Mystrika
MSL is a PR-led, creative communications agency with diverse skills and perspectives. Founded in 2009, the agency creates stories, content, and experiences that transform how people think, feel, and behave across Africa.
MSL is a PR-led, creative communications agency headquartered in Johannesburg and Cape Town, South Africa. Founded in 2009, the agency positions itself as a builder of influence and deliverer of impact for clients across Africa. With a team of 50 to 99 employees, MSL combines diverse skills and perspectives to create stories, content, and experiences that transform how people think, feel, and behave.
The agency operates with a minimal project budget of $1,000 to $10,000 and an average hourly rate of $68. MSL's core capabilities are organized around four pillars: PR and communications strategy driven by insights and analytics, media and influencer relations, multimedia content creation, and reputation management. The agency's areas of expertise include corporate communications, crisis management, event management, investor relations, online reputation management, and public affairs.
MSL's service offerings span digital marketing, reputation management, and public relations. The agency has demonstrated strength in integrated campaigns that combine traditional PR with digital and social media tactics. Portfolio highlights include the launch of Dunkin' Donuts in South Africa, work with the Obama Foundation, and campaigns for Schroders and Old Mutual. MSL has won multiple Gold PR PRISM Awards, including for Business Partners and Dunkin' Donuts, and was named Holmes Report African Agency of the Year in 2014.
The agency serves a diverse client base that includes financial institutions like Momentum, Old Mutual, and Sanlam, food brands such as Nando's and Jungle, professional services firms like Mazars, and tourism authorities. MSL's client roster also includes Cipla, Mango Airlines, and Business/Partners. The agency's team is led by Managing Directors Samantha Presbury (Johannesburg) and Gavin Etheridge (Cape Town), along with directors Cara Kruger and Sergio Dos Santos, each bringing over a decade of experience in strategic communications.
Client reviews on DesignRush are uniformly positive, with all five reviews rating MSL 5.0. Clients commend the agency for excellent service, value, professionalism, and proactive approach. One client noted that MSL "gone above and beyond to guide us in positioning ourselves in the market," while another praised the agency's ability to "integrate with other agencies" and deliver "fun, relevant ideas." The agency's work has helped clients expand reach, build media relationships, and grow brand awareness across South Africa and the continent.
Services
- Digital Marketing
- Reputation Management
- Public Relations
- Corporate Communications
- Crisis Management
- Event Management
- Investor Relations
- Online Reputation Management
- Public Affairs
Team Size
Pros
- Clients consistently praise MSL for excellent service, value, and proactive approach.
- The agency demonstrates strong integration with other agencies and deep understanding of client brands.
- Reviewers highlight professionalism, efficiency, and effective campaign results.
Client Review Analysis
All five DesignRush reviews rate MSL 5.0, with clients commending the agency's expertise, dedication, and ability to expand reach and awareness.