Brave Group, an advertising agency, just went through a major ownership change. The company’s current leaders, Musa Kalenga (the CEO) and Andile Khumalo (the chairperson), bought out the founding shareholders. This means Brave Group is now 100% Black-owned.

This is a big deal for South Africa’s advertising world. The industry has been slow to transform, and Brave Group is now one of the few large, tech-focused agencies in the country fully owned by Black individuals.

Why This Matters

Musa Kalenga described this moment as “deeply personal and profoundly symbolic.” He says they’re aiming to build an agency that truly reflects South Africa’s diversity and potential. While becoming 100% Black-owned is a huge step, he stressed it’s just the start. The goal is to create a business driven by creativity, powered by technology, and committed to inclusive excellence.

How It Happened

The funding for this acquisition came from Sanlam Alternative Investments, with ongoing support from Midas Ventures. Phuti Senyatsi from Sanlam said they’re proud to back this shift, believing in the team’s vision and ability. Kalenga also pointed out that getting this investment sends a strong message: Black-led businesses can be ready for investment, perform well, and drive innovation. This is good not just for Brave Group, but for the entire industry and for clients who want their business partners to align with both performance and purpose.

A New Era for Advertising

Andile Khumalo highlighted the broader significance of the deal, seeing it as a change in what “power and progress” look like in advertising. He noted that ownership in the sector has long been concentrated and didn’t represent the wider society. He hopes this move shows that transformation isn’t just necessary, but it’s possible, sustainable, and good for business. Clients will benefit from better BEE alignment (Black Economic Empowerment), and the team will gain a more empowered leadership. Plus, the industry gets to see a Black-owned agency succeeding at the highest levels, proving its capability.

Looking Ahead

This buyout also comes right after Brave Group launched its own AI platform, Forge, late last year. The company’s structure now brings together specialized agencies like House of Brave, Bold, Bravado, and Forge By Brave, all working under one strategic vision to tackle modern marketing challenges. With clients like Unilever, Tiger Brands, and African Bank, Kalenga feels it’s Brave Group’s time to be bold and lead the industry forward.

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