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Dale is a former South African Businesswoman of the Year, award-winning entrepreneur and the bestselling author of the marketing books "From Witblits to Vuvuzelas' and "Hustling, Happiness, and a Blow-Up Doll Named Percy". Dale is the founder of top advertising agency Chillibush, which she started in 1998 and sold in 2014. By then it was billing more than R100m per year.