‘My mom loves my work'

Long's experience prior to joining Joe Public in 2004 includes the work on many of South Africa's top brands, including Klipdrift, Momentum, Husky, Cadbury's, Media24 and Savanna. She is renowned for her tireless passion for creative brand solutions.

1. Define creativity…

Finding new solutions to the same old problems - and loving the process involved, time and time again. Creativity is all in the mind, as clichéd as it may sound.

2. What do awards mean to you?

Every industry needs awards so that we don't fall into the trap of doing whatever we do for the sake of fortune, as opposed to fame. It also sets a standard and helps us do 'the right thing' of course.

3. If you thought you were a sure thing for a Loerie and then lost out to the competition, would you be a bad loser?

Undoubtedly yes. And if any creative tells you otherwise, some PR company is putting words in his/her mouth. If you put your heart into your work, it's not so 'lekker' when it gets broken. But you can only drop lip for so long...

4. If you were an animal, which would you be and why?

An eagle. I did one of those funny personality tests and that's what the test concluded: I am an eagle. No seriously. Oh, and I love all things feathered.

5. Which superhero power do you wish you had?

I guess flying would be cool - I wouldn't ever have to stand in the queue of that fairly new orange airline brand again.

6. What is the best thing about the ad industry?

The people we work with, the adrenaline, the buzz and er... when your mom sees your ad on TV.

7. What do people call you behind your back?

Bossy. And they probably do so a couple of times a week.

8. If you weren't in advertising, what would you do?

I'd be a wine maker, like my brother. (They also have awards in that industry :0).

9. Name an ad campaign or jingle that you will remember till you die.

First love, first kiss. What a feeling is this... Sorry, I grew up in the eighties!

10. What is your best attribute/strength?

When I believe in something, I work hard to make it happen. I am not easily thrown off course. (Maybe has something to do with the fact that I am the youngest of six and three of them are brothers, who knows.)