Nielsen Sports Fan Insights Helps Marketing Teams Refine Strategies

October 31, 2024

Nielsen Fan Insights (NFI) provides an in-depth look at sports and lifestyle interests across South Africa and Africa, highlighting fan engagement patterns, media consumption, and preferred platforms across various sports and lifestyle categories.

In South Africa, sport serves as a powerful unifier, bringing people from all walks of life together to support teams and heroes. As local sports viewership grows, brands, media owners, and rights holders seek reliable data to better understand which content resonates most with South African fans.

The NFI data is accessible via a subscription-based dashboard, tailored data runs, or in report form. It supports objectives like marketing optimisation, sponsorship evaluation, and audience engagement strategy development.

Key Sports And Lifestyle Insights For 2024

Annalie Watt, Strategic Director of Nielsen Sports SA, shared insights from this year’s findings. Watt stated, ‘The NFI SA Football report reveals that football fans are diversifying their interests, with a significant rise in multi-sport engagement from 2023 to 2024. While only four percent of football enthusiasts focus solely on football, the majority are following multiple sports, indicating a growing trend of audience diversification.’

‘NFI SA football fans also show a high level of interest in sports betting, which likely contributes to the increased engagement with both local and African football. This interest is further supported by DStv’s comprehensive coverage of local and African football, alongside the success of South African teams in recent African tournaments.’

‘In 2024, broadcaster-owned streaming platforms, e.g. DStv Stream, ShowmaxPro, SABC Plus, emerged as the most frequently used platforms by NFI SA football fans for watching sports. This marks a shift from social media platforms, which were more popular in 2023.’

‘Additionally, football-focused households display notably higher streaming service subscriptions than the general NFI SA population, with a year-on-year increase in awareness of major events such as AFCON, CAF Champions League, and the Women’s CAF Champions League.’

Leveraging Insights To Drive Strategy

These insights enable marketing teams to refine their strategies, ensuring that content aligns with current fan interests and viewing habits. For instance, brands can identify emerging markets within the local football space to create targeted marketing content, while sports teams can use fan engagement data to strengthen sponsorship offerings by showcasing audience data for digital platforms.

NIELSEN SPORTS
https://nielsensports.com/

NUtec And Expand A Sign Collaborate To Produce Unique Inflatable Ink Bottle

Modern Marketing

October 31, 2024

NUtec And Expand A Sign Collaborate To Produce Unique Inflatable Ink Bottle

Custom inflatables are an effective tool for engaging audiences at events. At the Modern Marketing Expo at Gallagher Convention Centre, a giant inflatable ink bottle with waving arms – a new innovation that has never been done before in South Africa – could be seen at the NUtec Digital Ink stand.

The unique inflatable was produced by Expand a Sign, while the inks for the inflatable were provided by NUtec. The idea behind the waving arms of the inflatable was to direct expo visitors to the NUtec stand.

NUtec marketing manager, Martine Goodchild, said, ‘Our concept for the show was ‘Fun with NUtec inks’, and we showcased a few theme-related applications including psychedelic, hypnotic prints that moved when you stared at them long enough, bright fluorescent team attire that glowed under blacklight, and the giant inflatable ink bottle that waved visitors onto our stand.’

‘All three of the aforementioned applications were printed with our inks and functioned as both a tool to attract visitors to our stand as well as an opportunity to introduce new concepts and ideas on how our inks could be used by business owners, brand managers, designers, event organisers and more.’

The company’s Aquamarine AQ10-DST-HC dye sublimation water-based ink was used, ‘This range is OEKO-TEX Eco Passport certified for sustainable textile production and is available in CMYK plus Fluorescent Yellow (FY) and Fluorescent Pink (FP).’

Expand a Sign marketing manager, Donovan Pelser, added, ‘NUtec presented an idea to us to create a giant inflatable replica of one of their ink bottles which would be debuted at the Sign Africa Expo. However, they really wanted to showcase something unique and challenged us to find a way to animate it. At Expand a Sign, we thrive off these challenges.’

