LEADERSHIP
AGENCY LEADER OF THE YEAR (2025)
The Unseen Unleashed - Matte BLK
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| Title: | The Unseen Unleashed |
|---|---|
| Brand: | Matte BLK |
| Product: | Strategic Leadership |
| Agency Name or Internal: | Matte BLK |
| Brand Representative/Marketing Director: | Buyi Mafoko |
| Agency: | Matte BLK |
| ECD: | Buyi Mafoko |
| Copywriter: | Sivu Matyila |
| Creative Director: | Sivu Matyila |
| Art Director: | Thato Moatlhodi |
| Strategist: | Sthando Msweli |
| Business Unit Director: | Fredine Swigelaar |
| Executive Summary: | In a year marked by transformation and triumph, Buyi Mafoko has redefined what it means to lead with purpose in South Africa’s advertising industry. As co-founder and Managing Director of Matte BLK, a 100% Black-owned, digitally native agency, Buyi has steered the company from post-pandemic uncertainty to a position of strategic strength, cultural relevance, and industry acclaim. Reimagining Matte BLK: A Strategic Pivot The aftermath of COVID-19 left many agencies grappling with identity and direction. Buyi confronted this head-on, leading a profound reinvention of Matte BLK. She returned to the agency's roots, focusing on bridging the gap between underserved communities and brands. This introspection led to a clear, differentiated positioning: an insights-led emerging markets specialist, delivering culturally resonant campaigns that drive both social impact and business results. Driving Tangible Impact: The WalletWise Campaign Under Buyi’s leadership, Matte BLK secured a multi-year retainer with Standard Bank to lead the WalletWise financial literacy campaign. This initiative reached over 2.5 million consumers across nine provinces, creating more than 350 jobs in rural and township communities. The campaign's success was recognised with three awards at the 2024 DMASA Assegai Awards: In Experiential Marketing, and Influencer Marketing and Multi-Language Use categories. The commercial impact has extended beyond WalletWise, with the agency securing other areas of Standard Bank’s business beyond the South African market. Accolades Reflecting Leadership Excellence Buyi's visionary leadership has garnered significant recognition. In 2024, she was honoured with the National Woman in Business Champion award at the South African Small Business Awards. Internationally, she received the Special Award for Outstanding Contribution to Marketing at the Global Women in Marketing Awards in London, acknowledging her role in unlocking key target audiences for leading brands and delivering consistently relevant, resonant work. Fostering a Culture of Inclusivity and Growth Beyond client success, Buyi has cultivated an internal culture that values inclusivity, respect, and continuous learning. She champions mentorship and actively supports other women in business, fostering an environment where diverse voices are heard and empowered. This people-centric approach has been instrumental in attracting top talent and doubling the agency's growth over the past two years. A Vision for the Future Looking ahead, Buyi has set an ambitious goal: to grow Matte BLK into a R100 million business by 2030, expanding its impact across Africa. Her strategic foresight, coupled with a deep commitment to cultural authenticity and community upliftment, positions her not just as a leader of an agency, but as a transformative figure in the broader marketing landscape. Buyi Mafoko exemplifies the qualities celebrated by the Mark Lives Agency Leader of the Year award: strategic vision, creative innovation, and a profound cultural impact. Her journey reflects a leader who not only navigates change but shapes it, setting new standards for what leadership in advertising can achieve. |
