The South African businessman from Soweto who built a billion-rand empire with just R2,000
Zibusiso Mkhwanazi is the founder of Avatar Advertising Agency and chairman of M&N Brands, South Africa’s biggest network of advertising and brand agencies.
Mkhwanazi’s entrepreneurial journey began in high school with just R2,000. Today, he leads multiple businesses estimated to be worth around R1 billion and employs close to 700 people across Africa.
Born on 10 June 1983 in Soweto, Mkhwanazi was raised in what he called an entrepreneurial household.
“My grandmother sold cool drinks in Soweto, my mom made curtains for big names like Rebecca Malope and Winnie Mandela, and later I found out my father was also an entrepreneur, so the bug bit me early,” he said.
After attending Bramley Primary and Bedfordview High School, he studied Information Technology and Corporate Law at the University of Johannesburg.
However, his entrepreneurial journey began at 17, when he launched a small web design business called Csonke.
“What began from my small bedroom in the township with R2,000 as seed capital has risen up to winning against the biggest multinational groups to become a leading global agency,” he explained.
At the beginning, he partnered with his fellow students who designed websites, using their portfolios to attract clients.
At the time, most websites were basic. “They looked like an A4 piece of paper with chicken scratch. We came with different thinking, asking why they couldn’t be more appealing,” he said.
This approach helped his company secure work from larger advertising agencies that lacked the technical expertise.
“That’s how transaction sizes jumped from R15,000 to R150,000. And it was all through partnerships.”
“We often want to do things alone, but partnerships are essential. The key is choosing the right partners. I’ve failed at this before and even went broke because of it,” he added.
“You can’t partner with people just because you’re friends. You need people who balance your weaknesses so that together you form a stronger team.”
This approach became central to his later success. In 2012, he co-founded Avatar with Veli Ngubane. “I’m the strategist and an introvert. He’s the creative and an extrovert. Together, it works,” he said.
Rapid growth
The agency grew quickly, winning awards for digital integration and transformation, and securing clients such as H&M and Chevron. In 2016, Avatar opened a Cape Town office.
The COVID-19 pandemic tested the business further. “The easy financial decision was to retrench staff. But we resolved that there was no way we were letting anyone go,” Mkhwanazi said.
“Instead, the agency secured work creating public campaigns for SARS and the presidency’s lockdown communications. “It was meaningful work because we were helping to save lives.”
Mkhwanazi has also been outspoken about the challenges black-owned businesses face in South Africa’s advertising industry.
“Black-owned agencies only hold about 5% of the market, yet it’s worth more than R60 billion,” he explained.
“The biggest barrier is access to capital. If a bank spends R100 million on advertising, you need assets worth the same to get credit.”
“That keeps many black-owned businesses out. The only way to break through is through partnerships. We’re literally competing with dollars and pounds.”
Beyond his own businesses, he mentors young entrepreneurs and highlights the importance of integrity.
“The easiest way to teach culture is by being an inspiration of that culture. As a businessperson, you need to be someone others look at and want to emulate. That’s how you inspire a new generation and a different way of thinking.”
Avatar has since become a well-established agency, delivering digital and marketing work across 27 African countries.
The company has completed more than 400 projects for clients such as National Geographic, TopTV, Business Connexion, and Fox International Channels.
Alongside Avatar, Mkhwanazi now leads M&N Brands, a holding company for advertising and communication firms. The group employs more than 200 people and counts Nedbank, Nivea, Universal, Eskom, and Discovery among its clients.
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