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“Creative Directors are mediums of connection from the client to the target audience.” – Othilia Tutu

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Othilia Tutu Mungoba, founder of Khaya Creative Concepts sees herself and her business growing into a full-fledged business with a complete team, providing services to small medium enterprises. She is a talent with experience in broadcasting, production, print media, TV, Radio and drama ranging from being a presenter and a supporting act in NBC kiddies TV such as Sunshine Club and Holiday Special from a tender age of 12. At 15 she had a two hours program on Katutura Community Radio now known as Base FM. She began her studies in Media at the college of the arts instantaneously as she completed her grade 11 and 12, thereafter she went on to study Broadcasting and Media Studies majoring Production Management at the University of Witwatersrand in Johannesburg, South Africa . She was also the subeditor of her high school newspaper, which she recalls as her biggest concept development gig. Tutu as she is so fondly known, has worked on developing concepts and producing for shows such as Wizeni, Child’s Way, Tutaleni and Afro Connection. She’s also worked on concepts for corporate marketing through her job at One Africa, and concepts for societal sensitizing and behavioral change on HIV, Malaria, Tuberculosis and Leprosy Programmes when she was employed at Global Fund Namibia office as a senior communication offer.

What services do you offer?
I conceptualize and direct easy to use creative, promotion and product development plans for print, TV, radio and online presence. Basically, I sell your one stop tool kit in advertising and product placement to ensure your product is appealing to the end consumer. I create advertisement packages that cater to especially to SMEs. Be the development of an album cover artwork, organizing of conferences, content creation for media flighting or exhibition to messaging for a road show for any medium.

How do you deal with product development?
The process is highly calculating and similarly intellectual as you have to focus on the demographic that the client is (intends) selling to and analyzing the relevance of the product. The needs of the consumers you’re targeting in relation to the product
and of course current competitors. Research and alga rhythms are intricate to the conceptualization of colors, music, packaging etc. The budget allocated to the project always plays a big role so making every dollar count and giving value for
money which at times can realigning budget lines and key target platforms.

Advice to people wanting to break into creative directing?
When creating a concept, it is never about you so one needs to possess the ability to detach from the self. Be objective, look at what appeals to the demographic in order to sell a product to that target audience or consumer. Never underestimate the
consumer. Keep up with market trends and always be on the look for experimental pieces or work that do not always befit the norms and how you can integrate that into your work or presentations. There should be a daily indulgence and yearning to
experience life in third narrative and a little of crazy story developing in your head.

What challenges have you encountered on your journey?
Explaining to clients that your mind is your commodity and why it is important not only for them to have a business plan but a marketing and promotional plan that speaks to the services they provide. The lack of black female mentors in the industry
and the bias allocation of jobs to smaller upcoming entities.

Email: khayacreationsconcepts@gmail.com
Cell: +264 81 448 5450
Instagram: I_am_othilia

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