Sylvester Chauke has carved a name for himself as a marketing maestro. From working with some of the country’s biggest brands to establishing his own DNA Brand Architects, Chauke has led the pack with his visionary outlook. Now a multiple award winning marketer and author of Stand Against Bland, he tells Lesley Mofokeng how he has nurtured black excellence in entrepreneurship and building his legacy.
- How do you summarise your entrepreneurship journey so far?
My journey has been a blend of grit, vision, and grace. From the boardrooms of global corporations to building DNA Brand Architects from the ground up, every chapter has demanded belief—belief in bold ideas, belief in our people, and belief in the power of purpose. It hasn’t always been easy – it never is. There were moments of doubt, setbacks, and sacrifices—but also moments of triumph that reminded me why this work matters.
What we’ve built goes far beyond a business. It’s a space where black excellence is nurtured, celebrated, and amplified. It’s a space that challenges norms and redefines what leadership looks like in our industry. And while I’m proud of how far we’ve come, I know that there is still much more to achieve.
- What has been the toughest business lesson you’ve learnt?
That not everyone who joins your business is there to build it. Some come with their own agendas—quietly dismantling the very foundation you’ve spent years creating. That lesson was a turning point. It taught me the value of guarding culture fiercely, of listening to the energy in the room, and of protecting the business and its people with intention and care.
Since then, I’ve become more mindful of who we allow into our ecosystem. The lesson wasn’t just about protection—it was about preservation and growth, rooted in clarity.
- What business principles do you live by?
- Stand Against Bland: Always push for creativity that moves people and shifts perceptions.
- People Over Profit: Take care of your people and they will take care of your business.
- Consistency Over Moments: Great work done consistently over time creates a lasting legacy.
- How has the business of marketing/PR evolved since you started, and how has that impacted what you do?
The game has changed completely. What used to be driven by PR tactics—press releases and staged moments—has evolved into a deeper, more human space. People want connection. They want purpose. And they can spot inauthenticity from a mile away.
Today, our work exists at the intersection of culture, innovation, and meaning. We’re not just selling ideas—we’re shaping narratives and building bridges between brands and people. In South Africa, this work assumes even greater responsibility. It’s about contributing to communities, driving transformation, and ensuring that the stories we tell uplift and empower.
- What are the 3 things every entrepreneur needs to survive business?
- Audacity: The strength to believe in your vision even when others don’t see it yet.
- Adaptability: The ability to shift, evolve, and stay relevant.
- Support: A network—whether professional or personal—that reminds you of who you are when things feel uncertain.
- How has your faith influenced your decision-making?
My faith is the foundation of everything I do. It reminds me that I am not alone in this journey. It centres me in moments of challenge and reminds me that every decision must serve a purpose greater than ego or ambition. It has guided me through uncertainty, and continues to shape my leadership with clarity and compassion.
Faith enables me to celebrate each victory, recognise all the miracles we encounter, and ground me during good times. I constantly pray to maintain focus on the path ahead and to stay humble, particularly when I am winning.
- What have been the challenges and opportunities of running DNA Brand Architects?
One of the greatest challenges has been navigating an industry that has historically excluded black voices and ownership. To build a black-owned agency and demand space in rooms where we were often overlooked—that took resilience.
The opportunity, however, has been to shift the narrative. To create work that is bold, relevant, and deeply impactful. To mentor, inspire, and prove that brilliance knows no racial or geographic boundary. That’s been the privilege of this journey.
- What has been your lowest point in business and your highest?
Lowest? Watching a project fall apart because we partnered with the wrong client—big name, bad energy. We once accepted a major client — the kind that makes you want to announce it in flashing lights. Except, behind the curtain, the work was dull, leadership was mediocre, and the partnership drained more life out of us than it gave. That failure taught me another critical truth: Not all that glitters is gold. In fact, if a business doesn’t share your values or elevate your team, no matter how big the brand, it will dim your light, not magnify it. Today, I chase alignment over applause. I’d rather build with a lesser-known brand that’s lit up with purpose than a giant that’s lost its soul.
The highest? Watching DNA’s work recognised on global platforms. Seeing our name listed as one of Adweek’s Top 100 fastest-growing agencies in the world, receiving Agency of the Year four years in a row, and being consistently named South Africa’s Most Admired Agency. These are affirmations of our people, our culture, and our belief in doing things differently.
- What’s the most precious accolade you’ve received—and why?
I have accumulated over 80 awards in the past decade. One of the most significant for me was being named CNBC All Africa Young Business Leader of the Year. This accolade was not merely about prestige; it represented a legacy. It shows that the next generation of communicators can look up to someone who resembles them, who has built something from scratch, and understand that it’s achievable.
- What’s your projection for the future? What are you working towards for DNA Brand Architects and for yourself?
For DNA, it’s global presence with African excellence at the core—taking our work into new territories while staying true to our edge. We want to continue creating work that leads, transforms, and builds lasting cultural relevance.
Personally, I’m stepping into a new chapter—one of legacy building. Writing more. Speaking with intention. Collaborating with people and platforms that aspire to shape the future, not replicate the past. It’s about building beyond business—it’s about impact, influence, and meaningful change.
