WeBuyCars Wins YouTube Creative Visionary Award

October 10, 2025

WeBuyCars has earned top honours at the YouTube Works Awards South Africa 2025. WeBuyCars’ popular ‘Rev-Jou-Jeep’ video, a satirical take on the Afrikaner refugees who recently started relocating to the US, has garnered over 333,000 views on YouTube alone and millions more across other social media platforms.

The video saw WeBuyCars taking home top honours at the recent Google-hosted awards in the Creative Visionary category.

According to chief marketing officer, Rikus Blomerus: ‘The approach has not always been as formalised as one would think. Bennie Fourie, Bouwer Bosch and the team sometimes come up with an idea and if it’s something relevant and people are talking about it… or it’s just something that’s purely funny and we can make a great piece of content around it…then our responsibility is to see how we can fit it into the marketing message that we want to relay to the public.’

Fourie and Bosch are the duo behind Freckle, the ad agency driving many of WeBuyCars’ iconic advertising campaigns. Even then, Fourie is adamant that the focus of good advertising is not winning awards. ‘If you want to try and win awards for commercials, your head is in the wrong place,’ he said.

As Blomerus put it: ‘We’re not trying to win awards, we’re trying to win the hearts of consumers in the motor industry.’

With so much noise in the world, WeBuyCars has focused much of its attention on digital advertising, but never forgetting that traditional channels like print, radio, television and billboards, still drive huge volumes of business in South Africa.

Fourie explained that their campaigns often balance humour with sensitive topics, as seen in the ‘Rev-Jou-Jeep’ ad, which tackled the refugee topic in a light-hearted manner. ‘From the beginning, we’ve stayed on top of whatever is happening in the country. If the fuel prices go up, then we do something on that,’ he said.

‘With this thing around the refugee status, it was massive,’ Fourie explained. ‘We try to take the sharp edge or hot topics that people get angry about and make light of it so we can all laugh with each other about how silly some of these things are.’

That said, not all the campaigns are necessarily political. ‘We love making commercials that are fun and funny,’ said Fourie, noting their new campaign called ‘Dof & Savvy’.

‘It’s just two characters, one is smart, one is not, and they’re neighbours. It’s a fun interaction between the two characters, which is lovely.’ According to Fourie, this is an example of a campaign focused more on hard messaging, ‘but the other half of the business is standing ready to jump on anything that is relevant’.

Blomerus said this has been an effective strategy behind their successful advertisements. Even as the company touches on sensitive topics, it has been able to strike a balance, avoiding negative backlash and resonating well with consumers.

He also admitted that the path to virality is not always straightforward. Despite having a constant stream of content to feed their digital and traditional channels, some content only gains a buzz some time after release.

For instance, the ‘Rev-Jou-Jeep’ ad did not initially appear to be a standout, Blomerus said. It only gained popularity about a month after its release, particularly after being reposted as a Short on YouTube. The ad’s resurgence was helped when it became widely shared among friends.

‘We have an ‘always on’ sort of campaign when it comes to content,’ said Blomerus. ‘We’re always open to generating nice content pieces with Freckle’s assistance. On a daily basis, we do more informal, day-to-day content where we often use social media. They assist us with the more formal content – not only what goes onto YouTube and goes viral, but also what we put out on TV where we have more customer testimonials, hard selling or hard buying messaging.’

WEBUYCARS
https://www.webuycars.co.za/

Reimagining Iconic Brands

Meggan McCarthy, Modern Marketing

October 10, 2025

Charl Bassil, BBC.

Charl Bassil, Chief Brand Officer at BBC Studios, reveals how strategic marketing and creativity in marketing can transform not just campaigns, but entire organisations. Bassil was an international keynote speaker at the Nedbank IMC. Modern Marketing was a proud media partner.

How do we re-imagine brands in a world where there is so much noise?

Steal With Your Ears

There are so many people shouting at one another and vying for attention. The only thing you can do is stop and learn to listen. My father used to say to me ‘Steal with your ears’. We need to listen to our audiences, our colleagues and our stakeholders, but we need to listen with an empathy as if we’re listening to children. We need to listen with kindness and love because they are ultimately the people that we’re serving.

