How To Create The Most Interesting Brand In The Room

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August 14, 2025

Melusi Mhlungu, We Are Bizarre.

Unique, unconventional, challenging and unexpected, these are attributes that Melusi Mhlungu, Founder and Chief Creative officer of We Are Bizarre, has in abundance and ones that makes him a natural on how to create the most interesting brand in the room. He’ll be speaking on this topic at the Nedbank IMC Conference, the biggest marketing conference in Africa. Modern Marketing is a proud media partner.

With humble beginnings in rural KZN as well as on the streets of Soweto, Mhlungu has made sure that these experiences have provided him with invaluable lessons in his journey to creative acclaim.

‘Although these environments do not necessarily ‘shape’ you, they definitely help you look at the world differently and that can give you the edge,’ explained Mhlungu.

And an edge he certainly has. With more than 14 years of experience both locally and abroad, Mhlungu has an impressive list of achievements to his name – including Young Creative of the Year in Africa and the Middle East and wins at Cannes Lions, Clios and D&AD. He has crafted successful campaigns for global brands like Coca-Cola, Adidas, and Nando’s as well as two much revered Super Bowl commercials. Two years ago, Mhlungu returned to South Africa from the USA, determined to foster creativity and support growth in the industry and beyond.

As the name suggests, We Are Bizarre, is focused on creating stand out, unforgettable work. With an exemplary creative vision and ability to resonate with audiences, Mhlungu aims to challenge conventions, set new standards for creativity and redefine what it means to captivate an audience. ‘To create interesting work, you need genuinely interested people – people passionate about the brands they work on, curious beyond their field, and driven to use their creativity for a better South Africa.’

One such example is We Are Bizarre’s urban renewal and revitalisation project Jozi My Jozi, which has attracted much national interest and is being considered as a model for other local cities.

Attend the Nedbank IMC Conference in-person or online. Venue: Mosaiek Teatro. 1 Danielle Street, Fairland, 2030. In-person tickets priced at R4000 (excl. VAT). Limited seats available. No allocated seating. Virtual tickets priced at R950 (excl. VAT). Book now.

NEDBANK IMC CONFERENCE
www.imcconference.com

Women Embodying A New Generation Of African Advertising

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Modern Marketing

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August 14, 2025

Women Embodying A New Generation Of African Advertising — Patricia Bosman, AdHive.

This Women’s Month, the brilliant women behind some of AdHive Group’s boldest ideas are reflecting on what it means to create, lead, and belong in an industry that is constantly rewriting its own script. For them, advertising goes beyond reach and ROI. It reflects resonance and moving people, not just products.

The Spark That Started It All

For some, like Lwavela Poyo, the spark came early: ‘Believe it or not, Ezweni Communications from Generations is the reason I work in advertising today,’ she said. ‘When I found out that advertising was a real industry, and I could actually work at a place like that, it was life-changing.’

For others, like Mercy Wambugu from East Africa, the turning point was the power of digital. ‘I was inspired by how social media influences people’s minds and choices,’ she said.

Patricia Bosman, a longtime industry contributor, brings a seasoned perspective: ‘My journey has been about integrating strategy and storytelling.’

And for Lelethu Leeu, it is about changing perceptions. ‘Advertising lets me explore the intersection between psychology, media, and social impact. I want to be part of reshaping how women, especially African women, are portrayed in brand narratives.’

The Stories That Matter Most

Asked what kinds of stories they want to tell; all four women have a shared vision: they want to tell real stories that resonate.

‘I want to tell stories that humanise the brand,’ said Wambugu, citing the #LikeAGirl and Think Different campaigns. ‘Stories that people remember for years.’

Leeu is passionate about the untold stories of African women: ‘I want to amplify the voices of women who are building, leading, and changing the game, especially those we do not always see in mainstream narratives.’

For Poyo, it is about cultural preservation: ‘It might sound cliché, but I think it is important to tell real South African stories. They keep our culture and history alive for the next generation.’

