By Editorial Team
Publishing Date: 22 May 2026
JOHANNESBURG, SA — The era of the “accidental influencer” is ending. As the global creator economy moves toward a multi-billion-dollar valuation, the bridge between viral content and a viable business has never been more critical.
In a bold partnership with CSA (CSA.global), dentsu South Africa has officially opened applications for its third annual cohort. This year, the program sheds its traditional internship skin to debut an accelerated, high-impact format designed for the modern digital entrepreneur.
Moving away from the traditional internship format used in previous editions, the 2026 program launched an accelerated residency called One Big Week, an intensive residency in Johannesburg running from 29th June to 4th July 2026. Selected creators won’t just sit in lectures, they will be embedded in a live creative environment, tackling real-world brand briefs and receiving direct mentorship from industry titans.
South Africa has become one of the continent’s most dynamic digital markets, with creators shaping conversations across fashion, music, lifestyle, politics, gaming, and entrepreneurship.
From TikTok trendsetters to YouTube educators and Instagram storytellers, local creators are increasingly becoming media brands in their own right.
Programs such as the Dentsu School of Influence reflect a larger shift: creators no longer want free products and visibility alone, they want equity, partnerships, intellectual property, and sustainable income streams.
African Creative Agency sat down with Roxana Ravjee, CEO of Dentsu South Africa, and Davin Phillips of CSA.Global, to decode the strategic pivot behind Dentsu School of Influence 2026 and the role of industry collaboration in shaping the next generation of South African creators.
Q1: African Creative Agency: The Dentsu School of Influence has transitioned from a long-term internship to a high-intensity “One Big Week” accelerator. What market shifts prompted this move?
From a creator economy perspective, speed has become non-negotiable. Young creators are building audiences, testing ideas, responding to culture and creating content in real time. The industry needs development models that reflect that same pace.
The shift to “One Big Week” is important because it mirrors the environment creators are already operating in: fast-moving, insight-led, collaborative and output-driven. It gives participants a practical understanding of how creativity, strategy and commercial opportunity come together in the real world.
Q2: ACA: Agencies often emphasise that the future of brand growth is “culture-led.” How does this program ensure that South African creators remain authentic while working with global brands?
For South African creators, authenticity is not just a personal quality; it is their strongest asset. The opportunity is not to make creators sound like brands, but to help brands understand the cultural value creators already bring.
The role of a programme like this is to give creators the tools to translate their lived experience into work that is commercially relevant without losing the truth of their voice. That balance is what makes creator-led storytelling powerful. It allows global brands to connect with local audiences in a way that feels credible, current and culturally grounded.
Q3: ACA: Beyond the number of applicants, what does “success” look like for a graduate of One Big Week six months after they leave the program?
Success is seeing creators move with more confidence and clarity in the market. Six months after the programme, we would want to see graduates who understand their value, can articulate their offering, and are able to engage brands and agencies in a more professional and commercially aware way. Creators will also have the necessary hard skills, how to review a contract, financial aspect, quality control, the circumulum us in-depth and detailed to allow creators to be more empowered.
It is not only about getting one campaign or one opportunity. It is about building sustainable momentum. A successful graduate should be creating consistently, collaborating meaningfully, and understanding how to turn influence into long-term career growth.
Q4: ACA: In a sea of applications, what is the one specific quality you are personally looking for in the next generation of dentsu-trained creators?
Intentionality.
A strong creator is not only someone who can produce good content, but someone who understands why they are creating, who they are speaking to, and what perspective they bring into the market. That level of self-awareness is what separates content from influence.
Creativity, energy and technical ability are important, but a clear point of view is what makes a creator memorable. We are looking for creators who are culturally aware, commercially curious and brave enough to bring their own voice into the room and key for me (Roxana) demonstrates their authentic self in their content.
The Dentsu School of Influence 2026 represents more than a training programme. It is a bridge between talent, brands and the broader creative economy. By combining dentsu’s strategic brand expertise with CSA’s understanding of creators and culture, the programme is positioned to help young South African creators move from visibility to real industry participation.
We look forward to the brands connecting with us, partners that have come onboard, Foneyam, Capfin and ETV to support this initiative and look forward to preparing our new cohort for the future.
The Dentsu School of Influence 2026 is a signal that the creator economy in Africa is maturing.
As brands seek more authentic voices and creators demand smarter business opportunities, programs like this could shape the next generation of media owners, founders, and cultural leaders. For many applicants, it might just be an entry form—but for the right creator, it’s the start of something big.
