fails, take a nap I say!
WiM: Which advertising campaign (from any brand) has been the most memorable for you and why?
ADK: The UK chocolate brand Cadbury’s drumming gorilla advert.
This advert completely transformed my view of the chocolate brand and made it kind of cool. I loved the completely left field creative of the campaign, and of course loved the music.
The campaign was deemed hugely successful, particularly in changing people’s perceptions and emotional connection with the brand. Apparently, Cadbury’s brief to the agency (Fallon) was to create an ad that was “as enjoyable to consume as a bar of Cadbury’s chocolate”. They definitely succeeded in that!
WiM: What three pieces advice would you give to a woman marketer aspiring to a senior position about getting to and staying at the top of their profession?
ADK: Have a vision of where you want to be but hold loosely onto the pathway to getting there. As women, our path to the top can be more of a squiggly line than a straight ladder. Be open to different opportunities as long as you can see how they can add value and help you ultimately reach your goal.
Do your very best to find a good mentor early in your career and continue to seek them out as you progress. One can have a number of mentors over the course of your professional life, and a few at the same time. Its hugely important to have a strong belief in yourself and your abilities, to be your own cheerleader, but in those times of self-doubt they will show you what you cannot see about yourself.
Lastly, get used to challenging yourself and exploring new things every single day – in your work, in your learning, in the people you are meeting and engaging with.
WiM: Which one person, dead or alive, would you say inspires you the most and why?
ADK: Maya Angelou.
A hugely influential woman who rose from a very difficult childhood to become this icon on black female empowerment. She was a great author and wrote some amazing pieces of poetry, encouraging women to be themselves and stand strong in their power.
One of my favourite quotes from Maya…
“My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humour, and some style.”
Maya Angelou
But saying that, my favourite quote of all time is …
“Well behaved women rarely make history”
Eleanor Roosevelt
I’m a pretty strait-laced person who generally follows rules and likes structure. The quote always reminds me to break the rules every now and then!
WiM: If you were stuck on a desert island what three things could you not do without, excluding any electronics
ADK: A good moisturiser – I really can’t deal with dry lips or hands
A good book – preferably by Chimamanda Ngozi Adichie or Yaa Gyasi
A radio – hopefully I’d be able to get away with an analogue radio with a strong signal!
Discover more #WiMMeets interviews here!