In the fast-paced world of South African media, agility, authenticity, and innovation have become key factors that determine success. Few agencies personify these values as strongly as Base Five Media Agency, formerly known as Imizamo Media a female-founded and female-led company that has grown into one of the most resilient players in the South African media industry.
Founded in 2014 by Daisy Mulenga and Tlangelani Manzini, the agency was driven by passion for media and a vision to help brands tell their stories through the right platforms. At the same time, the founders wanted to create opportunities in an industry where women still struggled to self-actualize.
The company first launched as Imizamo Media, a name meaning “our efforts.” Recently, it rebranded to Base Five Media Agency to mark a new chapter.
“After 10 years, we felt it was time to move from sweat and hustle into a phase of celebration and sharper positioning. Base Five reflects clarity, focus, and our 5-Base frameworks for building strategy,” Daisy explains.
Evolving Beyond Digital
The agency initially positioned itself as a digital-first business, but its scope has grown significantly. Today, Base Five Media operates as an Integrated Media Agency. It covers Above-the-Line channels such as TV, Radio, and Outdoor, as well as Digital platforms. This broader reach reflects industry trends and supports the agency’s core strength delivering end-to-end media strategy and execution.
“We realized we were doing more than just Digital. We wanted clarity regarding our position because the industry already recognized us for media. Our passion is integrated media and that’s where we shine,” Daisy explains.
Agility and Staying Ahead
In a sector constantly disrupted by new platforms and shifting consumer behavior, Base Five Media Agency sees agility as its defining strength. Tlangelani notes that keeping up with trends is not optional it is vital.
“If you don’t stay relevant, you fall behind. But not every innovation suits every brand. The key is knowing how to align platforms and strategies with business goals.”
For instance, while TikTok and Youtube has become critical for youth-focused brands, the agency carefully evaluates where and how brands should show up from connected TV to digital. Storytelling must remain authentic, platform fit must be right, and messaging must connect with the correct audience.
Balancing AI with Human Creativity
Artificial intelligence has introduced powerful tools for campaign management, strategy, and audience targeting. Yet Tlangelani emphasizes that the human factor remains irreplaceable.
“You can type prompts into an AI tool and get a strategy, but it will be generic. What makes our work stand out is the human touch, the nuance, empathy, and care that goes into execution.”
For Base Five Media Agency, authenticity is non-negotiable. Campaigns are built with empathy and intentionality, ensuring client goals are met without losing the human connection that drives true engagement.
Exploring Web3 and Cryptocurrency
Beyond AI, the agency also sees Web3 and Cryptocurrency as potential disruptors in how media is bought and sold. Tlangelani recalls exploring the use of cryptocurrency as a payment method for media buying. Campaigns that also include tokenization of content engagement builds fame for brands who reward their loyal tribes, thats the power of digital currencies beyond clicks and likes.
“It could eliminate red tape around credit lines and open new ways for global brands to work with agencies in Africa. It’s still early, but it’s an exciting space worth exploring by brands and media owners.”
Female Leadership and Empowerment
The agency is committed to empowering women, not just within the company but across the industry. Through its Digital Marketing training platforms, it equips young graduates with practical, job-ready skills. The six-month program covers media strategy, campaign management, social media, and advertising execution. It helps bridge the gap between academic theory and workplace reality.
Several graduates have gone on to leadership roles within the agency, a testament to the program’s success, Tlangelani explains.
Redefining Work-Life Balance
Running a growing agency while being mothers presents unique challenges. Daisy admits that “balance is a myth.” However, both Daisy and Tlangelani have introduced structures such as work-from-home Wednesdays. These create more space for family without compromising business delivery.
“It comes with maturity knowing you can’t be everywhere at once. Forgiving yourself and finding systems that work for both leadership and personal life are key,” Daisy notes.
Advice for Young Professionals
The founders stress the importance of humility, curiosity, and going beyond what is expected. Growth doesn’t come from doing only what you are paid for. It comes from showing care, learning across functions, and approaching work with passion.
While AI can generate strategies, Daisy and Tlangelani believe authenticity and empathy remain irreplaceable. For them, the human factor the nuance, care, and emotional intelligence behind every idea ensures strategies resonate, brands connect, and impact is lasting.
Lessons from Humble Beginnings
Looking back on more than a decade of growth, both founders credit the agency’s resilience and professionalism to their humble beginnings in other agencies and publishing houses.
“We learned commitment, professionalism, and the importance of always showing up. That work ethic shaped our journey and continues to push us forward today.”
With humility, a hunger to learn, and a relentless pursuit of excellence, Base Five Media Agency has transformed from a small startup into a respected name in South Africa’s media landscape. The future looks bright, with plans to expand into other African markets such as Zambia and Nigeria.
www.basefive.co.za
