Real change is more than just conversation — it requires visible, tangible action. What is the future of South African advertising? This is a question that demands an answer from those collectively shaping it — women. Despite their undeniable influence, their contributions remain under-acknowledged, says Masisi and Maditse. 

According to the duo, unlike traditional collectives, Ko.Kreate focuses on collaboration — bringing together professionals across disciplines and seniority levels to create lasting industry transformation. Tackling systematic issues with tools that enable:

  • the power of partnership, and slaying in your own lane
  • marketing oneself by building your brand to climb the corporate ladder
  • reputation management and media training
  • youth development in tech and literature
  • balancing work, love and motherhood while honouring traditional household expectations from different cultural backgrounds, and
  • managing Black tax and its impact on financial growth.

"Ko.Kreate is not just as a network to pay it forward but as a movement to bridge the gap for women of colour in advertising. It's about ensuring that more of us don't just earn a seat at the table — we help design it, bringing together women from diverse backgrounds and perspectives to redefine and transform the ad game," says Masisi. 

This International Women's Month is the perfect opportunity to launch the first of this year's Ko.Kreate sessions, adds the duo. 

"While it's great to have industry leaders in the room, the people who really need to be in the room are the future leaders. We've noticed the industry's overall turnover and we thought we have to do something about it. If not us, then who?" says Maditse. 

After a successful match made in accepted meeting requests, the Art Director and Writer duo are determined to redefine advertising through inclusion, representation and a bold vision to make South African advertising great again, says the duo. 

This movement wouldn't be possible without the unwavering support of Retroviral's founders, Shaka Sisulu and Mike Sharman, who have championed this initiative, adds the duo. 

"Watching our team, client partners and industry peers rally behind us with such passion has been truly affirming. From admin to funding, every effort reinforces that the hunger for something bold, meaningful and transformative is undeniable," concludes Masisi.

For more information, visit www.retroviral.co.za. You can also follow Retroviral on Facebook, X, or on Instagram.

*Image courtesy of contributor