Zelalem Woldemariam is a distinguished filmmaker with a marketing and sales background, who embarked on a transformative journey nearly two decades ago. Zelalem's story spreads out with the success of his award-winning film, "11th Hour," which is a testament to Zelalem's passion for storytelling while nurturing his entrepreneurial spirit.

Reflecting on its significance, Zelalem expressed that differently, if he were from the US or Europe, that film could have been an eye-opening educational project or a graduation film, as it marked his initiation into the world of learning filmmaking. But after his experience at the Cannes International Film Festival, he understood that he was on the first steps of filmmaking. This realization made him reevaluate his path, prompting a shift from filmmaking to production. The evolution progressed organically, guided by Zelalem's experiences, shaping Zeleman into becoming a hub for communication, advertising, and production.

Zeleman's Integrated Approach

Zeleman Communication, Advertising, and Production has become a reputable brand in Ethiopia's creative landscape. Zeleman is an integrated full-service agency with in-house capabilities, featuring a team of over 140 experienced creative communications professionals.

As Zelalem explains, these different departments form the core of Zeleman's operations:

• On-Point Research: Make the qualitative and quantitative research that drive insights from the clients, laying the foundation for strategic decisions.
• Strategy Development: Crafts strategies based on the distilled insights from the research.
• Creative Department: This department transforms abstract ideas into impactful expressions, showcasing Zeleman's creative brilliance.
• Buzz Digital: Manages online platforms and collaborates with influencers.
• Z Smart: Also known as Social Behavior Change & Communication, this department studies human behavior, and attitudes to ensure campaigns that resonate on a deeper level.
• Ignite: Taking the central stage during product launches, ignite orchestrates compelling narratives that captivate audiences.
• Media Shop: Excelling in astute media buying, ensuring strategic alignment and maximum impact on behalf of the clients.
• BTL 7 Senses: Addressing target audiences through 7 senses, including emotion and connection, to create an unforgettable experience.
• We Monitor: Tracking and analyzing advertisement effectiveness & optimizing campaigns for maximum impact.
• Support Department: Encompassing HR, Admin, IT, Legal, and Finance.

Together, these departments create a holistic ecosystem, each playing a unique and indispensable role. This integrated model propels Zeleman's Communication, Advertising, and Production into a league of its own.

Recruitment Philosophy

In Zeleman, recruitment is more about attitude and soft skills. The company gives an 80% weightage to attitude, underlining the importance of a positive and collaborative mindset. Research and references also play a crucial role in identifying individuals with the right soft skills, contributing to the unique culture within Zeleman.

The Dilemma of Balancing Creativity and Discipline 

Zelalem shed light on the creative industry's landscape, emphasizing its vast potential. Unlike industries requiring significant financial investments, the creative sector relies on ingenuity. He sees this as a distinctive feature, making it an attractive prospect for individuals with innovative minds.

Challenging the common belief, Zelalem firmly advocates that exceptional creative output can be achievable within a short time frame when guided by a well-defined process and a collaborative team. In the competitive landscape of the creative industry characterized by demanding clients and tight deadlines, Striking the right balance between creativity and discipline becomes crucial for navigating this fast-paced environment successfully.

Africa is the land of Opportunities

Zelalem envisions abundant opportunities in Africa, and Ethiopia urging individuals to focus on the positive aspects rather than dwelling on challenges. He enthusiastically shared what he said at a conference about Africa's opportunities: ' If you aren’t in Africa today, you will regret it after 5 years. Also, if you are in Africa today, you will regret it for the coming five years.’

His advice to budding entrepreneurs centers on readiness and effective use of resources. Beyond motivation, he stresses the importance of being prepared to act, leveraging available resources, and recognizing the value of human connection. He believes the greatest asset in the world is human being.

His advice to budding entrepreneurs revolves around readiness and effective resource utilization. Beyond motivation, he stresses the importance of being prepared to act, leveraging available resources, and recognizing the value of human connection. Zelalem's dedication in the early days of his career laid the core foundation for Zeleman. His belief in people as the most significant asset is evident in the support he received when establishing Zeleman.

Zelalem's words encourage a positive perspective on the future, emphasizing the potential for growth and the importance of seizing opportunities. He advises against solely focusing on challenges and being keen to see the dark side, there are a lot of opportunities to change our lives, country, and the continent. His forward-looking perspective aligns with the ever-evolving landscape of the creative industry. He emphasizes integrating smart technology like AI is crucial for enhancing creativity and efficiency.

Zelalem Woldemariam’s path with Zeleman showcases creativity, strategic thinking, and commitment to constant improvement. His insights present a guide for entrepreneurs, emphasizing the significance of preparedness, efficient resource usage, and an all-encompassing approach to business. The creative industry illuminated by Zeleman stands as a dynamic and promising arena for those with innovative minds to embrace opportunities.

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