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Goosebump Moments: Justin Apsey
Welcome to Episode 47 of The Incredible Machines Podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Justin Apsey, the former Managing Director of Unilever South Africa. We discuss his remarkable journey from his early days in Cape Town to leading one of South Africa's most iconic companies for over 25 years.
He shares insights on finding your purpose, creating goosebump moments, and building truly inclusive organisations. The conversation covers his transformative "red pill" moment that awakened his understanding of South Africa's complex social landscape, his experiences living and working across Australia and East Africa, and the bold, boundary-pushing advertising campaigns he championed throughout his career.
Justin's reflections highlight the importance of courage, long-term thinking, and staying connected to both the people you lead and the country you love. He also shares his thoughts on the concept of blending the "wizard and the kid" within yourself as you navigate life's next chapter.
This episode is packed with personal stories, practical leadership lessons, and a deep passion for Africa and its people. Whether you're a seasoned executive, an aspiring leader, or simply someone looking for inspiration to take your next bold step, there's something here for everyone.
⏱ Timestamped Overview
00:43 – Introduction to Justin Apsey and Power of Storytelling in Leadership.
03:10 – The Monk and the River Parable
06:29 – Team Building and Gratitude Exercises
09:53 – Childhood and a Pivotal Injury
12:53 – "Pigs Don't Fly" University Moment
15:17 – Meeting His Wife and Starting at Ogilvy
20:09 – Joining Unilever
24:04 – The "Red Pill" Moment on Race
33:00 – Goosebumps and the Springboks in Australia
41:16 – Why South Africans Survive and Thrive
45:24 – The 10 vs 100 Question
50:29 – Evolving Purpose: From South Africa to Africa
01:09:13 – Unilever's Forward-Thinking Culture
01:21:59 – Inspirational Quotes and Philosophies
01:30:57 – The Wizard and the Kid
💬 Quote of the Episode
"Storytelling is how I like to lead, but also how I like to develop and talk to people.” – Justin Apsey
🧠 Related Campaign Example
Omo "Ooo eh eh" Campaign: Justin championed this brave, humorous ad featuring a fairy godmother character, breaking category norms by avoiding typical laundry ad tropes like product demos or stain removal shots, and it became a viral cultural phenomenon spawning memes, bumper stickers, and political satire before social media even existed.
Omo "Ooo eh eh" Campaign: https://www.youtube.com/watch?v=FsBTOV8paS0
👣 Relevant Links & Mentions
Justin Apsey’s LinkedIn: https://www.linkedin.com/in/justin-apsey-147837/
Justin Apsey’s Facebook: https://www.facebook.com/justin.apsey/
🌐 Connect with Tim Africa
🔗 Website: https://www.tim.africa
📸 Instagram: https://www.instagram.com/tim.africa
📘 Facebook: https://www.facebook.com/timdotafrica
🎬 TikTok: https://www.tiktok.com/@tim.africa_
Podcast Page: https://www.pod.tim.africa
View all episodes
By TIM AfricaWelcome to Episode 47 of The Incredible Machines Podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Justin Apsey, the former Managing Director of Unilever South Africa. We discuss his remarkable journey from his early days in Cape Town to leading one of South Africa's most iconic companies for over 25 years.
He shares insights on finding your purpose, creating goosebump moments, and building truly inclusive organisations. The conversation covers his transformative "red pill" moment that awakened his understanding of South Africa's complex social landscape, his experiences living and working across Australia and East Africa, and the bold, boundary-pushing advertising campaigns he championed throughout his career.
Justin's reflections highlight the importance of courage, long-term thinking, and staying connected to both the people you lead and the country you love. He also shares his thoughts on the concept of blending the "wizard and the kid" within yourself as you navigate life's next chapter.
This episode is packed with personal stories, practical leadership lessons, and a deep passion for Africa and its people. Whether you're a seasoned executive, an aspiring leader, or simply someone looking for inspiration to take your next bold step, there's something here for everyone.
⏱ Timestamped Overview
00:43 – Introduction to Justin Apsey and Power of Storytelling in Leadership.
03:10 – The Monk and the River Parable
06:29 – Team Building and Gratitude Exercises
09:53 – Childhood and a Pivotal Injury
12:53 – "Pigs Don't Fly" University Moment
15:17 – Meeting His Wife and Starting at Ogilvy
20:09 – Joining Unilever
24:04 – The "Red Pill" Moment on Race
33:00 – Goosebumps and the Springboks in Australia
41:16 – Why South Africans Survive and Thrive
45:24 – The 10 vs 100 Question
50:29 – Evolving Purpose: From South Africa to Africa
01:09:13 – Unilever's Forward-Thinking Culture
01:21:59 – Inspirational Quotes and Philosophies
01:30:57 – The Wizard and the Kid
💬 Quote of the Episode
"Storytelling is how I like to lead, but also how I like to develop and talk to people.” – Justin Apsey
🧠 Related Campaign Example
Omo "Ooo eh eh" Campaign: Justin championed this brave, humorous ad featuring a fairy godmother character, breaking category norms by avoiding typical laundry ad tropes like product demos or stain removal shots, and it became a viral cultural phenomenon spawning memes, bumper stickers, and political satire before social media even existed.
Omo "Ooo eh eh" Campaign: https://www.youtube.com/watch?v=FsBTOV8paS0
👣 Relevant Links & Mentions
Justin Apsey’s LinkedIn: https://www.linkedin.com/in/justin-apsey-147837/
Justin Apsey’s Facebook: https://www.facebook.com/justin.apsey/
🌐 Connect with Tim Africa
🔗 Website: https://www.tim.africa
📸 Instagram: https://www.instagram.com/tim.africa
📘 Facebook: https://www.facebook.com/timdotafrica
🎬 TikTok: https://www.tiktok.com/@tim.africa_
Podcast Page: https://www.pod.tim.africa