TikTok And WARC Whitepaper Explores Growing Complexity Of Digital Marketing Landscape

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August 22, 2025

TikTok And WARC Whitepaper Explores Growing Complexity Of Digital Marketing Landscape

Titled ‘The Certainty of Uncertainty: Why Marketing Needs a New Measurement Mindset’, the report, released by TikTok, in partnership with WARC, calls for marketers to move beyond outdated attribution models and adopt more agile, outcomes-driven strategies that reflect today’s dynamic environment.

The whitepaper outlines a paradox that marketers across the Middle East, Africa, and Turkey (META) are facing: the more they rely on familiar, easily measurable metrics like clicks or last-touch attribution, the more disconnected they become from actual business outcomes. And with more than $741 billion spent globally on digital advertising in 2024, the risks of misattribution and inefficient spend are significant. In South Africa, a market undergoing rapid digital transformation, the urgency is even greater.

According to the research, 93% of South African consumers use video platforms to search for products before making a purchase, while 88% say they come across new brands or products through video that they hadn’t seen before. These behaviours signal a clear shift away from linear, traditional consumer journeys and make a compelling case for marketers to rethink short-term, lower-funnel tactics that no longer tell the full story.

‘Marketers in South Africa and across the region are being asked to do more with less – build long-term brand equity while showing short-term impact. To thrive in this environment, they need measurement systems that are adaptable, not absolute,’ said Carl Jordan, Head of Sales, Global Business Solutions, TikTok – Sub Saharan Africa.

Across the region, the study shows that 60% of underperforming marketers in the region remain overly focused on lower-funnel conversion, despite evidence that 35% of last-click attribution spend generates zero incremental sales. In some cases, as much as 79% of conversions are missed entirely by outdated models. This reliance on metrics that are always in flux often leads to over-investment in performance marketing at the expense of brand-building, which can undermine long-term growth.

For South African marketers navigating this tension, the report offers not just insights, but a roadmap. Drawing on expert interviews, regional data, and local case studies, the findings advocate for a mindset shift, from chasing the illusion of precision to designing flexible systems that mirror the complexity of real-world consumer behaviour. Adaptability, the report argues, is no longer optional – it’s essential.

To support this shift, the whitepaper introduces the GRO measurement framework, a practical model built to help teams manage complexity without becoming overwhelmed by it. Grounded in three key stages – aligning around business goals, assessing internal readiness, and optimising with agility – the framework enables marketers to build systems that help them make smarter, faster decisions.

Against the backdrop of rapid technological change, economic pressure, and increasing demands on marketing teams, the research captures a sense of cautious optimism. For marketers who are ready to embrace ambiguity and evolve their approach, this new mindset presents an opportunity to reconnect the signals between content, commerce, and consumer intent, and build long-term success even when certainty is out of reach.

‘The Certainty of Uncertainty: Why Marketing Needs a New Measurement Mindset’ is now available and marks a continued commitment from TikTok to help marketers across South Africa, and the broader region, navigate the complexity of today’s marketing landscape with clarity and confidence.

Download the full whitepaper here.

TIKTOK
https://www.tiktok.com/

WARC
https://www.warc.com

SA’s Gen X Is An Economic Powerhouse That Brands Should Prioritise

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Modern Marketing

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August 21, 2025

SAs Gen X Is An Economic Powerhouse That Brands Should Prioritise — Zak Haeri, NielsenIQ.

Generation X worldwide accounts for 24% of consumer spending and represents a market worth $15.2 trillion, which is roughly twice the size of China’s total consumer market. By 2035, their annual spending is expected to peak at $23 trillion.

NielsenIQ (NIQ), in collaboration with World Data Lab (WDL), has released a comprehensive generational spending report focused on Generation X, the cohort born between 1965 and 1980. Titled The X Factor: How Generation X is quietly driving trillions in consumer spending, the report reveals that South Africa’s Gen X is an economic powerhouse accounting for 21.4% of total spending.

‘Gen X is a force to reckoned with in South Africa, despite the country’s relatively young population,’ said Zak Haeri, Managing Director for South Africa at NIQ. ‘SARS data shows that people in the Gen X age band are the country’s top earners. Although a much smaller segment of the population than the under-45s, Generation X is in its peak spending years and represents a major chunk of the spending on consumer packaged goods (CPG) and Tech & Durables (T&D).’

South Africa’s history means that there are stark levels of wealth inequality among the country’s Generation X population. However, middle class and suburban members of Generation X represent a large portion of the country’s consolidated wealth. Their economic importance is amplified by their need to spend on their children and their ageing parents as well as their status as business and political leaders.

