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Five minutes with Dale Hefer

Published: 9 February 2010

Dale Hefer, Founding Director of the Chillibush group of companies and author of From Witblits to Vuvuzelas – Marketing in the New South Africa, takes five minutes out of her hectic schedule to speak to TotallyMAd on secret indulgences; her alter-ego; and the most important lesson she has learnt.

Five minutes with Dale Hefer
Dale Hefer, Founding Director of the Chillibush group of companies and author of From Witblits to Vuvuzelas – Marketing in the New South Africa, takes five minutes out of her hectic schedule to speak to TotallyMAd on secret indulgences; her alter-ego; and the most important lesson she has learnt.

1. What was your first job/ where did you start?
My first job was as a copywriter at an agency that did recruitment ads. After that I worked on film sets; waitressing; bumming around overseas; and then at Newsclip for four years as Sales Manager.

2. What made you want to build a career in your profession?
I liked the creative environment.

3. Describe a day in your life at present.
Up at 05:00 to play with and feed my one year old twins, James and Grace. At my desk by 07.30 to check out my mails and get some work done. I also spend a good while trying to disrupt my colleagues by turning the music up and playing with my dogs at the office. Thereafter, chores and back [home for an] early afternoon to spend more time with my babies. Hopefully, some gym; more babies; and then a long night of ... babies.

4. How do you unwind behind the scenes? List your favourite song; movie; and book.
My favourite book is Catcher in the Rye by JD Salinger. My favourite movie is Pulp Fiction, and the song I am enjoying the most at the moment is Lionel Ritchie, Dancing on the Ceiling, just because it is so energizing.

5. Who would you most like to meet – dead or alive, and why?
I would like to meet Queen Elizabeth I; Marie Antoinette; or Louis IV. What extraordinary characters ...

6. What has been one of the most important lessons you have learnt?
Do sweat the small stuff, detail counts.

7. What is your secret indulgence and your three ‘can’t live without’ items?
My secret indulgence is to lie on the couch on a weekday afternoon and watch endless History Channel. My three can’t live without items are my dog, who amuses me endlessly; my garden which is my haven; and my books.

8. Who do you think is getting it right in the industry?
I think First for Women, is doing a good job of segmenting and understanding its target market.

9. Which person in the industry do you think is making waves?
No-one, unfortunately.

10. Who is your alter-ego?
I sometimes think it is my business partner, Victor Dlamini, as we are always on the exact same page in all matters work-related.

11. What is your favourite perfume?
Chanel no. 5.

12. Which car would best personify you, and why?
I love my Jeep Cherokee. It is pretty basic, but does the job in some comfort.

13. What is your favourite reality TV series?
The Apprentice.

14. What’s your stance on social media?
It must be considered as part of any marketing campaign today.

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