Women In Marketing 2024 Edition ft. Fredine Swigelaar from TBWA \ Hunt Lascaris

In our latest Women In Marketing segment, we spoke with Fredine Swigelaar, an Account Director at TBWA\Hunt Lascaris. Born in George, Fredine emphasizes the value of hybrid work models, describing them as the best of both worlds. She highlights the transformative impact of AI, urging companies to remain mindful of both consumers and end users.

Personal Background:

Thanks for taking the time to participate in our ‘Women In Marketing’ feature. Where were you born, and what childhood memories stand out for you?

I was born in the beautiful gem of George in the Western Cape known for its premier Golf courses.

Childhood memories that stand out are spending time with my family at the beach. Especially accompanying my dad when fishing, eating fresh oysters from the rocks, climbing rocks to get to the best fishing spots and walking with my Mom on the beach having deep conversations about life.

Describe your high school and college years. You were the coolest one, right?

I think that I took myself and life too seriously; I wanted to make a success of my life. If I could do it over again I would’ve had more fun.

What’s your favourite meal that you wouldn’t share with anyone?

Anything seafood, especially fresh crayfish from the ocean and Indian cuisine, nothing beats a Durban curry.

What would be your plans for a sudden $10 million windfall if you were to receive it tomorrow?

I would firstly take my family on an Island holiday such as the Maldives for a relaxing break.

There is so much suffering in this world. I would open my own Foundation and help with various initiatives in the less fortunate communities. This includes feeding schemes, assistance with education – tutoring and fees, university and career guidance and just helping where I can. 

I will also send my kids to the best private schools in the country.

Can you share an interesting fact or hidden talent not found on your LinkedIn profile? Previous Women in Marketing candidate Anastasia Hamel says that she can breathe fire!

I used to be a beauty queen in my hometown. I was crowned first in a couple of beauty pageants including my primary, high school and University annual beauty pageants 

(Miss. St. Mary’s, Miss. Kiewiet and Miss NMMU (Nelson Mandela University) – George Campus) 🙂

Career and Work:

How do you typically start your day, and are you #TeamCoffee, #TeamTea, or both?

I am absolutely #TeamCoffee. Don’t talk to me before my first cup 😊

Every day starts with a daily team status meeting at 08h30. By then I would’ve had my 2nd cup of coffee.

What inspired you to pursue a career in marketing? Didn’t the “I want to become a doctor” bug bite you?

I was one of those kids that never really knew what I wanted to become and life almost guided and led me into Marketing which I am grateful for. I believe it was meant to be. 

Many industries had to create systems overnight that would enable their respective workforces to work from home due to the advent of the COVID-19 pandemic. What’s your perspective on remote and hybrid work, and how have you dealt with its challenges? Do you have a preference?

The pandemic gave us a lot of learnings including proving that we can effectively work from home. I think that Management/organisations underestimated the potential of working from home pre-pandemic.

I prefer hybrid – I have found that working from home I get more work done as opposed to working from the office, there are too many interruptions and I get less work done at the office. However, that said, going to the office does help in terms of mental health – getting out and connecting with colleagues is beneficial.

Living in Gauteng where traffic is a reality, working from home saves me time and contributes to a better quality of life. Before the pandemic, I used to get home from work when it was dark leaving one with little time for personal responsibilities.

AI is the hot topic of the day, most specifically, generative AI tools like ChatGPT and Gemini. How do you address the challenges you face in your day-to-day responsibilities? Any specific tools you’d like to plug us with? 

AI has changed the game for sure but I believe it has its own challenges. The consumer needs connection. In my view, AI lacks emotiveness – the consumer is unable to connect emotionally with AI technology.

According to the WEF, the pandemic caused a 4.2% reduction in women’s employment compared to 3% of men (from 2019 to 2020). How can organisations better support women and mothers, especially in light of the pandemic’s impact on women in the workplace?

By being flexible – If a working woman/mother needs to attend to a personal responsibility such as a sick child or attending an awards ceremony,  allow her without difficulty and questioning. We are very reliable and will burn the midnight oil to get the work done and meet deadlines.

2024 and Beyond:

If you could go back in time, what advice would you give your younger self?

Have more fun. Take more risks – I would’ve taken way more risks in my 20’s. Buy a property as soon as you can.

What are your personal or professional goals and aspirations for the future? 

My goal is to eventually move from agency to corporate/brand and become a Marketing Manager or a Sponsorship Manager. I aspire to also obtain an MBA.

Who are some of your sheroes?

My sister – she’s been living with a chronic condition called Ulcerative colitis since her 1st year of University. Seeing her suffer whilst navigating her personal and professional journey with so much courage and strength is an inspiration. During this health journey, she managed to become a Speech Therapist and build a family.

What are you currently reading, and how do you consume your content?

Currently, I am indulging in ‘The Alchemist’ by Paulo Coelho. I am old school when it comes to reading books and prefer paperbacks. It is about a young shepherd who desires to travel and reach his destiny. It’s a bestseller.

You wake up one day, and before you know it, you are nearing retirement. What would you like your professional legacy to be? Furthermore, what do your colleagues and superiors admire about you the most?

I hope to be known as a Marketer who did innovative marketing campaigns that break the mould.

We are always looking for amazing Women In Marketing to profile. Who would you like us to get in touch with? 

Candice Rosenberg– Event Marketing Lead Africa, National Basketball Association (NBA).

Kugandrie Govender – Director at Kage Marketing & Media | Commercial Leader in Sports Brands | Chartered Marketer (Africa).

Share a unique message for young professionals in the marketing industry.

Authenticity is key. Be authentic! Consumers are attracted to and resonate with brands that are transparent, consistent and socially responsible. This leads to brand loyalty and builds trust.

Also, be your authentic self – that way you don’t ever have to pretend.

Thank you for your time, Fredine. We hope this interview will inspire future leaders and other Women in Marketing. How can people follow you and your company on social media? 

Thank you for reaching out and letting me be a part of this feature. Well done for recognising and empowering women in Marketing globally.

You can follow me on LinkedIn. Click here to follow TBWA.

WOULD YOU LIKE TO PARTICIPATE IN OUR #WOMENINMARKETING SERIES? CLICK HERE TO COMPLETE OUR SIGN UP FORM AND WE’LL BE IN TOUCH