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Thabo Majola: innovator and brand activation master

Publishing Date : 18 September, 2017


Young entrepreneur, Thabo Majola occupies a simple but neat upstairs office at Incepta Communications, one of the leading and fastest growing PR Strategies and brand activation agencies within the country.

Even though expensive looking, his desk is tidy, there are no stacks of books and magazines. Only a landline phone and his MacBook and a few pens lay on it, along with a bundle of sticker notes. Before we could start our conversation on his agency and how it began, a lady office hand brings him a cup of green tea with honey which he softly sips- and as if that was the magic potion to jump start the dialogue, he begins to share the story of Incepta and his love for entrepreneurship.

Self- confident Majola, is a self-made businessman who confesses he has always known that he will be an entrepreneur way back, being alumnus of the University of Botswana’s Bachelor of Business Administration (Marketing Management major) class of 2002. The self-confessed innovation change agent says the Incepta story started 5 years ago with only five employees. Fast forward to today, the agency employs 19 executives and 4 support services. When it started off, Incepta was an advertising agency, but 2 years down the line they had to shift a bit and adjust their focus to Public Relations Strategies and brand activations, where he underpins they are currently the industry leaders locally. “Incepta offers more than just brand relevance and awareness,” he asserts.   

Incepta has since formed a strategic partnership with international masters - Hill and Knowlton Strategies, a global public relations consulting company as well as VWV, which did brand activation for the 2010 South Africa World Cup and the All Africa Games. Through these partnerships, Majola says they can now benchmark from the best and they now service international clients.

“We engaged with these international brands because their philosophy is interesting, they believe that brands need to have purpose, live to its purpose and benefit the community,” he said. He corroborated that brands should articulate a common understanding of what the company does. He continues to say when a brand has purpose it is able to leave a legacy or material change. “We are excited to be at the forefront of this innovation.”

When commenting on the state of the industry Majola said that there are great opportunities that can be accessed as well as growth potential. He said in fact there are countless opportunities more especially from the private sector. He told this reporter that statistics show that many companies are listing at Botswana Stock exchange, this means over and above the existing ones more companies are setting up and opening in the country.

Being a Managing Director, he said, has offered him the opportunity to work with young creative minds that are able to take the company to greater heights and have managed to stay relevant. “We believe in young people and giving them opportunities,” he said. Looking into the future, Majola’s dream is to see Incepta through Africa and eventually listing in the stock exchange. The Incepta story can be measured from the moment they started to adjust their focus, which according to Majola was their breakthrough. However he cannot detach the support they got from BancABC from their success story. The bank has over the years given them support and also acted as their financial partner. “The bank has played a very pivotal role in modelling Incepta to what it is today.”

Lastly the energetic and conversational young boss appreciated Business Botswana for their good gesture, which he says has to bridge most the gaps in the industry. “They have ensured good working relationships and established a conducive working environment,” he concluded.



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