Feeling The Pinch

While Generation X in South Africa is at the height of its earning power, many of its members report that they are taking financial strain. Some 64% report they only have enough money for the basics, compared to 46% of Gen Xers globally and 53% of the overall South African population. Only 4% said they could spend freely, compared to 11% of their global Gen X peers.

Around 38% treat themselves or their family by upgrading to a premium brand product compared to a cheaper alternative versus 62% of South African Millennials and 57% of Generation Z and 54% of global respondents. One explanation for this is that Gen Xers are stepping up to help their elderly parents, their children, and in some cases, their grandchildren. Being sandwiched between ageing parents and their children has led to a decrease in discretionary spending.

Still Keeping Ahead Of The Curve

While not as adventurous as their Gen Z children, many South African Gen Xers are still interested in novel experiences and products. Some 29% like to try new things (versus 46% of Gen Zers) and only 18% report they seldom try new things or risk buying something that might not work out. This suggest Generation X will give new brands or products a chance when they offer practical value or align with their personal values such as sustainability, health or convenience.

Brand Loyalty – It’s Complicated

Generation X in South Africa is split down the middle between those that are loyal to particular brands and those who are indifferent to brand labels. Just over a third (36%) prefer to buy well-known large brands whenever they can, while 35% report that they buy what they need without thinking about brand too deeply. Just 9% go out of their way to support small brands.

Tech Sceptics

Although Generation X grew up during the PC revolution and joined the workforce when the internet was starting to take off, South Africans in this age group appear to be relatively cautious tech adopters. Only 23% allow smart devices to automatically order new products, compared to 35% of global Gen Xers and 50% of South African Millennials.

Just 32% accept product recommendations from an AI assistant versus 39% of Gen X globally and 58% of South African Millennials. Meanwhile, just 29% leverage AI to automate and speed up daily tasks (versus 40% Gen X globally, 59% of South African Millennials) and 65% say they avoid sharing details in virtual interactions because they don’t trust AI data privacy (compared to Gen X 58% globally and 63% of South African Millennials).

Actions For CPG And T&D Brands And Retailers

The diversity of the Gen X cohort in South Africa means that brands will need a nuanced, segmented approach to capitalise on its spending power:

– Fuel premium purchases across key categories by focusing on attributes that are most valued by higher-income Gen X consumers. These include reliability, functionality, product value (not simply price), health and wellness, efficiency and convenience.

– Secure customer lifetime value (CLV) by earning Gen X trust via long-lasting, multi-use products and promotions that reflect the household finances for lower and middle income households. These include affordability and accessibility, durability and multi-use utility.

– Position products/services as time savers and enablers of care. Dependent Care, Outdoor Recreation, and Household Tools are key categories of growth.

– Deliver omnichannel experiences that build trust first, then highlight convenience.

Haeri said: ‘Many South African brands are focusing on courting Gen Z and miss significant opportunities with Gen X consumers. Generation X is in its prime earning and spending years, wielding outsized influence despite its smaller population size. Members of this generation don’t chase trends; they invest in what works for them and those they support. Brands that fail to prioritise them now could lose out on a decade of loyalty and lifetime value.’

NIELSEN
https://www.nielsen.com

Mentorship Helps Build The Next Generation Of Marketing Leaders

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Modern Marketing

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August 21, 2025

Mentorship Helps Build The Next Generation Of Marketing Leaders — Tiffany Turkington-Palmer, Flow Communications.

According to Tiffany Turkington-Palmer, MD of Flow Communications, South Africa faces a dual crisis: a staggering youth unemployment rate of more than 45% and a severe skills shortage, with, according to at least one report, 75% of employers struggling to find the talent they need. This is not just a mismatch, it’s a national emergency.

While many companies spend millions on new systems, one of the most effective tools for tackling this crisis is consistently undervalued: mentorship. In a climate where nearly one in three employees is looking to jump ship, treating mentorship as a soft-skill ‘extra’ is a threat to business survival. It’s time to treat it as a strategic imperative. Here’s how.

1. Make Leadership’s Commitment Non-Negotiable

A learning culture doesn’t appear from a memo; it’s seeded by example. When senior leaders actively mentor others and, just as importantly, seek mentorship themselves, they signal that this is a core business value.

This isn’t about overseeing a rigid programme from a distance, but about personally modelling the behaviour that defines the culture. If the leaders don’t live it, it will fail.

2. Create The Conditions, Then Get Out Of The Way

A rigid, top-down programme is where good intentions go to die. The goal isn’t to force pairings but to intentionally create fertile ground for organic mentorship to grow. This means sanctioning time for it, creating platforms for connection and publicly rewarding those who lift others up.