A Space To Grow, Lead, And Belong

Bosman believes leadership is not just about titles, but about showing up for others. ‘We are not just ticking off briefs. We are helping shape teams, mentoring, and guiding younger creatives.’

For Poyo, representation is critical. ‘I want to see more women, especially women of colour, calling the shots,’ she said. ‘We need to move beyond buzzwords and make sure real empowerment is happening behind the scenes too.’

Advice For Their Younger Selves?

‘Speak up,’ said Poyo. ‘Do not wait for someone to give you the go-ahead.’

‘Be bold,’ Wambugu added. ‘Own your voice and your creativity.’

‘Do not let the industry define you,’ said Leeu. ‘Define your own narrative.’

And Bosman offers this reminder: ‘Let your work speak, yes. But also speak up for yourself. Your ideas deserve to be heard.’

Together, these four women embody a new generation of African advertising: deeply rooted, relentlessly original, and boldly human.

THE HIVE GROUP
https://ideahive.co.za/

Absa’s New Marketing Campaign Highlights Aspirations And Struggles Of Entrepreneurs

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Modern Marketing

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August 14, 2025

Absa New Marketing Campaign Highlights Aspirations And Struggles Of Entrepreneurs

Absa Business Banking is showcasing its support and deep understanding of the entrepreneurial landscape through an exciting new marketing campaign. The bank is focused on defending its leadership in Agri while accelerating growth in other high-impact sectors such as Wholesale, Retail and Franchise, Manufacturing, Transport and Logistics and Tourism.

The campaign highlights the aspirations and struggles of entrepreneurs, and how Absa partners with business owners to solve their unique needs through deep sector insight, personalised partnerships and practical solutions at every stage of the business journey.

‘We understand that business owners don’t just need financial products. They need a banking partner that moves at their speed, understands their industry and delivers real-world solutions,’ said Sanah Gumede, Managing Executive for Strategy and Customer Value Management at Absa Business Banking. ‘Whether it’s a spaza shop owner whose tills go quiet during morning load shedding, or a farmer navigating climate shocks and rising input costs, we get it.’

‘As a segment-led business with deep sector expertise, we’re able to pinpoint specific challenges and respond with tailored solutions, delivering personalised partnerships that go beyond banking to empower South African businesses at every scale,’ said Gumede.

Particular emphasis is also being placed on the medium-sized SME segment, where unmet needs and sector-specific challenges present an opportunity for more tailored, scalable support. The strategy also prioritises ESG-linked finance and the unit continues to invest in holistic, digitally enabled solutions to support sustainable business growth.

This repositioning campaign will be amplified by Absa’s new brand platform: ‘Talk business with a bank that gets you’ – a campaign that captures the bank’s intent to meet customers where they are, speak their language and deliver solutions that are relevant, empathetic and built for real businesses.

‘As the Bank of the Entrepreneur, we are committed to partnering with entrepreneurs at every stage of their journey. It’s about understanding their business realities and partnering to solution for them,’ said Erica Bopape, Executive for Marketing and Communication at Absa Business Banking. ‘In the coming weeks, this message will come to life on various media platforms, including key business radio shows.’

ABSA
absa.co.za

Irvine Partners To Lead Capitec’s Strategic Communications And Campaign Efforts In SA

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Modern Marketing

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August 13, 2025

Rachel Irvine, Irvine Partners.

Irvine Partners will now lead Capitec’s strategic communications and campaign efforts in South Africa. Following a competitive pitching process, this appointment will see the agency play a pivotal role in shaping and delivering Capitec’s brand narrative across key consumer touchpoints.

Reflecting a shared commitment to insight-led, culturally grounded work, Irvine Partners will support Capitec in delivering integrated communications that connect with South Africans and support its continued evolution as a trusted and people-first brand.

