At AdHive Group, stories go beyond being simply crafted. They are lived. This Women’s Month, the brilliant women behind some of the agency’s boldest ideas are reflecting on what it means to create, lead, and belong in an industry that is constantly rewriting its own script.
From Jozi to Nairobi, from insights to impact, strategy to storytelling, the women of AdHive are shaping the conversation. For them, advertising goes beyond reach and ROI. It reflects resonance and moving people, not just products.
The spark that started it all
For some, like Lwavela, the spark came early: “Believe it or not, Ezweni Communications from Generations is the reason I work in advertising today,” she laughs. “When I found out that advertising was a real industry, I could actually work at a place like that? That was life-changing.”
For others, like Mercy from East Africa, the turning point was the power of digital. “I was inspired by how social media influences people’s minds and choices,” she says. “When I found AdHive, I knew I had found a place where I could make a real impact for brands in Africa.”
Patricia, a longtime industry contributor, brings a seasoned perspective: “My journey has been about integrating strategy and storytelling. AdHive’s collaborative and values-driven culture made it an easy decision to join.”
And for Lelethu, it is about changing perceptions. “Advertising lets me explore the intersection between psychology, media, and social impact. I want to be part of reshaping how women, especially African women, are portrayed in brand narratives.”
Building bold ideas
What keeps these women grounded in an industry known for its relentless pace? “The team,” says Lwavela. “Every day is different, and sometimes tough, but it is awesome to see the team turn lemons into lemonade.”
Mercy agrees: “I get support from my colleagues and remind myself how far I have come. That helps me keep going.”
Across the board, collaboration, inclusion, and mutual respect are recurring themes. “AdHive has created a kind and inclusive environment,” says Mercy. “There are women I can talk to and rely on, and that makes all the difference.”
Patricia adds that it is more than just company culture but is embedded in the way AdHive works. “Women are empowered to lead, to create, and to influence decision-making. That is good for gender equity and is also smart business.”
The stories that matter most
Asked what kinds of stories they want to tell; all four women have a shared vision: they want to tell real stories that resonate.
“I want to tell stories that humanise the brand,” says Mercy, citing the #LikeAGirl and Think Different campaigns. “Stories that people remember for years.”
Lelethu is passionate about the untold stories of African women: “I want to amplify the voices of women who are building, leading, and changing the game, especially those we do not always see in mainstream narratives.”
For Lwavela, it is about cultural preservation: “It might sound cliché, but I think it is important to tell real South African stories. They keep our culture and history alive for the next generation.”
A space to grow, lead, and belong
What makes AdHive unique, they say, is that it does more than just hire women, but backs them as well.
“There is space to take risks, speak up, and lead with confidence,” says Lwavela. “That is what bold thinking looks like.”
Patricia believes leadership is not just about titles, but about showing up for others. “At AdHive, we are not just ticking off briefs. We are helping shape teams, mentoring, and guiding younger creatives.”
For Lwavela, representation is critical. “I want to see more women, especially women of colour, calling the shots,” she says. “We need to move beyond buzzwords and make sure real empowerment is happening behind the scenes too.”
Advise for their younger selves?
And if they could go back and give their younger selves some advice?
“Speak up,” says Lwavela. “Do not wait for someone to give you the go-ahead.”
“Be bold,” Mercy adds. “Own your voice and your creativity.”
“Do not let the industry define you,” says Lelethu. “Define your own narrative.”
And Patricia offers this reminder: “Let your work speak, yes. But also speak up for yourself. Your ideas deserve to be heard.”
Together, these four women embody a new generation of African advertising: deeply rooted, relentlessly original, and boldly human.