Uno de Waal, 33, has worked in the digital space for over 10 years.
Before his website Between 10and5 became one of the top South African creative showcases, he worked for 24.com, and DSTV. There, he developed online properties and digital products.
At international advertising agency, Trigger Isobar, de Waal led the social media drive for clients that included Cell C, Nike and Nokia. “I started Between 10and5 as a resource for my strategy work in 2008. It was an archiving service of advertising work by my friends and peers.” Today the website focuses on art, fashion, music and other creative news and content.
The site boasts 55 000 visitors a month and was named Best Arts and Culture Blog at the 2015 African Blogger Awards. In addition to the website, de Waal runs 5TUDIO, the branded content division of Between 10and5. 5TUDIO creates advertising content and strategies for brands like Estée Lauder, Heineken and Ford.
Between 10and5 has added to its credibility amongst South African creatives by hosting events like the Creative Women Conference, which sells out every year.
“We started out reflecting the great work other people are doing, but have now crossed over into being creators,” says Uno. “We want to shape, create and define culture as well.”
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