Enter The 2026 Product Of The Year South Africa Awards

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August 6, 2025

Enter The 2026 Product Of The Year South Africa Awards

For over three decades, across more than 40 countries, Product of the Year has been the ultimate consumer-voted recognition of product excellence and innovation. In a marketplace where shoppers are more discerning than ever, the Product of the Year seal serves as a powerful shortcut: it tells consumers, ‘This product delivers. You can trust it.’ For brands, that endorsement is a proven driver of sales, visibility, and consumer confidence.

Entrants are urged to stake their claim early. Early Birders, who enter between 1 August and 30 September 2025, will enjoy a 25% discount on the winner’s fee in the event of receiving an award.

Who Can Enter?

– Products or services launched or modified between 1 January 2024 and 31 December 2025.
– Products that demonstrate innovation in function, design, packaging, or ingredients.
– Products or services in the Heritage category, celebrating those that have earned consumer loyalty for 10+ years.

‘Over the past three years, we’ve seen Product of the Year South Africa grow into a powerful platform for brands to stand out and for consumers to make confident choices. The 2025 programme was a bumper year for both entries and winners, and we’re looking forward to an even better one in 2026,’ said Edith Venter, General Manager: Product of the Year South Africa. ‘Winning brands have leveraged the seal to elevate their reputation and boost sales. With this momentum, we’re excited to deliver a dynamic programme for 2026 that shines an even brighter spotlight on the products South Africans love and trust.’

Securing the Product of the Year title is about more than brands patting themselves on the back. It offers real, strategic and business advantages that, over the years, brands have leveraged to great advantage.

A win comes with nationwide PR exposure and heightened visibility across multiple platforms. In addition, winners earn the right to use the Product of the Year seal for one full year. This mark of trust and innovation has been proven to influence purchase decisions and deliver strong returns in an increasingly competitive market. Further, winners get in-depth consumer insights from global research leader Kantar, who survey a nationally representative sample to determine winners based on real consumer opinion.

‘Our methodology is simple but powerful: it’s driven by the voice of the consumer,’ said Mike Nolan, Global CEO of Product of the Year. ‘That’s why the seal holds such weight in the modern retail landscape, it’s a symbol of trust, credibility, and innovation.’

The Product of the Year should appeal to most marketing professionals and brand decision-makers, as well as media outlets covering marketing, business and product innovation, FMCG brand decision-makers, and industry influencers.

Brands can submit entries across multiple categories here.
– Early bird entries close 30 September 2025
– Final entries close 30 January 2026

For more information, contact 011 783 5887 or email info@poysa.co.za.

PRODUCT OF THE YEAR AWARDS
https://productoftheyear.co.za/

Castle Milk Stout Launches Interactive Campaign To Honour Ancestors

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Modern Marketing

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August 6, 2025

Castle Milk Stout Launches Interactive Campaign To Honour Ancestors

Castle Milk Stout has launched an innovative print ad featuring hidden ink. When the first sip of Castle Milk Stout is poured over the ad, a message is revealed: a heartfelt reminder to honour ancestors and keep their stories alive. This interactive experience is more than a campaign, it’s a daily practice to ensure oral traditions endure, even in a world of scientific genealogy.

Castle Milk Stout calls on South Africans and Africans across the continent to join the movement. Pour a sip, share a story, and heed the calling to keep ancestral legacies vibrant for generations to come.

Izithakazelo (Zulu), Xivongo (Xitsonga), Diboko (Sesotho), Isiduko (Xhosa), these are more than words. They are oral traditions of clan name praises, powerful tributes to ancestors who carved paths for today’s generation. These rituals, woven into ceremonies like weddings, funerals, and family gatherings, honour the wisdom, triumphs, and legacy of those who came before. But as Westernised lifestyles gain ground, a question looms: Will these traditions endure? Will future generations know their roots, their stories, their ancestors’ journeys?