The framework’s job is to democratise access and give permission, ensuring mentorship becomes a celebrated part of a company’s DNA, not a privilege for the well-connected.

3. Look Across The Desk, Not Just Up The Ladder

The notion of a grey-haired executive bestowing wisdom is outdated. I’ve always believed that the lines between teaching and learning are blurred. In the fast-paced world of marketing and communications, it’s often younger people who can mentor and teach older employees in new technologies, for instance, while more experienced people are often better at navigating difficult situations.

4. Mentorship Is A Contact Sport

A passive relationship is a failed one. Mentorship requires active participation, especially from the mentee. Fostering a culture where asking questions is seen as engagement, not a nuisance, is critical. Young people should be proactive, open-minded and always welcome feedback. If you’re the mentee, ask questions, seek guidance, and be open to new experiences and challenges.

5. Move From Advice To Advocacy

South Africa doesn’t just need more mentors. The country also needs more sponsors. A mentor talks with you. A sponsor fights for you in the rooms where careers are made. Sponsors don’t just give advice, they use their political capital to pull others up. For driving real transformation and getting diverse talent into leadership, sponsorship isn’t just helpful – it’s everything.

The marketing industry is notorious for its revolving door. At Flow Communications, more than 40% of the team has been with the company for five years or more – a profound anomaly in this sector.

It’s unlikely that this is a coincidence. When people feel invested and see a path for growth, they don’t just stay – they build institutional knowledge, innovate and become the next generation of leaders.

The question for South Africa’s leaders is no longer if they can afford to invest in mentorship, but whether they can afford not to.

FLOW COMMUNICATIONS
www.flowsa.com

How Powerful Intersections Are Shaping Innovative Brand Campaigns

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Modern Marketing

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August 21, 2025

Jhene Nel, Nfinity Influencer.

Some of the most exciting ideas happen when two worlds collide. At this point of intersection, which Webfluential calls ‘X’, sparks fly, new possibilities emerge, and entire industries can shift.

This is the essence of the Power of Two: the magic that happens when distinct ideas, industries, or movements meet to create something unique. Finding your X can be the difference between being noticed and becoming unforgettable.

Here’s how some of the most powerful intersections are shaping innovation:

1. Brands X Creators

The foundation of influencer marketing, where creators bring reach, trust, and relatability.

Brands X Creators is the original interface for our industry, where creators bring reach, trust, and creative storytelling that brands can’t replicate alone. They know their audience inside out and can translate brand messages into authentic, relatable content.

Take KFC X Uncle Waffles. The brand strategically partnered with Uncle Waffles because her energy, image, and audience aligned with the brand’s youth market. And it worked. KFC’s interactive ‘Hack the Streets’ campaign led to a 125% increase in sales and record-breaking sell-outs.

Many brands are also moving beyond the single-sponsor model, opting for creator collectives that offer more reach, voices, and creative angles in a single campaign. Jhene Nel, CRO at Nfinity Influencer, explained: ‘If you’re already collaborating with someone who shares your values and audience, you become a packaged solution for a brand looking to scale with authenticity.’

This dynamic played out beautifully in the OnePlus 12 campaign, where four notable photographers were invited to capture the natural beauty of Monterey Bay and Big Sur using the phone’s Hasselblad camera. Each creator brought a distinct style, and their audiences followed along on Instagram and YouTube, making the campaign a multi-creator success story.

2. Brands X Fans

Co-creation with audiences to drive loyalty and customisation.

When your audience becomes a collaborator, engagement deepens and loyalty strengthens. As an example, Lego’s Ideas platform lets fans submit and vote on new set designs, some of which become official products. (On that note, be sure to check out and vote for South African Lindsay Swartbooi’s incredible Ndebele Tribe Hut Set.)

Another example is Nike’s By You programme, which allows users to use their own design choices to customise their very own sneakers, turning them into a personal statement.

Looking at these examples, one can see how people invest more in a brand, financially and emotionally, when they feel like they’re part of the process.

3. Brands X Brands

Partnerships to reach shared or overlapping audiences.

Partnering with another brand can open the door to new customers and add unexpected value for existing ones. Take the Pick n Pay X FNB eBucks partnership, for example. Shoppers earn rewards for their spending, while both brands boost loyalty and share in the increased footfall. The early stages of this partnership already reflected a 20% increase in activity on Pick n Pay Clothing and Pick ‘n Pay’s ‘ASAP’ on-demand delivery service. When values align and audiences overlap, 1 + 1 can equal much more than 2.

4. Brands X Sustainability

Joint action with purpose-driven organisations to align with values and impact.

