Building on the vision of Dona Communications – an agency he co-founded in 2010 at age 29 to use vernacular languages to speak to the masses – Mokoena is about creating connections with people in a world where ideas still get lost in translation.

“It's not just about addressing the language issue (with English dominating our communications industries for far too long); it’s about talking to people in a way that touches them, in a way they can connect with,” explains Mokoena. “Brands have to show they have an intimate knowledge of the mass market in the way they communicate with them.”

CP: What are the biggest challenges working with vernacular languages and local slang?

KM: It's not like in the past when there was a way of speaking developed by mine workers that was universal across South Africa. Slang develops geographically these days, plus there are other factors to bear in mind like music tastes (hip hop heads speak differently to peeps who listen to Kwaito or House). And just when you thought it was complicated enough, you have to add different ages to the mix...

That said, with nine different languages to consider, slang is sometimes the best way to communicate without alienating anyone. The beauty of slang is that you also have the ability to create new slang – but you have to have the power and credibility to achieve that effectively. I just completed a project that required coming up with a platform of communication to a varied audience throughout the country, using slang as a base with elements from all nine languages. We essentially created a way of communicating for that specific product. Now that’s true South African communication!

CM: Are there other gaps in the industry young people can exploit to get a foot in the door?

ALWAYS! At the end of the day your job as a communicator is to get through to an audience – and each year, the needs of consumers change. This means your ways of communicating have to adapt, which in turn means that multiple communication opportunities will be presented, lending themselves to the creation of new businesses, communication platforms and other opportunities.

Technology also plays a huge role. With each technological advancement comes new opportunities. Take tablets, which have opened the way for tablet-specific media such as Tablet Newspapers. Trends also play a major role i.e. the popularity of social media, which now requires people who specialise strictly in that field.


CP:  Do you need an education or just a good idea to make it in this industry?

KM: I’m a proud campaigner of education! I was lucky to have been given the opportunity to be educated because, as far as tools go, that has been the most effective in my arsenal.

Of course, we’re not all built the same and ‘school-smart’ is not necessarily a factor for success. I’ve met people who are gifted in other ways and have progressed in the industry because of what they’ve created.

At the end of the day, we’re all about ideas. If you have them, use them – but building on that with an education can make a difference. In some cases, it\'s what sets a team leader apart from a good team member. It\'s the difference between being a Creative Director or Senior Designer/Copywriter.

CP: When you’re trying to establish a name for yourself – how do you get the ‘big cheeses’ to take notice?

KM: First and foremost, understand you have your work cut out for you. Once you have come to terms with that, prepare yourself because, like Rome, you cannot build a name for yourself in a day. Perseverance is also key and you must be willing to look hunger-and-being-broke in the eye – and laugh at them!

As far as getting noticed goes, let your work speak for itself! Winning awards helps and look at doing great pro bono work that will put you on the map.

For me, it's been about having a firm belief in what you\'re selling – whether it’s a product or idea. I believe that what AC Massive offers is absolutely necessary for the communication industry, and that conviction has gotten me noticed with clients.

CP:  You co-founded an agency. What’s the secret to a successful working relationship with a business partner?

KM: As with any relationship, it\'s about communication (thanks Dr Phil). You have to both have a clear vision for the company and always ensure that both parties are happy with the direction of the business through constant communication. When you go out and represent the company, make sure you\'re both talking the same language and saying the same thing – even when you're apart. It's best to select someone who is as passionate about the business as you are because sometimes that\'s all that will be carrying you through, especially during the 'dark months'.

CP:  What do you think is the most common misconception young grads have about the marketing industry?

 

KM: The real work begins when you get out in the real world and have to deal with your first client. Get to know your client backwards and get an even firmer grip on who their market is. That should be your guide to become a better marketer. And that’s how you can make a name for yourself and start changing the status quo.

CP:  One thing we need to know about the world of marketing and communications right now?

KM: It's all about functionality! The days of brands telling you how awesome they are over. We have to give more to the client, which means being less selfish and not shelling out millions on ‘mega’ ads. It’s about engaging more intimately and effectively through social nedia, blogs etc. to see how much more warmly consumers engage with you. It’s about providing entertainment, giving good deals, and being functional! Consumers are now asking:"What have you done for me lately?" and brands now have to answer to that.

CP:  What was your best and worst job interview? And the lessons learnt?

KM: Worst: I was looking desperately for a job and so gave all the answers I thought they wanted to hear. Turns out they were looking for someone with the answers I really wanted to give. Lesson: don't misrepresent yourself!

Best: Going for a job where the description was exactly what I wanted to do. Lesson: Try and find the ideal job for you – and you won\'t go wrong. You\'ll stay in the position for longer and you'll be happier.


 

 

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