AFDA, The School for the Creative Economy, managed by JSE-listed higher education provider, STADIO Holdings, has appointed Diaan Lawrenson to the position of CEO.
Lawrenson, well known to South Africans for her role as fan favourite Paula in the long-running soap opera, 7de Laan and her performances in many local films and series (including Raaiselkind, Susters and Spoorloos: Steynhof, among others), has served as the Dean of AFDA Cape Town for five and a half years. She is an alumna of the institution and has been lecturing at AFDA since 2016.
While she might be quite different to Paula in real life, Lawrenson brings the same energy and drive to her work as her character delivered to 7de Laan fans for 13 years.
Chris Vorster, CEO of STADIO, says Lawrenson is the ideal person to lead AFDA forward. “Diaan has more than 25 years of experience in the entertainment industry as an actor, producer, and content creator, working across all genres. Her comprehensive understanding of the industry means she knows exactly what it takes to support AFDA’s staff and students. We also look forward to supporting her vision for the institution, and the industry.”
Lawrenson says her work at AFDA has provided her with invaluable insights into every facet of the institution’s operations, equipping her with the knowledge and skills to contribute meaningfully at a strategic level. “As CEO, my role will contribute to steering the growth and evolution of our institution, ensuring its continued relevance and impact within the creative economy. This includes encouraging the development of our student body and amplifying the contributions of our alumni to the industries.”
She adds that the AFDA community plays a significant role in nation-building and strengthening South Africa’s economy. “I am both inspired by their achievements and excited about what the future holds for AFDA. I am committed to building on our legacy and driving AFDA’s vision forward with innovation, dedication, and a passion for excellence.”
Like Lawrenson, AFDA has scooped numerous accolades over the years. In 2021, 2022, and 2023 it was ranked among the top five most innovative South African educational institutions in the creative brand space in The Loeries Official Rankings and has won the Best Student Film award at the South African Film and Television Awards 10 times to date.
Enabling and celebrating student successes
Lawrenson says she entered the education sector by chance but stayed with intention as she wants to contribute towards positive change in the industry “One of the most rewarding aspects of my tenure at AFDA has been witnessing the success of our students,” she enthuses. “Seeing them thrive and achieve their goals has been a source of immense pride and a testament to the impact of our work as educators and mentors.”
She says her students’ successes remind her of the purpose and value of the work she and her colleagues do as educators. But that doesn’t mean she’s disappearing from screens or the director’s chair anytime soon!
Alongside her new role, Lawrenson will remain actively engaged within the creative economy. “I believe this dynamic synergy—between active industry participation and academic rigour—is one of AFDA’s greatest strengths,” she says. “It’s an approach that I am deeply committed to upholding and enhancing. Our ability to bridge the gap between theoretical knowledge and practical application ensures our students are well-prepared for the realities of the industry.”
Innovation and excellence
Lawrenson’s vision for AFDA is to remain a pioneering institution at the forefront of innovation and collaboration, and to produce graduates who are not only highly employable but who emerge as entrepreneurs and industry leaders. “They will not only create opportunities for themselves but also for others, contributing to the growth and transformation of the creative economy,” she says.
“I’m confident we can achieve growth across many facets of our business, solidifying AFDA’s position as the preferred institution for education within the creative industries and beyond. While our motion picture and live performance programmes are already widely celebrated, I believe that, in time, our BCom in Innovation and all our other programmes will achieve equal recognition, showcasing our commitment to fostering diverse and forward-thinking disciplines.”