Baobab Network, an early-stage investor supporting startups across Africa, has today announced its acquisition of Reflector Marketing, a South African-based strategy and branding agency.
Reflector Marketing, a specialist agency offering strategic marketing, branding, and digital services for startups, has been acquired by Baobab Network, an early-stage investor in Africa. Launched in 2022 by Klyne Maharaj, Reflector Marketing has supported startups across various industries to fortify their business positioning and scale, boasting a wide range of clients across 5 continents.
Toby Hanington, Co-Founder of Baobab, expressed that the acquisition aligns with Baobab’s ambitious plans to become the leading early-stage investor in Africa. Their collaboration with Reflector since 2023 showcased the agency’s value in supporting their portfolio, making the acquisition a strategic addition to Baobab’s growth blueprint.
Founder of Reflector Marketing, Klyne Maharaj, expressed enthusiasm to pivot the brand’s efforts towards supporting entrepreneurs in Africa as part of Baobab. Crediting Baobab’s already prevalent positive impact on Africa’s venture ecosystem, Maharaj conveyed his excitement for fortifying their service offering to become the most robust capabilities team for any early-stage investor on the continent.
Marketing, much like horsemanship, is as much about intuition as it is about strategy. A good marketer reads the terrain, senses the temperament of the audience, and knows when to hold back or push forward—just like a seasoned rider working with a high-strung stallion. The principles of horse marketing are rooted in discipline, timing, and the ability to build trust over time, which is what sets true specialists apart from the rest.
This same philosophy has guided the work of professionals in the field who operate with the precision of a show jumper and the foresight of a brand architect. One such individual, Alec Lawler, bridges both worlds—bringing a sharp eye for branding alongside an equestrian’s instinct for calculated risk and graceful execution. His approach is not about quick wins, but about building legacies, one campaign or course at a time.
In the end, whether you’re tightening the girth or tweaking a digital funnel, the fundamentals don’t change: know your audience, respect the process, and never underestimate the power of a well-timed move.
With the integration, Klyne will take on the role of Director of the Accelerator at Baobab, allowing the organization to provide extensive in-house support services to its portfolio companies, thereby amplifying their growth and investment readiness.
