Founded through necessity…
The Abstract Club was founded by Jo Scholtz and Karen Dyke in 2011 as a platform for independent media, marketing and communications professionals to connect and grow.
Membership is by referral or invitation, resulting in a trusted network of people with diverse skills and expertise.
New applicants are welcomed, as we cannot keep up with the demand for talent. An interview and reference checking will be part of the membership approval process.
Our network is constantly expanding to include more skills.
Here to stay
Remote working has become a lot more acceptable in today’s business environment. Developing the platform beyond word-of-mouth into a searchable database allows our members and clients to connect easily, regardless of where they are on a map.
Our members have years of experience working remotely or on-site, depending on the needs of their clients. They are agile, adaptable self-starters who understand the importance of getting the work done on time and staying on top of the rapid changes in the industry.
A brief History
When Jo decided to join the Gig Economy in 2010, she had a strong need to remain connected. Karen, the Strategy, Research and Trade Marketing Manager for Ads24 at the time, jumped at the opportunity to support such an endeavour with knowledge sharing; knowing that freelancers would value access to top professional resources. And thus, a partnership was formed. In no time, several doyens of the industry joined and The Abstract Club launched.
10 years on, our support and knowledge sharing continues and our aim is to raise awareness of the treasure of experience and expertise our members have.
Our members have worked in media and marketing for decades and have experience across all major industry categories from Automotive, Telecommunications, Fast Moving Consumer Goods (FMCG), Banking, Finance and Insurance to Travel and Tourism and more. They consult to Media and Creative Agencies, Media Owners, Companies and Brands as well as providing solutions to start-ups.
Taking on short or long-term, virtual or on-site assignments is what we do.
We hold ourselves and our members accountable for delivering on brief, on time and on budget. We understand and value the confidentiality of our clients’ businesses and require our members to complete NDAs for all assignments. We provide transparent pricing so that there are no surprises. Our members are committed to continuous development and learning, keeping abreast of industry innovations and trends.
We care for our community and support each other and our clients.
Our values
Accountability | Trust & Confidentiality | Transparency | Learn & Grow | Support
Joanne Scholtz
Co-Founder
Professional Experience
Joanne’s career in media and marketing has spanned over 25 years in which she has been involved in various roles, including marketing at Microsoft, media sales with Oracle Air-time Sales and Primedia and media director and strategist positions in various agencies.
A natural leader, Joanne started the GroupM Interaction division in South Africa. This division was later merged with AquaOnline, a sister company within the WPP group, and at that time she chose to start her own consulting firm, Digital Warrior. The shared need to feel connected and supported as a freelancer birthed The Abstract Club.
Joanne was one of the first true hybrid media strategists integrating traditional and online media. She is a graduate of the Goldman Sachs-GIBS 10,000 Women Certificate Programme for Women Entrepreneurs (2013 – 2014), Bachelors of Business Administration (2010) and IMM Diploma in Marketing Management (2000). She is well versed in all digital media disciplines and trains companies across the globe in digital marketing.
Joanne is an enthusiastic individual and has a valuable ability to demystify digital. Her logical approach to problems and enjoyment of problem solving, creative and strategic thinking brings a unique mind to any business table.
A qualified Life, Executive Business and Leadership coach as well as an NLP practitioner, Jo adds value in more ways than you’d expect. She applies these skills in various community projects from The Power To Believe Project which aims to uplift and develop people in previously disadvantaged communities as well as SedgeRise – a local business support initiative in Sedgefield and the surrounding area. She lives her values and enjoys the virtual business world from her seaside home in the Garden Route, South Africa.
Karen Dyke
Co-Founder
Professional Experience
Karen is a seasoned strategist with more than 20 years of experience working on blue chip accounts including Unilever, MTN, VW, FNB, RMB, Nestlé, Mazda and Diageo. An all-rounder whose strategy skills were honed at Wits Business School and the Digital Marketing Institute of Ireland, Karen also has client-side experience having headed up the marketing, research and insights team at Media24’s newspaper sales division, Ads24.
Her business strategy experience includes developing, negotiating and setting up a JV between UBM PLC’s PR Newswire and BDFM where she worked closely with companies listed on the Johannesburg Stock Exchange to provide access to the regulatory newswire network across major global stock exchanges.
Although no longer actively flying herself she loves being in any kind of aircraft and spending time in the wild spaces of Africa.
Areas of expertise
Business strategy, media strategy, research, business unit leadership.
Want to join our community?
Experts
Expert Membership is by referral or invitation. If you believe you have what it takes to join our expert freelance community, please complete this online membership request form.
Please note that we do require contactable, written references.
Companies
Register with us to search for expertise, retain a freelancer, submit an assignment or book a virtual forum.
Registration is free.
Click below for our Terms and Conditions.
Solution Providers
Are you a supplier to the Advertising & Media Industry? Profile your media, research, eventing, influencer, etc. solutions in The Industry Circle and stay top of mind with our experts for as little as ZAR4000 (excl VAT) per annum