Effie Awards South Africa partnered with Thabani Khumalo (CM SA) of CMO Corner this year to bring you some valuable and insightful interviews from the 2024 Effie Gala!
In his exclusive #EffieFriday series, Thabani sat down with some of our industry's most respected professionals to discuss what it takes to create and deliver marketing communication that works.
In the first episode, Thabani interviews Refilwe Maluleke, Executive Head of Marketing at Discovery Health and Effie Awards Co-Jury Chai. Refilwe shared among others, two powerful calls to action for marketers:
1️⃣ Be Brave
2️⃣ Be Commercially Astute
Catch the full episode here as we celebrate marketing effectiveness and ideas that work!
Stay tuned over the next 6 weeks for the entire series.
First published on the CMO Corner YouTube channel, this is a must-watch for marketers dedicated to making an impact.
#EffieAwardsSA#MarketingEffectiveness#CMOCorner
Are you an excellent Thank you, Tiffany, How are you Good. Welcome to the same more corner shorts edition. So we tend to do these much longer, but obviously we heard the we don't have time, so we don't let's grab you and let's have a chat with you with pleasure. So your first sighting is Cordray chair here at the that's the first one and the second one open. Want to get it right is executive marketing or marketing executive at Discovery Health. Ohh, executive hidden ball. OK, I'll take it and I must be here. I feel like my boss would feel differently about the jury code shaping my first title. OK, so second one. OK, that's a second one. OK, cool. So thank you. What is your role in tell as a coach region? Yeah, and that's an excellent question. And really what armed who's my other Co jury chair and I do. Our role is to uphold what the issues are about to do to ensure that this wide range of judges and cases and numerous discussions and debates. That had over the course of months that we stayed true to what we're trying to achieve. Yeah, which is really about celebrating work that is not only strategically sound and creatively beautiful and disruptive, but ultimately delivers results that organisations are trying to drive. And that's an awesome responsibility to have, right, To make sure that we don't get distracted by, you know, fun, interesting, creative or a really powerful insight or a really compelling problem. That that we are focused on work that has the embodiment of all of that together as well as delivering organizational results. So what have you seen from the world that was submitted here for 2024? Like are they great things? Is there things we need to improve on? Because I'm looking at you like the coach. I love that. There's been a lot of amazing things. I think they had a great, you know, better entries this year. And what I always love is when I see it across categories. And in some years you'll see it's either, you know, financial services has a great year or FMCG has a great year or beverages or whatever it may be, fast food. And I love it when we start to see them all over the industries because it means that creativity is being celebrated, you know, across, across industries. I think there's a lot of great work, and I think what's been coming out for me is the same thing that has been true since marketing first became a professional. Yeah. Which is that be clear on your problem. Yeah. You know, be clear on your audience and the insights and what is going to connect with them and make sure your strategy is sound. And then be brave in your creativity. I think that for me is probably one of the biggest things that's come out of this year. If I look at the winners of the gold Fe specifically, and the and the grand is real bravery. Creativity, right? Think about pineapple. If you think about capital legacy, if we think about Casa Lago, Britain, the nation, if we think about the calling Black Label, it is a real boldness and that is in all of those executions which are. True, lovely. So and let's park if it's for a bit now in your room, obviously focusing in the healthcare space. What are you seeing? What are you seeing as a gap in marketers can actually like just penetrate and win. Because you do want people help. Yeah. You do such a delicate thing. Can you create work that's amazing from that perspective? Yeah, I first, I think we can. I don't really think because. And it's part of the reason I wanted to actually join Discovery Now. I think there's probably two things. 1, I think. You know. For many S Africans, especially black South. Many of us are the 1st in our family, right? It's the first to own a house on a car, go to university. We are the 1st. And so there's always the sense of anxiety that we'll lose those gains, right? That something will, you know, pull us back to what we were before. And as much as we think about many things that could impact US, one of the things I've seen that you don't often think about it like this help because more than anything, it can be the thing that's changed its trajectory of your whole life. How will you achieve true? And that are how hard you've worked. And so for me, what's really powerful and compelling is an opportunity that grants and discovery and specifically the healthcare solutions that we offer and have to play and not just kind of, you know, let's keep people healthy, which is great. But in fact, in the country for allowing us to preserve these gains that we've made, these hard fought gains and and make sure that our communities and societies move forward. So for me, that's the exciting part of the opportunity that we have in healthcare. From a specific marketing perspective, I think there's a real opportunity for brands in the healthcare space to remember that people are healthy. Just, you know, when I have cancer, when I have diabetes or, you know, we don't just think about the negative stuff that I really think it was whole people and how do you talk to them as whole people? How do we leverage the power that other categories do in identifying interesting and and and we can science because being healthy can be fun. That's that's the point, right? You can have more fun when you're happy. And I think that