Aligning with credible organisations can make a brand’s impact bigger than its product. The most successful purpose partnerships are authentic, measurable, and long-term.

A powerful example is The WWF Nedbank Green Trust, which celebrates its 35th anniversary in 2025. Since its founding in 1990, the trust has invested over R300 million in 153 projects across South Africa, directly supporting 19 protected areas and catalysing several more.

Partnerships like these show how brands can connect their values to tangible environmental and social outcomes, building trust and loyalty while making a measurable difference.

5. Brands X Music

Cultural resonance that connects.

Music is a deeply personal cultural touchpoint. The Beat Goes On, a global research report by VML and Prism Sport+ Entertainment, found that music choice was more important to people’s self-identity than their religion, race, or age group.

For brands, music provides a window into the hearts and minds of a generation. Brands that invest in culturally relevant, data-led music partnerships will resonate more deeply, strengthen affinity, and turn fans into long-term advocates.

Live events remain the ultimate fan experience, and brands can own that space. Castle Lite’s Unlocks campaign created South Africa’s biggest hip-hop event by strategically tapping into the genre’s energy.

Stories X A Moment In Time

The best brands are prepared to activate their communities with a timely, well-orchestrated message that ignites a movement, and crystallises a moment in time. When Jannik Sinner won Wimbledon, Nike’s immediate release of the three simple words, ‘Winning heals everything’ underpinned the drama of the French Open finals. Additionally, Astronomer hiring Gwyneth Paltrow after the kiss-cam scandal was on the money, and pure genius.

Finding Your X

According to Nel: ‘The Power of Two is around co-creation at that interface where two things bump up against each other for the first time – often the spark of innovation.’

WEBFLUENTIAL
https://webfluential.com

Toyota’s New Advertising Campaign Celebrates The Hilux’s Legacy

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Modern Marketing

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August 21, 2025

Toyota New Advertising Campaign Celebrates The Hiluxs Legacy

The new advertising campaign for the Hilux Legend 55 by Toyota and Studio One (a division of Publicis Groupe) not only shows off the new car, but also pays homage to the community that Hilux has built over decades in our country. And this new Legend 55 campaign is clearly about celebrating the legacy of the Hilux.

Rethabile Bopape, Senior Manager for Marketing and Advertising for Toyota South Africa Motors, said, ‘The Hilux is more than a vehicle, it’s an integral part of South African life. The importance of the Legend 55 goes beyond its distinctive styling, it stands as a tribute to 55 years of Hilux heritage in our country – a celebration of quality, durability and resilience.’

The campaign launches with a TV commercial set in a quintessential, charming South African town, where some locals exchange knowing glances of quiet acknowledgement. The two things that all these people have in common is that they own a Hilux and that they all have one very faded right sleeve on their shirts. As the ad unfolds, it’s revealed that these two things are intrinsically linked, but let’s not spoil the punchline of the ad for you.

The TV commercial also seamlessly integrates the line, ‘It’s not a bakkie, it’s a Hilux’, which is a catchphrase coined in the last Hilux TV commercial and is now an asset for the brand going forward.

Kate de Bruyn, Creative Director at Studio One, added, ‘The Legend 55 is a tribute to everything the Hilux stands for. Staying relevant — and leading the way — for 55 years is an incredible milestone. With this edition, we honour the Hilux legacy, celebrate the community that’s made it iconic, and introduce the next chapter with the Legend 55’.

This campaign does a great job of showing off the new vehicle while honouring the heritage of Hilux. The campaign extends across TV, out-of-home, print, radio, and digital channels.

TOYOTA SOUTH AFRICA
https://www.toyota.co.za/

Rogerwilco Launches Township Marketing Podcast

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Modern Marketing

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August 21, 2025

Rogerwilco Launches Township Marketing Podcast

The Township Market Podcast explores the innovative spirit, entrepreneurial energy and untold stories driving South Africa’s dynamic townships. Hosted by Mongezi Mtati, the podcast delves into what makes these thriving communities tick.

Each episode does a deep dive on a particular topic, from street culture and spaza shops to fashion brands and the rise of the premium kasi shopper, with insights from market experts, entrepreneurs, influencers and more.

‘The Township Market Podcast is a knowledge-sharing platform that brings the streets to the boardrooms and vice versa. It empowers both brands and township marketing leaders to serve their customers better. With every conversation, we challenge commonly-held misconceptions about the township, engaging directly with brands and the key players who drive the township business ecosystem.’

It’s an essential listen for brand marketers and business owners wishing to break into this R900-billion economy, as well as anyone who wants to better understand the cultural and business landscape of these communities where most of South Africa’s citizens live.

