We profile the many different people of Ford IMG, getting to know our colleagues in and out of the office. This month we’re in conversation with Dustin Chick, Communications Director, Ford Motor Company of Southern Africa.
Welcome to Ford South Africa, Dustin! Tell us a little more about yourself.
Never ask someone in Comms to tell you about themselves, they won’t know where to start, so they’ll probably tell you everything!
To start with the basics: I grew up in Johannesburg and went to school there. I began my career as a journalist at 702 Eyewitness News under Jeremy Maggs. I remember my first day vividly—I was as green as they come, and before I knew it, I was interviewing Mangosuthu Buthelezi, only to be told afterward that no one had managed to get him into an interview for 18 months. I later moved to Business Day before eventually making the transition to Communications.
I’ve been fortunate to work on massive programs like the 2010 FIFA World Cup (I am always prepared to swap stories for a good cup of coffee) and several visits to the World Economic Forum.
On the personal side, I have a twin sister; we couldn’t be more different, but we are the best of friends. I am a dad to two remarkable girls (aged 18 and 20) who are both at university in Pretoria. I also have two Labradors, courtesy of the Covid lockdown, who my kids claim I love more than them (they might be right).
What initially attracted you to this role and to Ford as a company?
So much, honestly. But if I had to pick one thing, it would be the opportunity to make a difference—both within the role itself and through the significant impact a company like Ford has on society.
As you step into the Communications Director position, what are your initial priorities and what do you hope to achieve in your first few months?
There is a lot to do, which a good friend of mine often describes as a “first-class issue.” Our team's initial focus is both operational and strategic. Operationally, we want to do the things that work hardest for Ford, rather than just doing things to stay busy. This leads to our second focus: bedding down a clear 3-5-year strategy so we have a firm “North Star” to guide us.
Can you share a bit about your professional journey that led you to this point? What experiences do you believe will be most valuable in your new role?
I think I’ve been exceptionally lucky in my career and have had the chance to do some truly remarkable things. There have been some wild moments, but also times where I’ve had to stop and pinch myself.
As I mentioned, I started as a journalist. Later, I was seconded to the Presidency (via Brand South Africa) in the run-up to the World Cup, where my focus was two-fold: domestic fan mobilisation (where I developed and rolled out “Football Fridays”) and international trade promotion. I led the South African media teams to the World Economic Forum in Davos and served as the Trade and Investment Comms lead for state visits to the UK, Russia, India, China, Brazil, France, Tanzania, and Algeria.
After the World Cup, I joined Ogilvy as Head of Strategy. This was an incredibly formative time that taught me the critical role of “craft”— taking the time to get it 10,000% right every single time. Ogilvy believed in “Divine Discontent”, the idea that even if something was 10,000% right, it could still be improved. It was relentless, but it instilled a drive to do great things, greatly.
After Ogilvy, I joined the M&C Saatchi Group, where I launched and led their PR agency, Razor. Razor was named the best new agency in the world that year and has since become the most awarded agency in Africa. It was named best agency in the world again in 2024, and “Agency of the Future” for 2025.
These experiences brought me here. Like all of us, our careers are the sum of our parts; every moment, big and small, brings you to the “now”. What is most valuable? I think it’s the appreciation that strategic work that is highly creative is the most effective work. My job is to make that mindset infectious for everyone.
Ford has a rich history and strong presence in South Africa. How do you see the brand's story evolving in the context of new technologies, sustainability, and changing customer expectations?
The story is exactly that—a rich history and a strong presence. Ford has a significant opportunity to capture the emotional heart of South Africans. That is our focus, so watch this space.
Outside of work, what are some of your passions or hobbies that help you recharge and stay creative?
I love cooking for the people close to me. I have yet to learn how to cook for less than a family of four, but I’m working on it! I also travel whenever I can, both locally and internationally. On weekends, you’ll find me out with my dogs and probably running around with my kids.
I read a lot, especially regarding the broader communications world. I love seeing who is doing what and what is working. For example, this past weekend I was looking at a smart Heineken campaign built on the insight that the Rand doesn’t go very far overseas. They opened a “Bar De Change” at the airport where you could pay local prices in advance. It’s such a simple insight, but it immediately creates chatter because it’s a great idea.
Do you have a secret talent or a hobby that your new colleagues might be surprised to learn about?
As I said—I love cooking. And now you have made me think that maybe I’m boring. 🤔
What is one book, movie, or series that has had a significant impact on how you think or live?
Cheesy as it is, my favourite series is The West Wing. I tell myself that one day, when I grow up, I’ll be a communicator like C.J. Cregg. My favourite movie is The Last Emperor. I’m a bit of a history nerd, so it really appeals to me.
When you’re behind the wheel, what are we most likely to hear coming through the speakers? A specific playlist, a podcast, or just the sound of the engine?
I am currently listening to a podcast called The Crisis Room. It’s hosted by Amber Rudd (former UK Home Secretary), a former CIA agent, and a former foreign editor of The Guardian. They unpack global events—it’s well worth a listen if that’s your thing.
What’s one piece of advice you’d give to someone aspiring to a career in Communications?
Stop waiting for someone to open the door for you. Find the door and walk through it.
If you would like to participate in our My Ford Story series, please fill out the form here: https://app.smartsheet.com/b/form/81748a4e66e24b6dabe881ca8bd04229