A Conversation with Mosh Matsena, CEO of 1Africa Consulting
Living the 1Africa Brand, Adapting and Embracing Challenges, Building Resilience
How has the current economic climate in South Africa shaped your agency’s operations, and what steps have you taken to ensure sustainability?
Economic fluctuations impact businesses at every level, but smaller agencies such as 1Africa Consulting experience the effects more intensely. Budget cuts often affect communications and marketing services. Conversely, we see this as an opportunity to redefine our role and offer better value.
Expanding beyond South Africa aligns with our brand’s core purpose. As a collaborative agency, we harness partnerships across the continent, augment our service offerings, and reinforce the role of communication as a strategic business driver rather than a discretionary expense.
How do you balance delivering high-quality communication services while managing financial pressures?
Our philosophy is simple: quality is non-negotiable. We achieve this through collaboration, agility, and strategic partnerships. Rather than compromising standards, we work with our knowledge bank of specialists on a project basis, ensuring that the expertise meets the specific needs of each initiative. Additionally, our hybrid working model and co-agency collaborations optimise costs while maximising impact.
We also provide white-label services for other agencies, allowing us to extend our services without diluting our brand. Most importantly, we view our clients as long-term partners, not just transactions—ensuring that we deliver sustainable solutions, not just short-term fixes.
How do you ensure your team remains innovative and adaptable in a rapidly evolving industry?
Innovation is embedded in our DNA. We cultivate an environment where knowledge-sharing, continuous learning, and diverse perspectives fuel creativity. Our team spans different generations, cultures, and disciplines, making collaboration a catalyst for fresh ideas.
From investing in professional development to actively engaging in industry think tanks and conferences, we stay attuned to communication trends, ensuring we understand, interpret, and effectively apply them. Our adaptive strategies, backed by technology and a forward-thinking approach, keep us relevant in an increasingly digital-driven world.
Communication: A Systems Approach
What role can the communications industry play in addressing South Africa’s broader economic challenges?
The future of business is collaboration and relationship building. We have to go beyond messaging to drive systems-level thinking that connects businesses, communities, and policymakers. Effective storytelling shapes public perception, builds trust, and influences economic resilience.
At 1Africa Consulting, we believe that communication is not superficial, but rather an essential driver of business success. Our role is to support businesses in articulating their value, adapt to economic realities, and find innovative ways to engage with their stakeholders. We are not just communicators—we are problem-solvers, facilitators, and enablers of growth.
Expanding Horizons
How do you envision the future of 1Africa Consulting in South Africa and beyond?
Extending beyond growth— we are committed to continuous evolution and staying connected, providing services that remain meaningful in an ever-changing landscape. Our vision is to build an integrated pan-African communications network that supports businesses in multiple industries. Expanding into language services, specialised media training, and digital transformation ensures that we remain relevant in a competitive market.
We see enormous potential in fostering deeper industry specialisation, ensuring that we can offer our services across sectors that encompass NGOs, government and government agencies, mining, health, insurance, sports, etcetera. Our strength lies in seamlessly blending local expertise with global insights while adopting a systematic, purpose-driven approach—our key differentiator.
What have been the biggest challenges in growing your agency, and how have you tackled them?
1Africa Consulting was established at the height of the COVID-19 pandemic, ensuring resilience and adaptability are the keystones of our journey. Competing with established agencies for a piece of the pie, which includes attracting talent, and maintaining industry-competitive salary structures have been primary challenges.
To address this, we’ve embraced a flexible model—retaining core specialists while leveraging a network of trusted specialists and strategic partners. This allows us to scale efficiently, meet client demands, and maintain agility in an ever-changing environment.
Leadership, Trust, and Purpose-Driven Impact
As a black woman in leadership, how has your journey influenced your approach to strategy and business growth?
My career has been defined by personal and professional growth and adaptability. From leading one of South Africa’s largest radio station to establishing 1Africa Consulting, I have learned that leadership is about empowering others, staying ahead of change, and building ecosystems of trust and collaboration.
I surround myself with bold thinkers who challenge and inspire me. Leadership is not static—it’s about evolving, learning, and setting a standard for excellence. I integrate my experience in media and corporate leadership into how we shape our strategies, ensuring that 1Africa Consulting is purpose-driven, not just profit-driven.
What role do diversity, equity, and inclusion play in your agency’s culture?
Initially, 1Africa Consulting was envisioned as an all-women agency to empower young women in communications. However, true transformation lies in creating an inclusive, dynamic space where different experiences and expertise converge. Today, our team is 90% female, and we remain committed to nurturing young talent, fostering mentorship, and providing a platform for growth.
Cultivating Future Leaders: 1Africa’s Commitment to Skills Development
What role does training and development play in the future of 1Africa Consulting?
Developing the next generation of communicators is crucial. We are in the process of obtaining SAQA accreditation to enhance our training programmes, and we actively collaborate with tertiary institutions and networks to bridge the gap between education and industry.
Our internship and job-shadowing initiatives ensure that young professionals gain practical exposure. We are committed to shaping an industry where young talent is nurtured, equipped, and empowered to make a tangible impact.
Does the industry do enough to prepare young professionals? What gaps do you see?
While there are strong academic programmes in place, the missing link is practical exposure. Many graduates step into the workforce without the readiness needed to navigate its fast-paced demands. Our approach is to bridge this gap through structured mentorship, hands-on training, and real-world experience.
How do you see 1Africa Consulting contributing to the broader skills pipeline for the industry?
Beyond training, we are committed to shifting how businesses approach internship programmes. A number of organisations treat internships as compliance exercises rather than talent pipelines. We are actively working with businesses to develop meaningful programmes that equip young professionals with the skills needed to be competitive, not just locally but on a global scale.
Into the Future: Driving Meaningful Change
1Africa Consulting is more than an agency—we are a purpose-led movement committed to driving meaningful change. Whether through strategic messaging, industry training, or expansion into new markets, our mission is clear: to be a trusted, innovative partner that builds bridges across Africa.
The future belongs to those who collaborate, innovate, and lead purposefully. At 1Africa Consulting, we commit to doing just that—living the brand, amplifying African voices, and creating impact where it matters most.
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