MH’s successful appointment as Absa’s B2B agency in 2016 came with a commitment to extend its contribution towards advancing transformation. MH was tasked with the creation of a strong, competitive, black-owned business that could rival even MH itself in ability and scale. In line with the global trend towards multi-channel content production and taking into consideration the scarcity of talent and skills, MH determined that a content production business that plugs into the advertising value chain as a key supplier was strategically sound and scalable.
Next came the need to identify suitable and like-minded black partners. After walking a long road and exploring several potential collaborations a deal was concluded with consortium, Cherry Moon, led and structured by Gugu Madlala, an entrepreneur with solid industry experience and an authentic vision for transformation. The consortium includes broadcasting personality, Minnie Dlamini, talented creative and Gravitate’s first employee, Quinton Jones, and diversified investor, Boitumelo Peters.
Leveraging the competency and experience of the executive team, Gravitate has been able to deliver for clients, at a lower cost per minute, productions of equal quality – or even superior quality – to the market.
As part of its Enterprise and Supplier Development Strategy and commitment to shared growth, Absa has awarded Gravitate a term contract to provide content origination and production services. Moreover, Absa has ignited the future growth and scaling of Gravitate through funding of a studio production facility.
MH and its partners are confident that, together with Absa, they will build Gravitate into one of Africa’s premier black-owned content generation and production companies, as well as one of the first authentically transformed businesses in this sector to reach true scale.