‘This partnership brings the right mix of strategic focus, creative energy, and mutual trust,’ said Rachel Irvine, CEO of Irvine Partners. ‘It’s the kind of collaboration that allows good work to move at pace, with purpose and clarity. We are excited to deliver work that resonates with South Africans and supports Capitec’s mission to make a meaningful difference.’

Capitec’s Head of Brand and Communications, Asha Patel, said, ‘Irvine Partners brought sharp thinking, strong data-led insight, and a clear understanding of what our clients care about. Their fresh thinking and deep local perspectives made them the right partner for us.’

Capitec joins Irvine Partners’ growing portfolio, with the agency continuing to build on its track record of bold, insight-driven communications across the continent.

IRVINE PARTNERS
www.irvinepartners.co.za

Machine Appoints New Managing Director

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Modern Marketing

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August 11, 2025

Machine Appoints New Managing Director — Lesego Kotane, Machine.

Machine has appointed Lesego Kotane as its new national Managing Director.
Kotane is a seasoned leader in the creative industry, with a career that spans top strategic and executive roles across the country’s most respected agencies. He steps into his new role with a clear mission: to drive Machine’s next era of fearless, borderless creativity.

Kotane joins Machine from TBWA\ South Africa, where he served as Yellowwood Managing Director and Group Chief Strategy Officer. Prior to that, he held the position of Managing Director at King James Group.

‘I’ve long admired Machine. It’s a storied creative company making smart, culturally relevant work,’ said Kotane. ‘I’m excited to partner with this incredible team and build on the strong foundation they’ve created. Our ambition is shared and together, we will make a meaningful difference for South Africa’s fearless brands.’

The leadership transition follows the promotion of Robyn Campbell, who moves into the role of Senior Vice President: Communications at Publicis Groupe Africa. Campbell has been instrumental in Machine’s growth and evolution, and her elevation marks a strategic strengthening of Publicis Groupe Africa’s leadership team.

‘Kotane’s arrival is a huge win for Machine,’ said Campbell. ‘He brings a brilliant mix of strategic depth and creative drive. I’m confident he’ll take the agency to new heights.’

Jabulani Sigege, Groupe Executive Creative Director at Machine, added: ‘Kotane is a rare breed of leader who deeply understands the intersection between culture, strategy and creativity. His instinct for impactful ideas and his ability to guide teams toward bold, meaningful work make him the perfect fit for Machine. I’m excited to partner with him as we keep pushing the creative edge.’

To support Kotane in this new chapter, Alex Forrester-Strydom will step into a Managing Partner role, ensuring continuity across key accounts and operational excellence.

‘Forrester-Strydom has been a driving force behind some of Machine’s biggest wins,’ said Campbell. ‘Her ability to balance strategic oversight with hands-on client partnership makes her the ideal leader to help steer this next phase alongside Kotane.’

MACHINE
www.thisismachine.co.za

Penquin Celebrates 25 Year Milestone

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Modern Marketing

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August 11, 2025

Penquin is celebrating 25 years of delivering impactful, results-driven marketing solutions to some of South Africa’s most iconic brands. From its humble beginnings in 2000, Penquin has grown into a powerhouse of creative strategy and fully integrated marketing.

This incredible anniversary is a testament to the agency’s resilience, adaptability, and enduring vision. It celebrates a quarter-century of navigating market shifts, embracing digital transformation, and consistently placing authentic human connection at the heart of every campaign. The milestone not only honours the agency’s history but also marks a pivotal moment as it looks ahead to a future of continued innovation and growth.

‘Reaching 25 years is an incredible achievement that fills me with immense pride and gratitude,’ said Veronica Moleele, CEO of Penquin. ‘It’s a powerful reflection of the dedication, passion, and talent of every single person who has been part of the Penquin journey. Our longevity is not by chance; it’s the result of a culture built on collaboration, a hunger for innovation, and a deep-seated belief in the power of great ideas to build great brands. We are celebrating not just our past, but the vibrant future we are poised to create.’