The first episode, featuring Brian Makwaiba, Managing Director, Vuleka Platform and Garth Fraser, Route-to-Market Manager of Tiger Brands, takes a look at the importance of brands getting feedback from spazas and other small stores on customer preferences and digital verification methods to ensure the authenticity of products. That’s followed by a conversation with Freddy Mahhumane, CEO at KasiD and Blake Raubenheimer, Group Omnichannel Executive at Spar, about collaboration opportunities for brands to expand delivery services in townships.

New episodes will be loaded monthly. The Township Marketing Podcast by Rogerwilco is also available on YouTube, Spotify, Apple and others.

ROGERWILCO
https://www.rogerwilco.co.za/

Industry Inclusivity: Young Women Creatives Need To See What’s Possible

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Modern Marketing

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August 21, 2025

Industry Inclusivity: Young Women Creatives Need To See What’s Possible

The women of Open Chair awarded Cannes Lions passes to 12 women. Jessica Babsy, Senior Art Director at VML South Africa, was one of them. Her experience highlights an important lesson: For South Africa’s creative industry to become more inclusive for women, young women creatives need to see what’s possible.

Before going to Cannes, I had no idea that were so many talented creative women that are doing powerful things. Seeing it up close shifted everything for me. In an industry that often feels like it’s dominated by toxic male ego, being surrounded by women who lead with vulnerability, strength, and generosity was a revelation.

The Female Leadership Difference

Female leadership doesn’t just challenge the status quo, it redefines it. Seeing it in action reminded me that there’s room for empathy, collaboration, and lifting each other up in an industry that can often feel cold and competitive.

There are more of us women in leadership roles now – in the rooms where decisions are made. And while it’s still not enough (men still overpower us in numbers and influence), I’m glad we exist in these spaces and are doing truly badass things. Cannes made that visible for me.

Building Global Connections

We were also representing our own agencies, and I connected with other Young Lions from VML – all of us attending Cannes for the first time. We instantly clicked. After the VML dinner, a group of us went to a nearby bar and kept the night going, swapping stories about our countries, cultures, and careers. It was beautiful to connect across borders, all united by creativity.

A World Of Possibility

Being at Cannes, surrounded by so many inspiring women from different countries, backgrounds, and positions, opened my eyes. I saw how many paths are possible and how many versions of success exist. For the first time, I could actually picture myself stepping into those roles one day. I know I still have a lot of growing to do, but it was cool to see what’s possible.

The experience gave me a mental shift. I walked away with more self-confidence and a new lens through which I now approach everything from brainstorming ideas to speaking with clients, to presenting to senior leadership. That kind of internal growth doesn’t come from a workshop; it comes from being in rooms where you feel seen and valued.

Inspiration Highlights Reel

I was constantly inspired – from a panel featuring actress and producer Issa Rae and HarbourView Equity CEO Sherrese Clarke being interviewed by Executive TV producer and former president of MSNBC, Rashida Jones, to a 1-on-1 session with entrepreneur and gender equity advocate Shelley Zalis and Susan Credle, Global Chief Creative Officer at FCB.

Five Lessons That Stuck With Me:

1. Own Your Intellectual Property (IP)

Rae spoke about how there’s this myth that black film and content doesn’t travel internationally and that, as black creatives, we’re constantly having to prove ourselves with every success. She also spoke about how owning the intellectual property of what you create is a game-changer, referencing Insecure – the HBO show she starred in and wrote for. While she’s grateful to have had the opportunity to make it, the show was her baby, yet she doesn’t even own a physical copy of it. That’s why she wants to able to give other artists the opportunity to own a piece of the IP of the work that they create. She said it’s something that’s extremely exciting to her.

2. Widen Your Perspective

Clarke spoke about how she misses things if she can’t see them. Most investors invest in what they like and what they know. If she only surrounded herself with people who are like her, she would only invest in RnB, but when she diversified – like branching into metal – she became more profitable.

3. We’re In This Together

Zalis gave us space to speak. She mostly listened to us and gave us advice on problems that we’re facing individually as women in the industry. In that moment, hearing other women also voice their struggles and how they overcame them made me feel like I have a community in this industry.

4. Step Up

Credle’s message was about not holding ourselves back: ‘Be less scared about presenting ideas.’ ‘Don’t be afraid to show stuff that wouldn’t go anywhere.’ ‘All these people are here to help – you should ask them for advice. Show them scripts. Be annoying.’

5. Women Are Powerful

Hearing Shonda Rhimes (CEO of Shondaland) speak about her work and how she leads was a whole moment in itself. She spoke about her shows and her writing process, and also about how she trusts people she works with because she hired them for a reason. Outgoing WPP CEO Mark Read made a comment about how most of her characters are strong women. She replied, ‘I don’t know any weak women.’ She ate that interview!

