Dentsu School of Influence Graduates New Wave of Business-Ready Creators
The Dentsu School of Influence, in partnership with CSA, has officially concluded its Johannesburg chapter, celebrating the graduation of a new cohort of creators equipped to thrive as entrepreneurs in South Africa‘s rapidly growing creator economy.
The programme’s intensive “One Big Week” accelerator saw 16 emerging creators transform from content producers into commercially minded media businesses, ready to compete in Africa’s multi-billion-rand digital economy.
Unlike traditional influencer programmes that focus primarily on audience growth and aesthetics, the Dentsu School of Influence placed business strategy at the centre of its curriculum. Participants gained practical experience in data literacy using the Creator IQ platform, income generation, invoicing, financial compliance and sustainable business management.
Throughout the residency, creators also attended masterclasses led by some of South Africa‘s leading marketing and digital experts.
Digital entrepreneur Grace Mondlana shared practical insights into developing compelling value propositions, building commercial rate cards and creating culturally relevant content. Meanwhile, Marcel Swain, Managing Director of dentsu X South Africa, introduced the Creator Catalyst, a partnership model designed to position creators as long-term strategic partners for brands rather than short-term campaign assets.
Global digital platforms also played a key role in the programme. Federico Dedeu, Agency & Ecosystem Lead at TikTok Africa, unpacked the platform’s creator strategies for organic growth, while Zoe Mabie, Google’s Industry Manager, explored algorithm optimisation, paid media amplification and monetisation opportunities.
The programme culminated in a live brand challenge where participants responded to a real client brief before an expert panel including Deshnie Govender, CEO of Studio 545 and former CMO of L’Oréal Luxe; Langa Khanyile, Retail Marketing Executive at Massmart; and Anele Nzimande Maphanga, Founder of Stellar Rock Consulting and former marketing executive at P&G and Unilever. The session provided valuable insight into how brands evaluate creators for commercial partnerships.
Retail fintech partner FoneYam supported the programme through practical creative hackathons led by Aviv Weil and Maxine Esterhuizen, while Dentsu School of Influence alumna Lisa Nyamane inspired participants by sharing her journey from programme graduate to full-time digital entrepreneur.
“The creator economy has evolved far beyond basic content creation; today’s creators are digital entrepreneurs, storytellers, and business strategists.
In collaboration with CSA, we are giving emerging talent the exact corporate fluency, legal understanding, and industry networks required to turn raw cultural relevance into long-term enterprise value.”
said Lebo Moerane, Head of Social and Influencer at Dentsu Creative South Africa
Davin Phillips, Executive Director at CSA, added that the programme continues to demonstrate the economic significance of the creator industry.
“One Big Week has reinforced what we’ve believed from the start: the creator economy is no longer emerging—it’s a growing economic force. The creators who will lead in 2026 and beyond won’t simply build audiences; they’ll build businesses, shape culture and create real commercial value. South Africa has the talent. Our role is to help unlock its potential.”
Class of 2026 Award Winners
The programme concluded by recognising outstanding creators across several categories:
- Samsung Award: Rerulagantse Taukobong
- FoneYam Most Distinctive Body of Work: Kgomotso Masebuko
- FoneYam Most Likely to Get Shared: Bayanda Mvelase
- Zee Zonke Award – First Runner-Up: Naletsana Moloantoa
- Zee Zonke Award – Second Runner-Up: Precious Laka
- Zee Zonke People’s Choice Award: Eugene Britou
- Zee Zonke Content Creator Excellence Award: Kgomotso Masebuko
- Zee Zonke Overall Winner: Ndyebo Lurayi
Following the successful Johannesburg residency, the Dentsu School of Influence and CSA have confirmed that the next edition of the programme will take place in Cape Town later this year, continuing their mission to empower South Africa‘s next generation of business-ready digital creators.