Penquin’s story is one marked by agility, entrepreneurial spirit, and a deep understanding of the South African consumer landscape. Throughout its history, the agency has been behind some of the country’s most exciting product launches and strategic brand campaigns, with clients ranging from automotive and retail to financial services and FMCG.

Among its proudest achievements is the long-standing relationship with Suzuki Auto South Africa, a partnership that has grown into one of the most successful automotive brand stories in the country.

Moleele reflected on one of her defining career highlights at the agency. ‘My highlight when I started at Penquin was that I was coming in to launch the Suzuki brand back into the country. It was probably the most hectic and most stressful time of my entire existence. We averaged three hours’ sleep a night for the first three months while we were getting everything underway,’ she recalled. ‘However, it ended up being the most memorable and epic period and I was left feeling as accomplished as I have ever felt at Penquin. The pump of those first three months were the best in my career and it’s so incredible to look back and see how that journey has taken me to become the CEO of this incredible agency.’

Under Moleele’s leadership, Penquin has further cemented its position as a truly integrated agency, offering end-to-end solutions across strategy, creative, media, production, digital and PR.

Over the past 25 years, Penquin has cultivated a legacy of award-winning work, strategic partnerships, and a reputation for being an agency that genuinely understands the pulse of the South African market.

As Penquin steps into its next chapter, it remains dedicated to its founding principles while embracing new technologies and evolving consumer behaviours. The agency’s focus will continue to be on building strong, authentic connections between brands and their audiences, ensuring that its legacy of impact and innovation endures for years to come.

PENQUIN
https://www.penquin.co.za

Supercharge Your Marketing At The Modern Marketing Power Hour

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Meggan McCarthy, Modern Marketing

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August 8, 2025

Supercharge Your Marketing At The Modern Marketing Power Hour

Industry leaders will share their expertise and insights in the ever-evolving field of marketing at the free-to-attend Modern Marketing Power Hour. There will be a presentation each day from 9-11 September from 12:30-13:30 daily at the Modern Marketing Expo.

The event is taking place at Gallagher Convention Centre. Book your slots here, and register for the Modern Marketing Expo here. Entrance is free!

Get insights from these industry experts:

Melanie Campbell, Group MD, RAPT Creative

Topic: Leadership Principles Modern Marketers Need To Future-Proof Themselves And Their Teams

A deep dive into the marketer’s evolving role in shaping not just comms but company strategy, innovation, and culture. Looking at marketing as a leadership function: the CMO reimagined.

Date: 9 September. Book your slot here.

Jonty Fisher, Chief Strategy and Integration Officer, Publicis Groupe Africa

Topic: Influence Or Illusion? Cracking The Code Of Effective Creator Partnerships

Unpacking the latest research and practical insights on driving real impact with influencers — what works, what to watch out for, and how to keep your brand’s story intact.

Date: 10 September. Book your slot here.

Graeme Stiles, Founder and CEO, Algorithm Agency

Topic: Why Your Performance Marketing Isn’t Performing: From Data Chaos to Growth Clarity

Today’s CMOs are under relentless pressure to prove performance, but despite sophisticated tools and growing media budgets, many brands still struggle to generate predictable, profitable growth. Why? This session goes beyond the usual platform tactics to expose the real reasons your performance marketing efforts may be stalling. Learn how your data layer, when unified and structured correctly, becomes the single most powerful growth lever in your performance marketing arsenal.

Date: 11 September. Book your slot here.

In addition to seeing these speakers, you can also attend the Modern Marketing Expo, which will be a showcase for the latest branding, marketing, graphics, signage, promotional products, commercial print, digital printing, T-shirt printing, vehicle graphics, digital packaging and other solutions.

MODERN MARKETING EXPO
+27 11 568 1894
https://modernmarketingexpo.co.za

C1W Initiative For Women In Branding, Print And Signage Launches New Website

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Meggan McCarthy, Modern Marketing

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August 6, 2025

C1W Initiative For Women In Branding, Print And Signage Launches New Website

The new Change One Woman (C1W) website, a platform featuring information on upcoming C1W networking events, news and informative women-led content and information on training opportunities, is live. Website visitors can also get an overview of what C1W is about, and how to get involved.

