MEET THE TRANSFORM TEAM

Although we pride ourselves in developing for clients a sound strategy, relatable and cool creative outlay, and a campaign that’s cost competitive, those aren’t our selling points. Our people are. We’re a small but very skilled team that’s hands-on and agile, and our personal values reflect those of the company. When there’s a fundamental connection between who we are as people and what you do as a business – when a synergy exists between our own values, both personal and professional, and those of you and your company – that’s when the magic happens.

Craig Dummett

Senior Account Director


Craig, who has more than 20 years of solid industry experience, is the anchor of all client relationships. He got his start under the mentorship of industry pioneers, including Jeremy and Annette Cowley Nel, Marcus Brewster and Sarah Rice, and has since worked across a broad range of client industries. He’s managed several former employees who’ve gone on to build successful careers for themselves in PR and marketing. In 2013, after reaching a rock bottom in his recovery from a lifelong illness, he began to develop an interest in working with brands and organisations that have the ability to transform the lives of others where it’s really needed, often by meaningfully addressing deep societal needs. He strives to align his personal story and values with those of clients who are in need of a communicator who operates from the heart, from a place of conviction, and with empathy, skill and passion.

Natascha Conradie

Senior Account Manager


Natascha has built up an enormous wealth of media relations and publicity-generation experience. She is well versed in fostering excellent relationships with both local and foreign press as well as influencers in a number of industries which are targeted at either the consumer or other businesses. She prides herself on understanding the individual needs and preferences of a broad pool of local and international media and influencers, winning the support of top-notch Transform clients. Natascha’s down-to-earth attitude, and unquestionable commitment to getting the job done, within budget, on time, and at the highest standard possible, has seen the agency win renewed commitment from longstanding clients.

Daniel Roos

Account Executive


When he’s not scuba diving off some of the Cape Coast’s pristine shoreline, or rallying his mates and family to join his Saturday morning beach clean-ups, Daniel is sinking his teeth into the buzzing world of PR and social media which by all intents and purposes has captured his imagination and commitment tenfold. This shows in his thoughtful way of engaging with people, his meticulous writing, and overall how we earn the support and approval of those in the media world who matter. Daniel worked on several market-leading brands in health, sport and tourism before joining Transform. He is deeply passionate about some key social causes and feels that Transform is the ideal conduit which will allow him to really make a difference in this world.

John Harvey

Senior Writer


John is a former journalist who has held senior positions at some of South African best-known titles.
In a career spanning more than 20 years, he covered everything from politics and crime to sport and business, also contributing to international publications as a stringer along the way.
A voracious reader, John has loved words for as long as he can remember and brings this passion to every assignment at Transform.
When he is not at the keyboard he is lost to cricket, either playing or watching it, believing that his callup to the national side is imminent if only the selectors could look past their age (and talent) bias.

Michael Richards

Digital Marketing Expert


A digital-marketing expert with many years of experience, servicing businesses both locally and abroad, and across all marketing channels, including search engine optimisation (SEO), content, PR and social media. His holistic approach and refined methodology, in-depth analytical understanding and strong focus on customer experience come together to create digital strategies that work.

Jeanene Van Zyl

Graphic Designer


Jeanene qualified with a BA Honours in Information Design from the University of Pretoria in 2004. After relocating to Cape Town and working for several top-notch design agencies, she went solo, and has worked in a variety of design and advertising-related fields, handling everything from corporate identity design, packaging design, conceptual print adverts, point of sale design, brochure design, and so on. She is meticulous with her attention to detail, keeping to deadlines, level of professionalism, and how she interprets a creative brief.

Get in touch with the Transform team

When a synergy exists between our own values, both personal and professional, and those of you and your company – that’s when the magic happens.