After five years of desperately trying to break into the advertising industry, Gift Manganyi has been appointed Traffic Coordinator at creative advertising agency Saatchi & Saatchi Johannesburg. It's often said that once the advertising bug bites you, you'll eat, sleep and breathe it for the rest of your life. This proved all too true for Gift.
After matriculating with an exemption from Thuto-Lesedi High in Boksburg in 1998, he worked as a Journalist and News Bulletin Compiler for commuter radio station, KCR (Kathorus Community Radio). It wasn't long before KCR management noticed his vibrant and outgoing manner, and encouraged him to dabble in advertising sales. He soon began drafting marketing plans, selling airtime for radio and also conceptualising the final product for clients.
A chance meeting with Leigh Lepelle, Editor-In-Chief of now defunct Katlehong-based Kasie magazine a few months later led Gift into the publishing industry. He began working as a Journalist and Sub-Editor for the title but was once again enticed into the advertising sales division.
'Selling advertising space for a magazine in the township was a definite challenge. It was quite a task convincing businessmen, who were unwaveringly set in their ways, to part with money to advertise their companies or brands in our publication. Many of them didn't think advertising was necessary because their businesses were already lucrative without the added exposure. That was when I realised that I wanted to get involved in the actual advertising process,' says Gift.
During his investigation into the corporate ad world, Gift soon discovered that getting hired in the industry without the relevant qualifications was tough. He made extensive enquiries into fees for a course or diploma but as they were too expensive, he explored the bursary avenue with little success. Not one to give up, he decided to try and gain some practical experience and at the same time, started self-studying at the library to gain as much knowledge as he could on the advertising industry.
Equipped with a portfolio, he felt ready to give job-hunting a shot. But, months of countless unfulfilled promises of internships and jobs from ad agencies passed. A friend suggested Gift apply for a position as a Cashier at Builders' Warehouse to produce enough cash flow to sustain him as he continued looking for an advertising position. 'It broke my heart to have to submit an application for the post because I knew I was meant for the ad industry,' he says. His gift of the gab and inquisitive nature propelled him to a merchandising position after just one week at Builders' Warehouse. Not long afterwards, he was promoted to Sales Consultant.
In his spare time, he persisted in calling ad agencies only to find there were no vacancies. His interest in the traffic department (the middleman who monitors the progress of work and pushes deadlines within an agency) was piqued when he met an industry colleague who worked in traffic. He promptly asked her what he'd need to study to get into a traffic department and was thrilled to hear that there weren't any post matric credentials needed. The opportunity to enter the ad world presented itself and he took it.
Gift approached Saatchi & Saatchi Managing Director Colin Ramparsadh and expressed his desire to gain experience in a traffic department even without remuneration. Such was his determination to get a foot in the door. Colin referred him to Sharmaine Chanee, Saatchi & Saatchi's Production Manager who gave him a chance, albeit it as a voluntary intern without a salary.
Gift soon proved his mettle as a Traffic Assistant with sturdy assistance writing copy on several accounts. Colin determined him a valuable asset to the Saatchi & Saatchi team and hired him as a Traffic Coordinator on permanent staff after little over a year.
'Gift is enthusiastic and more than willing to learn. When I asked him when he'd be able to start, he jumped at the chance and started the very next day. I was quite impressed by the fact that he was eager enough to go unpaid while gaining experience. His actions demonstrated incredible ambition and were swiftly rewarded. He's also more than willing to go the extra mile and contribute to areas outside of his direct responsibility,' says Sharmaine.