C1W is a women-led initiative designed to uplift and empower women in the branding, print, and signage industries. We believe meaningful change starts with one conversation. By helping just one woman, we can ignite a ripple effect that transforms many lives.

New Website Highlights

Networking Events

Get information on all upcoming C1W networking events. These events are spaces for women to share their stories, connect with suppliers, and leave empowered to overcome industry challenges.

News And Women-Led Content

The website spotlights content written by women, like insights, trend pieces, opinion articles, and features.

Training Opportunities

Training is a key part of creating lasting change. C1W supports access to industry training for women through trusted partners. The website highlights various industry training initiatives.

Mentorship

C1W supports the PrintHER Mentorship Programme launched by Printing SA. This new initiative is designed to connect experienced professionals with emerging talent in their industry. Whether you’re seeking guidance on career transitions, skill development, or industry insights, or you’re ready to share expertise with the next generation, PrintHER is here to facilitate those valuable connections.

Newsletter

Subscribe to our monthly updates here.

Follow C1W on Facebook and LinkedIn for more updates.

CHANGE ONE WOMAN
https://www.c1w.co.za

Learn How To Streamline Design, Signage And Printing Projects With The AI Workshops

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Meggan McCarthy, Modern Marketing

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August 6, 2025

Learn How To Streamline Design, Signage And Printing Projects With The AI Workshops

Join us for the AI Tools For Design and AI Prompting workshops, taking place from 9-11 September 2025 at the Modern Marketing Johannesburg Expo. These workshops are ideal for designers, creatives, and innovators eager to harness the power of AI in their workflow.

The sessions will be presented by Gerald Yapp, Creative Director of In-Detail. He is a firm believer that technology and design go hand-in-hand. He was an early adopter of AI to ensure his team is always ahead of the curve.

There are two different workshops daily:

– 9 September: 11am and 2pm.
– 10 September: 11am and 2pm.
– 11 September: 11am and 2pm.

Morning Workshops: 11am

An overview of what tools are useful for AI for design, digital printing and signage production.

Afternoon Workshops: 2pm

Prompting for design, printing and signage: more practical examples of what prompts you need to master for digital printing and signage.

The workshops are taking place at the Modern Marketing Johannesburg Expo at Gallagher Convention Centre (Hall 2, balcony). The cost is R200 per workshop (the content is the same for each morning workshop, and the same for each afternoon workshop). Book now.

MODERN MARKETING EXPO
+27 11 568 1894
https://modernmarketingexpo.co.za

ExpoGuys Expands Operations

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Modern Marketing

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August 6, 2025

ExpoGuys has significantly ramped up its operations in the Western and Eastern Cape and now offers a full-service, turnkey solution for clients in both regions. The Cape Town branch is led by Arnaux Cronje, who brings deep experience and a hands-on approach to every build. Under his guidance, the team delivers custom stands, infrastructure, branding, and support for exhibitions, events, activations, and conferences across the Western and Eastern Cape.

While the company has had a presence in Cape Town for several years, the expansion includes a fully equipped local factory based in Epping, a dedicated team, in-house printing facilities, stocked inventory, and a fleet of vehicles ready to deliver.

Patrick Cronning, Commercial Director at ExpoGuys, said the decision to scale up in the Cape was driven by rising demand. ‘We’ve seen consistent growth in Cape Town and surrounding regions over the past few years. Expanding our operations gives us the ability to turn around jobs faster, reduce transport costs, and offer clients full-service backup and support, all without waiting on a team to fly in or materials to be trucked down.’

Although the company’s main operations remain in Johannesburg, this additional capacity in the Cape is fully backed by the Joburg team when needed, ensuring national consistency and delivery standards across the board.

EXPOGUYS
www.expoguys.co.za