AdFocus Industry Leader of the Year

Fran Luckin, the chief creative officer at ad agency Grey Africa. Picture: SUPPLIED

Luckin joined Grey South Africa in 2016 as chief creative officer. Under her watch, the agency was voted the No 1 creative agency by industry peers, topping the 2022 Scopen Competitor Opinion list, while Luckin was ranked the fifth top creative in the Scopen industry survey of 2021/2022 and was the only woman to feature in the top 10.

Luckin didn’t start out intending to go into the advertising industry. Having studied English and drama at university but then realising that her future was not on stage, when the AAA School of Advertising came to recruit graduates during her honours year, she was intrigued enough to sign up for a copywriting diploma.

Winning the Distell tier one brands in 2019 as part of Grey/WPP Liquid also counts as a major career highlight. She describes her leadership style as leading from the front. “I would never ask somebody to do something that I’m not prepared to do myself. I like to be involved and I see my role as growing and nurturing people and ensuring they thrive. It upsets me when people are stressed and stretched, though I’ve had to learn that I can’t always make this problem go away completely. I do try, though!”

The industry has changed significantly since those early days at the Jupiter Drawing Room, she says. Due to the proliferation of media channels, there are many more creative opportunities to execute an idea than there were then. Another change is that most agencies today are owned by international holding companies which brings with it its own set of pressures, as does the rise of procurement departments.

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