Presented by Primedia Broadcasting and endorsed by the Marketing Association of South Africa (MASA), every qualifier achieved an average of 70% or more on the judges' collective scorecards, a standard set by the strategy and commercial results behind the work rather than by creative or communications effectiveness alone.
The MAA sets the gold standard for strategic marketing in South Africa by asking the questions a CEO would ask of any marketing investment: what the business set out to achieve, whether the plan was built on real insight and SMART objectives, and whether the results can be proven to have moved the business.
Every entry is judged across the entire marketing value chain, from insight and strategy through to execution and commercial results, with strategy carrying the greatest weight.
“A qualifier at the MAA has shown its working. The judges wanted to see the challenge or opportunity the business faced, the objectives set against it and the evidence that the work moved the numbers that mattered, and these entries delivered on all three. I want to congratulate every team on this list,” said Ivan Moroke, chairperson of the MAA Council.
He adds that a peer-reviewed programme like this only works when the industry stands behind it.
“Our thanks go to Primedia Broadcasting, to MASA for its endorsement, and to our patron partners Old Mutual, Kantar, Capitec, FNB, Telkom, Reveel and Fresh Advertising and Marketing, whose commitment helps raise the standard of South African marketing season after season.”
This season's theme, Code, Culture & Commerce, explores how South African marketers balance technology, human insight and commercial outcomes to drive growth.
While the theme wasn't part of the scoring, judges saw that balance come through in many of the qualifying entries, which span financial services, FMCG, retail, telecommunications, property, agriculture and the public-interest sector, from large national brands to smaller and specialist businesses.
Finalists for the Leadership Awards, including Marketer of the Year, Marketing Organisation of the Year and Rising Star of the Year, will be announced in January 2027.
| Excellence in B2B Brand Marketing | ||
| Entry | Brand / Organisation | Lead partner |
| Capitec Business - Say Hello to Better Business Banking | Capitec | |
| Proving it works: the satellite trial system that solved EL-I Tech's hardest problem - and unlocked global growth | Custom Chemistry Agri (trading as EL-I Tech) | 4What Digital |
| Vitality Fitness | Discovery Vitality | |
| Excellence in Brand Launch Strategy | ||
| Liberty Brand Campaign - Humans Welcome | Liberty | TBWA |
| Telkom Brand Relaunch | Telkom | BlackSwan |
| The Perfumistic Launch That Made Laundry Desirable | Comfort Concentrated Fabric Conditioner | VML |
| Excellence in Brand Positioning | ||
| Bar de Change | Heineken Beverages | LePub |
| Get Money Fit | Nedbank | Joe Public |
| Knorrox Stock Powder | Ungazincishi iRich Meaty Taste | Knorrox | Tradeway |
| SAB130 | South African Breweries Corporate Brand | SAB (ABInBev) | Boundless |
| Standard Bank: Repositioning for Growth | Standard Bank | M&C Saatchi Abel |
| Standard Bank Private - Live Wealthier | Standard Bank Private | M&C Saatchi Abel |
| The Residence of Refined Taste: The House of Amber | Inverroche | Tradeway |
| We See Your Story | Absa | Avatar Agency |
| Excellence in Digital Brand Marketing | ||
| Ackermans Chasing the Fun | Ackermans | 99c |
| Excellence in Integrated Marketing | ||
| Changing How People C Us. How Cell C Cracked the Toughest Code in Marketing - Shifting Perception | Cell C | Joe Public |
| Cheetos. Can't Hide The Fun | Cheetos | Accenture Song |
| Discovery Insure #DriveNowTextLater | Discovery Insure | Freshhive |
| Get Money Fit | Nedbank | Joe Public |
| Get Mooooore With MyMo | Standard Bank | M&C Saatchi Abel |
| How one human insight unified brand, products and experience | Standard Bank Personal and Private Banking (PPB) | M&C Saatchi Abel |
| KeDeSHAREmber | KFC South Africa | Ogilvy South Africa |
| KFC Streetwise: Original Feeds Original | KFC South Africa | Ogilvy South Africa |
| Protect What Built You | Old Mutual Insure | Clockwork Media |
| Reboost Ka Half Tiger | Reboost Energy (BevCo) | Xcentric Brand Solutions |
| Sanlam F-Show | Sanlam | Accenture Song |
| The Cold Case | SAB (ABInBev) | Promise Group |
| Excellence in Internal Marketing | ||
| Customer Experience Journey - Board Game | Bluff Meat Supply | |
| Standard Bank Artfluencers | Standard Bank | |
| Excellence in Marketing Innovation | ||
| Bar de Change | Heineken Beverages | LePub |
| Brutal Fruit Spritzer Luxury Handbag Cooler | SAB (ABInBev) | Joe Public |
| How Prebo Digital Turned Lead Scoring Into Deal Growth For SYDC | Sell Your Damaged Car | Prebo Digital |
| Max Speed | Heineken Beverages | LePub |
| Possibility in Play | Telkom | Mscsports |
| Excellence in Product or Service Launch Marketing | ||
| Bryanston Country Estate | Craft Homes | |
| Cheetos. Can't Hide The Fun | Cheetos | Accenture Song |
| Coca-Cola Mashesha | Coca-Cola Beverages South Africa | Tradeway |
| MiWay Micashback | MiWay | BlackSwan |
| MXD Launch | SAB (ABInBev) | Draftline |
| Sea Harvest Finely Dusted | Sea Harvest | CRT Create |
| Excellence in Purpose-led Marketing | ||
| Capitec Trust Campaign | Capitec | |
| Discovery Insure #DriveNowTextLater | Discovery Insure | Massiv |
| NikNaks - NaksLevel | NikNaks | Accenture Song |
| Excellence in Resourceful Marketing | ||
| Impempe is not Impimpi | Corruption Watch | Avatar Agency |
| Sea Harvest Finely Dusted | Sea Harvest | CRT Create |
| Excellence in South African Resonance Marketing | ||
| 5FM War Cry Championship brought to you by Standard Bank (The Biggest Cheerleader of Youth Growth) | Standard Bank | 5FM |
| Ackermans Chasing the Fun | Ackermans | 99c |
| Albany Bread: Kota Festival National Tour Sponsorship | Albany Bread | Tradeway |
| Castle Milk Stout | The Revealing Pour: A print ad that went beyond ink and paper | SAB (ABInBev) | Joe Public |
| Coca-Cola FIFA World Cup™ 2026 Trophy Tour: The Homecoming | Coca-Cola Beverages South Africa | Octagon |
| #ForeverGolf | Volkswagen Group Africa | Ogilvy South Africa |
| KeDeSHAREmber | KFC South Africa | Ogilvy South Africa |
| KFC Streetwise: Original Feeds Original | KFC South Africa | Ogilvy South Africa |
| Knorrox Stock Powder | Ungazincishi iRich Meaty Taste | Knorrox | Tradeway |
| SAB130 | South African Breweries Corporate Brand | SAB (ABInBev) | Boundless |
| Takealot Heritage Design Challenge | Takealot | The Cavalry Creative |
| Excellence in Strategic Sponsorship Marketing | ||
| Coca-Cola FIFA World Cup™ 2026 Trophy Tour: The Homecoming | Coca-Cola Beverages South Africa | Octagon |
| Possibility in Play | Telkom | Mscsports |
| Standard Bank Schools' Sports Festival | Standard Bank | Tradeway |
| Standard Bank X SAFA Sponsorship | Standard Bank | M&C Saatchi Abel |
Finalists for the Leadership Awards, including Marketer of the Year, Marketing Organisation of the Year and Rising Star of the Year, will be announced in January 2027.
