Black Excellence Personified

Where some people may reach the summit of success and pull up the ladder behind them, Jay Badza, marketing and public relations expert, defies this by actively elevating young black people

- Anele Geqiwe

AS THE CEO
AND FOUNDER OF BRAND AND MARKETING AGENCY ORCHARD ON 25, Badza has executed showstopping campaigns that have left an indelible mark on South Africa. With an unyielding drive, he is continuously striving to foster pathways for others.

GQ: What inspired you to start your own marketing agency, and what sets it apart from industry rivals?

JB: A few years ago, I realised that clients were forced to hire two agencies because the expertise between traditional PR and the new-age influencer work did not exist in one agency. I saw this as an opportunity to solve that problem by creating a hybrid creative agency capable of delivering both. I had worked in traditional environments, as well as the digital space, so I used that experience as a competitive advantage.

GQ: How did you come up with the name Orchard on 25 for your agency and what does it mean to you?

JB: I was inspired by the story of Singapore's Founding father, Lee Kuan Yew. After his death, I was so moved by how he changed Singapore from a fishing village into a mega metropolis and while on Orchard street I decided that I was going to return home and start Orchard On 25.

GQ: What are some of the key trends you’re seeing in the PR industry, and how do you stay ahead of the curve?