To be an innovative and agile industry-leading creative communications agency that attracts and retains accountable, passionate, and reliable talent to produce era-defining work. By collaborating with our clients, we will build sustainable and meaningful relationships to create magic whilst keeping Africa at the center of it all.
To be the leading provider of valuable creative conversations between brands and the African market.
Honesty and transparency; confidentiality; go above the call of duty within reason; always deliver… and deliver well!
Duma Collective is a creative communications agency that services FMCG Brands, event productions, agencies, performing artists, and government departments in South Africa and the rest of the continent. Sibu Mabena started the company in 2014 during her last year in varsity, where she was studying International Relations and Political Science. As a “side hustle”, Sibu was a dancer and choreographer working with some of South Africa’s most famous urban artists and brands such as Miller GD and Flying Fish the time, “The only reason for “registering a company” was to invoice like a professional.”
She did the “side hustle thing” whilst building her reputation as “the go-to freelancer” for jobs related to performances, events, and social media. She eventually begged for a first real job at VIACOM as the Brand Coordinator (code for Brand Manager) for MTV and MTV Base and was soon after that, headhunted to become the operations manager for a social media agency growing it from a R1 million-grossing business to a R10 million-grossing business in just under 6 months, all this whilst building a one-woman operation that clocked it’s first R1 million in income in 2015.
That operation is what we see today as Duma Collective. Since deciding to stop working for other people in October 2016, Sibu has grown the business and employs over 32 full-time staff members, various part-time members, and freelancers and pays an average of 60 – 80 suppliers per month.
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Sibu Mabena, founder of Duma Collective with a BA in Political Science and International Relations, is a young creative with extensive experience in Event Production, Sponsorship Acquisition, Performance Direction and Street, and Social Media Marketing. Having worked on several live events shows including South Africa Music Awards, South African Film, and Television Awards, Metro FM Awards, GLO CAF Awards 2015 and 2016, MTV Base Africa Awards 2015 and 2016, Castle Lite Presents J Cole, Axecess Jozi, SAB Conference, South African Sports Awards, and some TV work including the 2017 AFCON TVC, Revlon’s Special Feeling TVC, and MTV Base Lip Sync Battle, her exposure serves as a good creative springboard for a variety of communications platforms from linear and digital to stages and experiential events.