‘We combined two inflatables into one. The standard 230gsm fabric we use for all our inflatables allowed us to maintain the perfect structure. Then we added our lightweight Drimac fabric which we use on our Sky Dancers, and this allowed us to create the movement NUtec desired.’

‘We can also offer LED lighting with the inflatable – offering an additional ‘wow-factor’. The inflatable is also extremely lightweight as opposed to PVC inflatables, easy to set up, and packs away neatly into a compact carry bag – which allows you to easily transport and store away for future events.’

Pelser also said that the extremely durable 230gsm polyester fabric is the same fabric the company uses on a vast range of its other event branding solutions, such as gazebos, umbrellas, Ex-Star tents, etc.

‘For the past 27 years, quality has been the cornerstone of our business and we pride ourselves on not only providing clients with event solutions that meet their brief, but also ones that are designed to last. We have many examples of customers that use their inflatables on a near weekly basis, and have done so for over five years. As long as the proper care is taken when setting up, taking down and storing, we believe that NUtec can proudly showcase their awesome inflatable for many years to come,’ he concluded.

NUTEC DIGITAL INK
+27 21 763 6990
info@nutecdigital.com
http://www.nutecdigital.com

EXPAND A SIGN
+27 31 207 2327
info@expandasign.net
https://expandasign.co.za

Daily Maverick Celebrates 15 Years Of Journalism

Modern Marketing

October 31, 2024

Daily Maverick Celebrates 15 Years Of Journalism

Independent news and investigations publisher, Daily Maverick, marks 15 years of groundbreaking journalism. They extend their heartfelt gratitude to their Maverick Insiders and those who have fueled their journey.

As the publisher celebrates their legacy, they credit the achievement of this milestone to the commitment of their journalists, dedicated staff and the unwavering support of their readers and the Maverick Insider community.

They’ve shed light on some of South Africa’s most pressing issues, driving change and accountability across the nation.

The Insider Community

This community of dedicated individuals has been instrumental in enabling impactful journalism.

More than 31,000 Insiders cover 40% of Daily Maverick’s costs, directly funding investigative reporting that holds power to account and protects the public interest. Their commitment has empowered the Daily Maverick to produce stories that reshape society, and to continue to pursue truth and protect democracy.

The Impact

Since their founding, Daily Maverick has consistently tackled the complex and often hidden forces shaping society. Their most impactful investigations include, September 2012: Greg Marinovich’s exposé, ‘The Murder Fields of Marikana,’ which revealed the tragic police involvement in the killing of 34 striking miners, challenging our understanding of state power; June 2017: In collaboration with amaBhungane, #GuptaLeaks exposed the vast influence the Gupta family held over South Africa’s state structures, ultimately contributing to President Jacob Zuma’s resignation and fuelling the fight against corruption; October 2018: Pauli van Wyk’s ‘The Great VBS Heist’ uncovered corruption involving high-profile individuals, including Julius Malema, prompting a national outcry over political exploitation.

February 2021: Pieter-Louis Myburgh’s report on the Digital Vibes scandal led to Minister Zweli Mkhize’s resignation, underscoring the role of journalism in holding power accountable; October 2022: Rebecca Davis’s investigation exposed UCT vice-chancellor Mamokgethi Phakeng for misleading the university’s governing bodies and highlighted governance issues, reinforcing the importance of transparency in South Africa’s institutions; 2016-2023: Marianne Thamm doggedly covered the controversies around Western Cape High Court Judge President John Hlophe. In 2024, Hlophe was finally impeached, underscoring Daily Maverick’s role in holding all spheres of the state to account; and March 2023: Kevin Bloom’s detailed reporting on the four cartels operating within Eskom raised public awareness, triggered government inquiries and intensified pressure on officials to tackle the entrenched corruption within the state-owned enterprise.