The Power of Genealogy And Ancestral Connection

Our DNA carries the stories of countless ancestors, encoded in the physical features, names, and legacies passed down through generations. Clan names often reflect the actions, values, or triumphs of those who shaped our existence. Yet, with the rise of scientific genealogy: mapping family trees through DNA analysis, can we rely solely on science to define our heritage? Or can we keep the oral traditions of veneration alive, ensuring the next generation remains tethered to its roots? This became the back bone for Castle Milk Stout to create a platform for this cultural expression.

A Cultural Awakening

Across South Africa and the continent, a cultural renaissance is unfolding. Artists, podcasters, writers, and creators are returning to their grassroots, using music, literature, and fine arts to preserve ancestral stories. This ‘woke’ era isn’t just a trend, it’s a movement to reclaim and celebrate African identity. From daily practices to artistic expressions, these voices remind us: don’t let their stories disappear.

Castle Milk Stout believes veneration is more than tradition, it’s a bridge between the living and the spiritual realm. In African spirituality, ancestors are omnipresent, guiding and protecting us as messengers between worlds. Honouring them fosters a profound sense of belonging, strength, and purpose in everyday life.

‘Our commitment to ancestral veneration goes beyond awareness, it’s about affirmation,’ said Hetisani Makhubela, Brand Manager for Castle Milk Stout. ‘In a world where South Africans often defend their cultural practices, we’re creating platforms to celebrate ancestral knowledge as a powerful, dignified part of our identity. Our partnerships with artists and creators reflect truth, translate history, and spark meaningful dialogue.’

Castle Milk Stout’s Don’t let their story disappear campaign, now in its latest phase, invites South Africans to dedicate their first sip of a Castle Milk Stout to their ancestors. ‘On May 8, thousands poured a sip in homage, not because they were told to, but because it resonates deeply. ‘This is progress,’ Makhubela added. ‘It’s about keeping traditions alive in ways that feel authentic and relevant.’

CASTLE MILK STOUT
www.castlemilkstout.co.za

Marketing Agency Founder Named As Nedbank Oliver Top Empowerment Awards Finalist

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Modern Marketing

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August 6, 2025

Kabelo Ncholo, Y-Brand.

Hosted by Topco Media and moderated by Leeann Manas, the Nedbank Oliver Top Empowerment Awards honour South Africa’s trailblazers in transformation, diversity, and empowerment. Kabelo Ncholo, the founder and CEO of Y-Brand, a through-the-line marketing agency, was named a finalist for three Nedbank Oliver Top Empowerment Awards.

Now in their 24th year, the awards spotlight excellence in B-BBEE, leadership, innovation and sustainable impact, championing inclusive economic growth by celebrating companies and individuals that are actively building a more equitable, empowered and transformed South Africa. Some of the dignitaries at the event were prominent legal, political and business leader Dr Mathews Phosa, Edward Kieswetter, the Commissioner of the South African Revenue Service (SARS) and Solly Malatsi, Minister of Communications and Digital Technologies.

At this year’s Oliver Top Empowerment Awards, Y-Brand was a Finalist in the Diversity, Equity and Inclusion in the Workplace of the Year Award and a Finalist in the Job Creation of the Year Award. Ncholo was named a Finalist in the Richard Fletcher Entrepreneur of the Year Award. These achievements add to the multitude of recognition he and Y-Brand have received in the agency’s 20-year existence.

Speaking about his latest achievement, Ncholo said: ‘I am pleased that our talent acquisition strategy, which embraces diversity and equity by building a youth-powered workforce, growing female leadership representation and creating pathways for interns to become industry professionals has been acknowledged through us being finalists in the Diversity, Equity and Inclusion in the Workplace Award.’

Ncholo added that being nominated for the Richard Fletcher Entrepreneur of the Year Award expresses his hard work, commitment to marketing excellence and passion for transformation.

One of his greatest objectives is reducing South Africa’s high unemployment rate, so he is fulfilled about being a Finalist in the Job Creation of the Year Award. ‘I am glad that Y-Brand providing employment opportunities to 300 full-time staff and over 1000 seasonal employees was acknowledged through this nomination,’ he said.