there's a real opportunity to, I guess, just create more disruptive. That is engaging and and and connect and does the important work of growing the category not just to make money, yeah, but to make sure that every single African has opportunity to continue to grow themselves and their families and their lives and economies. In closing, you're gonna give us a nice speech about where markets are and the role of marketing and how that conversation is currently. If you had to share a message to marketers that are watching CEO was only marketers, what would you say? Whatever it is, I'm giving you the green light to say that. Say it. What did you say? Ohh my goodness, so many things. Probably the most important one is that I would echo it on the said earlier. Yeah. Don't be boring. Yeah. You know, be, be brave, be offensive, be. I don't know, whatever. Be be anything but boring. Yeah. Because boring is the kiss of death. It really is. And I think that's a big one for me. And can I say a second one? Yeah, sure. Go ahead. Please be commercially astute. I just, you know, often when I see, you know, I was a consultant for seven years before I joined Discovery. And when I see. Communications with it, it really is just because the market isn't that organization and our commercial street they don't understand how the business makes money and how whether they do has to support the business that didn't. So there's two things we need to really speak commercially astute understand your organization, whatever it may be, even if you're an IPO, understand your organization and want those leavers are and and then of course, just don't be boring. Please, please, please as a as a consumer in the space, don't be boring. You know, before we close, what you're saying about knowing your numbers and commercials and how you make money. It reminded me of a conversation we had with other kids, one of the guests I've had here on the podcast, possibly the first season. Wasn't. And he says at an executive level, for marketers, it's the top three. That's music. This cash flow, he says balance sheet, it says it's a piano, it says, if you can't have that conversation as a market at that level, you're going to know it. So your point basically resonates with that because the consistent message all the guests have actually had. So thank you very much for your time. Thank you for being the core dry check and and and we appreciate being here. So thank you very much.
Group Head l Global Markets I GIBS Masters in Philosophy with Specialisation in Corporate Strategy I Member of the Golden Key International Honour Society I Professional Associate at the Institute of Marketing Management
Insightful “ as always” - Thank you Thabani Khumalo (CM SA) for these incredible nuggets. The takeout form this for me would be “Be clear on the problem and clear on the audience and the insight.”
If you're entering the Effie Awards and looking to up your effectiveness game, then you don't want to miss this.
Effie SA in collaboration with Ipsos in South Africa are thrilled to invite you to an exclusive webinar - "IPSOS 2023 EFFIE SOUTH AFRICA TRENDS REPORT INSIGHTS" on Wednesday 8 May 2024.
This event is designed to empower agencies with the knowledge and strategies needed to create impactful campaigns that connect with consumers and drive success.
In this webinar, we will dive deep into the key learnings from the Effie SA 2023 report, providing valuable insights into what makes a winning campaign.
We will also explore the global best practices from the Effie Awards, showcasing how top-performing campaigns have pushed the boundaries of creativity and effectiveness.
One of the central themes we will discuss is the importance of embracing being a misfit in marketing. Examining how unconventional thinking and taking risks can lead to breakthrough results. Additionally, we will spotlight the success stories of Effie SA 2023 winners, dissecting their strategies and revealing the secrets behind their triumphs.
Join us tomorrow for an opportunity to gain a competitive edge in the ever-evolving advertising landscape that will equip you with the tools and knowledge needed to create campaigns that resonate with consumers and drive measurable results.
📅 8 May 2024
🕥 Time: 10h30 - 11h30
📧 RSVP: [email protected]
Don't delay, RSVP NOW.
#EffieAwardsSA#IpsosEffieInsights#MarketingEffectiveness
At the Uganda Marketers Society CMO breakfast today with Magunda, Baker ,Susan Nsibirwa, MCIM, MBA and moderated by Immaculate Ngulumi Nabatte .
We got to learn and relearn quite a lot.
Baker reminded us the following things
1.Be Something
2.Take on challenges
3.You only give the power you have
4.Be credible
5.Be authentic
6.Be invested in personal growth
7.Make a choice early if you really want to be a marketer
8.form communities where you learn from each other.
9.Encourage your team to be better than you
10.Be in control of what you think and how you think.Our thinking governs our belief system.
11.Always be clear on who you serve
12.Be ever learning.
13.Elevate your self to the position of your manager such that you ask your self the same questions.
14.Perception is everything
Susan Nsibirwa, MCIM, MBA brought us back to the cores
1.Know the finances
2.Remember to always contribute
3.listen to understand not reply
4.Invest in creating a great relationship with your CEO.
5.Build and Manage your relationships
6.know all the key influencers in the organization
7.Contribute
Thank you to David Balikuddembe, Chartered Marketer and team for a well executed event.
When I thought of this idea - to host an event for parents and students together, the goal was simple: to start the conversation and involve parents mainly to finally realise how the careers are evolving.
Sure, becoming a doctor, lawyer, engineer is noble.
But unfortunately in Pakistan, today, there's an intensely huge gap between what we learn in universities versus what we are expected to deliver when we start working.
When we join workforce, it feels like we never learned anything practical at all! All the skills I have today- are a result of constantly trying new things, failing and then trying again.
