Lobengula Advertising (LA) has carved out a unique space for itself in what is the country’s rather competitive creative landscape.
It has done this by blending an intense South African identity that is deeply rooted in local culture with the notion that they are an agency at the forefront of modern technology. This agency creates content that drips with local flavour but still keeps strong pace with global innovation standards.
As the agency marks over four years of growth, it continues to set itself apart by delivering content that is identifiable with most South Africans while embracing futuristic tech.
The agency’s commitment to authenticity and innovation was on full display at its recent showcase event, where it announced the launch of two new divisions: LA Films and LA Truth. Hosted by comedian Mpho Popps, the event highlighted Lobengula’s evolution into a full-service creative powerhouse, offering a wide range of advertising solutions.
A commitment to authentic South African storytelling
Founded by Brenda Khumalo during the global pandemic, Lobengula Advertising has grown into a formidable player in the industry, known for its ability to create content that resonates with local audiences.
Lobengula Advertising takes its name from King Lobengula, the last ruler of the Ndebele Kingdom and a figure known for his leadership, resilience, and commitment to independence. Son of Mzilikazi, a brilliant strategist and one of Shaka Zulu’s most valued generals, Lobengula carried forward his father’s legacy of vision and defiance.
Much like its namesake, Lobengula Advertising embraces a fearless approach to creativity, challenging norms and forging new paths in the industry. The agency sees itself as a modern extension of this legacy—a tribe that moves beyond the expected to build new creative nations from bold ideas.
Given this legacy, the agency’s creative process places an emphasis on storytelling that reflects the realities and aspirations of South Africans.
“The past four years have been a journey of relentless pursuit of excellence and a commitment to authentic storytelling,” said Khumalo. “The launch of LA Films and LA Truth is a natural progression of our growth, allowing us to offer our clients a full range of creative solutions while staying true to our values.”
Harnessing technology without losing the human touch
While some view rapid technological advancements as a challenge, Lobengula Advertising sees them as an opportunity. The agency integrates technology seamlessly into its work, using it to enhance creativity rather than replace the human touch. “Our creative are currently going through AI training right now….We don’t see future innovation as a threat,” said a Lobengula team member. “We look at it as a way to enhance our creative team and bring our ideas to life.”
This approach ensures that while Lobengula remains at the forefront of digital innovation, it never loses sight of the people who make its work truly unique. The agency’s predominantly female-led team, with 70% black female ownership, fosters an environment of collaboration, diversity, and authenticity—values that are reflected in every project it undertakes.
Expanding the creative vision
The newly launched LA Truth and LA Films divisions further solidify Lobengula’s position as a leader in strategic and visual storytelling. LA Truth, led by Khumalo and Adene van der Walt, focuses on strategic consulting, uncovering raw insights to drive impactful campaigns. LA Films, under the leadership of Yolanda Hlakula and Kamogelo Nche, specializes in cinematic storytelling, bringing narratives to life with visual excellence.
As Lobengula Advertising continues its upward trajectory, Khumalo says it will endeavour to push creative boundaries while staying firmly rooted in its South African identity. Through its embrace of technology and commitment to authentic storytelling, the agency is not just adapting to the future—it is actively shaping it.
