The event was opened by Gillian Rightford, executive director of the ACA, who welcomed attendees and thanked the dialogue sponsors, Fast Grow Investments, Pepsico, SAB ABInBev, RTC Studios, Tiger Brands, Two Tone and Unilever for their contribution, the awards say.

Rightford also acknowledged and thanked the Effie Awards 2024 sponsors:

  • Nedbank
  • Pepsico
  • SAB ABInBev
  • Investec, and
  • GIB Insurance.

Sharleen James, the ACA's board chairperson, provided the formal introductions, setting the stage for the panel discussion. James noted how influencer marketing has transitioned from a niche tactic to a fundamental strategy for brands seeking authentic engagement and measurable trust with their audiences, the awards say. 

James further emphasised the critical role of influencer marketing in connecting brands with consumers authentically and effectively.

Moderated by Sibu Mabena, chief creative officer at Duma Collective, the panel included:

  • Bianca Sibiya, founder and COO of The Fixer Coalition
  • Jolene Roelofse, founder of Fluence Africa
  • Ryan Sauer, CEO of Redwood Analytics
  • Anele Nzimande-Maphanga, public relations lead at Unilever: beauty, wellbeing and personal care, and
  • Ofentse 'Primo9teen' Baloyi, a South African macro influencer. 

According to the awards, the panel discussion focussed on the nuances of influencer marketing and its ability to play a key role in achieving marketing effectiveness. They discussed critical issues such as genuine engagement, brand-influencer collaborations, and how best to measure the ROI in terms of this, now strategic, channel.

The conversation highlighted strategies for maintaining relevance and authenticity in a fast-paced digital landscape, emphasising the need for marketing efforts to drive not just awareness but meaningful engagement and trust. Also under the microscope on the day were questions around the importance of ethical practices and transparent partnerships between brands and influencers, the awards add. 

Strategies for optimising influencer relationships to enhance brand visibility and ensure alignment with core marketing objectives were also explored, says the Effie Awards.

"This dialogue has underscored the significance of influencer marketing within the broader context of marketing effectiveness. Our ongoing Effie dialogue series aims to explore a variety of topics that influence the effectiveness of marketing strategies across multiple disciplines, enhancing our understanding and execution to achieve substantial and measurable impact," says Rightford. 

The ACA and Effie Awards South Africa say that they remain committed to fostering dialogue and collaboration within the advertising community. Additional dialogues on themes relevant to the impact of marketing effectiveness within the broader marketing, communications and advertising sector will be held in the near future.


For more information, visit www.effieawards.co.za or visit www.acasa.co.za.

*Image courtesy of contributor