Lubabalo “Lubhi” Mtati

Executive Creative Director, M&C Saatchi Abel

Lubabalo “Lubhi” Mtati is Executive Creative Director at M&C Saatchi Abel in Cape Town. Originally from Gqeberha, he brings an art director’s eye and a storyteller’s curiosity to his work, grounded in human insight and cultural relevance. 

His work lives between strategy, culture and emotion, built on ideas that feel simple on the surface but carry something deeper. Across film, digital, social, radio, outdoor and integrated platforms, he helps brands find sharper, more human ways to show up in culture. His defining strength is clarity: finding the clearest version of an idea and helping teams build around it until the work becomes something people can feel. 

As a leader, he champions ambitious work and the honest, human environments that make it possible. His work has earned several industry awards, and he has judged at The One Show, the London International Awards and the Loeries. Passionate about African creativity, he tells stories that move people while staying true to where they come from.