The MAAs celebrates the entire marketing value chain — from insight and innovation to execution and impact. Endorsed by the Marketing Association of South Africa (MASA), the MAAs says it recognises marketing's pivotal role in driving business growth, powering the economy and shaping culture.

This year's awards marked a new era for the MAAs, with Primedia Broadcasting joining as Presenting Partner, Brand South Africa as Strategic Partner and support from Kantar, Old Mutual, Telkom, African Bank, Google, Reveel and Fresh Advertising and Marketing. Gearhouse came on board as Technical Partner, adds the awards. 

The evening itself was a success with South Africa's marketing elite coming out in their droves to celebrate the winners. For the first time, the category Lifetime Achievement was introduced to honour a person who has made a significant and lasting contribution to the industry throughout their career, says the MAAs. 

According to the MAAs, the 2025 Leadership Awards winners are: 

Marketer of the Year: Khensani Nobanda

The Marketer of the Year Award recognises an outstanding South African marketer who has delivered innovative marketing, impacted business results and used their influence to drive the industry forward. This year's selection committee were particularly impressed with the high calibre of all the finalists.

In recognising Khensani Nobanda as the 2025 Marketer of the Year, judges highlighted her unique ability to blend data-driven insight, digital transformation and purpose-led marketing. Her approach to structuring a marketing function and her delivery of tangible results for Nedbank, coupled with her commitment to industry-wide transformation and talent nurturing, set her apart from her peers.

Nobanda's win was complemented by Nedbank's award for Marketing Organisation of the Year, recognising its commitment to disruptive thinking, remarkable agility and efficiency, with impressive metrics demonstrating how marketing directly drives their business success and positions them for continued future wins.

Rising Star of the Year: Jody Ashworth

Jody Ashworth, Senior Marketing Manager at Discovery, was named the 2025 Marketing Achievement Awards Rising Star of the Year. This accolade is a testament to her strategic foresight, execution and leadership qualities while managing a strategic portfolio for Discovery Bank. 

Lifetime Achievement Award: Jeremy Sampson

This year, the MAAs presented the inaugural Lifetime Achievement Award to Jeremy Sampson. With a career spanning nearly five decades, Sampson has left a mark on the industry. His talent, leadership and dedication have shaped brands and inspired generations of professionals across South Africa. The Lifetime Achievement Award celebrates Sampson's legacy and the impact he has made on the South African marketing landscape.

About the Marketing Achievement Awards

This year's MAAs entries, spanning 16 different award categories, were judged by more than 50 industry experts against strict criteria, including the impact of the marketing initiatives on business objectives and bottom-line results. Each written submission was evaluated against specified criteria, the merits of each top-scoring entry were assessed in peer quorums and in the case of some leadership categories, online interviews were conducted with nominees and their colleagues to understand the finalists and their work, says the awards. 

While other awards often focus on elements of marketing such as communication, the MAAs says it recognises and celebrates the entire marketing value chain and its contribution to business success. 

Ivan Moroke, Chairperson of the Marketing Achievement Awards, concludes, "In my role as Chairperson, I'm consistently reminded of the remarkable influence marketing wields in South Africa. Our winners and finalists this year truly exemplify how marketing transcends commercial objectives, driving business results, fostering economic growth and profoundly shaping our society. They stand as a testament to the fact that marketing in South Africa is not only globally competitive but also a vital force for nation-building and positive change."

For more information, visit www.marketingawards.co.za. You can also follow the MAAs on LinkedIn or X.

*Image courtesy of contributor