EXPERIENCE

Michael Zylstra is a strategist and creative leader behind award-winning campaigns like Guinness's Made of Black and Trophy Reclaim your DNA. A Cannes Lions speaker, he excels in redefining strategies and crafting future proof digital experiences.

2021 - present

Managing Partner Dentsu

Creative (Sub Saharan Africa)

I drove the rapid growth and creative reputation of Dentsu Creative in Africa, managing a $30M annual budget and securing 150 major awards, including Cannes and Effies. Under my leadership, the agency became the #1 digital agency and most awarded network on the continent in 2023.

By fostering strong client relationships with brands like Coca-Cola, Nestlé, and Vodafone, and leading a diverse team of 170, I built a culture of innovation and success. My efforts positioned Dentsu Creative as the fastest-growing agency network in the region.

  • · Oversee strategic planning and business development of a the creative line of business in Africa including but not limited to South Africa, Nigeria, Kenya, Senegal, Ghana.

    · Responsible for an annual budget of $30M.

    · Established and nurtured deep relationships with major Pan African clients including Ab in Bev, Coca Cola, Nestle, Orange, Beiersdorf, Diageo, Vodafone.

    · Cultivated strong collaborative relationships to support the creative business across the Dentsu organization with Partnerships, Product, Legal, Engineering, Operations, Marketing, Strategy, Finance, Music, Gaming, and Ad Sales.

    · Partnered with regional leads for (EMEA) on go-to-market strategy for the relaunch of Dentsu Creative in 2022.

    · Body of work recognized with 290 Award Nominations and 150 awards including Cannes, One Show, Effies & Loeries.

    · Spearheaded the creative reputation of Dentsu leading it to #1 Digital agency in the region and the most awarded network on the continent in 2023.

    · Fastest growing agency network in the region.

    · Managed a team of 170 and created a unique culture of growth, personal responsibility and fun across one of the most diverse regions in the world.

2017-2021

Chief Strategy

Officer Dentsu

I redefined strategy across the region, leading a team of 40 specialists and integrating strategy as a unified management function above media, creative, and performance disciplines. This transformation elevated our approach to new business, awards, and innovation.

I spearheaded the creation of Curious Minds, an online strategy university providing formal training in underserved markets like Nigeria and Ghana. My leadership earned multiple accolades, including Media Agency of the Year (twice) and Gold Effies for Vodafone.

  • · Oversaw regional strategy team of 40 media, creative and performance strategists.

    · Architecting all strategic frameworks & approaches in collaboration with discipline heads.

    · Led the overhaul approach to strategy, new business, awards & innovation.

    · Led the integration of strategy as a singular discipline and management function sitting above specialist disciplines (media, creative, cx, performance).

    · Created an online strategy university – Curious Minds focused on markets ( Nigeria, Ghana, Senegal, Kenya, Mozambique) that had no formal training available.

    · Work recognized with Multiple Awards amongst them Media agency of the year x 2, 2 x Gold Effies for Vodafone.

2016 - 2017

Head of Strategy Nurun
(A Publicis business)

Driving business transformation through meaningful digital experiences, I led strategies that redefined customer engagement and technology adoption for clients.

A standout achievement was leading the global strategy pitch for Mercedes-Benz at Publicis, focusing on commerce, digital experiences, and social innovation. This work empowered clients to navigate complex shifts in organizational design and customer engagement.

  • · Oversaw strategy for a business focused on business transformation and transitioning business’s in designing meaningful digital experiences.

    · Lead the global strategy pitch on Mercedes Benz for Publicis focusing on commerce, digital experience and social.

    · Helped clients navigate through customer engagement, organizational design and technology adoption.

2010 - 2014

Head of Strategy Isobar
(A Dentsu Company)

Shaping impactful strategies, I led the global development of Guinness's Made of Black campaign, driving 40% of the brand's global volume. This work earned a Cannes Gold Lion, showcasing its creative and commercial success.

Overseeing a team of 12 across three countries, I ensured the delivery of high-caliber strategic outputs that elevated Guinness’s presence and performance worldwide.

  • · Responsible for the development of all strategic output.

    · Lead the global strategic development of Guinness’s Made of Black Campaign. Responsible for 40% of Guinness’s global volume.

    · Received a Cannes Gold Lion for Made of Black.

    · Managed a team of 12 across 3 countries.

2010 - 2014

Lecturer/Speaking

Engagements

Engaging audiences globally, I have delivered lectures and talks at prestigious platforms, including the Cannes Lions Festival, the Loeries Advertising Festival, and ASU’s School of Film, Dance & Theatre. I’ve also shared insights with future industry leaders at the Red & Yellow School of Advertising.

  • · Red & Yellow School of advertising

    · Loeries advertising festival

    · Cannes festival.

    · ASU School of Film, Dance & Theatre.

2014-2016

Head of strategy at Synergize

Saatchi (a Publicis company)

I redefined strategy across the region, leading a team of 40 specialists and integrating strategy as a unified management function above media, creative, and performance disciplines. This transformation elevated our approach to new business, awards, and innovation.

I spearheaded the creation of Curious Minds, an online strategy university providing formal training in underserved markets like Nigeria and Ghana. My leadership earned multiple accolades, including Media Agency of the Year (twice) and Gold Effies for Vodafone.

  • · Responsible for developing all performance strategy across SEO, Programmatic, paid social and e-commerce on two large global accounts serviced out of Cape Town.

    · Managing Toyota North America & P&G EMEA strategy teams across multiple time zones.

    · Managing a team of 11 strategists.

    · Delivering playbooks for local agencies to implement best practice.

Education

Education University of the Witwatersrand (BA(Hon) South Africa

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