Rise Above The Noise

A really good friend of mine advised me to rise above the noise, to rise above every hype cycle, whether it’s the Metaverse or AI, whatever it might be. These things are important tools in our desire to connect with people. But let’s not forget what our primary purpose is: to connect with people.

Then understand and be firm on your true north, your personal true north and your brand’s true north. Jeff White said take the complicated and make it simple. And then Alistair Hewitt said take the simple and make it sexy. Those two things, if you combine them, are really, really powerful.

And this is where marketing is business. The BBC for instance is a complicated brand. Netflix is in entertainment. Spotify does music and, and audio. ESPN does sport. CNN does the news. The weather app on your phone gives you the weather, and Disney Junior gives you sort of entertainment for kids and some education.

Now, that full service offering comes from the BBC, so it’s a complicated product. But it should be a simple story. So what we’ve done at the BBC is narrowed it down to three roles. The first is no political and no commercial agenda. The second one is backing the best homegrown storytelling. So local is lekker. Even in the UK, tell the stories of the people, of the places of the culture of the UK and then finally, the third role is to bring people together. Those big and seminal moments, whether it’s the Coronation, a big football match or a news event.

The elections bring people together because the world is becoming increasingly polarised by algorithms and commercial agendas. So a public service’s role is to actually bring people together. The BBC is under threat as an institution. If you presume that you’re an iconic brand and that your legacy is going carry you into the future, you’re wrong. So I banned the word iconic in my teams and I said, ‘We have to start as if we’re a challenger – we have to have a challenger mindset.’

Combine Empathy And Data

Crucial to any turnaround or any transformation is making reality your friend. Reality is based on data and information. Use that data. But when you’re looking at the data, which is when you’re looking with your left brain, please use your right brain and bring some empathy into it. Because data on its own can be brutal and cold and hard, but we have a responsibility to our audience, our consumer and the people we serve. We have to bring that information and that understanding of them in an empathetic and storytelling way. That really brings them on the journey. So this is a combination of data and empathy. And if we bring that into the realm of the BBC public service, we’ve got a mission, a true north and clarity.

We’re a challenger brand, and there is obsession with growth in the digital space. We recognise that there’s a shift into the digital space obsession with growth. What I’ve been doing over the last 18 months has been introducing Brand Power by Kantar. It’s about salience, relevance and distinctiveness. It’s been my ‘in’ with an organisation that wasn’t talking about brand, it was talking about purpose. It was talking about storytelling, about content, but not about brand. And now we’re talking about brand because brand power is now in our corporate dashboard.

Make sure that the measures that drive your brands are on, that those corporate dashboards are in the boardrooms. The idea of then of transforming iconic brands is about reappraisal, and not reinvention. Too often we fuel our own egos thinking we’re going to reinvent a brand. The BBC’s been around for 100 years. We’re not reinventing something, we’re really just finding ways to get it reappraised.

Fresh Consistency

You have a consistent theme, a consistent brand, and you bring it to your audience in a fresh way that suits the zeitgeist and that really connects with consumers audiences and where they live. So it’s not about changing your story, it’s just about maybe changing some of the characters. Like James Bond, who became more open, less sexist – he’s right for the times. The villain probably became a bit more evil – unfortunately a sign of the times.

Balance Legacy With Innovation

Sometimes the temptation is to get into the innovation only and to ignore your legacy. Other times we get stuck in the past and don’t want to let go of certain things. We’ve got to balance those two things. The BBC has been innovating. It also recognises that things like iPlayer, BBC iPlayer were streaming, devices. Before Netflix, but we just didn’t brand it properly. We didn’t get it out there. So this idea of shifting our audiences into digital streaming is critical for the BBC. That’s innovation today. We’re innovating to make sure our products are matching the likes of Netflix and Spotify. You have to innovate fast and you have to try and get ahead of your competitors.

We also have to look at legacy, and that goes back to those three values of the brand I mentioned. This local is lekker in the UK is the story we’re telling about the BBC. not just making and producing films and, and, and television programmes in the uk. We’re actually made of those places.

