Al McKay Articles 2

s diverse interests and passions found the perfect match in branding, which he sees as the melting pot of behavioural psychology, strategy and creativity. Al grew up in Johannesburg, but spent his student years in Europe, where he travelled as often as he could to satisfy his curiosity for different cultures. He graduated from the University of Edinburgh with a Master of Arts in Politics, with a few fine art courses on the side. On returning to South Africa, Al joined the Yellowwood team in January 2009 and worked as a brand strategist on a number of exciting brands. He joined the Democratic Alliance in November 2011 to head up their digital media and was responsible for all things social, mobile and online. It was in the fast-paced world of politics that he saw first-hand the power of storytelling to change behaviour, and honed his skills for creating emotionally engaging, compelling content. On returning to South Africa, Al joined the Yellowwood team in January 2009 and worked as a brand strategist on a number of exciting brands. He joined the Democratic Alliance in November 2011 to head up their digital media and was responsible for all things social, mobile and online. It was in the fast-paced world of politics that he saw first-hand the power of storytelling to change behaviour, and honed his skills for creating emotionally engaging, compelling content. Al returned to Yellowwood in October 2012 as a content strategist, ready to help brands demonstrate their promise in ways which genuinely add value to their audiences, build lasting trust and loyalty.