Johannesburg— 4 June 2024 — Building on the significant growth and success of the agency over the past year, the creative leadership of Avatar is moving forward to the next phase of its creative evolution with the appointment of Mohlalefi “Mo” Lentsoane as its new Executive Creative Director.
With a wealth of experience and a proven track record in the creative industry, Lentsoane is set to bring innovative leadership and visionary creativity to the team.
“We are excited to welcome Mo to the Avatar family,” says Group Chief Creative Officer, Phil Ireland. “Avatar is a reference point for what can be achieved by an agency powered by African creativity. We see Mo bringing our ethos to life; blending creative strategies with culturally resonant brand storytelling to define African creativity going forward.”
In his new role, Mo will work closely with Ireland in stewarding the agency’s diverse teams to foster a culture of creativity and excellence. He will be responsible for driving the creative direction of the agency, ensuring that Avatar remains at the forefront of the industry by delivering compelling and effective campaigns.
“I am incredibly honoured to join Avatar as the Executive Creative Director,” says Mo. “Avatar’s commitment to creativity and its mission of liberating African creativity is something I deeply resonate with. I look forward to collaborating with the talented team here and continuing to push the envelope in delivering memorable and meaningful work.”
Lentsoane’s work has been widely recognised and awarded for its creativity at prestigious award shows, including the Loeries, Pendorings, D&ADs, and Clios. With over two decades in the industry, he has significantly influenced the narratives of iconic brands such as Wimpy, Vodacom, Standard Bank, Nando’s, Coca-Cola, Old Mutual, and Hyundai. His strategic insights and creative skills have elevated these brands, earning him widespread acclaim.
He joins Avatar from M&C Saatchi, where he served as ECD for over four years. Prior to that, he worked at FoxP2 and FCB. He holds a diploma in Copywriting from the AAA School of Advertising.
Alongside industry heavyweight Ireland, this appointment marks a significant step for Avatar as it continues to grow its influence in the creative industry, not just in South Africa, but across the globe.
ENDS.