Play The Long Game

It’s interesting being the South African voice in the room with everyone being quite negative about fragmentation, polarisation, the news cycle etc. But I tell them you won’t believe what we’ve been through in South Africa. Imagine that a rugby team can bring an entire nation together. Imagine the responsibility we have as a platform, as big as the BBC to do the same for the UK. That’s why we as brand builders and marketers in this business game have to play it for the long game.

So often people are looking the next quarter growth: are we making our numbers? Our job is to look up and look at the long-term, are we playing the long game? And that means it’s a game for team builders and collaborators. This is not a game for superheroes. It’s a collaboration between yourself within the business, but also with your consumers, your audience, and with your partners outside of the business.

One of the things I learnt is that culture eats strategy for breakfast. This is an inside job. You’ve got to bring your CFO and sales director on the journey. Because it’s the culture of the organisation that drives the brand and the brand is the organisation.

Be Brave, Be Kind And Believe

Say what you believe – you’ll be surprised how profoundly impactful you can be. And be brave to call out negative behaviour.

If people are stereotyping Africa or wherever else, be kind. The most crucial thing in the world today is to be kind to your audience, to your consumer. Be kind to your stakeholders, and mostly please be kind to yourselves. Kindness is going to be a unique selling point in the future. In a world of AI in a world of fast moving everything, kindness is what’s going to separate us from collapsing basically as a society.

Then finally, believe in yourselves. Believe in the impact that our industry has on shaping culture. We’re often sitting in trend reports trying to be part of culture, but don’t forget that we are shaping culture. The micro and big messages that we’re sending into society are the messages that they’re taking and adopting as culture. So believe that you can make a positive difference, with no cheap tricks. Believe that you are responsible for the future of our industry, and the future of our culture.

NEDBANK IMC CONFERENCE
www.imcconference.com

JAW Design Announces Bold New Beginning With Strategic Management Buy-In By Female Leadership Duo

Modern Marketing

October 9, 2025

Samantha Crawford and Monique de Ascensao, JAW Design.

In a milestone that blends legacy with leadership, creative agency JAW Design 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 de Ascensao and Crawford 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 de Ascensao and Crawford is a celebration of legacy, trust, and bold new beginnings.’

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.

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,’ said Crawford.

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.

JAW DESIGN
www.jawdesign.com

IMM Graduate School Marks Important Milestone In Its Internationalisation Strategy

Modern Marketing

October 9, 2025

IMM Graduate School Joins Prestigious Nibs Network To Strengthen Global Collaboration — Elaine van Wyk, IMM Graduate School.

The IMM Graduate School is proud to announce its acceptance as a member of the Network of International Business Schools (NIBS), a global alliance dedicated to fostering cross-border collaboration in business education. Recommended by fellow member schools UC Leuven-Limburg (Belgium) and IBA Kolding (Denmark), IMM Graduate School now joins a distinguished group of institutions committed to advancing global business education.

Membership of NIBS opens new opportunities for IMM Graduate School students, staff, and partners, including access to international research collaborations, student competitions, and the possibility of NIBS accreditation for its programmes. It also strengthens the school’s ability to engage with a worldwide academic network and provide its students with globally relevant learning experiences.

‘Joining NIBS is a significant step for IMM Graduate School,’ said Dr Elaine van Wyk, Group Chief Marketing and Sales Officer at IMM Graduate School. ‘It allows us to build international partnerships that will benefit our students, expand our research footprint, and ensure our programmes remain aligned with global standards in business education.’

The announcement comes at a pivotal time as IMM Graduate School continues to position itself as a leading provider of marketing, supply chain, and business education in South Africa and beyond. With NIBS membership, the institution is poised to accelerate its global engagement while creating opportunities that prepare graduates to thrive in an interconnected world.

IMM INSTITUTE
www.imminstitute.co.za

Mbuso Media Awarded Bronze At WesBank New Generation Awards

Modern Marketing

October 9, 2025

From hashtags to heroes: How Mbuso Media’s 'Maka Enzo' campaign turned township pride into award-winning impact

Mbuso Media has been awarded Bronze at the 2025 WesBank New Generation Awards for its ‘Maka Enzo’ campaign, an ode to Umlazi’s everyday heroes and the vibrant spirit of township life. From billboard slogans to viral TikTok trends, marketing campaigns have long shaped how communities see themselves. But when rooted in authenticity, they do more than sell; they celebrate.

