The Interactive Advertising Bureau (IAB) South Africa has announced the 2025 Bookmark Awards finalists. These selected front-runners represent the full spectrum of the digital economy, from emerging talent and new platforms to legacy brands that are driving forward-thinking ideas.
This year’s finalists span a powerful mix of industry heavyweights and digital disruptors, from KFC, Cadbury, Nedbank, Standard Bank, Clicks, City Lodge Hotels, Audi South Africa, Spotify, PepsiCo, Showmax, Sanlam, Volkswagen, Toyota, and McDonald’s, to rising digital startups, niche publishers, and purpose-led campaigns.
The awards span across eight major pillars, highlighting the multifaceted nature of today’s digital work:
Platforms: from brand websites and mobile apps to public service platforms, finalists include Clicks, Audi, Profmed, City Lodge Hotels, and more.
Community: social innovation and community-building campaigns from LEGO, Chicken Licken, Unilever, Old Khaki, and Oreo, among others.
Channels: work across paid search, SEO, display, native, influencer marketing and social innovation includes heavy hitters like Payflex, Inverroche, Debonairs Pizza, Mr D and Nivea.
Publishing: From News24’s hard-hitting investigative journalism to Jacaranda FM’s podcasting and Primedia’s election coverage, this year’s publishing entries reflect media’s vital role in democracy.
Campaign: featuring standout storytelling and strategic executions from the likes of Sanlam, Amnesty International SA, and Heineken Beverages.
Craft: precision in copywriting, UX, interface design, and use of sound is on display from Ogilvy, MakeReign, Joe Public, and VML South Africa.
Emerging Tech: AI-driven campaigns from Standard Bank, Momentum, Unilever and Cadbury explore how tech is transforming customer journeys.
Special Honours: categories like Best Digital Student, Digital Rising Star, Best Contribution to Transformation, and Pixel for Purpose spotlight the people and projects changing the industry from within.
These represent only a few of the innovative brands driving some of the most exciting campaigns today. Access the complete list of finalists here.
The final winners will be revealed at a glamorous gala event on 14 August 2025 at The Galleria in Sandton, bringing together the industry’s brightest brands, and most creative change makers. Tickets are now available on the official Howler website.
Introducing The Bookmarks Rankings
IAB SA will be introducing the inaugural Bookmarks Rankings in 2025, providing a definitive performance benchmark across agencies, publishers, and brands in the digital space. Between 15 August and 19 September, agencies will have the opportunity to update their credits via the Loeries portal. Rankings will be released in mid-November 2025, providing long-term recognition of creative consistency and campaign effectiveness. More information will be made available on the Bookmarks website in due course.
IAB SOUTH AFRICA
https://iabsa.net/