Become A Part Of Our Future

Thank you for standing with us over the past 15 years. Together, let’s ensure a future for journalism that continues to serve and uplift South Africa.

DAILY MAVERICK
https://www.dailymaverick.co.za

Pure Event Gear Exhibited Services At Modern Marketing Expo

Modern Marketing

October 31, 2024

Pure Event Gear exhibited at the Modern Marketing Expo, which ran during September at the Gallagher Convention Centre.

Pure Event Gear had the opportunity and privilege to render their services for the first time to Sign Africa in 2012, and now the company provides for approximately 80% of the exhibitors with rigging and lighting needs. Since then, it has become an annual highlight for the company to provide rigging and lighting solutions for the exhibitors at the event.

Pure Event Gear Exhibited Services At Sign Africa Expo — Pure Event Gear provided lighting and rigging for various stands. Image credit: Pure Event Gear.

The company was established in the late ’90s by Pierre Griffioen. Early in Griffioen’s business journey he realised the importance of using top quality/brand equipment to make not only an impact in the industry, but also to ensure reliability with no failures. He continues with this motto and therefore the company boasts brands like Prolyte (trussing, staging and rigging), Chainmaster and CM (Lifting Motors), Robe, Martin and Longman (lights), and ABSEN (LED Screens) just to name a few.

The company’s greatest asset is their crew. They are mostly young at heart individuals with a passion for the industry. This makes it a very pleasant experience on projects. The company strongly believe in empowering their employees as they are the future of the company’s success. Therefore, ongoing training and courses get implemented on a regular basis to keep them up to date with the latest technology.

PURE EVENT GEAR
+27 11 552 8352
pierre@pureeventgear.co.za
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Embrace The Future Of Marketing, Branding, Printing And Signage With The Modern Marketing 2025 Expo

Modern Marketing

October 31, 2024

Modern Marketing expo organisers Practical Publishing have announced the dates for the Modern Marketing Expo in 2025.

Visitors to the 2025 event can embrace the future by seeing the latest opportunities in branding and marketing solutions. Visitors will also get new perspectives in graphics, signage, commercial print, digital printing, T-shirt printing, vehicle graphics, digital packaging and more.

A major theme of the Modern Marketing Expo will be live on-stand demonstrations, showcasing the future of marketing, branding, print and signage, conducted by product experts from all the leading brands and companies. They will also advise visitors on the latest and most relevant products to help streamline and grow your business.

The 2025 Expo Date

Johannesburg: 9-11 September 2025 (NEW EXPO DAYS Tuesday, Wednesday and Thursday) at Gallagher Convention Centre

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

A Red Bull Photographers Creative Process

Modern Marketing

October 30, 2024

A Red Bull Photographers Creative Process — David Coulthard seen during Red Bull Showrun in Sandton, Johannesburg, South Africa on October 6, 2024, shot by Mpumelelo Macu.

Red Bull photographer Mpumelelo Macu takes us through his creative process, as he is tasked with capturing the heart-pounding action of David Coulthard’s iconic RB7 Formula 1 car ripping down Katherine Street.

Experience the Red Bull Showrun from a new perspective with exclusive behind-the-scenes footage. Macu explains what it takes to get the perfect shot in high-speed, high-stakes environments.

From pinpointing the ideal angles to mastering the timing needed for every shot, Macu shares expert insights on his techniques and what he looks for to capture the essence of Red Bull Racing’s energy. The video showcases the intense preparation and precision required to immortalise these thrilling moments, allowing fans a closer look at both the Showrun and the artistry behind the lens.

For those who want to see the Showrun through Macu’s eyes, this behind-the-scenes look is a must-watch. Get ready to see the passion and skill it takes to capture the spirit of Formula 1, Red Bull style.

