Charl du Plessis
Agency / Consulting / In-House / Startup
Creative Leadership / Branding / Campaigns / UX / Process Engineering / Generative AI
Multidisciplinary Creative Director blending design, storytelling and generative AI.
About
I bring 15+ years’ experience across agency, consulting and in-house teams, having worked on brands like BMW, Vodacom, Montblanc, Porsche, Sanlam and Puma. My work combines creative direction, brand campaigns and digital experiences with practical AI implementation. I help marketing teams strengthen their ideas, improve content production and build AI into everyday workflows, from concept development to final delivery.
Open to work / projects
Currently consulting across Sanlam Investments, xSMTHS®, TFG Group / Bash and the Clicks Group, where I assist in-house marketing teams with creative projects, data visualisation, and integrating generative AI into workflows.
Awards & Nominations
2026 International Loyalty Awards
WINNER - Global Leader in Loyalty Industry Innovation - TFG Rewards
Recognised for pioneering the use of agentic AI, hyper-personalised creative communication, and intelligent automation at scale across 26 retail brands and 15.2 million active members. Beat programmes from RBC, IQOS CLUB, Interbank, and Moller Auto. Judges described the work as “a standout example of true industry innovation” redefining how loyalty programmes are designed and scaled.
2026 International Loyalty Awards
WINNER - Best Use of Technology Worldwide in Loyalty - TFG Rewards
Awarded for using collaborative AI agents, advanced personalisation, and scalable automation to deliver highly relevant customer engagement across millions of loyalty interactions. Judges praised the platform’s ability to reduce marketing noise while delivering more relevant and engaging customer experiences at scale.
2025 International Loyalty Awards
WINNER - Best Use of Technology Worldwide in Loyalty - TFG Rewards
2025 International Loyalty Awards
WINNER - Global Leader in Loyalty Industry Innovation - TFG Rewards
2025 MMA Smarties Subsahara
WINNER SILVER - AI Driven Creative Excellence - TFG
2025 MMA Smarties
WINNER - Brand of the Year - TFG
2025 MMA Smarties
WINNER GOLD - AI Marketing, AI-Powered Audience Engagement: TFG Precision Marketing
2025 MMA Smarties
WINNER GOLD - Creative, Personalisation: TFG Precision Marketing
2025 MMA Smarties
WINNER GOLD - Marketing Impact Customer Journey Marketing - Lead Generation / CRM: TFG Precision Marketing
2025 MMA Smarties
WINNER GOLD - Experience Tech Data Insights / Contextual Marketing: TFG Precision Marketing
2024 MMA Smarties
WINNER - Brand of the Year - TFG
2024 MMA Smarties
WINNER - Best in Show - TFG Precision Marketing
2024 MMA Smarties
WINNER GOLD - Data Insights / Contextual Marketing: TFG Precision Marketing
2024 MMA Smarties
WINNER GOLD - AI-Powered Audience Engagement: TFG Precision Marketing
2024 Askafrika
WINNER - Virgin Active Best Brand Gym & Exercises
2017 - Tech E-commerce
WINNER - Clicks Best Mobile App Shopping UX
2011 - Assegai
NOMINATION - Montblanc Integrated Campaign
2003 - Loeries
NOMINATION - Distell Outstanding AV
Experience
2023 -
CHRL Works™ / CD & Consultant - xSMTHS®, Sanlam Investments, TFG Group, Clicks, Deloitte
2021 - 2023
CD - Virgin Active
2016 - 2021
CD - Deloitte Digital
2010 - 2015
CD - Jinja Interactive (Acquired)
Tools
Design
Adobe Creative Cloud
Design
Figma
Gen AI
Weavy
Gen AI
Midjourney
Gen AI
Higgsfield
Video
Final Cut Pro
Side Hustle
2008 - 2025
Co-Founder - Wulfchiptegnik™
