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Inaugural Effie Awards SA announces winners

The most effective marketing communications campaigns of the past year were announced on 14 October 2021 at the inaugural Effie Awards South Africa gala event held at The Galleria in Sandton.
Inaugural Effie Awards SA announces winners

Leading, inspiring and championing the practice and practitioners of marketing effectiveness globally, the Effie Awards are known by advertisers and agencies as the pre-eminent awards in the industry. The awards honour the most significant achievement in advertising and marketing communications that contribute to a brand's success: effectiveness.

Each year, the Effie Awards are presented to the most effective marketing communications cases – cases that have delivered superior results in meeting or surpassing the objectives they were designed to achieve.

“The Association for Communication and Advertising (ACA), has partnered with Effie Worldwide to host the South African edition of the highly respected Effie Awards programme. This first edition of the Effie Awards South Africa has once more brought to the fore the level to which our profession punches above its weight, and reassures clients that as an industry, we not only partner, but deliver on business objectives,” said ACA CEO, Mathe Okaba.

Effie awards those campaigns that contribute to brand success across more than 20 Product/Service and Specialty categories.

The full list of the 2021 Effie Awards SA winners is as follows:

Nedbank Money Secrets – A category-busting blockbusterBranded Content & EntertainmentNedbankJoe Public UnitedBronze
THE HOOK APPE-Commerce / Commerce & Shopper EffiesKFCOgilvy South AfricaBronze
Sabbatical: A Launch with The Gift Of TimeAutomotive - VehiclesVolkswagen TouaregOgilvy, South AfricaBronze
The Fabric That United the NationTopical MarketingCastle LagerOgilvy South AfricaBronze
The Fabric That United the NationEngaged CommunityCastle LagerOgilvy South AfricaBronze
Responsibility: More than just a footnoteCorporate ReputationSouth African BreweriesJoe Public UnitedBronze
"How Rewarding Optimism, Rewarded Us."RestaurantsNando's SAM&C Saatchi AbelBronze
In Sync with Sho MadjoziYouth MarketingStayfreeKing James Cape TownBronze
NXT LVL Cav Thy SelfYouth MarketingVodacomOgilvy South AfricaBronze
The Little Generosity Shop That Delivered Big ResultsBrand Experience: Live, AR/VR/Digital, Live + AR/VR/DigitalCadbury Dairy MilkOgilvy South AfricaBronze
Don't Dread The ShedTopical MarketingDStv NowOgilvy South AfricaSilver
Don't Dread The ShedData-Driven / Commerce & Shopper EffiesDStv NowOgilvy South AfricaSilver
The Rape PageDisease Awareness & Education: Charitable/Research Funding; Non-Profit; Pharma/Corporate Rape Crisis Cape TownOgilvy South AfricaSilver
The Rape PageSmall Budgets - Non-Profit, Products, ServicesRape Crisis Cape TownOgilvy South AfricaSilver
Speaking to South African Men Through Their GogosPersonal CareGilletteGrey Africa / LiquidSilver
Blame No MoreSeasonal Marketing - Products, ServicesHype MagazineTBWA Hunt Lascaris JohannesburgSilver
Yalu Nothing To HideBrand Experience: Live, AR/VR/Digital, Live + AR/VR/DigitalYalu Financial ServicesThink Creative AfricaSilver
XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORSMarketing Innovation SolutionsCheckers99c CommunicationsSilver
‘Bold, Brave and Strong’ – an icon’s revivalRenaissanceCarling Black LabelOgilvy South AfricaSilver
Nando's - Mzansifying MonopolyRestaurantsNando'sM&C Saatchi AbelSilver
TymeBank Brand Launch CampaignDavid vs. GoliathTymeBank Launch CampaignKing James Cape TownGold
#16DaysOfLightInsuranceFirst for Women (FFW)FoxP2Gold
XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORSSingle-Retailer Program: Mass Merchants, Supermarkets, Drugstores, Other / Commerce & Shopper EffiesCheckers99c CommunicationsGold
XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORSSingle-Retailer Program: Mass Merchants, Supermarkets, Drugstores, Other / Commerce & Shopper EffiesCheckers99c CommunicationsGrand Effie

The Effie Awards South Africa events kicked off with a virtual Effie Summit on 13 October, exploring marketing effectiveness and behaviour Change drivers in turbulent times.

Facilitated by Kagiso Musi, chair of the Effie South Africa Committee, the Summit saw intense and robust discussion on the topic provided by a highly respected and experienced panel of some of South Africa’s leading voices on marketing, communications and effectiveness.

Panel members included Xolisa Dyeshana, Sarah Dexter, Silke Bucker and Emmet O’Hanlon. Following the panel discussion, a highly anticipated keynote address was delivered by trailblazing entrepreneur Theo Baloyi, founder and CEO of Bathu Shoes.

At the Gala, it was also announced that the Effie programme would continue supporting education in the sector, a legacy carried over from the ACA’s Apex Awards bursary scheme. It was announced at the ceremony that 10 were being awarded to deserving students. This brings the total number of bursaries awarded as a direct result of the ACA hosted effectiveness awards programmes, Apex and Effie since the programme launched in 2010 to 98. In addition, the Effie bursary scheme in association with Regenesys Business School was announced, providing funding toward an MBA programme for six industry professionals looking to further their education.

“The extensive list of entries, finalists and winners is proof of the value our industry adds to business success. Having a Grand Effie in our first programme sets the bar for the quality of submissions and results in the coming years. Our industry is strong, capable and effective! I’d like to congratulate all the winners, and look forward to seeing continued and incredibly effective work when the call for entries into the 2022 programme goes live,” concludes Okaba.

Effie Awards SA is organised by the ACA with presenting partner Provantage Media Group, and sponsors, Nedbank, Sanlam, Vodacom, SAB, Regenesys and Aon.

For more information, visit the Effie Awards SA website at or visit and follow #EffieAwardsSA.

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