Jess Lennon Nussey
Hello, I am Jess Lennon Nussey, born and bred South African. I am the Co-Founder + Director of Business and Brand at Cult.
My journey into advertising started with an education from Red & Yellow (School of Logic and Magic). On the weekend you can find me running – on the road or our beautiful mountain (Table Mountain), or drinking bubbly.
Tell us all about your company. What services do you offer?
Cult is a creative consultancy focused on giving female-focused creative solutions. Our core offerings are research, branding, activations and experiences, and advertising. Through our partners, we also provide clients with influencer marketing, event development and setup, and digital content.
Tell us a bit about your co-founder.
She’s Grace McMahon-Van Eck, Co-Founder + Director of Creative Strategy.
How did you get the idea or concept for your company? What was your mission at the outset?
Our desire to start Cult was built from our recognition of the lack of female leaders in the creative industry. Although the industry has a large female work force, the decisions are still being made by the boys club. To add fuel to this, we know women are making 85%+ of the purchasing decisions in South Africa (and the world), yet advertising and marketing does not cater to the specific insights of each female target audience.
Was there anything in particular that inspired you to start at the time you did?
Our timing for starting Cult wasn’t ideal as it coincided with the start of the COVID-19 lockdown in South Africa. It had been based on a personal feeling that we were ready to start something new, and take on a challenge – no time like the present.
Company Name: Cult
Location: Cape Town, South Africa
Operating since: 2019
Website: www.wearecult.co.za
Instagram: @we_are_cult
Growing up, did you always intend to start your own company/organization?
I have always known that I wanted to be the boss - must be my oldest sibling nature of wanting to be in charge!
How have your past personal & professional experiences helped you to run your company?
On a personal level, I have two very entrepreneurial parents who have both started and run multiple businesses – some more successful than others, but it has always been good to watch and learn as they go through peaks and lows. On a professional level, I have been exposed to many leadership styles and have been able to learn from both the good and the not-so good – different leadership works for different people and personality types, but I have taken a little from each and developed the one I believe works for me now. I have no doubt I will continue to learn and tweak my style as we build Cult.
What is the biggest personal / professional obstacle you've had to overcome?
I have been fortunate not to be met by many obstacles in my personal life as yet. Something that I am currently working on overcoming is Imposter Syndrome and the unreasonable doubt that it creates. I have found that speaking to others and reading how influential women have dealt with it is helpful in moving past it.
What's your definition of success? Do you consider yourself a success? If not, when will you?
Success is difficult to define as I believe one will always strive for more no matter how many goals one achieves. Saying that, I believe success is maintaining that drive to be better while achieving your own goals. I would say I have succeeded in some aspects of my life, but I still have a little way to go before I deem myself successful. It’s a lifelong journey.
Have the women around you helped you to rise? How?
Yes, I was brought up by strong women (my mum and late grandmother) who have taught me how to be a feminist, and constantly supported me to stand up for myself, and what I believe in. My sister is also a constant pillar or support. On a professional level, I have met some inspiring women in the last few years who have given me amazing perspective on how to be a #BossWoman and how important it is to have these figures in society.
What are some of your future plans? Are you working on anything else right now?
Right now, we are working on multiple proactive concepts to pitch to prospective clients. We are working on making Cult an international name.
What advice would you give to a woman starting out in your industry or starting her own company/organization?
To women starting in this industry I would say, learn as much as you can from those around you (and every department), be as good at your job as possible, and always have something to contribute in any meeting you are in.
Describe yourself in ONE word. Driven
Complete this sentence: "To be a girl or woman today is..."
…to have the power to make a change the world.