The ‘Maka Enzo’ campaign reimagined retail storytelling by placing real people at the centre of the narrative. It honoured the unsung champions of Umlazi, blending local talent, digital activations, and community-first messaging to position Umlazi Mega City as more than a shopping destination; it became a cultural landmark.

‘This award belongs to Umlazi,’ said Mimie Mncube, Managing and Creative Director at Mbuso Media. ‘We didn’t just create a campaign, we co-created a story with the community. ‘Maka Enzo’ is a tribute to the people who make Umlazi extraordinary every day.’

The campaign’s success lies not only in its creative execution but in its strategic resonance. It sparked pride, drove engagement, and strengthened Umlazi Mega City’s identity as a retail hub with heart. From influencer-led storytelling and interactive social media moments, ‘Maka Enzo’ proved that when brands listen deeply, communities respond.

This win is more than a creative accolade; it’s a powerful affirmation of the impact that culturally rooted storytelling can have when paired with strategic execution. The ‘Maka Enzo’ campaign didn’t just drive engagement; it sparked pride, celebrated everyday heroes, and strengthened Umlazi Mega City’s identity as a community-first retail hub. By blending authentic narratives with digital innovation, Mbuso Media proved that campaigns grounded in local relevance can move culture, shift perceptions, and deliver measurable results.

MBUSO MEDIA
https://mbusomedia.com/

Pitch Digital And Hippo Insurance Win Gold At WesBank New Generation Awards

Modern Marketing

October 9, 2025

Pitch SM and Hippo are proud to announce their latest achievement: winning Gold for Blogging Excellence at the esteemed WesBank New Generation Awards. This accolade was awarded for the agency’s work with Hippo on the Complete Car Guide (SA), a blog series that continues to inform, inspire, and connect with South African audiences.

The Complete Car Guide (SA) was created to fill the content gap that many South African car buyers experience, offering clear answers to essential questions about costs, insurance, maintenance, safety, and vehicle comparison. The guide’s SEO-optimised content ecosystem includes brand-specific vehicle guides (like Ford, Toyota, and GWM), model-specific pages, insurance cost estimators, and insightful blogs that tap into South Africa’s car culture.

This campaign transformed Hippo from a simple comparison tool into an authoritative automotive content hub, delivering nearly 25,000 users and generating over 350 quality car insurance leads in under a year, all while consistently improving search engine rankings for relevant keywords.

Key features of the complete car guide include:

– Extensive, regularly updated content on popular brands and models answering the real questions vehicle owners and buyers ask.

– Embedded insurance cost calculators and vehicle data to help users understand affordability and compare ownership costs.

– A rich supporting blog series covering car ownership trends, cost breakdowns, and popular vehicle analyses based on NAMSA sales data.

– SEO strategies that combine data-driven insights with human storytelling, making the content both discoverable and deeply relevant.

‘This award recognises the passion and dedication of our team,’ said Steven Green, CEO of Pitch SM. ‘The Complete Car Guide was designed to be more than content, it’s a companion and trusted resource for South Africans navigating the complexities of car ownership. Winning Gold for Blogging Excellence validates our approach to creating meaningful, impactful digital experiences.’

Franki Robinson, Senior Marketing Manager at Hippo, added, ‘The Complete Car Guide was developed to provide clarity, convenience, and confidence to South African car buyers. We’re thrilled to see the strength of this partnership with Pitch SM recognised by the WesBank New Generation Awards. This award highlights the value of content that truly connects with its audience.’

In line with Hippo’s mission to empower consumers, the campaign effectively blends product linkage, across car insurance, motorcycle cover, warranties, and more, with an evergreen content framework designed for sustained growth and AI-ready SEO optimisation.

The WesBank New Generation Awards celebrate innovation, creativity, and excellence in digital media. Winning Gold in Blogging Excellence places Pitch SM among the top content creators in South Africa and underlines the agency’s ability to deliver measurable results for clients and audiences alike.