MPUMELELO MACU
www.mpumelelomacu.co

The Hyper Personalisation Revolution In Customer Care

Modern Marketing

October 30, 2024

The Hyper Personalisation Revolution In Customer Care — Xander Barnard, Managing Director of The Messenger Network.

According to Xander Barnard, Managing Director of The Messenger Network, ‘Consumers no longer want to feel like a number in the system’. They expect businesses to understand who they are, what they’ve purchased, and what they need. Often before they even have to ask.

The customer service landscape is transforming, with businesses shifting from merely solving problems to delivering proactive, personalised customer experiences. This shift is driven by the personalisation revolution, where tailoring interactions to meet individual customer needs isn’t just a bonus but an expectation.

This demand for personalised experiences is reshaping how companies approach customer care. Research shows that 52% of consumers assume all messages they receive from brands are personalised. Furthermore, 76% of consumers get frustrated when businesses fail to deliver on this expectation.

Why Personalisation Matters

In the era of instant gratification, personalisation has the power to drive customer loyalty and engagement. Customers want to feel valued, and personalised service turns every interaction into an opportunity to create a memorable experience.

‘Personalisation is no longer a luxury. It’s a key differentiator for businesses that want to keep customers coming back,’ emphasised Barnard.

Whatsapp As A Catalyst For Personalisation

WhatsApp’s Business Platform is one of the most powerful tools available for delivering tailored customer experiences. By leveraging customer attributes like purchase history, product preferences, and past interactions, businesses can send personalised messages that increase the likelihood of engagement.

‘Imagine sending a special offer or service reminder to a customer based on the model of car they drive or their last interaction with your business. It feels personal, relevant, and increases the chances of action,’ explained Barnard.

With WhatsApp, businesses can utilise chatbots powered by AI to deliver personalised responses in real-time, without the need for constant human intervention. These automated workflows create smoother experiences, offering tailored solutions like product suggestions, shipping updates, or refund processes.

The Difference Between WhatsApp Business and WhatsApp Business API Platform

‘The WhatsApp Business Platform was built for businesses that need to handle more support requests than the WhatsApp for Business app can handle. It easily integrates the WhatsApp API into your existing tech for more complex business needs. Whether your business is a growing small or medium-sized business, an established company in the commercial space, or a multinational franchise brand, the WhatsApp Business Platform is the next step for managing messages,’ explained Barnard.

When And Where To Use Personalisation

While personalisation is crucial, it must be done thoughtfully. Customers expect businesses to communicate in real-time (71% of consumers expect this), but sending messages at odd hours can be off-putting. The key is to time communications properly and adjust the tone based on the customer’s situation.

‘In customer service, tone is everything,’ said Barnard. ‘Being too formal when a casual response is appropriate, or too casual when addressing a serious issue, can make the customer feel disconnected. Personalisation means knowing not just what to say, but how and when to say it.’

Best Practices For Personalised Messaging

Try to provide value first. Personalisation works only if it solves the customer’s problem. The goal should always be to offer relevant, helpful solutions addressing customer needs. Use customer data to tailor the response and ensure it’s meaningful.

Include a Call-to-Action (CTA), as every customer interaction presents an opportunity to drive engagement. On WhatsApp, businesses can use custom CTA buttons to ask for feedback, suggest additional products, or prompt the next step in the conversation. Research shows personalised CTAs perform 202% better than generic ones.

Managing mistakes gracefully, as when personalisation is done poorly it can backfire. Misaddressing a customer or sending the wrong information can lead to frustration. However, with the right tools, like WhatsApp’s centralised dashboard, businesses can avoid these pitfalls by ensuring access to full customer history. Making sure the customer gets the right response from the right person.

The Risks Of Getting Personalisation Wrong

While the benefits of personalisation are clear, the risks of mishandling it are significant. A report from Zendesk reveals that 50% of consumers will switch to a competitor after just one bad experience and 80% after multiple negative interactions.

