Uno De Waal - Brand Credibility - To Build or to Rent?


In Episode #11 of OneMoreQuestion Uno De Waal, owner and publisher of Between 10 and 5, speaks to us about brand credibility and collaborations between brands and creatives, whether they’re established or up-and-comers.

Between 10 and 5 is South Africa's largest online creative showcase. Under Uno’s guidance, it has won multiple awards and been recognised as one of South Africa’s 15 most influential blogs. A3E, their Artist Acceleration and Exposure program, aims to help up-and-coming artists accelerate their careers by connecting them with brands looking for creatives with which to partner.

Uno gave us a look into whether brands should rent or build credibility, how brands should approach collaborations with creatives, and how purpose and authenticity build credibility and strong brand communities.


More about Uno 

Uno de Waal is owner and publisher of Between 10 and 5, South Africa's largest online creative showcase. He is also the recipient of the British Council Young Creative Entrepreneur award, has been included in the Destiny Man Power of 40 and GQ's Coolest Guys Under 35.

10and5 is the winner of the African Blogger Awards: Arts and Culture, Gold Pixel Winner for specialist publisher at the Bookmark Awards and is listed as one of the 15 most influential blogs in South Africa. The sub-agency of 10and5, 5TUDIO, has worked on brands like Estee Lauder, Nike, Adidas, MINI, Heineken, Glenfiddich and more.

Uno has previously spent time at DSTV where he consulted on KykNET, Channel O, MK and VUZU to help bring their digital properties up to scratch. 

After this, he joined the international digital ad agency Trigger/Isobar where he was instrumental in strategy for Nike, Nokia, Cell C and Red Bull.

Uno also runs a pop-up supper-club/restaurant with his partner Lee-Ann that has received rave reviews in local publications.

Find Uno here:


Between 10 and 5:






How can you help?
Our podcast is still new and there are three ways you can help us out.

  1. Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)

  2. Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) of

  3. Tell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.

One More Question is a podcast by Nicework a Brand and Service Design Company. One of the things we do best is asking our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 12 years. We talk to significant creators, experts and communicators who we have encountered. To share the useful insights, inspirations and facts that made us stop and take notes as we go about our work. Hosted by our Founder Ross Drakes.

Subscribe iTunes, Spotify, Stitcher, Google Podcasts
Music by: @dcuttermusic /