Before Cannes, I didn’t even know many of these women existed. Now I carry their stories with me. I hope uplifting women in this industry isn’t treated like a trend but embraced as the standard. Because when women lead, they lead from a place of inclusion. They create environments that feel healthy, human, and full of growth potential.

VML SOUTH AFRICA
https://www.vml.com/south-africa

IAB Bookmark Awards Spotlight SA’s Most Innovative And Impactful Digital Creators

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Modern Marketing

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August 21, 2025

IAB Bookmark Awards Spotlight SA's Most Innovative And Impactful Digital Creators

Hosted by media personality Sne Dladla, the Interactive Advertising Bureau (IAB) South Africa’s Bookmark Awards ceremony drew a high-calibre audience of leaders from advertising, publishing, technology, and brand marketing sectors. Alongside creative agencies, corporates, and entrepreneurial innovators.

This year’s competition was fierce, with agencies and brands showcasing a new level of digital mastery. Winners were recognised across platforms, channels, communities, publishing, campaigns, emerging digital technologies, and craft categories.

Ogilvy emerged as a dominant force, securing multiple gold accolades for campaigns including KFC South Africa’s KFC Sauce Code, KFC Block Booked, Your Ma Se KFC, and Cadbury Presents Real Mzansi Names.

Among other standout performers, winning gold is:

– TBWA\ Hunt Lascaris: Sloom NapBot and City Lodge Hotels Save Our Stay (SOS).
– Juno Media: Chicken Licken – It’s the little things that satisfy us most.
– Rogerwilco: Stellenbosch University – The S.E.O in G.E.O.
– Joe Public: Nedbank – Bank Your Time.
– Media24: Daily Sun – A Re Buwe, 2024 May Elections Coverage and Video News Reporting.

‘The awards showcase the incredible talent and impact driving South Africa’s digital landscape,’ said Chris Borain, Executive Director at IAB, South Africa. ‘Our winners are setting universal benchmarks, proving that digital marketing is not only growing in scale and skill, but creating work that competes on a global stage. This is the kind of innovation and impact that inspires the next generation to aim even higher.’

A Historic First: Outstanding Individual Impact In Digital

In a landmark moment for the IAB Bookmark Awards, 2025 saw the introduction of a brand-new accolade, the Outstanding Individual Impact in Digital Award. Designed to honour an individual whose vision and leadership have tangibly advanced South Africa’s digital industry, the award sets a new standard for recognising personal achievement in the sector.

After a rigorous selection process led by the IAB Board and the Bookmark Awards Committee, Jarred Cinman was named the inaugural recipient. A pioneer since the 1990s, Cinman co-founded one of the country’s earliest digital agencies and has been instrumental in shaping both the IAB and the Bookmarks Awards themselves. His influence spans measurable business results, industry best practice, and online culture, while his commitment to mentorship, ethical leadership, and knowledge-sharing has helped nurture the next generation of digital talent.

The IAB Front Row Initiative Welcomes 15 Young Delegates

Adding to the evening’s celebration, the IAB SA Education Council’s Front Row initiative was proud to welcome and host 15 young ambitious talents, who were recently announced as the official 2025 delegates.

In addition to access at the ceremony, the selected participants will for the next 12 months acquire invaluable mentorship, and networking opportunities with respected industry leaders – a true springboard for their careers.

They will also gain access to the upcoming Nedbank IMC Conference, SMARTIES Awards, New Gen Awards and Assegai Awards, as well as participate in personal brand virtual workshops, Effie Dialogues, Loeries workshops, and more.

Rankings To Honour Consistent Excellence

The highly anticipated Bookmarks Digital Rankings will be announced later this year, recognising the agencies and brands that have consistently delivered award-winning digital work. In the meantime, winners are encouraged to log into the Bookmarks entry portal to update their credits, ensuring every contributor is recognised for their role in these achievements.

The Bookmarks remain a vital platform for recognising and fostering growth in the digital industry, inspiring both established and emerging talents to reach new creative heights.
A full list of winners is available on the IAB South Africa website.

IAB SOUTH AFRICA
https://iabsa.net/  

PocketMedia Showcasing Branding Solutions At Modern Marketing Expo

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Matthew Wood, Modern Marketing

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August 14, 2025

PocketMedia Showcasing Branding Solutions At Modern Marketing Expo

PocketMedia will showcase its signature product, the Z-CARD®, at the Modern Marketing Expo. The event takes place from 9-11 September (Tuesday, Wednesday and Thursday) at the Gallagher Convention Centre, 9am-5pm.

