Mother Berlin Announces Keke Mahlelebe as Its First Head of Strategy

Above: Shot by Kent Andreasen for DECENT magazine 

Mother Berlin today announced the appointment of Keke Mahlelebe as its new head of strategy. This strategic hire marks another milestone in Mother's mission to bring world-class creative excellence to Europe, strengthening its diverse, internationally experienced leadership team in Berlin. 

Keke joins Mother Berlin following his instrumental role in leading adidas' global strategy reset at TBWA, where he helped orchestrate one of the most remarkable brand turnarounds in recent memory. His track record spans over 12 years of driving growth for both African new economy brands and international challengers, including Heineken, Netflix, Takealot.com, TikTok, and Nando's. Prior to his work with adidas, Keke served as partner and head of strategy at M&C Saatchi Abel in Cape Town, South Africa, where he developed strategies for major brands including Standard Bank and led the successful rebranding of over 850 Caltex forecourts to Astron Energy — with a migration plan that could be distilled down to one word. His strategic philosophy emphasises radical simplicity combined with sophisticated creative thinking. 

"I don't see strategy as a department but rather an absolute orientation and way of seeing the world with conviction," said Keke. "Precise yet off-centre. The ability to relentlessly simplify with pinpoint accuracy, while making giant lateral leaps in thinking, at speed — looking at things in ways that others wouldn't dare to. It's these undeniable traits that will define strategy from Mother in Berlin for the foreseeable future." 

Keke’s appointment adds to Mother Berlin's vibrant and globally experienced leadership team, bringing a unique perspective to Germany's creative capital. 

"With Keke, we're gaining an extraordinary mind who brings not only outstanding international experience but also stands for culturally impactful campaigns. I’m very excited about this carefully considered appointment strengthening the dialog between creative and strategy even further. Keke’s expertise will bring fresh momentum to the European creative landscape with Berlin at its center," said Alexander Nowak, chief creative officer and partner at Mother Berlin. 

Amelie Schad, managing director at Mother Berlin added, “With Keke joining our leadership team, we've found the missing link that completes our vision for Mother Berlin. His strategic mastery, combined with our existing creative firepower, forms a leadership triangle that uniquely positions us in the market. We now have the perfect blend of international perspective and local expertise to drive transformative work for our clients." 

Keke, Amelie, and Alexander represent a new breed of creative leadership in Berlin - one that combines visionary thinking with cultural understanding, creative excellence with strategic precision, and global perspective with local expertise. This unique combination positions Mother Berlin at the forefront of the European creative landscape.