PITCH SM
www.pitchsm.co.za

HIPPO.CO.ZA
www.hippo.co.za

How Brands Can Connect With Consumers Who Crave Real-World Connection

Modern Marketing

October 9, 2025

With online content becoming more dazzling by the day, it’s getting harder to wow people and harder still to make content that leaves any kind of lasting impression. Add to that the growing trend towards screen fatigue and digital detoxing, and the message is clear: if brands want to stand out, digital-only is not the way. But pairing it with a little old-school in-person marketing just might be.

Back To Humanity

Andries van Wyngaard, Production Manager at VML South Africa, is a big believer in experiential marketing, because there’s something special about putting a product right in someone’s hands. For all the convenience of e-commerce, streaming, and social platforms, plenty of people still want to touch, feel, and try products before buying them. That physical connection makes all the difference. It lets customers check the quality themselves and understand features that are hard to get across on a screen.

What brands gain from in-person interactions goes beyond awareness. It gives them a chance to actually connect with their customers face-to-face and build real confidence in what they’re selling. Never underestimate the power of a simple in-person smile to create relationships that last.

With the rise of digital fakes, interpersonal encounters build trust, and trust builds repeat business. Brands need these connections to turn one-time buyers into loyal customers who keep coming back.

Building Real Connection

This is especially relevant now because it taps into a wider cultural swing. VML’s Future 100: 2025 report revealed that, globally, there’s a rebellion against digital saturation. People want to unplug, re-engage their senses, and connect face-to-face. It’s a trend brands shouldn’t ignore – because it creates opportunities for more immersive experiences.

Depending on what you’re selling, good-old mall activations and trade shows are still goldmines for getting products into people’s hands. The beauty of these spaces is you know your target audience is already there – so you’re not wasting effort on people who aren’t interested. This dramatically cuts down the hit-and-miss factor and boosts your chances of making sales. Many brands get so caught up in digital that they forget these proven opportunities.

Blending Physical And Digital

The big game-changer in modern experiential marketing is how we’re blending physical and digital experiences together. This is especially important for customer relationship management and lead generation.

Instead of keeping these worlds separate like we used to, brands can create seamless experiences that connect in-person interactions with digital follow-up. It gives you the best of both worlds – the human connection people crave plus all the convenience and measurement capabilities of digital. It’s also what customers want.

In the newly launched VML Future Shopper Report: 2025, 66% of South African shoppers surveyed said they wished brands communicated seamlessly across different channels and 70% indicated they that want physical shopping experiences to be immersive, futuristic and showcase creative flair.

Imagine a shopper trying your product in-store and instantly receiving a follow-up on their phone with personalised content or an offer. Or a trade-show attendee scanning a QR code that links to a deeper digital journey. Done well, this hybrid approach gives brands the best of both worlds: a moment of human connection that resonates, reinforced by the data and convenience of digital.

3 Rules For IRL Experiences In The Digital Age

The real breakthrough lies in connecting the sensory immediacy of physical experiences with the efficiency and measurement of digital.

– Know Your Audience. Know exactly who you’re trying to reach and create opportunities to get your product in their hands in a way that’s friendly, engaging, and educational. Don’t just demonstrate features – think about how the experience can answer a real need or spark delight.

– Partner with the right agency. It may be tempting to DIY, but one thing I’ve learnt over many years in the experiential marketing game is that behind every seamless activation is a mountain of logistics, permits, and planning. Trust me, you don’t want to tackle this alone.

– Be audacious. Push yourself to do something completely unique and exciting; something no one has seen before. Consumers remember the unexpected. When they encounter something genuinely novel, they’re much more likely to engage deeply and recount the experience long after it’s over. That lasting impression is what turns experiences into sales.

When people are craving real-world connection, brands that are willing to logoff and meet them offline will be the ones making memories.

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

Razor Wins At PRCA’S 2025 Global Platinum Awards

Modern Marketing

October 9, 2025

Razor Wins At PRCA’S 2025 Global Platinum Awards

Voted for by members of the PRCA from around the world, the Platinum Awards provide true global recognition from global peers on work that sets new standards in creativity and strategic excellence Razor Public Relations has won two awards at this year’s PRCA Platinum Awards in London.

Presented annually by the PRCA, the world’s largest professional body for PR and communications, the Platinum Awards set the benchmark for global PR excellence as judged by PR experts across the world.

