Raised on four continents, Lynn Joffe is a copywriter by training, producer by design, storyteller by nature. Lynn started Creatrix in response to an overwhelming industry need for authentic, resonant multicultural communications that speak to South Africans on their terms, on their turf and in their language. Creatrix pioneered destination-listening, branded edutainment campaigns for blue chip South African brands from brief to broadcast, including Anglo American’s Makarapa City, Absa’s Absaville, Telkom’s Old Mutual’s When Death Calls and many more. Creatrix has written and produced a plethora of campaigns for mass and emerging markets, which have been translated into all South African languages.
‘Training the Trainer’ is a logical outcome of Lynn’s abilities, working as a creative director and mentor for students, industry professionals, artists, teachers, lecturers and children of all ages. Lynn has performed and produced in a wide variety of media, from children’s audio visual stories to theatrical cabarets. She conceived, presented and produced Bejazzled for SABC1. She co-authored a multimedia children’s picture book and audio CD The Tale of Stingray Charles which has also been translated into Afrikaans, Eskom’s read along, singalong book Ruby and the Powerpals, teaching children the value of electricity awareness and Geisha’s Stories For Life, a series of mother-to-child audio stories, written and produced for Unilever’s Geisha Soap.
Lynn is a Brand Ambassador for the DBE’s Read to Lead Campaign and she was inducted into the Radio Hall of Fame at the Liberty Radio Awards in 2017. Lynn lectures as a storytelling practitioner at The Wits School of Education and the University of Johannesburg, and conducts storytelling workshops around South Africa. Lynn’s debut novel, The Gospel According to Wanda B. Lazarus, a satirical exploration of the myth of the Wandering Jew, is being prepared for international publication.