For more than 40 years, since he began studying psychology at Sheffield University, Keith has been fascinated by what makes people tick. In his business career he has pursued this in the fields of sales, sales training, sales management, advertising and marketing. He has held senior advertising, sales and marketing management positions in the UK, the Middle East as well as South Africa.
His initial advertising agency (The AdCo) won numerous creative awards in South Africa, the UK and the United States in the late eighties and early nineties – many in the field of direct marketing.
Over the past 15 years his interest has increasingly focussed on the use of information and technology to create and maintain customer loyalty. This culminated in the formation of 5th Dimension in March 2000.
Today 5th Dimension is South Africa’s leading, boutique direct marketing agency. It also places great emphasis on the work it does for international NGOs like SOS Children’s Villages, Save the Children, Starfish Foundation and MSF. It is noteworthy that 5th Dimension has won more awards for fundraising that any other South African agency.
Keith was a Director of the South African Direct Marketing Association for four years. He regularly presents papers at South African and international marketing conferences. He is also a regular contributor to online and offline marketing magazines in South Africa, the UK and the United States.
Keith has been a judge at the Assegai (Direct Marketing) Awards every year since their inception. In 2008 Keith was elected by the South African Direct Marketing Association as “The Direct Marketer of the Year”. The following year he was elected to the Direct Marketing “Hall of Fame”. This back to back feat has never been achieved by any other individual.
Tich graduated in Risk Management from the University of Science and Technology, and began his career in Insurance. In 2008, he joined Greenpeace Africa in the first F2F fundraising unit in South Africa. During this time he developed an in-depth knowledge of the field practices of F2F Fundraising and rose through the ranks to become Data Base and Retentions Administrator.
In 2010 he was approached to manage the Northern Region in-house F2F team for the Medecins Sans Frontieres. He managed the successful MSF Gauteng unit during this period.
In 2014 Tich accepted a post with Save the Children as their National Fundraising Support Manager were he excelled in role as he helped set up and build the Save the Children South Africa F2F team which went on to recruit in excess of 8,000 committed givers in 2014.
At the end of 2014 he took up a role with FTW as The National Field Director and as of December 2015 has been the General Manager. In this period he has managed to setup and build a very successful field force of over 60 face to face fundraisers in over 12 teams in Gauteng, Kwazulu Natal and Western Cape.