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Bruce Wright: Head of Digital

Known only to a few as Codey MacCode Code, Bruce really is a melting pot of interests, life lessons and age old agency tales. A glass of white, anyone?

What do you do at Quazar
I think I bridge the gap between traditional marketing and digital, and technical both internally, and with our clients. I understand the importance of a great idea, and the execution of it across all media. I am responsible for Quazar’s digital footprint. But I am also more than that. I create solutions.

What is your favourite thing about your career?
Solving anything thrown at me. If there is a need, I will do whatever it takes to find a solution for anyone.

Where do you originally come from and where do you stay now?
Born in Springs, JHB, I lived there for a day and then my parents moved to KZN where my father became the farm manager of a Rainbow Chickens farm. So, I grew up on a farm for the first 10 years of my life. I got a bursary from ISCOR in matric and went on to study Electronic Engineering at Durban Tech. I hated it and dropped out in 2nd year. I went and worked as a site manager and welder on a nursery construction site for SAPPI in Ngodwana for a year to pay back my bursary. I put a design portfolio together at night to study graphic design at Natal Technicon which I did for 3 years. I was then recruited by Ogilvy & Mather Rightford Searl-Tripp & Makin as a junior art director. I left O&M RS-T&M after 3 years to embark on a career in digital. I was a creative group head at Tinderbox interactive for two years. Thereafter I joined King James advertising to set up their Digital division, Mnemonic – I was a partner at King James for 14 years. I then took Mnemonic out of King James and my wife and I ran it from home for 5 years. The rest is history. We live in Hout Bay Cape Town, with our 17 year old daughter.

If you could live anywhere, where would it be?
Thailand. I can do what I do from wherever I am.

What is your favourite vacation?
West Coast, Paternoster. Check the sticker on my car.

What would you change about yourself if you could?
I would try to change the fact that I hate conflict so much that it sometimes comes and bites me.

What motivates you to work hard?
Me. My pride, and my family. My late father. Me.

Who is your hero?
Currently it is Neil Kamimura, he is an incredible mentor and teacher.

What is your proudest accomplishment?
It keeps changing. Everything I do for the people around me, I feel proud of. Create a new amazing website – proud. My daughter gets 94% for an art assignment – proud. My colleagues have an incredible win for the day – proud. Make a beautiful knife – proud.

What is your favourite book to read?
I haven’t read a book in 17 years, but I have studied at YouTube university, everything I know about Amazon AWS, CSS, PHP, WordPress, knife making, Asian cooking, and many parts of being a father with a 17-year-old daughter.

Who is your favourite author?
YouTube

What makes you laugh the most? 
Wine – preferably Chenin Blanc

If you could choose to do anything for a day, what would it be? 
A day (or seven) with Bertie Fourie (Google him). Legend.

What is your favourite game or sport to watch and play?
Rugby – only the Bokke. I watch any sport that is at its highest level – World Cups or big international events. I don’t watch football, unless it a Word Cup and I have a bet with my brother-in-law. I don’t see the point of watching nobody score a single goal for 90 minutes. Formula1 is huge in our family. We all have our teams and drivers and watch religiously.

What would you sing at Karaoke night?
I am not allowed to sing – my wife says I am tone-deaf.

If you could only eat one meal for the rest of your life, what would it be?
Nando’s

INN8 white
The client, part of South Africa’s largest financial institution, realised that it was not a platform destination of choice for the IFA market in SA. In an effort to address this valuable market and to futureproof their business they undertook to build a new investment platform. With this platform they needed to gain clarity and certainty on the appropriate brand and positioning to penetrate a highly competitive market and grow market share quickly.
Process 
We undertook a comprehensive global and local audit and research program, talking to current users of the brand as well as the target market IFAs. We looked at global trends and analysed behaviour across 3 markets. We spoke to competitors, partners and staff and then we made a recommendation. Created a new independent brand focused only on the IFA. Becoming the one thing an IFA really needed – a partner in their corner with no agenda other than to enable and facilitate their growth which would ultimately result in the platform growth.
Outcome
INN8 a fintech investment platform brand “Changing the way investments are done in South Africa by becoming “The Adviser’s Partner.” We created the brand and developed its narrative and we launched it into a very tough closed market. To this day, we’re still punching above our weight and getting above industry average engagement across all our touch points.