‘If businesses fail to personalise correctly, they risk alienating their customers. However, if mistakes do happen, acknowledging them and offering tailored solutions can turn a bad experience into a loyal customer,’ Barnard pointed out.

Hyper-Personalisation As The Future Of Customer Care

With nearly 90% of online businesses investing in personalisation, the trend is only set to grow. The next step in this journey is hyper personalisation. AI-driven data analysis enables businesses to deliver even more relevant, in-the-moment experiences based on a customer’s behaviour and preferences.

‘Personalisation is no longer optional. It’s essential. By adopting personalisation into your customer care strategy, you’re not just solving problems. You’re creating positive, lasting experiences that can set your business apart,’ concluded Barnard.

THE MESSENGER NETWORK
www.themessengernetwork.co.za

SPAR Campaign Aims To Redefine Christmas Season

Modern Marketing

October 29, 2024

SPAR Campaign Aims To Redefine Christmas Season

Recognising the economic challenges many families face, SPAR is committed to making Christmas both magical and financially accessible, reinforcing its role as a trusted partner in creating unforgettable festive moments.

As the festive season approaches, SPAR’s latest campaign, ‘A Christmas Like No Other’ is focused on emphasising the joy of family and community-driven Christmas traditions.

‘As we’ve seen throughout the year, consumers are still very budget-conscious and are looking for the best grocery deals. Delivering value has never been more important, and SPAR stores are uniquely positioned to help customers celebrate the festive season while honouring their unique community Christmas traditions, all without breaking the bank,’ said Keegan Alicks, National Marketing Executive at The SPAR Group.

Meet Barry

At the core of SPAR’s Christmas campaign is a heartwarming television commercial that tells the story of Barry, a UK national who finds himself experiencing a ‘Christmas Like No Other’ in the vibrant Karoo region of South Africa. The lighthearted and visually captivating commercial takes viewers on a journey with Barry as he exchanges his usual frosty UK winter for the warmth and sunshine of a South African summer Christmas.

Barry’s adventure begins when he arrives at a local Karoo home, greeted by the bright sun, the laughter of children, and a festive atmosphere that’s unlike anything he’s experienced. What follows is a joyful immersion into the unique traditions of a South African Christmas, from backyard braais (barbecues) and potjies, to playing cricket in the garden, and savouring traditional South African dishes like gammon, boerewors, babotie, and chakalaka. The commercial captures the essence of family and community, as Barry discovers that Christmas isn’t about the cold weather or the decorations, but the warmth of shared moments.

‘The contrast between Barry’s expectations of a traditional Christmas and the sunny, outdoor celebrations of his host family demonstrates the diversity and beauty of Christmas traditions and how they can differ from country to country, or from family to family,’ said Alicks. ‘This campaign is about celebrating those differences while bringing families and communities together in the spirit of generosity.’

As the commercial unfolds, viewers witness Barry’s transformation from a bewildered outsider to someone who fully embraces the South African way of celebrating. Whether it’s swimming in the pool on Christmas Day (and getting sunburnt), eating festive desserts like malva pudding and ‘snow balls’, learning the local lingo, or watching a feast being prepared on a makeshift grill over an open fire, Barry’s Christmas adventure is a reflection of the joy and togetherness that SPAR is enabling this season.

What stands out in Barry’s story is the role of food in bringing people together. SPAR plays a pivotal part in this festive narrative by providing families with the best products and ingredients to create their unique holiday feasts. From locally-sourced produce to SPAR’s own house brand products, the commercial subtly underscores the importance of choice, quality and affordability in ensuring that families can enjoy a Christmas meal that is both special and budget-friendly.

‘With rising living costs, many consumers are looking for ways to stretch their budgets without compromising on the quality of their festive celebrations. SPAR’s house brand products, which offer exceptional value for money, are a key part of this offering’, said Alicks. ‘Our house brand products are among the most affordable in the market, allowing customers to get more for less. Whether it’s restaurant quality meat, fresh produce, pantry essentials, or Christmas treats, SPAR ensures that every family can enjoy a Christmas feast filled with their favourites, without overspending.’

