Ima Peter: “The Most Valuable Lesson: Knowing Your Client!”
With over two decades of communications experience in advertising, you’ll be surprised to know that it was actually civil engineering which Ima Peter studied for a year during her time at university. When she realised that she wanted to go down the communications route, she swapped courses and studied for qualifications in public relations and digital communications, shaping the path which would lead to her current role in the Razor PR team.
As business director and head of corporate, Ima has a focus on executing communication strategies across many different industries and brands, including Standard Bank, Anglo American, Tiger Brands, Investec, Milken-Motsepe Prize and Research In Motion (BlackBerry), to name a few. When she isn’t executing her main role, she’s mentoring young professionals and helping them develop into the next generation of leaders.
With her focus on innovation, creativity and mentorship, it’s clear that Ima’s sights are set on getting the most out of campaigns and setting new standards in the industry. She speaks to LBB’s Nisna Mahtani about her journey so far, and also what’s to come.
LBB> When you were growing up, what were some of the hobbies and interests which took up your time?
Ima> Knitting was something I did with my grandmother and is still one of my most relaxing hobbies. Reading has always been my favourite hobby.
Drawing, art in particular, has always been an interest for me. My mother was a science teacher, and I always used her science and biology textbooks to draw cells or the human body… My mother would then make me learn what I was drawing. I had learned most of high school biology by the time I finished primary school.
LBB> You have a civil engineering background, which you pursued before moving into communications. Can you share who or what inspired you to make the change and take this path?
Ima> Mathematics and science were always easy for me to grasp since there were formulas to follow, and I really enjoyed that. The reason for the shift from civil engineering to public relations was that I needed something more creative and allowed out-of-the-box thinking. Now I get to apply those engineering principles to my clients’ campaigns and strategies, to deliver a big idea or successful campaign, you need to ensure you have a solid and stable foundation.
LBB> What was the first client you worked with and what was the most valuable lesson you learnt from that experience?
Ima> Years ago, when BlackBerry (Research In Motion) re-entered the South African market, it was one of the most exciting and challenging clients.
The most valuable lesson: knowing your client! Understand their product, pricing, internal landscape and what macro issues will affect their business. I had to act as technical support for journalists and influencers, I needed to know what was happening with network providers, know when there would be a price shift and also understand the why.
LBB> You’ve been a judge and sat on the jury for the 2023 Young Changemakers Awards. How was the experience and did it get you to look at anything in a different light?
Ima> It was inspirational going through the submissions and seeing the calibre of the entries, not only from the important work/campaigns they are bringing to life but to also see how they are demonstrating a shift in the industry and making a real impact in our communities at large.
LBB> If you had to summarise it, can you share a few of the factors which make for a successful communications strategy? What’s at the heart of everything you do?
Ima> Context, audience and channel mediums, the market context needs to drive your strategy and inform your channels.
Clients often see something that their competitors have done and say, ‘we also want a YouTube campaign’, but you have to give context - data is still expensive in South Africa and other African markets, so their target audience, or the SEM (socioeconomic measure) group we want to engage and influence, is not using YouTube as their primary channel.
LBB> You mentor young professionals in the industry, how did that first begin and when did you find a passion for supporting the next generation?
Ima> My passion for mentorship comes from my own experience. Having mentors changed my attitude and perspective – it challenged me. It changed my career and I want to make the same difference to someone else. Another reason is that it keeps me informed on what challenges they are facing. It’s something I also faced but am now in the position to fix and make easier.
LBB> Is there anything in particular that you always share with your mentees as a piece of advice to take them through their careers?
Ima> Be curious and always be willing to learn. You never stop learning, no matter what stage of your career you are at. You need to be curious about your clients, your colleagues’ clients, etc. Curiosity exposes you to other people's thinking, inspiration and lessons.
LBB> In terms of communications strategies, are there any people or resources you look to for inspiration?
Ima> Industry groups on LinkedIn, Facebook, and WhatsApp. I also read industry news - locally, pan-African and globally - for inspiration as well.
LBB> When you aren’t at work, can you share some of the hobbies and interests which keep you busy?
Ima> Like anyone else I love to binge a good series, reading is my escape. I have also started constructing furniture as my latest hobby.
LBB> Can you share an unexpected or surprising fact about yourself?
Ima> Not sure if it is surprising but it is unexpected for most, I am half Nigerian and half South African. I was born in Nigerian Bauchi. Half of my family is Muslim, and half is Christian, so we spend Eid together and we spend Christmas together.
Being half Nigerian and half South African – and having lived in both countries, has given me a stronger appreciation for the continent I call home. Coming from a blended family of Muslims and Christians, who celebrate together, has taught me to always find what connects us and not what divides us.
