LEADERSHIP
AGENCY OF THE YEAR - MEDIUM (2025)
Matte BLK - Emerging Markets Specialists - Matte BLK
PNG
Silver
| Title: | Matte BLK - Emerging Markets Specialists |
|---|---|
| Brand: | Matte BLK |
| Product: | Agency of the Year - Medium |
| Agency Name or Internal: | Matte BLK |
| Production Company: | 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 |
| Producer: | Lebohang Hlongwane |
| Business Unit Director: | Fredine Swigelaar |
| Executive Summary: | In a year marked by transformation and triumph, Matte BLK redefined what it means to lead with purpose in South Africa’s advertising industry. A 100% Black-owned native agency, the agency has veered 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. Matte BLK confronted this head-on, leading a profound reinvention. The agency returned to its 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 the market repositioning, 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 only in year 1. 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. The campaign has already bagged a silver in the Effective Marketing category of the Pan African Pitcher Awards in 2025. Accolades Reflecting Leadership Excellence The agency’s visionary leadership has garnered significant recognition. In 2024, Buyi Mafoko, its co-founder and Managing Director, 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 agency’s 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, the agency has cultivated an internal culture that values inclusivity, respect, and continuous learning. It 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, the agency has set itself an ambitious goal: to grow into a R100 million business by 2030, expanding its impact across Africa. Its strategic foresight, coupled with a deep commitment to cultural authenticity and community upliftment, positions them not just as a leading agency, but also as a transformative figure in the broader marketing landscape. Matte BLK exemplifies the qualities celebrated by the Mark Lives Agency of the Year award: strategic vision, creative innovation, and a profound cultural impact. Their journey reflects an agency which not only navigates change but shapes it, setting new standards for what leadership in advertising can achieve. |
| Additional Credits: | Masego Sibiya |
| Additional Credits: | Siviwe Mdingi |
| Additional Credits: | Astrid Tsotetsi |
| Additional Credits: | Wisdom Kolobile |
| Additional Credits: | Moeketsi Mdletshe |