The Z-CARD® is a highly effective and retainable communication tool, offered in array of options and produced on patented Z-CARD® machinery.

The company also offer a comprehensive range of strategically designed interactive paper products, ensuring a brand message is retained by the reader, including Pop-Ups, Unidentified Folding Objects (UFOs), Flippers, and Changers, among others.

Please register online for free attendance to the Modern Marketing Expo, taking place 9-11 September 2025, on Tuesday, Wednesday and Thursday, at Gallagher Convention Centre.

POCKETMEDIA
+27 11 340 6737
info@pocketmedia.co.za
www.pocketmedia.co.za

Effie Awards South Africa Announced 44 Finalists

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Modern Marketing

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August 14, 2025

Effie Awards South Africa Announced 44 Finalists

Effie South Africa has announced that 44 finalists have been selected following the first round of judging for the 2025 programme. These finalists represent cases that have clearly demonstrated effectiveness in delivering against their stated objectives, and are now in the running to win a coveted Effie Award. Modern Marketing is a proud media partner.

Refilwe Maluleke, Jury Co-Chair, commented: ‘The standard of entries this year has been exceptional. The most effective work begins with clear objectives, strong strategic thinking, and a deep understanding of the business challenge. Our role as a jury is to apply rigorous evaluation to ensure every finalist has proven, beyond doubt, the impact of their work. This process is a privilege, and it reflects the commitment of our industry to continuously raising the bar for effectiveness.’

Reaching finalist status in the Effies is already an achievement of note. Finalists earn points towards the Global Effie Index — a valuable marker of success that offers global recognition for both agencies and clients.

Ahmed Tilly, Jury Co-Chair, added: ‘Creativity is at the heart of effectiveness. The work that rises to the top shows us how a powerful idea, rooted in insight, can drive significant and measurable results. The jury’s responsibility is to interrogate every detail to ensure the winning campaigns truly deliver on their promises — and this year, that responsibility has been met with standout examples of ideas that work.’

This year’s record number of entries underscores the growing emphasis on marketing effectiveness across South Africa’s communications sector. The finalists represent a diverse range of contributors, from large networks to independent agencies, media and PR specialists, and direct client submissions, highlighting the breadth of talent shaping impactful marketing in the country. Now in its fifth year, the Effie Awards South Africa continues to grow from strength to strength, reinforcing its position as the benchmark for marketing effectiveness.

