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Announcing the 2024 Effie Awards South Africa winners

The 2024 Effie Awards South Africa Gala, held on the 24th of October at The Tryst in Woodmead, Johannesburg, celebrated outstanding marketing effectiveness. Agencies, brands and their clients were recognised for campaigns that delivered measurable impact. Hosted by celebrated South African comedian and television personality Mpho Popps, the evening was a celebration of creativity, strategic excellence and the results that truly matter in an increasingly fragmented marketing landscape.

A key highlight of the evening was the announcement of the prestigious Grand Effie – the top award recognising the most effective campaign of the year. The Effie Grand Jury adjudicated Halo and Pineapple’s “100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry” campaign to be the most effective campaign of 2024, highlighting the campaign’s remarkable business impact.

Effectiveness: The new gold standard
In today’s marketing landscape, effectiveness is the ultimate measure of success. Campaigns that win Effie Awards demonstrate that they’ve delivered real, tangible results – whether through increased sales, brand growth, consumer engagement or shifts in market share. Winning an Effie is about more than just creative execution; it is about campaigns that make a measurable difference in business performance.

Gillian Rightford, Executive Director at the ACA, highlighted the importance of marketing effectiveness: ‘Effectiveness is no longer a nice-to-have – it is the future of our industry. The campaigns celebrated tonight have not only demonstrated creativity but also proven their impact on the bottom line. Winning an Effie is a mark of true success, recognising that these campaigns achieved what they set out to do: drive results that matter. Congratulations to all our winners, whose work inspires the industry to continue pushing the boundaries of what’s possible. Effectiveness is the currency for success.’

Refilwe Maluleke, Jury Co-Chair, noted the unique value of the Effie Awards: ‘The Effies exist to highlight and celebrate work that not only delivers creatively, but demonstrably drives success in whatever way your organisation measures it. This year’s entries have shown incredible creativity and impressive business results. The strongest case studies not only showcased great work but also demonstrated what they had to overcome to achieve their results. It was a privilege to engage with such an excellent set of cases.’

Ahmed Tilly, Jury Co-Chair, reflected on the role of creativity: ‘Creativity is the answer to business challenges. The 2024 Effie award winners created campaigns that were surprising, evocative, contagious and smart, yet simple. Most importantly, all the winners produced incredible results because they ventured outside the comfort zone. Creativity works better – it’s an indisputable fact. Kudos to the clients who made this work happen.’ During his address, Tilly further challenged clients to be brave, bold and supportive of their agencies. Agencies have the ability to deliver outstanding, creatively effective work, but that its the clients who are the ultimate gatekeepers for great work.

2024 Effie Awards South Africa Winners Table

AWARDAGENCYCLIENTBRANDCAMPAIGNCATEGORY
Grand EffieHaloPineapplePineapple100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance IndustryChallenger Brand Solution / Commerce & Shopper Effies
GoldHaloCapital LegacyCapital LegacyWhere There’s A Will, There’s Results: How Changing How We Spoke About Death Helped Capital Legacy Draft More Wills Than Ever BeforeFinance
GoldOgilvySAB (AB InBev)Castle LagerBread of the NationSocial Good – Brands / Positive Change
GoldOgilvySAB (AB InBev)Carling Black LabelCarling Cup 2023 – Fak’UGesi (Bring The Energy)Experiential Marketing: Live & Digital
SilverRetroviralSAB (AB InBev)Castle LagerThe GranBoksBeverages – Alcohol
SilverOgilvySAB (AB InBev)Castle LagerBread of the NationBeverages – Alcohol
SilverOgilvyKFC South AfricaKFCHow KFC disrupted the breakfast category and changed it forever!Marketing Disruptors
SilverOgilvyKFC South AfricaKFCHow KFC took on the breakfast category, changed its fortune and the category forever!Restaurants
SilverJoe PublicSAB (AB InBev)Brutal Fruit SpritzerSheBeen: South Africa’s First-Ever Women-Only BarExperiential Marketing: Live & Digital
SilverJoe PublicSAB (AB InBev)Brutal Fruit SpritzerSheBeen: South Africa’s First-Ever Women-Only BarTimely Opportunity
Bronze99centsShoprite Group of CompaniesCheckersCheckers Xtra Savings Plus – Mission Impossible Made PossibleRetail
BronzeOgilvyPEPPEPPEP Changing StationTimely Opportunity
BronzeOgilvyKFC South AfricaKFC SAMade in Culture: How KFC debuted the Uncle Waffles burgerSocial Media
BronzeOgilvyMondelez International SACadbury Dairy MilkWhen Mzansi’s Generosity was lost, Cadbury put generosity back on the Map for Every South AfricanEngaged Community
BronzeOgilvyKFC South AfricaKFCWhen two icons meet: KFC x Uncle Waffles presents a burger made in cultureInfluencer Marketing
BronzeJoe PublicSAB (AB InBev)Brutal Fruit SpritzerSheBeen: South Africa’s First-Ever Women-Only BarSeasonal Marketing – Products, Services
BronzeJoe PublicSAB (AB InBev)Brutal Fruit SpritzerSheBeen: South Africa’s First-Ever Women-Only BarSocial Good – Brands / Positive Change
BronzeJoe PublicChicken LickenChicken LickenChicken Licken Easy Bucks®️Restaurants
BronzeOgilvySAB (AB InBev)Castle LagerBread of the NationMarketing Innovation Solutions

Looking ahead: Co-Chairs for 2025

During the gala, it was confirmed that the 2024 Jury Co-Chairs, Refilwe Maluleke, Executive Head of Marketing at Discovery Health and Ahmed Tilly, Creative Advisor at Number 10 – A Creative Consultancy, have agreed to continue in their roles as Co-Chairs for the 2025 Effie Awards programme. Their leadership has been instrumental in guiding the judging process, ensuring the highest standards of adjudication.

The Effie Awards South Africa is hosted by the ACA and proudly sponsored by Nedbank, PepsiCo, SAB, SABC, Unilever, GIB Insurance and Investec.

Sharleen James, ACA Chairperson, expressed her gratitude: ‘A huge thank you to the Effie South Africa committee for their tireless work in making this year’s awards a success. The Effie Awards are an essential platform for recognising the power of marketing effectiveness and its contribution to business growth. As the ACA, we are proud to support this programme, which showcases the best of our industry’s creativity and strategic thinking, elevating South Africa’s marketing and advertising standards on a global scale.’

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