Technology speeds up execution. It doesn’t speed up judgment.
Drukskrif is a creative advisory based in Johannesburg (South Africa) that helps brands and agencies decide what’s worth making. We work with teams on the calls that matter most: Which ideas to back, where new technology (like generative AI belongs in the creative process, and what it could cost you in money, reputation or regulatory exposure.
Drukskrif is Afrikaans for print lettering: Words that are set down and have to hold up. That’s the standard we hold work to.
What we do:
Fractional Creative Direction
Senior creative direction and strategy without a full-time hire. This is for brands between agencies, in-house teams that need a senior eye, and agencies stretched across a demanding portfolio. We work on the creative itself, and on the decisions around it.How we’ve done it:
In agency, in-house, and brand-side, across financial services, FMCG, automotive, telecommunications, and technology.
Led a distributed team of 16 creatives across three time zones, holding quality, tone and consistency across a portfolio of global brands.
AI and new tech in Creative Work
Bringing generative AI and new technology into creative and communications teams in a way that sticks, and that you can defend. We look at the tools, the workflow, the real costs, and the fine print: platform terms of use, IP ownership, disclosure, and how your audience is likely to respond.
How we’ve done it:
Designed and delivered a GenAI transformation programme across two advertising groups.
Took a global AI platform from pilot to practice across global client teams.
Creative & Communications
Copywriting, concept and creative direction for brand campaigns, and communications work (B2B, B2C, B2G). The same judgment, applied hands-on.
How we’ve done it:
Hands-on creative and strategy work on marketing briefs/projects.
Crisis communication and reputation work, reported at C-suite level.
Who runs it?
Drukskrif is run by Jacques Cilliers.
Twelve years across advertising, editorial and content: From sub-editing and senior copywriting to creative direction, much of it on the question Drukskrif exists to answer: What holds up as tools and the world changes.
Most recently he drove AI integration across an African advertising group’s creative and strategy teams. He’s spent five years leading in-house creative teams and advising global clients on adopting new technology. Before that, advertising, editorial, PR and newsrooms. Recognition across the work includes 5 Loeries shortlists, Pendoring Campaign Gold and a NewGen Gold for content marketing.
He writes Synthetic Taste on Substack, with recent contributions to Bizcommunity, and speaks on innovation and creativity.
Questions we’re often asked:
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A creative advisory helps organisations make better decisions about their creative and communications work: What to make, how to make it, and whether it’s good enough to put out. Drukskrif works alongside your team or agency, rather than replacing it.
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Yes. We help teams choose where AI fits, train people to use it well, and put guardrails in place. Just as often, we help teams decide where it shouldn’t be used.
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The main risks are cost creep from tools and licenses, and unclear ownership of AI-generated work under platform terms. Others include public backlash when audiences feel misled, and compliance questions under South African data protection law and advertising standards. Most of these can be managed if they’re addressed before the work goes out.
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It’s senior creative leadership on a part-time or project basis. You get the experience of a senior for the hours you actually need.
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Both. Drukskrif works with brand-side marketing and communication teams, and with agencies that need senior support, or help bringing Ai into their process.
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Yes. Drukskrif has supported clients across Africa, MENA, Europe and the UK.