Jabulani Sigege

Going to Bishops opened my eyes, doors and my world.

Jabulani is currently a Creative Director at M&C Saatchi Abel in Cape Town, Jabulani has previously worked at King James and BBDO Cape Town. He studied for a BCom in Information Systems and a BA in Film, Media & Visuals Arts before realising that his true passion lay in advertising. After his stints of switching degrees (but not completing them, much to his parent’s annoyance), he then studied Copywriting at The Red & Yellow Creative School of Business before starting his career at King James as an intern.  Jabulani has won awards at local and international shows, including Cannes, One Show, Loeries, Pendorings, Assegai and Eagle Awards. He’s also judged at the Loeries, the Africa and the Middle East’s premier advertising awards show.

“I’ve always been interested in how powerful messages and communication can reshape people’s views of the world”, he says. He’s also a fervent advocate of advertising that taps into insights, especially when talking to black consumers, to create work that resonates and isn’t patronising or condescending. “There’s nothing that grinds my gears more than seeing black people dancing for no good reason in TV ads or ads that have been dumbed down, simply because they are targeting black consumers. There is so much richness and unique insights that the South African advertising and marketing world can draw on, to create powerful and memorable communication. It’s a matter of ad agencies and marketers not being lazy. As black creatives, strategists, account executives and marketers, there is so much cultural capital that we can draw on, to use to tell our own stories in the most interesting way. Outside of work, he’s a bibliophile, kwaito fanatic, hip hop head, and a voracious consumer of all things pop culture. You’ll also catch him people watching (but not in a creepy way).

“There is no doubt that Bishops provided me with the foundation that has enabled me to confidently express myself and play a leading role in the advertising and communications world.”