In addition to attending the awards ceremony, Ncholo was a speaker at the Nedbank Top Empowerment Conference held on 1 August 2025. Under the theme, Empowerment Through Bold Transformation, the conference explored how purpose-led transformation can help organisations build long-term success by aligning their operations, culture and strategies with their purpose. The conference featured panel discussions on a variety of transformation-related topics. Ncholo was part of the panel on the topic: Youth Leadership Development.

Much of the discussion featured key points around youth leadership and the urgency of addressing South Africa’s youth unemployment crisis. ‘There needs to be greater commitment from government and corporates with regard to investing in young people,’ said Ncholo. ‘The poor quality education many of our young people are receiving is also contributing to our high unemployment rates. Entrepreneurship is one way for youth to be employed, but it’s important that they are given the tools to sustain their businesses such as by providing them with mentorship and jobs to give them leadership, goal-setting and self-motivation skills.’

Y-BRAND
www.ybrand.co.za

KLA And YouGov Announce Top 10 Most Recommended Brands In SA

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Modern Marketing

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August 6, 2025

KLA And YouGov Announce Top 10 Most Recommended Brands In SA.

For the first time in South Africa, consumer insights agency KLA, in partnership with YouGov, has released the Top 10 Most Recommended Brands, alongside the Top 10 Most Improved Brands. Rand Merchant Bank (RMB) leads the pack as the most recommended brand in the country, with a recommendation score of 90.1%, followed closely by Samsung (88.9%) and Woolworths Food (88.1%).

The rankings are based on data from YouGov’s daily brand and competitor tracking tool, BrandIndex. Drawing on feedback from current customers over the period of a year, the rankings reflect which brands South Africans are most likely to recommend to a friend or colleague. a powerful indicator of trust, and brand advocacy.

The Top 10 Most Recommended Brands In SA For 2025:

– Rand Merchant Bank (RMB): 90.1%.
– Samsung: 88.9%.
– Woolworths Food: 88.1%.
– Woolworths Clothing: 86.7%.
– Woolworths Home: 85.2%.
– FNB: 84.2%.
– Hirsch’s: 83.3%.
– Cape Union Mart: 83.2%.
– Checkers: 82.7%.
– Metropolitan: 82.5%.

‘This list reflects a brand experience that consumers are proud to share with others,’ said Rakhee Naik, Managing Consultant – Insights at KLA.

The study also identifies the Top 10 Most Improved Brands, recognising those that have made the biggest gains in their recommendation scores year-on-year. These improvements reflect strategic progress in building trust, elevating customer experience, and strengthening brand affinity. While the top improvers are not publicly ranked, clients have access to their individual performance data through KLA.

About The Methodology:

The rankings are based on data collected between 1 June 2024 and 31 May 2025, using YouGov BrandIndex, a continuous brand/market tracking tool that measures public perception of thousands of brands globally, including over 200 brands in South Africa.

Each day, YouGov BrandIndex conducts over 560 nationally representative interviews with South African adults per brand, asking respondents about their attitudes and perceptions of brands they are aware of. The recommendation score is calculated based on the percentage of a brand’s current customers who say they would recommend the brand to others, versus those who would not.

Only brands with a robust sample of current customers over the 12-month period are included in the final ranking. The ‘Most Improved’ list is based on the year-on-year change in positive recommendation scores among current customers – not brand awareness or ad recall, but actual user-based advocacy.

For a copy of the full report, click here.

KLA
https://kla.co.za/

Flow Launches World’s First Shoppable Audience Marketplace

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Modern Marketing

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August 6, 2025

Flow Launches World's First Shoppable Audience Marketplace

Flow has officially launched the world’s first and only shoppable audience marketplace, a powerful new platform where advertisers can browse, select, and activate hundreds of premium first-party audiences in just a few clicks. South Africa’s most valuable consumer audiences from audience partners like Woolworths*, Zapper, OneDayOnly, Tiger Wheel & Tyre, ProShop, Howler, and many more are now available in one place – ready to activate across Meta, Google, and TikTok.

*Woolworths’ high-intent shopper audiences are exclusively available to Woolworths supplier brands.

