In Episode 43 of The Incredible Machines Podcast, hosts Jon Oliff and Luke Holden are joined by Simon Nicolson, an Executive for Institutional Advancement at Emeris, and the driving force behind one of SA's most significant private higher education rebrands.
From his roots in Pinetown and Pietermaritzburg to the corridors of what is soon poised to become a fully recognised private university, Simon's journey is one of purpose, reinvention, and an unwavering belief in the transformative power of education.
Simon shares how a BA in Law and English gave him a competitive edge in the world of business, why he left a thriving retail career to enter education, and how he became a central figure in one of the most significant rebrands in South African higher education history with the Varsity College rebrand, MSA rebrand and Vega School rebrand into the launch of Emeris. Along the way, we explore big ideas: the role of sport in nation building, the ethics of AI in learning, conscious capitalism, and why kindness might just be the most underrated leadership skill of our time.
Whether you're a marketer, educator, entrepreneur, or someone simply trying to understand what the future of African higher education looks like, this episode will leave you thinking differently.
After years in retail marketing, including stints with The Hub and the Mr. Price Group, Simon made a pivotal shift into private higher education. It wasn't just a career move. It was a valuable decision.
"You're not trying to sell someone another pair of red shoes they don't need. What you're involved with here is education. It felt more meaningful."
He reflects on how the intersection of his marketing expertise and his family's deep roots in education created the perfect conditions for him to do his best work.
Perhaps the most incredible part of the conversation is when Simon reflects on his own evolution as a leader. A self-described strong communicator and forthright personality, he acknowledges that being right isn't always enough and that how you lead matters as much as what you achieve.
He speaks openly about the coaching journey that has helped him become a more nurturing, listening-first leader and why he believes the most important work of his career still lies ahead.
When asked about advertising campaigns that have inspired him, Simon doesn't reach for the flashiest or funniest ads. He reaches for the ones that changed something.
He references Always' iconic Like a Girl campaign as a masterclass in using brand communication to shift cultural narratives, not just sell products. And he draws a direct line between that kind of transformative thinking and the Pay It Forward movement and MTN's Qhubeka bicycle campaign as an example of how exponential acts of kindness can become social epidemics.
The transition to Emeris wasn’t simply a name change. It was an 18-month strategic overhaul involving hundreds of stakeholders, multiple project teams, agency partners, systems changes, and years of brand testing. Simon was at the heart of it all.
"It's the biggest thing I've ever been involved with. Something I'll always look back on and feel proud to have been part of."
The rebrand was driven by a recognition that the institution had outgrown its former identity and needed a name and brand that could carry it toward university status; a milestone that South African law now made possible for the first time.
"If I asked people what they wanted, they would have asked for faster horses."
~ Henry Ford, as referenced by Simon Nicholson
Simon's favourite quote is a call to lateral thinking; a reminder that great solutions rarely come from taking the obvious path. It's a philosophy that has guided his marketing career and continues to shape how he approaches institutional strategy.
MTN Qhubeka TV Advert: A landmark campaign that reframed from a cultural insult as a rallying cry for feminine strength and confidence. Simon highlights it as a powerful example of brand communication that genuinely changed the way people think.
Watch the MTN Qhubeka TV advert.
Simon Nicholson's story is not just about marketing or rebranding; it’s about what happens when a person finds the place where their skills, their values, and their sense of purpose all converge. His journey from a newspaper to the forefront of private higher education reform in South Africa is a testament to the power of staying curious, kind, and committed to something larger than yourself.
As Emeris moves toward university status and Simon prepares for the next chapter of his remarkable career, his ambition is clear: to use the platform of education not just to build a great institution, but to make higher education more accessible, more purposeful, and more transformative for the country that shaped him.
Who is Simon Nicolson?
Simon Nicholson is a South African Marketing and Institutional Advancement Leader with over two decades of experience in retail and private higher education. He has been a central figure in the growth and rebranding of Emeris, one of South Africa's leading private higher education institutions.
What is the Incredible Machines Podcast?
The Incredible Machines Podcast is a thought leadership series produced by Tim Africa, featuring conversations with visionary entrepreneurs, leaders, and change-makers from across the continent.
What is Emeris University?
Emeris is an educational brand of The Independent Institute of Education. Emeris isn't just a new name; it's the unification of the Varsity College, MSA and Vega School brands to deliver world-class higher education. With a focus on critical thinking and problem-solving skills, our approach equips students to succeed in today's complex and fast-changing world.
Where can I listen to the full episode with Simon Nicolson?
You can listen on all major platforms including:
🎧 Spotify
🍎 Apple Podcast
🌐 Tim Africa Podcast Hub
LinkedIn: https://za.linkedin.com/in/simon-nicolson-99600116
Emeris LinkedIn: https://www.linkedin.com/company/emeris/
Emeris Instagram: https://www.instagram.com/emeris_za/
Emeris Facebook: https://www.facebook.com/emerisZA
Emeris TikTok: https://www.tiktok.com/@emeris_za
Emeris YouTube: https://www.youtube.com/@Emeris_ZA
Emeris Twitter: https://x.com/Emeris_ZA
Emeris Website: https://www.emeris.ac.za/