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Atiyya Karodia on Muck Rack

Atiyya Karodia

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Articles

Generations lied but we can still play New Horizons to ensure others live the dream Original

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By Atiyya Karodia, Karabo Ledwaba
| Bizcommunity Verified
Search jobs It has been three decades since SABC 1’s local soap opera Generations took to the airwaves - incidentally inspiring a cohort of young South Africans to pursue careers in advertising. Image supplied. Strategy director, Atiyya Karodia says the Generations generation has come of age and has found the industry wanting When I was little, my cousins and I would play pretend, but instead of ‘shop-shop’ we’d play ‘New Horizons’, the fictional ad agency in our favourite soapie, Generations.
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MarkLives newsletters • MarkLives.com • Independent industry news for marketing, advertising & media execs • MarkLives.com

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By Herman Manson Verified, Peter Khoury, Qingqile Mdlulwa, Atiyya Karodia
| MarkLives.com
By Herman Manson. South Africa’s creative industry has been punching above its weight for a long time, especially in radio and film at global award shows. Yet are we lagging behind when it comes to tech/digital, UX or product design and experiential work? Are we great at classic advertising but not really doing any world-beating work outside that? Spurred on by this assertion from a senior South African ECD, MarkLives is looking to nudge the industry into constructively engaging with the subject.
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Now more than ever brands need to be relevant

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By Atiyya Karodia
| businesslive.co.za
It doesn’t matter what you call the current generation of young people, whether Gen Z or the lockdown generation. What does matter is that if you call them, you’d better know who they are and you’d better be sincere about it, because the youth of today are not interested in superficiality. The most important thing to understand about them is that if millennials were the “me” generation, Gen Z is the “you/us” generation.
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