‘For the first time, advertisers can browse and instantly activate premium audiences they’ve never had access to before. It’s fast, simple, and exclusive – you get first pick before anyone else,’ said Gil Sperling, Co-Founder and Co-CEO, Flow.

Most advertisers today are still forced to rely on broad, outdated targeting options — using generic age, geo, and interest-based segments that are no longer fit for purpose in a performance-driven environment.

At the same time, commerce media is booming, projected to exceed $100 billion globally by 2026. But unless advertisers are buying through a major retail media network, accessing high-intent first-party data remains fragmented, slow, and out of reach.

To run effective campaigns, a brand would need to negotiate individual data-sharing agreements across multiple retailers, marketplaces, and commerce platforms, a time-consuming process few have the resources to manage.

With a subscription to the Flow Audience Marketplace, advertisers can explore and activate premium first-party audiences with the same ease as adding to an online cart.

These dynamic audiences are updated constantly, then carefully curated and released to subscribers exclusively through the Flow Audience Marketplace. It’s targeting for a new era, built for agility, intent, and measurable growth.

Flow’s Audience Marketplace provides a single destination where advertisers can:

– Discover curated, high-performing audiences across retail, beauty, lifestyle, finance, and more.
– Activate them directly in their Meta, Google, and TikTok ad accounts.
– Switch, test, and optimise audience strategies with total flexibility.
– Access new and exclusive audiences every month.
– POPIA-compliant by design, every audience is sourced from Flow’s network of premium first-party data partners, allowing advertisers to target audiences confidently with verified, privacy-safe data.

‘The demand for high-intent audiences is massive. Flow’s Audience Marketplace gives advertisers one place to find, explore and access secure and high-quality data,’ said Daniel Levy, Co-Founder and Co-CEO, Flow.

Top South African advertisers have already made the switch. ‘The platform is user-friendly and gives you exactly what you need – no digging required. I love features like ‘Trending Now’ and exclusive audience identification. They let me easily test new audiences and build a solid paid media strategy,’ said Musa Sibisi, Paid Media Specialist, Rain.

‘This is a whole new pricing and access model,’ said Levy. ‘It gives advertisers more control of who they reach, the agility to test their strategies, and results that directly impact their return on investment – without any red tape.’

Benefits for retailers, e-commerce platforms, or businesses with verified first-party data:

– Get discovered by brands actively seeking high-intent audiences.
– Monetise data in a secure, privacy-compliant environment.
– Unlock a new, recurring revenue stream without needing a sales or dev team.

Flow’s Audience Marketplace is a closed, quality-controlled ecosystem with curated data, protected access, and measurable performance at its core.

Running ads based on broad age and interest categories is like searching for a needle in a haystack. The Flow Audience Marketplace removes the guesswork, putting ads in front of the right audience from the start.

‘We’ve given marketers access to premium audiences from businesses they’ve never been able to reach, and we’re delivering it in a way that’s never been done before,’ concluded Sperling.

FLOW
https://flowplatform.com

Tiger Brands’ New Campaign Connects With Audiences Through Shared Experiences

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Modern Marketing

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August 5, 2025

Tiger Brands New Campaign Connects With Audiences Through Shared Experiences

Tiger Brands is enhancing the way it engages with its various audiences through its newly launched #WhoEverTheExplorer campaign. At the centre of the campaign is Tiger Brands’ official Explorer and digital storyteller, Kagiso Magabe, selected through an open audition.

A first-of-its-kind in South Africa’s fast-moving consumer goods (FMCG) sector, the campaign aims to bring stories of the business to life for its audiences through local voices, shared experiences and cultural relevance.

Magabe was selected for her natural charisma, and authentic delivery. A Senior Legal Counsel at Tiger Brands specialising in intellectual property law, regulatory advisory and litigation, and more recently compliance, Magabe began her legal career as a young candidate attorney in 2019 before being admitted as a legal practitioner in 2022.