In addition, SPAR’s popular Rewards card offers shoppers access to monthly deals and promotions across a wide range of products, helping customers maximise their savings during the festive period. With SPAR2U, the convenience extends even further, as customers can enjoy the same rewards and deals through the grocery delivery app, with their favourites delivered right to their doors.

‘Our Rewards card isn’t just about discounts – it’s about helping our customers enjoy more of what they love while staying within their budgets,’ added Alicks.

SPAR’s ambition to be the first-choice brand for South African households is woven into every element of this campaign. ‘A Christmas Like No Other’ is more than just a marketing effort – it’s a celebration of the diverse and vibrant communities that SPAR serves. The campaign’s focus on shared traditions and local experiences reflects SPAR’s commitment to understanding and supporting the unique shopping needs of each and every community in South Africa, particularly during the festive season.

‘Our goal is to bring people together by offering exceptional value and service, while also recognising the rich tapestry of traditions that exist across South Africa,’ explained Alicks. ‘We want to be more than a place to shop – we want to be part of the Christmas story in each community and every family, offering products that make the season special for everyone.’

Follow Barry’s journey and share your own Christmas traditions using the hashtag #LikeNoOther, as SPAR invites all South Africans to celebrate a festive season full of joy, generosity, community spirit and savings.

With ‘A Christmas Like No Other’, SPAR is redefining what the festive season can be – a time for family, tradition, and giving, all without the financial stress.

MAGNA CARTA
www.magna-carta.co.za

2024 Effie Awards South Africa Winners Crowned

Modern Marketing

October 25, 2024

2024 Effie Awards South Africa Winners Crowned

A key highlight of the 2024 Effie Awards South Africa Gala, held on the 24th of October at The Tryst in Woodmead, Johannesburg, was the announcement of the prestigious Grand Effie – the top award recognising the most effective campaign of the year. The Effie Grand Jury adjudicated Halo and Pineapple’s ‘100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry’ campaign to be the most effective campaign of 2024, highlighting the campaign’s remarkable business impact.

The gala celebrated outstanding marketing effectiveness. Agencies, brands, and their clients were recognised for campaigns that delivered measurable impact. Hosted by celebrated South African comedian and television personality Mpho Popps, the evening was a celebration of creativity, strategic excellence, and the results that truly matter in an increasingly fragmented marketing landscape.

Effectiveness: The New Gold Standard

In today’s marketing landscape, effectiveness is the ultimate measure of success. Campaigns that win Effie Awards demonstrate that they’ve delivered real, tangible results — whether through increased sales, brand growth, consumer engagement, or shifts in market share. Winning an Effie is about more than just creative execution; it is about campaigns that make a measurable difference in business performance.

Gillian Rightford, Executive Director at the ACA, highlighted the importance of marketing effectiveness: ‘Effectiveness is no longer a nice-to-have, it is the future of our industry. The campaigns celebrated at the ceremony have not only demonstrated creativity but also proven their impact on the bottom line. Winning an Effie is a mark of true success, recognising that these campaigns achieved what they set out to do: drive results that matter. Congratulations to all our winners, whose work inspires the industry to continue pushing the boundaries of what’s possible. Effectiveness is the currency for success.’

Refilwe Maluleke, Jury Co-Chair, noted the unique value of the Effie Awards: ‘The Effies exist to highlight and celebrate work that not only delivers creatively, but demonstrably drives success in whatever way your organisation measures it. This year’s entries have shown incredible creativity and impressive business results. The strongest case studies not only showcased great work but also demonstrated what they had to overcome to achieve their results. It was a privilege to engage with such an excellent set of cases.’

