INLSA
Zama Phakathi, the flamboyant Durban |publicist and CEO of Splendid Marketing.
Durban publicist and socialite Zama Phakathi jokes that eThekwini speaker Logie Naidoo had better watch out; she’s catching up to him in the social scene stakes.
Phakathi, the CEO of Splendid Marketing, describes herself as an “aggressive marketer” both in business and in promoting her own brand.
But she quickly points out that that’s in a “good way”, and says marketing is in her blood and in everything she does.
“I am just so passionate about marketing. I am a people’s person and it comes to me naturally. I love to socialise. When you’re a publicist, networking is important and you have to be seen and promote what you do,.
“And you don’t have to be apologetic about that. There’s nothing wrong with being confident, as long as you have your feet firmly on the ground. I am a natural-born marketer – even at high school I was voted as the person with the best personality.”
Earlier this month Phakathi was recognised at KwaZulu-Natal’s most high-profile annual business social event – the Durban Chamber’s gala dinner. Her company scooped the 2012 Alec Rogoff Broad-Based Black Economic Empowerment Award in the SME (small and medium enterprises) category.
The awards are an initiative of the Durban Chamber in association with BEE verification agency AQRate KZN and media partners The Mercury. The annual campaign aims to recognise leading efforts in BEE and transformation of the KZN economy.
“I never expected to win, though I knew I was a finalist. It was a wonderful surprise, especially because the award came from the Durban Chamber, an organisation I once worked for. In fact, it was the place that made me realise the potential for me to go out on my own in business,” she says.
After a short stint working in a chemicals company, Phakathi got into communications and marketing and has been in the game ever since.
“I worked as a communications person at the University of KZN, before I joined the Durban Chamber. I spent over three years at the chamber as communications and marketing manager before I decided to take the plunge into entrepreneurship.
“I had interacted with so many businesses and business people while there that I got inspired to go out on my own.
“Over time several people I met or spoke to at the chamber said I should start my own communication company. They said I had the right qualities and attitude to make it work. As more people said similar things, I recognised that maybe they were right. They gave me the confidence to get into business,” Phakathi says.
In 2009 she started Splendid Marketing, which she describes as a publicity, media management, events and marketing company.
In that same year she was recognised in the Businesswomen’s Association annual Regional Business Achievers Awards in Durban, winning the corporate category.
“Since then my company has grown to employ five people and when we have big contracts I employ temps. I know that I am where I am today because other people have invested in me and I am thankful for that.
“They gave me a chance, and I am a firm believer in giving back in any way you can.
“That is how I was brought up. As a Christian, I am thankful every day for what I have achieved. At Splendid Marketing, despite being a small wholly black-owned firm, we are still committed to making a difference.”
Among the firm’s many community initiatives, it supports students with financing their academic fees and buys uniforms for needy schoolchildren, she says.
“We do this not to score BEE points; it is based on my values and that of the company.”
Among the big projects Phakathi’s company is involved with are the Durban Business Fair, Gagasi Gospel Concert and the SA Music Celebration. She has recently scooped the lucrative communications contract for the African Renaissance Conference and will be working with Durban Tourism for its Indaba tourism tradeshow events. She is also considering diversifying her business interests.
While Phakathi has a passion for marketing, she also boasts a BCom degree in human resources and business administration.
She grew up in rural Hammarsdale, near Durban, and said her parents had played a huge role in her life. “I love them to bits and make sure I talk to them every day, despite my hectic schedule. I am always busy and have, on average, four to five meetings a day. I am never bored and love my work.
“It is not an 8-5 job. I have very little free time because I also love to socialise. My diary is chock-a-block with events and other engagements, so you could say I am challenging Logie Naidoo on the social circuit,” she laughs.
During the interview, her cellphone never stops beeping or ringing and she has her iPad going – she is a multitasker.
She is someone to watch in Durban.
“I have travelled worldwide, but Durban is my favourite place in the world. It’s got diversity, but its balanced lifestyle is what makes it so great. You can do business, have fun and a great quality of life here.”
Phakathi’s pet hate is arrogance. And the person who most inspires her is Oprah Winfrey.
She loves people who have the drive to “make things happen”.
