A small creative advisory.

Drukskrif helps brands and agencies decide what’s worth making. We work with leaders and teams who want to slow down at the moments that matter, make better creative calls, and put work into the world that holds up.

Right now, much of that work is about navigating how new technology accelerates execution, but doesn’t accelerate judgment. The faster the tools get, the more decisions matter: Whether it’s the cost of the tools, the public’s response to your use of tools, or the platforms’ terms of use that opens your business to reputational and regulatory risk. Drukskrif helps you navigate this.

What we do:

Advisory

Fractional creative direction and strategy — on the work and the decisions around it.

How we’ve done it:

  • In agency, in-house, and brand-side, across financial services, FMCG, automotive, telecommunications, and technology.

  • Led a distributed team of 16 creatives across three time zones, holding quality, tone and consistency across a portfolio of global brands.

Talk about advisory

Strategy

Bringing new technology into day-to-day creative and communications work.

How we’ve done it:

  • Designed and delivered a GenAI transformation programme across 2x advertising groups.

  • Moved a global AI platform from pilot to practice across global client teams.

Talk about strategy

Creative & Communications

Copywriting, concept and creative direction for brand campaigns, and communications work (B2B, B2C, B2G).

How we’ve done it:

  • Hands-on creative and strategy work on marketing briefs/projects.

  • Crisis communication and reputation work, reported at C-Suite level.

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Who runs it?

Drukskrif is run by Jacques Cilliers:

Twelve years across advertising, editorial and content: From sub-editing and senior copywriting to creative direction, much of it on the question Drukskrif exists to answer: What holds up as tools and the world changes.

Most recently he drove AI integration across an African advertising group’s creative and strategy teams. Before that, five years leading in-house creative teams and advising global clients on adopting new technology. Before that, advertising, editorial, PR and newsrooms. Recognition across the work includes 5 Loeries shortlists, Pendoring Campaign Gold and a NewGen Gold for content marketing.

He writes Synthetic Taste on Substack, with recent contributions to BizCommunity, and speaks on innovation and creativity.

Black-and-white portrait of a man with curly dark hair, wearing round glasses and a collared shirt, looking directly at the camera.