Ahmed Tilly, Jury Co-Chair, reflected on the role of creativity: ‘Creativity is the answer to business challenges. The 2024 Effie award winners created campaigns that were surprising, evocative, contagious and smart, yet simple. Most importantly, all the winners produced incredible results because they ventured outside the comfort zone. Creativity works better — it’s an indisputable fact. Kudos to the clients who made this work happen.’ During his address, Tilly further challenged clients to be brave, bold and supportive of their agencies. Agencies have the ability to deliver outstanding, creatively effective work, but its the clients that are the ultimate gatekeepers for great work.

2024 Effies South Africa Winners

AWARD	AGENCY	CLIENT	BRAND	CAMPAIGN	CATEGORY
Grand Effie	Halo	Pineapple	Pineapple	100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry	Challenger Brand Solution / Commerce & Shopper Effies
Gold	Halo	Capital Legacy	Capital Legacy	Where There’s A Will, There’s Results: How Changing How We Spoke About Death Helped Capital Legacy Draft More Wills Than Ever Before	Finance
Gold	Ogilvy	SAB (AB InBev)	Castle Lager	Bread of the Nation	Social Good – Brands / Positive Change
Gold	Ogilvy	SAB (AB InBev)	Carling Black Label	Carling Cup 2023 – Fak’UGesi (Bring The Energy)	Experiential Marketing: Live & Digital
Silver	Retroviral	SAB (AB InBev)	Castle Lager	The GranBoks	Beverages – Alcohol
Silver	Ogilvy	SAB (AB InBev)	Castle Lager	Bread of the Nation	Beverages – Alcohol
Silver	Ogilvy	KFC South Africa	KFC	How KFC disrupted the breakfast category and changed it forever!	Marketing Disruptors
Silver	Ogilvy	KFC South Africa	KFC	How KFC took on the breakfast category, changed its fortune and the category forever!	Restaurants
Silver	Joe Public	SAB (AB InBev)	Brutal Fruit Spritzer	SheBeen: South Africa’s First-Ever Women-Only Bar	Experiential Marketing: Live & Digital
Silver	Joe Public	SAB (AB InBev)	Brutal Fruit Spritzer	SheBeen: South Africa’s First-Ever Women-Only Bar	Timely Opportunity
Bronze	99cents	Shoprite Group of Companies	Checkers	Checkers Xtra Savings Plus – Mission Impossible Made Possible	Retail
Bronze	Ogilvy	PEP	PEP	PEP Changing Station	Timely Opportunity
Bronze	Ogilvy	KFC South Africa	KFC SA	Made in Culture: How KFC debuted the Uncle Waffles burger	Social Media
Bronze	Ogilvy	Mondelez International SA	Cadbury Dairy Milk	When Mzansi’s Generosity was lost, Cadbury put generosity back on the Map for Every South African	Engaged Community
Bronze	Ogilvy	KFC South Africa	KFC	When two icons meet: KFC x Uncle Waffles presents a burger made in culture	Influencer Marketing
Bronze	Joe Public	SAB (AB InBev)	Brutal Fruit Spritzer	SheBeen: South Africa’s First-Ever Women-Only Bar	Seasonal Marketing – Products, Services
Bronze	Joe Public	SAB (AB InBev)	Brutal Fruit Spritzer	SheBeen: South Africa’s First-Ever Women-Only Bar	Social Good – Brands / Positive Change
Bronze	Joe Public	Chicken Licken	Chicken Licken	Chicken Licken Easy Bucks®️	Restaurants
Bronze	Ogilvy	SAB (AB InBev)	Castle Lager	Bread of the Nation	Marketing Innovation Solutions

Looking Ahead: Co-Chairs For 2025

During the gala, it was confirmed that the 2024 Jury Co-Chairs, Refilwe Maluleke, Executive Head of Marketing at Discovery Health, and Ahmed Tilly, Creative Advisor at Number 10 – A Creative Consultancy, have agreed to continue in their roles as Co-Chairs for the 2025 Effie Awards programme. Their leadership has been instrumental in guiding the judging process, ensuring the highest standards of adjudication.

