In Episode 10 of The Incredible Machines Podcast, hosts Jon Oliff and Luke Holden sit down with Dale Tomlinson, the founder of The Hardy Boys, one of South Africa’s pioneering advertising agency. Over the past 30 years, Dale’s innovative approach to design and brand storytelling has earned him international recognition, culminating in a landmark presentation at the Cannes Lions Festival and an acquisition by WPP, one of the world’s largest communications companies.
In this episode, Dale shares his insights on leadership, resilience, and his creative journey from a small-town dreamer to the global stage.
Dale grew up in a small town in KwaZulu-Natal before moving to Durban, where he discovered his passion for fine arts. After studying in London and honing his design skills, he returned to South Africa with the dream of starting his own agency.
This dream became a reality when he founded Stable Graphics and then later, The Hardy Boys—an agency named after the iconic problem-solving duo from his childhood. Dale envisioned The Hardy Boys as a “creative hub” where specialists collaborated to solve complex brand challenges.
One of Dale’s career-defining moments came when he presented alongside Diageo’s global marketing head at the Cannes Lions Festival, a prestigious event in the advertising world. Dale’s ability to captivate an audience of 3,000 with stories of African creativity showcased his agency’s impact on a global stage.
Dale’s resilience was tested early when a spinal injury at age 16 forced him to abandon his athletic pursuits. This challenge, however, became the catalyst for his creative journey, pushing him to develop his design talent.
His story of adapting and thriving amid personal and professional setbacks serves as a powerful reminder of the importance of perseverance in the face of adversity.
Dale attributes much of The Hardy Boys’ success to fostering a culture of collaboration and curiosity. His philosophy? "We didn’t come this far to be ordinary." This mindset inspired his team to create award-winning campaigns, including the Robertsons Reinvention Kitchen, a campaign that went viral for its innovative storytelling and cultural relevance.
Check out the Robertsons Reinvention Kitchen ad campaign, which exemplifies The Hardy Boys’ approach to combining creativity with authenticity.
Dale’s leadership journey offers valuable takeaways for entrepreneurs and creatives alike:
As Dale approaches retirement, his reflections on legacy and creative fulfillment are inspiring. He has started revisiting his passion for drawing and writing, embracing new forms of self-expression while continuing to mentor future leaders in the industry.
In a poignant moment during the episode, Dale shares: “If you look back and the journey feels empty, you’ve missed the point. Fill your life with color, stories, and connections—don’t settle for ordinary.”