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THE MEDIA SEP 2018 e-book

SHEPHERD AWARD Mentoring, managing and listening With a passion for identifying and nurturing young talent, unafraid to try out-of-the-box approaches, and a great listener, Rina Broomberg is this year’s MOST Shepherd Award winner. Having given youngsters like Gareth Cliff and Xolani Gwala their big break on radio, Rina Broomberg, co-founder of One on One Productions (the holding company of CliffCentral) is known for her mentoring, managing and business savviness. In an interview with The Media Online about CliffCentral, Cliff said of Broomberg: “After I was fired from campus radio, I went to see John Berks at 702, the greatest name in radio possibly in South African history. I thought why talk to the angels when you can talk to god. Little did I know, there was a god behind the god… Rina Broomberg.” Of their relationship, Cliff says, “It’s a very open and trusting one. She knows me inside out, having managed me for so many years and I feel we are very complementary of each other. We both have this pull to add value to the industry, to change things, create disruption and create opportunities for others.” Having given Cliff, and many others, his first spot on commercial radio, the breakfast show on 702 at 23 years of age, Broomberg left Primedia Broadcasting and brought Cliff across to SABC’s 5FM. CONSISTENT WISDOM Since then they co-founded One on One Productions, whose most notable business asset is CliffCentral. Arye Kellman, chief creative officer and co-founder of Tilt, worked with Broomberg at CliffCentral and still interacts with her, on and off, now. He praises the “consistent wisdom” that she brought to his career. “If you are willing to put in the work, she is 100% always around to match your efforts. She guides and coaches you in a sophisticated and polished way,” he explains. Kellman also points to Broomberg’s broader contributions to the media industry as invaluable. “She’s been fundamental to the state of radio in South Africa that we have today… She’s consistently been ahead of the curve, not just in the radio industry but in the broader media industry as well. She’s consistently been at the forefront of her field,” he adds. Aside from CliffCentral, another of Broomberg’s major contributions over the past 15 years has been her consulting work with TBWA Hunt Lascaris. Speaking of the agency’s relationship with Broomberg, creative founding partner, John Hunt, says, “Rina’s single biggest attribute is that she is such a great listener. She has the ability to understand other people’s aspirations without feeling the need to filter them first through her ego. “For many years at TBWA\Hunt Lascaris, we asked her to interview all our potential new hires. With remarkable accuracy, Rina would then tell us their strengths and weaknesses and whether they would fit into our culture. She never did this in a mean-spirited way and was always quick to point out those who ‘just needed a little help’ to reach their full potential. This open-hearted honesty has led her to become a mentor to many of those people long after they left Hunt Lascaris, or even changed professions.” The Shepherd Award, introduced to the MOST Awards in 2014, celebrates an individual’s selfless contribution to the media and marketing industry for the betterment of the sector. Some characteristics needed include creative contributions, wise counsel, time and mentorship, innovation, an inspiration to others, and approachable, humble, and a great leader. Broomberg joins an elite group of Shepherd winners, including Paul Middleton, the late Gordon Patterson, and Gordon Muller. Hunt summed up Broomberg’s talent perfectly when he stated, “With South Africa’s dismal history of genuine mentorship, I wish we could bottle Broomberg and give her as a gift to the nation.” WORK history • 1999 – 2003: 702 and CapeTalk – managing director TBWA Hunt Lascaris, consultant. • 2003 – present: TBWA Hunt Lascaris – consultant. • 2005 – present: One on One Productions – co-founder and director. The Media | wagthedog.co.za P 43


THE MEDIA SEP 2018 e-book
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