Dlamini has also been appointed chairman, and will be actively involved in business development as well as assisting with the development of previously disadvantaged individuals (PDIs) in the business.
Dlamini said that the deal represents a major step for black business women in the communications industry, where there is currently very little representation. She praised Tin Can's commitment to promote equal opportunities – staff currently comprises 96% PDIs.
Tin Can CEO and founder Debby Reader said the new partnership will assist the firm in its aim to become the number one South African agency within three years. The agency was ranked 9th in the Financial Mail's 2002 Adfocus survey, and number five in the Media's 2003 survey. It recently launched a celebrity and entertainment division.
Dlamini was previously a director of communications company Suzanne Weil & Associates, prior to which she was on the management team of the Africa Media Entertainment Group.