This is exactly why this event is important: to build this narrative and create awareness around it, that over 85 million jobs will be replaced by NEW JOBS- which probably don't even exist right now (according to World Economic Forum report)
But are we ready? We have to be. We have to make sure our kids are aware of it and we help them make a well informed decision for their career choice, instead of being pressurised into pursuing a dream that doesn't have a clear future.
Amazing speakers lineup:
Ahmed SayaTufail Ahmed KhanFaizan Laghari فیضان لغاری
Saleha Mumtaz Yousuf
Urooj Zia
Finally introducing the moderator and host for the event!
Meet Nida Saif, Head of Marketing & Partnerships at ICMA Digital.
About Nida:
1. Spoke at TEDx, twice
2. MBA graduate in Marketing
3. Community leader and social media content strategist
Looking forward to witnessing a great conversation with our amazing speakers line-up.
Few seats left only! Register ASAP here:
https://lnkd.in/dzAj6wQY
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1- Increased visibility and reach: Media coverage provides an opportunity to reach a wider audience and gain exposure beyond existing networks.
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📌One day to go!📌
Don't miss out on this opportunity where we'll unlock the secrets of effective marketing.
Effie SA in collaboration with Ipsos in South Africa encourage you to attend the exclusive "IPSOS 2023 EFFIE SOUTH AFRICA TRENDS REPORT INSIGHTS" webinar taking place tomorrow.
The webinar is designed to empower agencies with the knowledge and strategies needed to create impactful campaigns that connect with consumers and drive success.
We'll dive deep into the key learnings from the Effie SA 2023 report, providing valuable insights into what makes a winning campaign.
We will also explore the global best practices from the Effie Awards, showcasing how top-performing campaigns have pushed the boundaries of creativity and effectiveness.
One of the central themes we will discuss is the importance of embracing being a misfit in marketing. Examining how unconventional thinking and taking risks can lead to breakthrough results. Additionally, we will spotlight the success stories of Effie SA 2023 winners, dissecting their strategies and revealing the secrets behind their triumphs.
Join us for an opportunity to gain a competitive edge in the ever-evolving advertising landscape that will equip you with the tools and knowledge needed to create campaigns that resonate with consumers and drive measurable results.
📅 8 May 2024
🕥 Time: 10h30 - 11h30
📧 RSVP: [email protected]
Don't delay, RSVP today.
#EffieAwardsSA#IpsosEffieInsights#MarketingEffectiveness
United Media Services has announced the restructuring of its Board of Directors, with Tarek Nour appointed as Chairman and Tarek Makhlouf as the new Managing Director. The new board members include Sayed El-Waziri, Mohamed Al-Saadi, Tamer Morsi, Ahmed Tarek, Amr El-Feki, Sherif El-Khouli, and Amr El-Khayat.
The company also revealed the formation of a strategic partnership with Tarek Nour Holding and Al-Mihwar Channel, aimed at leveraging the expertise of specialized media professionals to develop a forward-looking strategy that will benefit the media industry.
The new board extended its gratitude to the previous administration for their efforts and contributions during the past period.
#ThinkMarketing
⏳ Only 19 days to go until MRMW MENA 2024!
Join market research and consumer insights leaders for an engaging panel discussion: BEYOND THE HYPE – SEEING THE REAL GEN Z.
How can brands cut through the noise to truly connect with Gen Z? 🤔 With shorter attention spans and the rise of ad-blocking behaviours, brands face the challenge of standing out in a crowded content landscape. This session will explore:
- How to focus on underserved segments and niche markets where your brand can shine
- Strategies to optimise research and unlock meaningful insights about Gen Z
- Key trends shaping Gen Z’s behaviours, preferences, and values in 2025
Don’t miss this opportunity to sharpen your strategy and better understand this influential generation with the following panelists:
Dominique Whitman | MeltwaterAnkesh Agarwal, CCXP | Majid Al FuttaimImran Khan | Kellogg CompanyNuran Mekky | Gargash Group
📅 December 10–11, 2024
📍 JBR Dubai
👉 Register now and secure your seat: https://hubs.la/Q02Z0TMS0
2024 Effie Awards SA entries are open! Clarity on what Judges will be looking for coupled to preparing and submitting an effective case is critical to your success.
Unlock the secrets behind effective Effie case studies!
Ipsos in South Africa and Effie Awards SA present "IPSOS 2023 EFFIE SOUTH AFRICA TRENDS REPORT INSIGHTS," a webinar designed to help agencies harness creativity and drive success.
Learn how to connect with consumers and stand out in the competitive landscape of advertising. Mark your calendars for an enriching session on 8 May 2024.
📅 8 May 2024
🕥 Time: 10h30 - 11h30
📧 RSVP: [email protected]
Don't delay, RSVP today.
#EffieAwardsSA#IpsosEffieInsights#MarketingEffectiveness
Number 10 - A Creative Consultancy. Creative Advisor
1moDon’t be boring and be commercially astute. Love it Refilwe Maluleke