16 Young Creators Graduate From Dentsu School of Influence Ready to Build Real Businesses
The days of becoming a content creator just for likes and followers are fading fast. Today’s creator economy is about building sustainable businesses, and that’s exactly what 16 young South African creators learned during the Dentsu School of Influence’s “One Big Week” accelerator in Johannesburg.
The programme, run by Dentsu in partnership with CSA, equipped participants with the practical skills needed to turn their social media platforms into successful businesses.
Instead of focusing only on creating viral content, the week-long accelerator taught creators how to understand audience data, develop professional rate cards, structure their income, manage invoices, and meet the financial and legal requirements of running a digital business.
The creators also learned directly from some of South Africa’s leading marketing and digital experts.
Digital creator Grace Mondlana shared advice on creating strong personal brands, developing commercial value propositions, and producing content that connects with local audiences. Marcel Swain, Managing Director of dentsu X South Africa, introduced participants to the Creator Catalyst framework, which helps position creators as long-term strategic partners for brands rather than one-off influencers.
Major digital platforms also played a role in the programme. TikTok Africa’s Agency & Ecosystem Lead, Federico Dedeu, unpacked strategies for growing organically on the platform, while Google’s Industry Manager, Zoe Mabie, explained how creators can better understand algorithms, paid promotion, and monetisation opportunities.
Participants also experienced what it’s like to pitch ideas to major brands during a live client challenge. The judging panel included Deshnie Govender, CEO of Studio 545 and former Chief Marketing Officer at L’Oréal Luxe, Langa Khanyile from Massmart, and marketing strategist Anele Nzimande Maphanga. The session gave creators valuable insight into what brands look for when choosing content partners.
Retail fintech company FoneYam supported the programme with creative hackathons, while former Dentsu School of Influence graduate Lisa Nyamane shared how the programme helped her build a full-time career as a creator.
“The creator economy has evolved far beyond basic content creation; today’s creators are digital entrepreneurs, storytellers and business strategists,” said Lebo Moerane, Head of Social and Influencer at Dentsu Creative South Africa.
CSA Executive Director Davin Phillips believes the industry is only getting bigger.
“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,” he said.
Celebrating the Class of 2026
The programme concluded by recognising some of the cohort’s top performers:
- Samsung Award: Rerulagantse Taukobong
- FoneYam Most Distinctive Body of Work: Kgomotso Masebuko
- FoneYam Most Likely to Get Shared: Bayanda Mvelase
- Zee Zonke First Runner-Up: Naletsana Moloantoa
- Zee Zonke 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 success of the Johannesburg programme, the Dentsu School of Influence and CSA will take the accelerator to Cape Town later this year, giving another group of aspiring creators the opportunity to develop the skills needed to thrive in South Africa’s fast-growing creator economy.