Critically, these awards are open exclusively to campaigns that have already won or been shortlisted at other leading global awards over the past year. They are designed to celebrate the very best in international public relations, representing work that exemplifies the highest standards of creativity and innovation.

Razor secured wins in the following categories:

– Media Relations Award: Bullet Proof Park (with Gun Free South Africa and M+C Saatchi Abel).
– Purpose Award: Bullet Proof Park (with Gun Free South Africa and M+C Saatchi Abel).

The agencies data analyst Basetsana Baholo was runner up Global Rising Star of the Year.

‘Integrated world-class creativity is what will set the future of effective public relations programmes apart, especially as we seek to drive distinction and cut through in an ever-demanding news cycle. Success is no longer about generating ‘just’ awareness, it’s about sparking powerful conversations that elevate and build trust, and inspire positive behaviour change,’ said Razor PR CEO, Dustin Chick.

‘Creativity has become business critical in modern PR. What’s important is that it’s not just ideas for the sake of ideas, but more a focus on using well considered strategic insights to trigger bold thinking that cuts through the noise, establishes a new debate and elevates thought leadership,’ said Razor PR Executive Creative Director, Chris Lazley.

‘Working with our colleagues at M+C Saatchi Abel, we were able to build a truly compelling earned first creative platform that moved the needle on one of society’s most urgent social needs, especially in the Western Cape. Being earned first requires ideas that cross the divide between interesting and compelling, that go from memorable to behaviour change. Bullet Proof Park is just such a campaign, and it’s this approach that resulted in its win at the Platinum Awards and its shortlisting at Cannes,’ said Lazley.

RAZOR PR
www.razorpr.co.za

BRC Ushers In New Era For Radio Audience Measurement

Modern Marketing

October 9, 2025

Following an extensive RFP process, managed by Independent Agency Selection (IAS), the Broadcast Research Council of South Africa (BRC) has selected GfK Media Measurement (an NIQ Company) to spearhead the next phase of the radio audience measurement in South Africa. A comprehensive system design commenced in July, with data collection phase starting in September 2025. It is expected that GFK will deliver the first initial insights to the market in Q1 2026.

This appointment marks a significant milestone for the South African marketing, business, media, and advertising sectors, ensuring the delivery of robust, innovative, and actionable radio audience data for the industry.

Gary Whitaker, CEO of the BRC, commented, ‘We are pleased to partner with GfK Media Measurement for the next chapter of radio audience measurement in South Africa. The selection process was thorough and competitive, and GfK’s proposal stood out for its commitment to methodological rigour, and proven global expertise. This solution will provide the industry with data that is both reliable and future-ready, supporting strategic decision-making across the marketing, media, and advertising landscape.’

Lee Risk, VP, Commercial, Media Measurement at GfK said, ‘We are delighted to have been selected by the BRC to deliver the next generation of radio audience measurement in South Africa. Our approach is grounded in methodological excellence and a deep understanding of the local market, supported by global best practices. We look forward to working closely with the BRC and industry stakeholders to deliver data that empowers the sector to innovate and grow.’

GfK Media Measurement brings a wealth of experience and a proven track record in radio audience measurement, both locally and internationally. As part of NIQ, GfK leverages the expertise of a highly skilled South African team, many of whom have previously held key roles in radio audience research. This local capability is further supported by GfK’s globally recognised Media Measurement group, which has successfully delivered RAM systems in markets worldwide.

Whitaker added, ‘GfK’s hybrid approach Radio360, combining traditional paper diaries with digital e-diaries, ensures that the new RAMS will reflect the evolving ways in which South Africans engage with radio. Their commitment to quarterly public data releases and the integration of live streaming data in future phases aligns perfectly with the BRC’s vision for a modern, actionable, and inclusive radio audience currency.’

‘This win is a powerful validation of our innovative approach to media measurement,’ said Deb Hishon, Media Measurement Director, Pacific at GfK. ‘It reflects the global confidence in our Radio360 system and builds on the success we’ve already achieved in Australia. Our collaboration with NIQ South Africa showcases the depth of expertise we can bring to any media measurement market. We’re proud to contribute our capabilities as a global leader in this space.’

