Paul de Klerk
I am an Executive Creative Director, design thinking facilitator, mentor and entrepreneur with over 18 years of experience developing breakthrough business, product, service, marketing and advertising solutions for some of the world’s top brands. Awarded numerous local and international awards and judged several advertising award shows.
Co-founded the award-winning advertising agency, ETIKET, in 2007 and in 2016 co-founded the creative training agency, Sum of 21 Academy, to develop the skills of the youth and drive transformation in the South African advertising landscape.
With extensive experience in advertising, marketing, creative strategy, design thinking principles and methodologies, quantitative and qualitative research, insight driven creative problem solving, effective leadership and brand management, I am confident in my ability to lead any team, and overcome any challenges a business is experiencing and apply my expertise to achieve their desired outcome.
I believe that we as creatives and marketers must forever strive to add value to all industries, brands, and especially the lives these brands serve, and not solely try and disrupt them. If businesses create a positive impact on people’s lives, success is inevitable. By focusing on the end user, asking the right questions, identifying core problems, and developing insight driven solutions, this is achievable.
Work
Resume
EXPERIENCE
ETIKET, Executive Creative Director: 2007 – Current
As a founder, owner, and the Executive Creative Director of this independent, mid-sized advertising agency, I have not only led multiple teams to conceptualise, execute, and deliver on internationally award-winning projects, but I have also collaborated with executive leadership, and mentored account directors, business unit directors and researchers to develop creative strategies that drive business growth for ETIKET and its clients.
Over the last 15+ years I have, recruited, managed, developed, mentored, motivated and inspired creatives and supporting staff to create award-winning work for clients in the following industries: Financial services, insurance, education, tourism, agriculture, healthcare, consumer packaged goods, food and drink, media, publishing, consumer electronics, technology industries, automotive and more.
I built longstanding relationships with, and serviced clients such as: Samsung, First National Bank (one of Africa’s leading banks), Old Mutual (one of Africa’s leading insurance companies), South African Tourism and other tourism agencies, Media24 (South Africa’s leading media company), Comair airlines, and more.
For the last three years we have successfully operated the agency 100% virtual, with the teams working remotely from all across the country, and I have succeeded in effectively leading the team virtually, without a decline in production or the quality of work.
Sum of 21 Academy, Executive Creative Director: 2016 – Current
Sum of 21 Academy was created to address two burning issues in the broader South African creative industry: Transformation and Skills Development.
Today Sum of 21 Academy is a principal driver of transformation in the Creative Industry through Skills Development, and our Innovative and Experiential Training Methodology allows us to Inspire, Nurture and Enable the future talent of the creative industry. This in turn allows everyone we come in contact with, to look forward to starting a career in their chosen professions as productive and effective human beings.
As a founder, owner, and the Executive Creative Director of this very unique creative academy, I mentor, guide, coach and train senior creatives to become the mentors and trainers responsible for the day to day management and coaching of the learners.
I had the honour of helping to develop the skills of the youth and drive transformation in the South African advertising landscape while being taught a thing or two by these brilliant young minds in return.
BlueberryCreative, Designer: 2005 – 2007
As a young creative I had the privilege of working at a boutique design house that specialised in audio visual production and the art of storytelling. As animation and motion graphics are time and effort consuming crafts, this experience in these early days of my career taught me among other things, hard work, endurance, determination, but above all, how to get an audience to take note and listen.
OTHER EXPERIENCE
Social Entrepreneurial Projects: 2021 – Current
In 2021, I had the opportunity to go on a sabbatical to explore a few social entrepreneurial projects. In this time, I was fortunate to have launched two of these projects. The first, Jolly Monsters, an initiative to help struggling young parents clothe their children in a more affordable way while reducing the detrimental impact that the fast fashion industry has on the environment. The second, Funeral Guide, an initiative, to help the more than 70% of South Africans that do not have their end-of-life plans in place, and lessen the endless administration agony, financial stress, legal burdens, and added emotional trauma that often leads to depression, of the loved one’s they leave behind.
EDUCATION
The Open Window: Jan 2002 – Oct 2005
BA Visual Communication (Cum Laude)
DesignThinkers Academy: 2019
Certificate in Design Thinking
Certificate in Design Thinking Facilitation
SKILLS
Technical Skills:
Digital: Web Development, WordPress, Google Analytics, Google AdWords, Facebook Ads Manager, LinkedIn Ads, Digital Marketing, SEO, SEM, Social Media Marketing, Content Marketing, Email Marketing etc.
Design: Adobe Creative Suite, Web Design, Photography, Typography, Audio Visual Production, Animation etc.
Branding: Brand Positioning, Competitor and Market Research, Brand Development, CI Development, Market Testing, etc.
Soft Skills:
Leadership, Mentorship, Creativity, Strategic Thinking, Qualitative Research, Problem Solving, Communication, Training and Facilitation, People Management, Time Management, Organization.
REFERENCES