The Effie Awards South Africa is hosted by the ACA and proudly sponsored by Nedbank, PepsiCo, SAB, SABC, Unilever, GIB Insurance and Investec.

Sharleen James, ACA Chairperson, expressed her gratitude: ‘A huge thank you to the Effie South Africa committee for their tireless work in making this year’s awards a success. The Effie Awards are an essential platform for recognising the power of marketing effectiveness and its contribution to business growth. As the ACA, we are proud to support this programme, which showcases the best of our industry’s creativity and strategic thinking, elevating South Africa’s marketing and advertising standards on a global scale.’

EFFIE AWARDS SOUTH AFRICA
www.effieawards.co.za

Using Technology To Enhance Rather Than Replace The Importance Of Human Connection

Modern Marketing

October 24, 2024

Using Technology To Enhance Rather Than Replace The Importance Of Human Connection

Daniela Thom, Head of Client Success at Helm, shares her thoughts on the importance of human connection in today’s digital age.

In today’s digital age, where advancements in technology are developing faster than their real-world applications can be envisioned, connecting with people on a human level is becoming increasingly important. I have witnessed first-hand the power of human interaction in building long-lasting relationships, fostering trust with clients and teams, and driving business growth in a digital era.

With artificial intelligence and other tech advancements permeating our lives and workplaces, intelligence of the social kind is an attribute that has the power to set businesses apart from their competitors. Face-to-face communication can improve understanding of complex concepts, and encourage participation that may lead to higher levels of creativity and problem-solving abilities. All of these are valuable components that can contribute to better collaboration, increased productivity, and innovation when combined with smart technology.

But the power of human connection also allows for the relationship that has been established to influence and inform every other (online or in-person) interaction you might have with an individual or group of individuals going forward. Being collectively in tune with a person’s verbal and non-verbal cues better informs your communication style and gives you better control and influence over the conversation’s outcomes. As the saying goes, some of the best business is done over a good meal – with other people. And as good as AI can be at so many things, it is not particularly good at breaking bread (yet).

If we acknowledge that there is value in face-to-face interaction, then it is important to give younger generations entering our workforce the opportunity to connect with other people on a human level. With limited to no in-office experience, the world’s first entirely digital generation is missing out on harnessing the power of interpersonal relationships.

In-person one-on-one time for junior staff with managers and peers is therefore also essential for soft-skills development, as it allows for collaboration, motivation and personalised support. It also translates into holistic growth and an opportunity to fast-track their career trajectories and plan based on their abilities and experience. Without exposure to their colleagues, young employees are likely to lose out on impromptu learning experiences that might prove invaluable. They are also less likely to develop a workplace culture, making them feel less connected to others which ultimately impacts the business as a brand and how it is represented by the people it hires.

As the world becomes more automated, the ability to navigate complex human emotions and situations involving other people will only become more valuable in the workplace. Conflict resolution, counsel and communication skills are becoming pivotal in determining the success of business people in today’s competitive landscape. With numerous competitors vying for every business opportunity, the ability to effectively resolve conflicts and build strong stakeholder relationships often determines who secures the client’s budget.

To nurture people skills in a workforce heavily reliant on technology, it is essential to encourage face-to-face interactions and human connections. Extroverts may find it easier to navigate social situations, but even the more introverted among us can benefit from stepping out of our comfort zones and engaging with others in ways that are meaningful. Building a network of professional relationships takes time and practice, but the rewards can be immense both personally and professionally.

In an industry where almost everything can be done online, Helm believes that AI isn’t going to dilute the importance of human connection, nor will it replace the meaningful exchanges between individuals that may immediately or one-day influence business outcomes. In a world where technology reigns supreme, it is the human touch that ultimately sets us apart.

HELM
www.helm.africa

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