‘Explorer has allowed me show up differently to my day-to-day role as an attorney. I connect with people, listen to stories, and represent the spirit of the business in a much more visible, human way. But while it may look like two extremes — the ‘serious lawyer’ and the ‘on-camera Explorer’ – to me, they’re two sides of the same coin. Whether I’m drafting an agreement or filming in a factory, I’m still doing the same thing: trying to understand, protect, and uplift the people and the ideas that make Tiger Brands what it is,’ said Magabe.

The #WhoEverTheExplorer campaign invites the public to join Magabe on a journey through some of the country’s most beloved brands, including All Gold, Albany, Crosse & Blackwell, OROS, KOO, Black Cat, DOOM, Ingram’s, and Jungle.

Magabe brings a vibrant, community-focused perspective to the campaign. With a deep love for authentic South African stories and content creation. She will spotlight the people, heritage, and processes behind each product. From the tomatoes grown for All Gold Tomato Sauce to the peanuts sourced for Black Cat Peanut Butter, the campaign unpacks the stories that make these products part of our national identity.

‘Woven into the fabric of South African life, #WhoEverTheExplorer invites communities to rediscover the passion, people and purpose behind every product that we produce,’ said Werna Oberholzer, Corporate Affairs and Sustainability Director, Tiger Brands.

The campaign features weekly content that explores the shared stories, nostalgia and innovation behind South Africa’s most loved brands. Audiences are encouraged to follow along, take part in the conversation, and celebrate the heritage that connects us all.

Expect immersive factory tours, rich origin stories, employee spotlights, and product insights, including how Jungle is addressing changing nutritional needs, and how OROS continues to deliver its signature taste while adapting to modern lifestyles.

The campaign will run over the next three months, culminating in a celebratory recap of the most memorable and moving moments. Special collaborations with food influencers and local storytellers will further highlight the community-driven essence of the initiative.

TIGER BRANDS
https://www.tigerbrands.com/

The Painful Reality Behind Most Product Launches

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Modern Marketing

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August 4, 2025

The Painful Reality Behind Most Product Launches

Many South African entrepreneurs are learning the hard way that a great idea and strong branding aren’t enough to guarantee a successful product launch. Vanessa Bosman, managing director at Just Design, explores the most common yet overlooked mistakes that often derail small businesses from barcode compliance and misleading claims to packaging that fails on shelf.

Told through the fictional journey of Ngozi, an ambitious entrepreneur, Bosman outlines why local product launches often miss the mark and what can be done differently.

Ngozi wasn’t starry-eyed. She was seasoned. Her skincare brand, Nkanyezi Naturals, had graduated from her kitchen to boutique shelves and was now in talks with a major national chain. This was her big moment. But like most South African entrepreneurs, she was about to find out the hard way: launching a product isn’t just about having something great, it’s about what you don’t know. There’s no clear roadmap. No one-stop partner to hold your hand. And what starts as momentum quickly turns into a mess of suppliers, shifting deadlines, surprise costs, obscure regulations and expensive re-dos.

When The Fine Print Hits The Fan

It started with a listing approval that came with a few ‘small requirements’ a tweak to the label copy, barcode adjustments and confirmation of claim compliance. Standard stuff, or so she thought.

Then the retailer’s legal team rejected her “chemical-free” claim. As it turns out, that term is radioactive unless you’ve got documentation thicker than your supplier contract. Her barcode didn’t scan. Her expiry date wasn’t machine-readable. The font sizes were below legal minimums. And the logo? Looked crisp on screen but blurred on her chosen substrate.

She’d also never checked if her brand name was registered. Spoiler: it was. Cease-and-desist. Website down. R40,000 in wasted packaging.

And even after clearing all of that? When she finally landed a small listing with an independent retailer (at a very high, unbudgeted-for cost), her packaging was flagged as non-compliant and pulled a month later.

Shortcuts Make Long Delays

Ngozi isn’t a unicorn. Packaging design doesn’t care how far you’ve come. If your claim’s non-compliant or your label fails at shelf, you’ll feel the consequences no matter how impressive your Insta grid is. Just ask the Kardashians.

