Founding partners and Art & Copy Team: Kush and Toni will be involved in your project from start to finish and work directly with you.

Kush Chetty

Kush began his advertising journey in 1997 starting in Desktop Publishing and design. He worked his way up into art direction, advancing through the ranks to become a Creative Director and leaving an indelible mark on iconic brands like Toyota, MTN, DStv, KIA Motors, Unilever, and Converse. He has worked in big agency networks like FCB, Ogilvy, TBWA & JWT, consistently translating integrated media strategy into compelling advertising campaigns. In 2016, as Creative Director at Metropolitan Republic, he spearheaded ground-breaking campaigns for MTN reinvigorating the brand in South Africa.

Kush is also a co-founder of the Centre for Analytics and Behavioural Change (CABC), a Section 18a Non-Profit Organisation incubated at the Allan Gray Graduate School of Business, University of Cape Town. The CABC addresses societal issues by contributing to a safer internet, countering mis– and disinformation on social media, and promoting active citizenry.

Kush’s two-decade creative journey has garnered accolades, including Cannes Lion awards, multiple Loeries, a Pendoring, and an Ad of the Year award. His diverse experience across various sectors underscores the importance of strategic planning, research, and data in digitally-led communication campaigns. Kush believes in using creativity as a force for positive change.

Toni Cheiman

After graduating with a BProc Law Degree in 1998, Toni decided to pursue a more creative career in advertising instead. She graduated from the AAA School of Advertising and entered the industry in 2000 as a copywriter working on Telkom (South Africa’s biggest telecommunications company at the time).

Over her 20-year career, Toni worked at both big network and independent agencies and gained experience across a diverse range of sectors and industries, including FMCG; financial; fashion; fast food; alcohol, automotive; healthcare and government communications for the City of Cape Town, Western Cape Government and Wesgro.

Toni is also a qualified yoga teacher and sees herself as an eternal student of the discipline, so contributing to a kinder, more sustainable world is a priority for her. One of the purpose-led campaigns she is most proud of being co-creator of is the famous NSPCA Fake Dogfight Billboard. The provocative trailer billboard went viral, creating a frenzy in Joburg and across social and news media. Importantly, the stunt resulted in hundreds of leads, over a hundred dogs rescued and more than 50 arrests at the time. It won a Loerie, an Apex and a Kantar Millward Brown Special Award for demonstrating an ingenious response to limited advertising or research funds.

Camaren Peter

Camaren Peter (PhD) is an Associate Professor in the Allan Gray Centre for Values-Based Leadership at the Graduate School of Business, University of Cape Town. He’s also the Director and Executive Head of the Centre for Analytics and Behavioural Change (CABC NPC). He graduated with a cum-laude honors degree in Theoretical Physics in 1997 (University of Natal, Durban), holds a masters degree in Astrophysics from the University of Cape Town (2002), and a PhD in Business Administration from the GSB, University of Cape Town (2010). He worked at the Council for Scientific and Industrial Research (CSIR) for eight years, first as systems engineer and then as a researcher. His research and practice leverages complexity theory to prepare leaders and decision-makers to tackle the grand challenges of the 21st Century. These range from political, technological and socio-cultural transitions and their implications to powerful global change phenomena such as urbanisation, resource scarcity, ecosystems degradation and climate change; particularly in Africa and the Global South. Camaren has worked extensively on the urban development challenges facing African cities.

Priniven Pillay

Priniven has served as Head of Strategy locally at TBWA and Metropolitan Republic and was MD of the South African Tourism Unit at Ogilvy. Internationally he has worked at TBWA Singapore as Global and Regional Strategy Director and at WPP Tokyo, as Social Strategy Lead and then as North Asia Strategy Leader. He returned to South Africa from Japan in December 2022, and will be working with Iron Heart on projects that require in-depth strategic input. Priniven’s wealth of experience, knowledge and expertise in brand and integrated strategy, together with Iron Heart’s innovative creative thinking, makes us a formidable team.

Shane Jatho

Shane is a paid media specialist and digital nomad with a keen interest in lead generation, eCommerce sales and general brand awareness campaigns. He has worked at Hello Media and TMI Collective, creating digital media strategies for Ninety One (formerly Investec Asset Management); City of Cape Town; Western Cape Government; Toyota; Virgin Active and Rain amongst others. He attends regular Google training and is an expert in strategising digital media campaigns to deliver the best results. “My goal with every campaign is to make sure it’s tracked properly and that it delivers on set KPI’s”. Shane has been working with Iron Heart since its inception on the CABC, LocumBase and Ukusa Eco Estate, all with impressive results.