#WIB – Q&A With Desirée Gullan Founding Partner Of G&G Digital

1. Tell us more about your business?

A. G&G Digital is a full-service digital communications agency that specializes in providing smart, strategic communications campaigns based on deep insights, to clients in highly regulated sectors. We’re on a mission to add value to our clients and our clients’ customers and to make a positive impact on people, business, and the South African economy.

2. When, how and why did you start your business?

A. My business partner and I founded G&G Digital 15 years ago from a coffee shop, on the premise that we wanted to offer breakthrough communications solutions and unmatched service and become our clients’ marketing and communications partners. I love creative problem solving, and my business partner has a passion for business and strategy, so we were a complementary force. Over the years we have won local and international awards and have grown the business into a reputable and trusted agency brand.

3. What is your role in the business?

A. I am the creative director and my core responsibilities include strategy and ensuring that we produce quality creative solutions that break through the noise. As a partner and founder, I also take responsibility to make sure we’re always evolving our business, staying relevant, and, importantly, growing. I also do my best to ensure we have the best, happy, and fulfilled team.

4. Where did you study and what did you study?

A. I did not have the luxury of a dedicated tertiary education and had to study while working. I have two Honour’s degrees in Psychology and Literature which I competed through UNISA. I also did a diploma in Advertising from the AAA School of Advertising and was selected for an Advanced Advertising Programme with True North in Chicago in the US. On a wellness note, I am a qualified Iyengar yoga teacher.

5. How did you finance your business?

A. We are completely self-funded. I freelanced as a copywriter for the first year, so we had money to survive, as we couldn’t afford to pay ourselves salaries. Thereafter, for about another year or two we drew the smallest salaries to pay our basic costs and to rent some shared office space. At that time, we had a couple of rows of empty desks, in our spartan office, reserved for future employees, and we used to greet our imaginary team in the mornings. Our visualization and intentions paid off—today we have a thriving team of professionals, who love what they do and love being part of G&G.

6. Describe your average workday, if such a thing exists.

A. My core responsibilities include strategy and creative direction, which means I spend my time developing strong communication strategies for our clients and then ensuring that we implement those strategies in the most creative, engaging, and breakthrough manner. It is deeply rewarding work as I personally get to make an impact in various ways: help our clients meet their objectives, add value to our client’s customers, ensure that our messaging uplifts society and makes a positive impact on the environment, and importantly, builds and nurtures our creative team at G&G.

7. How do you balance your home life and your work life?

A. For the first few years into our business, I had absolutely no work/life balance, as we had to do pretty much everything. Now that we’re established and we have an incredible team, I’m able to focus on my core responsibilities and do them well and trust my team to do what they do well. I wake up at 4 am every day so that I can exercise and work on my personal projects that keep me inspired and charged. By 8 am I’m ready for the day and am super productive. Working remotely, since COVID, has also allowed me to be more productive as I put my head down and don’t have as many distractions as I did when working in the office full time. I exercise regularly – spinning and rowing – and my Great Dane takes me for walks every morning. I do yoga and meditate regularly, both of which are essential to understanding my mind and emotions. With that clarity, I’m able to stay balanced and not get tossed around by life’s highs and lows.

8. What drives you and inspires you?

A. When I was younger, I was driven by the status of achieving. Today, my purpose is more altruistic. I want to make the world a better place, steer our business to be more sustainable, and make a positive impact on people, animals, and the environment. That’s what makes me happy and brings me joy. I believe that my (our) purpose in life is to be aware and happy. If I’m happy, I can be a better parent, wife, friend, colleague to our G&G team, provide a better service to our clients and be more conscious of society and the natural world.

9. Where and when do you have your best ideas?

A. My best ideas seem to arrive when doing some form of cardio––either spinning or rowing––during which time I listen to house or dance music. The combination of endorphins and music ignites my creativity. I also love brainstorming with our team. The talking and free flowing of ideas, coupled with laughing is wonderfully inspiring. Remember that “Ha ha!” is no different to “Aha!” for the brain. The more you laugh the more creative you will be. I solve problems and find solutions to all my challenges while walking, practicing yoga, and meditating.

10. Where and how do you market/advertise your business for sales leads?

A. We use our website, email marketing, social media marketing, and public relations. Our best leads, though, come from happy clients who refer us to their peers. Remember, it’s easier to grow an existing client than find new ones. We are lucky to work with large corporates, many of which have multiple brands and offerings. We aim to make a positive impact for those organizations and grow organically as much as possible.

11. What is next for your business?

A. The widening gap between the educated and the uneducated and the devastating poverty and unemployment in South Africa has inspired our other business, G&G Advocacy. G&G Advocacy’s purpose is assist corporates with training and upskilling more people, as fast, effectively, and with as much enjoyment, as possible, using our bespoke eLearning platform and learning methodology. G&G Advocacy provides innovative eLearning solutions to corporate clients to assist them with their online learning and training needs. Our mission with G&G Advocacy is to nurture an educated and high-performance workforce in South Africa, so we can build a stronger, sustainable economy which creates more jobs and opportunities across all levels of our society.

12. What advice would you give to female entrepreneurs hoping to start their own business?

A. Put on some comfortable shoes and start kicking down doors. Even in South Africa that actively works to give women a fair chance, there still exist mental barriers. Lamenting and moaning about them will not get you anywhere. Be the change. Kick down philosophical doors and stomp on them and then make it your business to uplift other women around you.

I don’t believe that women should be jealous of each other’s success. We have to hunt as a pack, uplift, and inspire each other. Take the lead at times, get in line at other times. We also can’t ignore the extra pressures women face, as we are the matriarchs and the caregivers. There are so many single mothers in South Africa who get out there and thrive. We have to have each other’s backs. That way we will nurture strong, healthy, and loved children into society. With that foundation, there’s nothing we can’t achieve as a nation. We have to be the matriarchs of our nation and put South Africa back on the global map, where it so richly deserves to be.