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/