2025 Effie Awards South Africa Finalists Table

ENTERING ORGANISATION	ENTRY	CATEGORY	PRODUCT / BRAND
Ogilvy	#ShouldaGotaVivo: How VW used competitor drivers to sell their Vivos	Automotive – Vehicles	Volkswagen
Ogilvy	From Decline to Dominance: Carling Black Label’s 8-Year Journey of Purpose-Driven Sustained Success.	Beverages – Alcohol	Carling Black Label
Promise Group	Nothing Beats Extra Cold	Beverages – Alcohol	Castle Lite
Joe Public	Faeces Ink: Reigniting Attention Around a National Shame	Current Events	Amnesty International
M+C Saatchi Abel	How Mr D got South Africa’s vote of approval during elections	Current Events	Mr D
Ogilvy	V-Up: Igniting VodaPay’s Revenue Engine	Data-Driven / Commerce and Shopper Effies	Vodacom
Ogilvy	Block Booked	Data-Driven / Commerce and Shopper Effies	KFC
Nedbank	Bank Your Time	Data-Driven / Media Effies	Nedbank
Ogilvy	FROM SHAME TO SELF-LOVE: How #FOREVERWENA Revolutionised HIV Prevention.	Disease Awareness and Education: Non-Profit	The Gates Foundation
Levergy	Ya Rona House: A New Kind of Fan Engagement	Experiential Marketing: Live and Digital	Nedbank
Ogilvy	Make It KFC: From familiar to fresh – the taste experiment that got Gen-Z talking again	Experiential Marketing: Live and Digital	KFC
Accenture Song	Sanlam ‘The F-Show’	Finance	Sanlam
Joe Public	Bank Your Time – How Nedbank reframed digital banking by turning time into a currency	Finance	Nedbank
M+C Saatchi Abel	BLENDING IN, TO STAND OUT	Finance	Standard Bank South Africa
RAPT Creative	Discovery Health Medical Scheme: Because Life Happens	Healthcare Services / Health Effies	Discovery Health Medical Scheme
Ogilvy	Influence With Impact: #ForeverWena’s Culture-Driven Approach to Youth HIV Awareness	Influencer Marketing	The Gates Foundation
Joe Public	Bank Your Time – How Nedbank reframed digital banking by turning time into a currency	Marketing Disruptors	Nedbank
Ogilvy	#ShouldaGotAVivo: VW’s Masterclass on end-of-product-life-cycle marketing disruption.	Marketing Disruptors	Volkswagen
TBWA\Hunt Lascaris	Save Our Stay (SOS)	Marketing Disruptors	City Lodge Hotel Group
TBWA\Hunt Lascaris	Savanna Neat: It’s Giving	Marketing Innovation Solutions	Savanna South Africa
Joe Public	Faeces Ink: Reigniting Attention Around a National Shame	Media Innovation – Emerging and New Channels, Existing Channels / Media Effies	Amnesty International
Ogilvy	Block Booked	Media Innovation – Emerging and New Channels, Existing Channels / Media Effies	KFC
TBWA\Hunt Lascaris	Save Our Stay (SOS)	Media Innovation / Commerce and Shopper Effies	City Lodge Hotel Group
99c Communications	Little Shop Goes Xtra	Omni-Channel Shopper Solution / Commerce and Shopper Effies	CHECKERS
99c Communications	Delivering something Xtra this Christmas	Retail	CHECKERS
Gorilla	Pick n Pay asap! Find the Bunny! Get the Money!	Retail	Pick n Pay asap!
TBWA\Hunt Lascaris	SPAR More for Sho’	Retail	SPAR More for Sho’
M+C Saatchi Abel	How Mr D got South Africa’s vote of approval during elections	Seasonal Marketing – Products, Services	Mr D
Gorilla	Pick n Pay asap! Find the Bunny! Get the Money!	Seasonal/Event / Commerce and Shopper Effies	Pick n Pay asap!
Joe Public	Faeces Ink: Reigniting Attention Around a National Shame	Small Budgets – Non-Profit, Products, Services	Amnesty International
M+C Saatchi Abel	Firing A Silver Bullet That Turned Apathy into Policy Action	Small Budgets – Non-Profit, Products, Services	Gun Free South Africa
Joe Public	Faeces Ink: Reigniting Attention Around a National Shame	Social Good – Brands / Positive Change	Amnesty International
M+C Saatchi Abel	Firing A Silver Bullet That Turned Apathy into Policy Action	Social Good – Brands / Positive Change	Gun Free South Africa
Nedbank	Youth Honours Board Campaign	Social Good – Brands / Positive Change	Nedbank
Ogilvy	Volkswagen Night School: Rewriting the Rules of the Road saving lives and building brand	Social Good – Brands / Positive Change	Volkswagen South Africa
Mondelez	TikTok confirms, “They are amongst among”	Social Media	Lunch Bar – social
Halo	100% Sustained Results: How Being Totes Honest Totes Helped Pineapple Soar	Sustained Success – Products, Services	Pineapple
Joe Public	Winning market share with a human edge in a digital race	Sustained Success – Products, Services	Nedbank Private Clients
Ogilvy	From Decline to Dominance: Carling Black Label’s 8-Year Journey of Purpose-Driven Sustained Success.	Sustained Success – Products, Services	Carling Black Label
Ogilvy	Selfish to Shareable: Cadbury’s South African Success Story	Sustained Success – Products, Services	Mondelez: Cadbury Dairy Milk Chocolate
M+C Saatchi Abel	How Mr D got South Africa’s vote of approval during elections	Timely Opportunity	Mr D
TBWA\Hunt Lascaris	Try January	Timely Opportunity	Savanna
Joe Public	Uber Black: So good you’ll find a reason	Transportation	Uber Black
TBWA\Hunt Lascaris	Save Our Stay (SOS)	Travel and Tourism	City Lodge Hotel Group

Round Two of judging will determine which of these campaigns will go on to win Bronze, Silver, and Gold, with the very best considered for the prestigious Grand Effie. The winners will be announced at the Effie Awards Gala on 21 October 2025.

Gillian Rightford, Executive Director at the ACA, said: ‘Congratulations to all our 2025 finalists. Achieving finalist status in the Effies is, in itself, a mark of excellence, it means your work has met the highest global standards for marketing effectiveness. The record number of entries this year demonstrates that agencies and clients alike recognise the value of proving their effectiveness through platforms such as the Effie Awards. We look forward to celebrating these achievements at the gala in October.’

Effie Awards South Africa is hosted by the Association for Communication and Advertising (ACA) and sponsored by Nedbank, SAB, Unilever, GIB Insurance, Investec, with in-kind support from Lobengula Advertising and media partner Modern Marketing.

EFFIE AWARDS SOUTH AFRICA
www.effieawards.co.za