And the one thing she really didn’t do? She never tested her product with real consumers.

No pack testing. No sensory feedback. No category benchmarking. She went big on her first production run to ‘save money’. But when her product hit shelf, it didn’t sell. ‘Too oily.’ ‘Hard to open.’ ‘Feels homemade.’ ‘What even is this brand?’ 10,000 bars. Sitting. Expiring. Rejected. It’s not just about what’s on the label — it’s about how it performs.

South African SMEs face a 60% failure rate within two years and while great packaging design may not single-handedly save your business, doing it badly will sink it. People love to treat packaging like gift wrap, but unless they have done due diligence and: run regulatory screening on ‘vegan’ claims; checked barcode registration; validated pricing and positioning with real shoppers, or stress-tested how the design performs on a shelf next to competitors, they can be in for an expensive re-do.

This is where the right partner makes all the difference. Specialist agencies map and guide the entire route-to-market journey. Their comprehensive process covers everything from ideation to pack format and regulatory copy, to pre-press checks, real-world visualisation, and consumer validation, testing and piloting – ensuring brands go to shelf with confidence, not crossed fingers.

We love Ngozi and we all know one. She may be fictional, but she didn’t have to learn the hard way. Not with a team relying on her. Not with a brand that deserved better. If you are looking to launch a new product, or your product is starting to play in the big leagues, don’t risk your entire investment or life savings by cutting corners. The right partner will never cost you as much as a failed product launch.

JUST DESIGN
https://www.justdesign.co.za

Embrace The Future In Branding, Marketing And Technology At The Modern Marketing Expo

By

Meggan McCarthy, Modern Marketing

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August 1, 2025

Embrace The Future In Branding, Marketing And Technology At The Modern Marketing Expo

Registration is now open for the region’s dedicated branding and marketing exhibition, Modern Marketing 2025, taking place 9-11 September (Tuesday, Wednesday and Thursday) at the Gallagher Convention Centre, Johannesburg.

This is Africa’s focused marketing expo for marketing professionals to see the latest developments and innovations in: marketing, branding and technology including digital signage, point of sale displays, promotional clothing, in-store branding, promotional gifts, visual communication, events and branding, conference venues, advertising and design and media.

Why You Should Attend

Stay ahead of industry trends: The modern industry is evolving fast. Discover the latest technologies and techniques to keep your competitive edge.

Free Modern Marketing Power Hour: Industry leaders will share their expertise and insights to help you supercharge your marketing. Book here.

AI Workshop: A must-attend for designers, creatives, and innovators eager to harness the power of AI in their workflow. Book here.

Change 1 Woman networking event: This is your platform to connect with women in branding, print and signage. Be prepared to be uplifted, guided and inspired. The first 150 ladies to RSVP will get their own C1W badge and shopper bag. Book your spot: info@c1w.co.za

Roland Speedwrap Challenge: Test your skills and win cash prizes! Or watch the pros wrap with precision and speed. Click here for more info.

World Wrap Record: Watch the pros wrap with precision and speed in their attempt to set the world wrapping record. Click here for more info.

Network with leading suppliers: Interact with a wide range of exhibitors representing hundreds of leading brands.

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.

MODERN MARKETING EXPO
+27 11 568 1894
https://modernmarketingexpo.co.za

Craft Homes Revealed As The Brand Behind The Red Wall Mystery

By

Modern Marketing

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August 1, 2025

For weeks, a bright red wall at the corner of Grosvenor and Bryanston Drive managed to do what few marketing campaigns can: stop people in their tracks. It sparked WhatsApp debates, school run detours, a flood of memes and even got a shoutout on Jacaranda FM. Now, after reaching more than 100,000 people organically and receiving almost 6000 competition entries to guess who is behind the wall, the secret is out: Craft Homes is responsible for the now-famous Red Wall.

The Red Wall campaign, equal parts mystery and mischief, took on a life of its own. First came the speculation. Then came surprise activations by household names like Tabasco and SPAR, turning the wall into a real-world marketing playground. Most recently, it became a site of generosity, hosting a community blood drive with the SA National Blood Service to remind people that not all red is just paint. With 123 successful donors on the day, the initiative has the potential to save 369 lives.

