The Up&Up Group has announced the appointment of Makosha Maja-Rasethaba as the new Chief Strategy Officer (CSO) for its integrated creative agency, M&C Saatchi Abel. This move reinforces the agency’s commitment to strategic excellence and innovative thinking as it continues to expand its influence across Africa.
A Visionary Leader at the Helm
Maja-Rasethaba will lead a multidisciplinary strategic team of over 25 professionals across Johannesburg and Cape Town. She will also retain her current role as Chief Diversity Officer for the Up&Up Group, ensuring that diversity and strategic growth remain at the forefront of the agency’s evolution.
Reflecting on the appointment, Robert Grace, Co-founder and Chief Strategy Officer of The Up&Up Group, praised Maja-Rasethaba’s long-standing contributions:
“Makosha has been an invaluable leader, partner, and friend for 13 of the 15 years since we first opened M&C Saatchi Abel in South Africa. At a Group level, we are strengthening our strategic capabilities by investing in our talent, ensuring strategic fitness across our teams and disciplines.”
Grace also highlighted how the new strategic resource pool under Maja-Rasethaba’s leadership will create a more agile and effective team to address the diverse needs of their clients.
Driving Growth Across Africa
Maja-Rasethaba expressed enthusiasm about her expanded role, particularly as the agency continues its rapid Pan-African growth:
“This is an exciting time to take on the role of Chief Strategy Officer at M&C Saatchi Abel, especially with our rapid, Pan-African expansion. As we enter this next chapter, working with some of the most iconic brands on the continent, I look forward to maintaining a razor-sharp focus on producing impactful work for our ever-growing roster of clients.”
Strategy and Creativity: A Powerful Partnership
According to Neo Mashigo, Chief Creativity Officer of The Up&Up Group, strategy plays a critical role in unlocking creative solutions:
“I always say that strategy is the first creative act. The partnership between strategy and creative teams is essential in delivering work that does the precise job it needs to do. Makosha and her team are not a separate department but an integrated part of our process, end-to-end.”
By consolidating strategic leadership under one unified department, the agency aims to further enhance its collaborative approach to creativity and strategy, ultimately driving better client outcomes.
The Evolution of The Up&Up Group
The Up&Up Group, formerly known as The M&C Saatchi Group South Africa, includes several leading agencies:
- M&C Saatchi Abel
- Connect
- Levergy
- Razor
- Dalmatian
- Black & White
- 2Stories
The Group’s focus has been on building strong strategic leadership across each company and the capabilities they represent. The appointment of Maja-Rasethaba marks a significant shift towards placing strategic thinking at the core of client solutions.
“Our strategic orientation for the Up&Up Group is one of driving absolute clarity – both as a strategic outcome and as a guiding principle for the solutions we deliver. This is a common approach across all our companies and the capabilities we offer,” Grace added.
The Future of M&C Saatchi Abel’s Strategic Vision
With Makosha Maja-Rasethaba now steering the strategic direction at M&C Saatchi Abel, the agency is well-positioned to deliver sharper insights, more innovative solutions, and greater impact for clients across Africa and beyond.
