In the dynamic world of experiential marketing, few stories are as compelling as that of Leanne Pechey, the visionary founder and Managing Director of Matriarch, a leader in creating memorable brand experiences. From a humble corner under the stairs of her Glenwood, Durban home in 1999, Leanne transformed her passion for marketing into the powerhouse that Matriarch is today.
A Transformative Journey: From Teaching to Experiential Marketing
Leanne’s journey from being a Grade 1 teacher to leading one of the top experiential marketing agencies is a testament to her belief in continuous personal growth and innovation. After studying marketing in London, she returned to South Africa equipped with the skills and vision to lay the foundation for Matriarch. Her background in education has uniquely influenced her approach to business, helping her create marketing strategies that resonate deeply with audiences.
We sat down with Leanne to discuss her inspiring journey, the evolution of Matriarch, and her vision for the future of experiential marketing.
What inspired you to transition from teaching to marketing, and how has your background in education influenced your approach to business?
Transitioning from teaching to experiential marketing might seem unconventional, but it was a natural evolution. My early marketing projects were closely tied to educational settings, particularly youth marketing within schools. This niche allowed me to leverage my teaching background effectively. This educational foundation has been instrumental in how we communicate complex ideas simply and engagingly at Matriarch.
One notable project was the Woolworths Making the Difference Program, which we ran for eight years, providing schools nationwide with valuable educational resources.
Reflecting on the past 25 years, can you share your proudest achievements with Matriarch?
Reflecting on the past 25 years, what fills me with the greatest pride is witnessing our team’s growth. Most of our directors have been with Matriarch for 18 to 25 years, evolving from eager young professionals to industry leaders. This deep, mutual growth within our Matriarch family is something I cherish immensely.
Matriarch has maintained some remarkable long-term partnerships with major clients. How have these long-term client partnerships contributed to the company’s success?
Our long-term partnerships with major clients such as Pioneer Foods have been instrumental to Matriarch’s success, which has flourished for over two decades. Similarly, our relationships with Beiersdorf and Unilever have demonstrated remarkable longevity and mutual growth.
These collaborations are rooted in a deep commitment to loyalty and excellence, reflecting the trust and respect we have earned from our clients. This strong foundation is the cornerstone of our success and continuously ignites our passion. These enduring partnerships exemplify what we strive for at Matriarch—lasting impact and mutual advancement.
What key challenges did Matriarch face, and how did you navigate them to maintain the company’s vision?
Throughout Matriarch’s history, we’ve encountered significant challenges that tested our resilience and adaptability. The 2007 recession was our first major hurdle; although we retained all our clients, the budget reduction required us to streamline our operations and intensify our efforts to expand our client base, ultimately strengthening our organizational efficiency.
The COVID-19 pandemic presented an unprecedented challenge, particularly as experiential marketing and live events ground to a halt, erasing nearly 90% of our income practically overnight. Fortunately, the years leading up to the pandemic had been fruitful, allowing us to build a financial cushion crucial for weathering the storm. During this period, we made strategic pivots, tightening our operational costs and innovating our services to include a variety of online experiences. These adaptations helped us survive and prepared us to thrive in the evolving landscape of experiential marketing.
What would it be if you could give one piece of advice to your younger self just starting Matriarch?
Looking back, stepping into the world of marketing from a teaching background was immensely intimidating, especially presenting in boardrooms that were not as diverse as today. There were moments early on when I grappled with imposter syndrome, questioning my transition into a predominantly male-dominated industry. If I could advise my younger self, it would be to trust in your abilities unequivocally. Believe in yourself and your unique perspective. You are more capable than you think, and every challenge is an opportunity to prove that you can achieve anything you want.
In your view, what sets Matriarch apart in the world of experiential marketing?
What truly sets Matriarch apart is our unwavering commitment to exceptional client service. We prioritise building strong, supportive relationships between our team members and every client we work with. Our approach is centered on teamwork and collaboration; we are deeply committed to fostering the growth of the brands we partner with. We consistently go above and beyond, ensuring that every campaign meets and exceeds expectations, making every client’s success our personal mission.
How do you see the future of experiential marketing evolving?
The future of experiential marketing is incredibly exciting as we stand on the brink of revolutionary changes brought by digital innovations and AI. Integrating these technologies opens up new realms for creating customer-centric experiences that are more personalised, engaging, and interactive than ever before.
At Matriarch, we are particularly enthusiastic about blending traditional experiential tactics with cutting-edge digital solutions, including AI, to deepen customer engagement and deliver truly memorable experiences. This convergence is not just about staying current; it’s about setting the pace, anticipating customer needs, and fostering a profound connection between brands and their audiences.
