Digital payments were transforming commerce across Africa.
As e-commerce accelerated and financial technology reshaped consumer behaviour, PayU became one of the continent’s most significant payments businesses, operating within the Prosus and Naspers ecosystem before becoming part of Rapyd.
The organisation was growing rapidly.
Its reputation needed to grow with it.
That meant communicating innovation, leadership and commercial credibility to merchants, media, partners, investors and the wider technology sector.
Payments is a highly competitive market where trust is earned through consistency rather than marketing.
PayU required communications that reflected the maturity of a global technology business while strengthening its leadership position in Africa.
At the same time, executive visibility was becoming increasingly important.
The opportunity was to establish both the company and its leadership as authoritative voices shaping the future of payments, financial technology and inclusive economic growth.
Over seven years, MediaWeb worked as an extension of PayU’s leadership team.
Together, we developed a long-term communications programme that balanced corporate reputation with executive thought leadership.
Rather than focusing on individual campaigns, we built a sustained narrative around innovation, leadership, diversity and the future of digital payments.
As the business evolved through changes in ownership, international reporting structures and ultimately the transition to Rapyd, our communications strategy evolved alongside it.
MediaWeb supported PayU across a broad strategic communications programme, including:
Corporate communications strategy
Public relations
Executive positioning
Thought leadership development
Content strategy and editorial
Black Friday campaigns
National media engagement
Conference keynote messaging and presentation development
Award strategy and submissions
Executive award programmes
Website and digital content
Campaign ideation
Corporate storytelling
Communications support during the transition from PayU to Rapyd
Our work extended across local leadership, global teams in Poland and stakeholders within Prosus and Naspers, requiring close collaboration across multiple markets and business units.
Executive Leadership
One of the defining aspects of the partnership was our long-term collaboration with CEO Karen Nadasen.
Working closely together over seven years, we helped develop a sustained thought leadership programme focused on innovation, financial inclusion, leadership and diversity, equity and inclusion.
Rather than creating occasional opinion pieces, we built an authentic executive voice that reflected both Karen’s leadership philosophy and PayU’s purpose.
This consistent programme contributed to her recognition as one of South Africa’s leading technology executives and one of the most respected female leaders in African payments.
Over seven years, MediaWeb helped strengthen PayU’s reputation as one of Africa’s leading FinTech businesses.
Highlights include:
Seven-year strategic partnership
Communications delivered across PayU, Prosus, Naspers and later Rapyd
Executive positioning for one of South Africa’s leading technology CEOs
National thought leadership programme
Black Friday campaigns delivered annually
Successful executive award submissions and continental recognition
Communications support through a major global acquisition and brand transition
Long-term executive trust built through consistent strategic counsel
High-growth technology businesses move quickly.
Their communications partners need to move with them.
For seven years, MediaWeb helped PayU navigate expansion, executive visibility, international ownership and one of the largest transactions in global FinTech, while maintaining a consistent, credible voice in one of the world’s fastest-moving industries.
Proof panel
Client / PayU
Industry / Global FinTech & Digital Payments
Relationship / Seven years
Services
Strategic Communications
Public Relations
Executive Positioning
Thought Leadership
Campaign Strategy
Awards
Conference Messaging
Content Marketing
Media Relations
Executive Partners
CEO
Executive Leadership Team
Prosus
Naspers
Global PayU leadership
Rapyd transition team
Key Outcomes
Seven-year executive partnership
Continental executive recognition
Annual Black Friday campaigns
Global acquisition communications support
Trusted adviser through multiple ownership phases
Seven years. Four global ownership phases. One trusted communications partner.
Next projects.
Choose a sector. Choose a brand.