Reinier van Loggerenberg, CEO of Craft Homes, said: ‘The response has been incredible. Not just the numbers – although reaching over 100,000 people with thousands engaging directly is extraordinary – but the emotion. We saw curiosity, laughter, frustration, excitement. We saw people talking to one another. We saw parents bringing their kids to see the latest update on the wall. That level of engagement is rare, and it’s what we set out to create.’

Craft Homes used the wall to build a brand; to introduce themselves to a wider public through intrigue, storytelling and human connection: ‘We wanted people to feel something, to build anticipation and talkability and then use that energy to launch something meaningful. Bryanston Country Estate is coming, but more than that, we wanted people to know who is building it.’

‘This wall is all about changing perceptions. If we can create this much talk with just a wall, imagine what we can do with a neighbourhood.’

CRAFT HOMES
https://www.crafthomes.co.za

Great Communication Isn’t About Noise, It’s About Meaning

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Modern Marketing

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August 1, 2025

Great Communication Isn’t About Noise, It’s About Meaning — Paul Reynell, Paddington Station PR.

According to Paul Reynell, Vice-President of PRISA and Managing Director of Paddington Station PR, connecting with an audience of any size is more than a craft — it’s a calling. Whether in a newsroom, at the helm of a movement, or behind a brand’s vision, the great communicators and strategists don’t just deliver messages. They move minds. They connect through empathy. They see humans.

In July, we celebrated World PR Day: a tribute to an industry rooted in storytelling, strategy, and genuine influence. Excellent PR goes well beyond content creation — it is content with integrity. But in a world where messages flood us from all directions, the question remains: what truly stands out amidst the noise?

My answer? Wrong question. Ask instead: Is this intended for humans?

Honouring Legacy

2025 has been heartbreakingly marked by the loss of revered voices in writing, journalism, and PR — luminaries who didn’t just write to inform, but wrote to transform.

Locally, South Africa bids farewell to irreplaceable minds like:
– Prof. Gavin Stewart: founder of the South African National Editors’ Forum.
– Athol Fugard: playwright whose words transcended time.
– William ‘Paddy’ Harper, Stephen Mulholland, and most recently Pearl Sebolao, and Ike Segola – editors and storytellers whose ink shaped our understanding of the world.

Internationally, the passing of activist and poet Andrea Gibson only weeks ago left a void. Her poem Love Letter from the Afterlife recently went viral and is a testament to the human truths within each line.

From the PR world, this year we mourn:
– Jay Badza – founder of Orchid on 25.
– Ella Marren – Flow Communications.
– Fehraad De Nicker – Communications at UCT Graduate School of Business.
– Dirk Slabbert – our very own Paddington Station PR pioneer, and many more, each of whom shaped brands with vision and values.

Beyond KPIs: A Human-First Philosophy

What defined these trailblazers wasn’t just talent, it was their ability to reach deep into others and awaken something more. They didn’t measure success in word counts or impressions, they measured it in impact. In empathy. In humanity.

They saw the profession not as a job, but as a responsibility: A responsibility to influence ethically. To represent truthfully. To connect deeply.

Their legacies leave us a challenge and a gift. They dare us to craft communication that heals, inspires, and awakens. They want us to ask ourselves every time we build a communications strategy: have we done so ethically, with values, and with the intent to positively impact humanity?

Carrying The Light Forward

To the greats, we thank you. You were lighthouses guiding not just industries, but souls. You showed us that ethics, values, and influence aren’t mutually exclusive. They’re foundational. Now, it’s up to us.

Let’s build a new era of communications grounded in meaning. Let our strategies start with the question: Will this see the human behind the headline?

Let us remember, every morning, to begin with gratitude: for the brief, for the purpose, and for the privilege of connecting with others.

Because when we stop seeing through humans, and start seeing for them, that’s when true influence begins.

PADDINGTON STATION
www.paddingtonstationpr.co.za