In a milestone that blends legacy with leadership, JAW Design, a creative agency known for its values-led ethos and bold creative execution, has officially announced the management buy-in of two long-standing team members: Monique de Ascensao and Samantha Crawford.
Coinciding with Women’s Small Business Month, this transition marks a significant moment in female-led entrepreneurship and leadership succession in the South African creative sector.
Founded 15 years ago by Jeni-Anne Campbell, JAW Design has grown into a purpose-driven agency with a track record of delivering highly creative and effective work for brands such as FNB, Enel Green Energy, Famous Brands, Ocean Basket, and many others. The buy-in by Monique and Sam signals a new chapter – one built on continuity, empowerment, and a shared commitment to purpose-driven growth.
“This isn’t just a business transaction, it’s the embodiment of what I and JAW have always stood for: building good business with good people,” said Campbell. “Handing over leadership to Mon and Sam is a celebration of legacy, trust, and bold new beginnings.”
Monique de Ascensao takes the reins as Managing Director, bringing more than 14 years of operational excellence in leading large teams (from Business Unit Director in the Publicis Group to GM at JAW Design), calm-in-the-storm leadership, and a strong internal culture focus.
Samantha Crawford steps into the role of Operations Director, with a strong strategic background across both agency and client-side roles (in industries from Financial Services, Automotive, Mining, Construction, Engineering and Cosmetics, Food and Beverage, offering an intuitive grasp of through-the-line brand-building
Together, they represent a formidable leadership team – and a vision for how female-led businesses can evolve with grace, strength, and integrity. The new ownership structure ensures the continuity of JAW’s core values, while opening up fresh opportunities for innovation and collaboration across its creative and strategic offerings.
Clients can expect the same level of excellence and partnership that has defined the agency’s work for over a decade, now backed by a leadership duo committed to scaling that impact even further.
“We are incredibly proud to be stepping into this new role together,” said de Ascensao. “It’s an honour to continue building on the legacy Jeni created – and to shape a future where creativity and culture thrive side by side.”
This isn’t just about ownership – it’s about legacy, responsibility, and building something that lasts. We’ve always believed in doing work that matters, with people who care. Now, we get to shape the future of JAW with that same heart, but even greater purpose.” Samantha Crawford, Operations Director, JAW Design
This buy-in reflects a growing trend of female-led succession planning in the South African SME space, and a powerful example of how leadership transitions can be purposefully designed to build both business value and long-term empowerment.
For more information, please visit: www.jawdesign.com
