IMPACT Forum attendees will have the opportunity to learn from top CEOs and thought leaders on how to navigate South Africa's rapidly changing business environment, says the MMA.

The speed at which AI is changing the marketing industry is breathtaking. It is rapidly affecting commercial competitiveness and brands' abilities to keep up. It's without question the new competitive battlefield. Mastering AI for marketing should be the top priority for marketers right now. Without a doubt, those who do, will lead the charge and so too will their brands, says the association. 

This is the core theme of the upcoming IMPACT South Africa Conference, presented by the MMA SA. 

The 2024 IMPACT Forum will showcase how AI and machine learning are revolutionising media strategies for leading local brands like Showmax, and international brands such as Shell and Bayers, driving both top and bottom lines, says the association. 

According to the MMA, delegates will have the opportunity to: 

  • dive into a thought-provoking panel discussion on 'Overcoming the barriers to AI adoption'
  • gain exclusive insights from MMA's Consortium for AI Personalisation (CAPS), and
  • be the first to access the launch of the MMA AI Academy and leverage its innovative frameworks for integrating AI across marketing strategies.

Senior leaders across the marketing spectrum are among the speakers at IMPACT this year, and the keynote speaker is international guest, Rebecca Huda, the United Kingdom marketing manager and European Union cluster lead for nutritional marketing for Bayers Pharmaceuticals. 

Her keynote speech, 'AI-Powered Breakthroughs: Real-World Experiments & Insights on Leveraging AI for Personalisation,' will provide delegates with a deep-dive into incorporating AI into marketing strategies, says the MMA.  

According to the MMA, Huda, who led the study for Bayers with the internationally known Berocca brand, will talk through the selection, implementation and execution of the brand campaign, and her long-term plans for incorporating AI tech into the marketing of her brands to consumers.

The MMA SSA's regional director, Sarah Utermark, says, "The marketing industry in South Africa has reached a watershed moment that demands pause for thought. AI is the driving force behind what is without a doubt a paradigm shift in marketing and we recognise the need to seize the moment and ride the wave of change. That is the impetus behind the MMA SA's IMPACT Forum this year. We have gathered a formidable line-up of speakers who will take to the stage and share their wealth of experience with delegates." 

The MMA says that speakers include:

  • Jacques Burger, CEO of M&C Saatchi Group SA 
  • Vincent Maher, CEO of True IO
  • Sarah Utermark, MMA SSA regional director
  • Katherine Madely, VP of marketing for Massmart
  • Antonio Petra, strategy director at VML
  • Musu Kalenga, group chief executive officer of Brave Group, and
  • Adrian Naidoo, MD of Mindshare.

A panel discussion moderated by Vincent Maher, MMA chair, will address the hot topic 'Stop Hesitating and Start Winning with AI'. According to the MMA, the panelists are: 

  • Katherine Madely VP of marketing at Massmart
  • Antonio Petra, strategy director of VML
  • Musu Kalenga, group chief executive officer of The Brave Group, and
  • Adrian Naidoo, MD of Mindshare. 

A component of the IMPACT Forum this year will be the presentation of the MMA CAPS — AI personalisation study results — which will be presented by Maher and Huda who will provide insights from recent studies both locally and globally. Delegates will be privy to real-world experiments and insights shared by Huda, says the association.   

"Our aim with IMPACT SA is to engage as many marketers from across the industry spectrum as possible, empowering them with critical knowledge and AI tools to leverage for optimal business performance," says Utermark.  

The event starts at 17:00 and ends at 20:00 on Thursday, 12 September at the Sandton Convention Centre. All attendees will receive the MMA level 1 Certificate of Introductory AI and Measurement in Marketing Applied Masterclass and the case study results from MMA CAPS. Delegates who sign up for the MMA academy will receive 40% off the applied AI training courses.

Individuals are encouraged to register either as members or non-members here using "MMA" as the invite code. The event is free to attend and seats are limited and going fast, concludes the MMA. 

For more information, visit www.mmaglobal.com. You can also follow MMA Global on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor