Breakthrough with Claudelle Naidoo - Affect. Progress. Achieve.

In this series, we ask our people to define what 'Breakthrough' means to them, both from a career standpoint and a personal note.

Our next issue features Claudelle Naidoo, Chief Executive Officer, GroupM South Africa.

What does ‘breakthrough’ mean to you?

Delivering a “Breakthrough” means discovering an opportunity to achieve a significant and impactful accomplishment through innovation, operational excellence, strategic oversight, and partnerships to drive substantial long-term value. It’s a milestone moment that propels the company or client forward resulting in measurable growth or success.

What was the breakthrough moment in your career?

Being bold enough to move away from my comfort zone as a journalist, and into Marketing and Media. This was a turning point in my career because it meant that I could go from simply reporting history to making history by solving problems, sharing ideas, fostering connections, and learning every day!

Tell us about a piece of work you were involved with that you would define as a breakthrough.

I am proud of the proposition that we (WPP) created for our partnership with The Coca-Cola Company during the Africa media pitch in 2021. The “breakthrough” movement for me was being able to use my experience to position Africa as a global leader and not just a land of potential anymore. This was done by telling a story rich with insights on how to “breakthrough” using the power of Africa’s diverse cultures and differences to inform marketing and media investment and priorities in the region. We won the assignment which was good recognition for the insight and breakthrough opportunities showcased for Africa during the pitch.

What breakthrough in this industry - achieved by someone else - do you really admire? What do you admire about it?

I am really inspired by the work that our local GroupM agency, Yonder, is producing. They have found an edge in the market using the likes of Augmented Reality and C-Commerce to name a few, to deliver future focused solutions for clients across multiple sectors. The team at Yonder use state-of-the-art technology such as their AI mascot/ambassador “Stoffel” to solve marketing challenges. Yonder was recently named Agency of The Year at the esteemed MMA SA Smarties Awards 2024!