Dentsu School of Influence Graduates New Cohort of Creators
Dentsu School of Influence Graduates New Cohort of Creators. The Dentsu School of Influence, in partnership with CSA, has concluded its Johannesburg chapter, with 16 emerging content creators graduating from its intensive “One Big Week” accelerator programme designed to prepare participants for careers in South Africa’s growing creator economy.
The initiative aims to equip creators with the commercial, financial and strategic skills needed to operate as sustainable digital businesses rather than focusing solely on content production or audience growth.
Over the course of the programme, participants received training in data literacy using the Creator IQ platform, income structuring, invoice development and financial compliance. The curriculum was designed to help creators better understand the business and operational aspects of running a digital enterprise.
Industry professionals led a series of masterclasses throughout the residency. Grace Mondlana shared insights on developing value propositions, building commercial rate cards and creating content tailored to local audiences. Marcel Swain, managing director of dentsu X South Africa, introduced participants to the Creator Catalyst, a partnership framework aimed at positioning creators as long-term collaborators for brands.
Representatives from major digital platforms also contributed to the programme. Federico Dedeu, Agency and Ecosystem Lead at TikTok Africa, discussed strategies for organic growth on the platform, while Google’s industry manager, Zoe Mabie, explored topics including algorithms, paid amplification and monetisation.
Participants also took part in a live client brief reviewed by a panel comprising Studio 545 CEO and former L’Oréal Luxe CMO Deshnie Govender, Massmart retail marketing executive Langa Khanyile and Stellar Rock Consulting founder Anele Nzimande Maphanga. The session offered creators insight into how brands assess and select creative partners.
Retail fintech partner FoneYam supported the programme’s creative hackathons, while Dentsu School of Influence alumna Lisa Nyamane shared her experience of building a full-time career following her participation in the initiative.
Lebo Moerane, head of social and influencer at Dentsu Creative South Africa, said the programme reflects the changing role of creators, describing them as entrepreneurs, storytellers and business strategists. He said the partnership with CSA is focused on providing emerging talent with the corporate knowledge, legal understanding and industry connections needed to build long-term businesses.
CSA executive director Davin Phillips said the programme demonstrates the continued growth of the creator economy and highlighted the importance of helping creators develop sustainable businesses that generate commercial value.
The residency concluded with awards recognising standout participants across several categories. Ndyebo Lurayi received the Zee Zonke Overall Winner award, while Kgomotso Masebuko earned both the FoneYam Most Distinctive Body of Work and Zee Zonke Content Creator Excellence awards. Other winners included Rerulagantse Taukobong, Bayanda Mvelase, Naletsana Moloantoa, Precious Laka and Eugene Britou.