‘This is more than a contract win – it’s a testament to the power of innovation, collaboration, and global expertise,’ said Esti Prinsloo, SA&I Commercial Director at NIQ South Africa. ‘We’re proud to collaborate with GfK to bring world-class media measurement solutions to South Africa and look forward to a successful partnership with the BRC.’

Key Features Of The New RAMS

Hybrid recruitment system: GfK will use a dual approach, combining face-to-face recruitment for paper diaries with online research panels for e-diaries. This ensures broad reach and inclusivity across demographic groups.

Rolling data collection schedule: Quarterly public releases will provide up-to-date, actionable audience insights, supporting agile decision-making for media owners, advertisers, and agencies.

Integration of streaming data: In Phase 2, GfK will work closely with the BRC to incorporate industry streaming data, testing and implementing a Radio360 model similar to that used in Australia, reflecting the increasing importance of digital audio consumption.

Proven methodology: GfK’s approach is built on decades of experience in data collection, data science, and audience analysis, ensuring accuracy and reliability.

Future-proofing: The system is designed to adapt to ongoing changes in media consumption, providing a flexible, stable measurement solution for the industry.

Supporting the industry’s evolving needs: The South African radio landscape is dynamic, with audiences increasingly accessing content across multiple platforms. Accurate, timely, and actionable audience data is essential for media owners, marketers, and advertisers to make informed decisions and demonstrate value to stakeholders.

Whitaker concluded, ‘The BRC’s mission is to provide trusted, independent audience data that underpins the growth and innovation of the media sector. By partnering with GfK, we are confident that the new RAMS will deliver on this promise, supporting the industry as it navigates the challenges and opportunities of a rapidly evolving audio landscape.’

The BRC and GfK will work closely with industry stakeholders throughout the design and data collection phase, ensuring that the new RAMS currency meets the needs of all users. Regular updates and engagement sessions will be held to keep the market informed and involved in the process and look forward to the launch of a new, world-class radio audience measurement system in Q1 2026.

BRC
https://brcsa.org.za/

Tractor Outdoor Announces Revitalised Digilites Measurement

Modern Marketing

October 8, 2025

Tractor Outdoor announces revitalised Digilites measurement, bringing new levels of accountability to DOOH

Tractor Outdoor’s deep investment in its forecourt audience measurement allows advertisers to establish the real reach of their campaigns. Powered by AllUnite and underpinned by the globally recognised Visibility Adjusted Contacts (VAC) framework, the new system introduces verified and quantified audiences, while the +165-screen Digilites network delivers brand presence and messaging frequency at scale.

‘This investment is an ongoing part of our strategy to innovate and engage the latest tech to ensure our clients stay top-of-mind in everyday environments,’ said Ruchelle Mouton, Chief Marketing Officer at Glynt, the parent company of Tractor Outdoor.

‘With the new measurement in place, advertisers can finally ‘buy’ certainty; not just in impressions, but in the true reach of their campaigns.’

Mouton says the updated methodology incorporates sensor and mobility data, capturing real movement patterns, dwell times, and audience flows around Digilite sites, while the VAC adjusts for angles, distance and site-specific factors to calculate viewed impressions.

This information is then validated against ground truth benchmarks. ‘Moreover, the three-sensor modelling provides a triangulated framework that ensures data consistency and reliability. Should one sensor be affected by power outages or signal issues, the model engages additional sensors to maintain accuracy, providing a credible measure of audience exposure by hour, day and location.’

Mouton says that owing to this new investment, Tractor is able to demonstrate scale and impact across the network, with a single booked slot delivering an average monthly reach of more than 400,000 unique individuals and over 5.5 million monthly viewed impressions, providing a highly accurate indication of reach and ensuring campaigns are measured on actual exposure. In total, the network delivers an audience universe of more than 65 million monthly viewed impressions.

‘For advertisers, this means Digilites campaigns can now be planned and reported with the same rigour as other digital media, with programmatic enablement, demographic insights for more precise targeting, and post-campaign delivery reporting included – which is verified data on actual campaign delivery, not just forecasts’, she added.

‘This offers a clear link to ROI, allowing them to connect their investment directly to audience delivery and business outcomes.’

TRACTOR OUTDOOR
www.tractoroutdoor.com

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