David McWilliams: His pragmatism was the key to building a new South Africa
In 2001, I was lucky enough to work briefly in Johannesburg for a large South African advertising agency. The project was a government-sponsored initiative on how to re-brand the new South Africa and how to position the economy. For the first few years post-apartheid, South Africa had been seen as simply a mineral-based, commodity-driven, extractive economy. The state was keen to portray the economy as having a burgeoning entrepreneurial class of small businesses.