How 1Africa Consulting built a purpose led pan African communications movement

When the pandemic halted industries and sent economies into uncertainty, many businesses struggled to survive.

For Mosh Matsena, it became the moment to build the agency she had dreamed about for years.

She resigned from the SABC in 2019 with a vision to establish a communications company driven by purpose. As lockdowns set in, she used the time to research, plan and refine the business idea that eventually became 1Africa Consulting.

Matsena said the motivation behind the company came from her belief that South Africa and the rest of the continent needed strategic communication partners who could move quickly and operate with flexibility in a changing world.

Many organisations were forced to adopt new digital realities but lacked support to communicate with agility.

She saw an opportunity to offer quality, strategic solutions that not only built brands but also delivered positive impact.

Her career beginnings shaped the foundation of the business.

She started out at Channel Africa Radio, telling African stories and travelling across the continent.

Those experiences deepened her passion for Africa’s potential and inspired her commitment to authenticity in storytelling. Her agency name reflected that influence.

“To me, 1Africa symbolised connection, collaboration and shared growth,” she said.

The company positioned itself as purpose driven, rooted in African identity but globally relevant.

Leading a business during economic pressure required resilience and adaptability.

Matsena said her people first approach and agile leadership style had guided her since the agency’s early days.

Her team remained at the centre of every decision while regular brainstorming and creative freedom supported innovation. She explained that her leadership evolved to combine creativity with strategic discipline.

During the pandemic, when budgets tightened, she pivoted the business by embracing hybrid work, project partnerships and white label collaborations.

This approach supported growth while many agencies contracted.

As a black woman CEO operating in an industry where inclusivity continued to develop, Matsena said she learned to choose environments where her contributions could hold influence.

Her focus became creating enabling spaces rather than fighting for presence in rooms that were slow to transform.

The agency also placed strong emphasis on collaboration. Matsena said working in isolation slowed progress, whereas strategic partnerships accelerated impact across the continent.

“We partnered with organisations that shared our values of integrity, reliability and excellence,” she said.

These partnerships helped the company address challenges such as cultural diversity and varied language needs when expanding into new African markets.

The work maintained a strong African identity while meeting global standards. Campaigns balanced local insight with broad appeal to ensure stories resonated widely without losing their roots.

Several multi country initiatives such as the 1Africa Voices and 1Africa Perspectives platforms strengthened the agency’s pan African presence by elevating thought leadership and improving industry collaboration.

Digital transformation also reshaped the communications landscape.

Matsena said advances in data driven storytelling, automation and artificial intelligence changed the way campaigns were executed and measured. Agencies that failed to innovate risked falling behind.

Purpose remained the foundation of 1Africa Consulting. Matsena encouraged a culture of curiosity, experimentation and learning, as long as client trust remained protected.

Internally, the business focused on mentorship and talent development. Although she originally imagined an all women agency, the company evolved into a diverse team that was still 90 percent female.

This, she said, fostered empathy and strong collaboration with clients.

The agency invested in skills development by building internship and job shadowing programmes and working toward SAQA accreditation for its training offerings. The aim was to help close the gap between education and work readiness.

Matsena said success in communications extended beyond visibility. Authentic storytelling could influence systems, challenge perceptions and create real societal impact. “Purpose was our compass,” she said. Every project needed to align with the mission of using communication for good.

Looking to the future, Matsena said the agency planned to launch 1Africa Voices as a platform for cross border dialogue and industry innovation.

The expansion of services into language and digital transformation would support future growth and help shape Africa’s place in the global communications narrative.

She encouraged young entrepreneurs to stay committed to purpose. “Success did not happen overnight,” she said. “It required resilience, consistency and belief in building something that mattered.”

Reflecting on her journey from media to leadership, Matsena said she remained proud of building a brand that embodied her values and celebrated Africa’s identity.

Supported by a team of bold thinkers, she said the business grew into more than an agency. It became a movement focused on rewriting how Africa’s stories were told.

BUSINESS REPORT