The spotlight was on South Africa’s marketing elite last night as the winners of the 2025 Marketing Achievement Awards (MAAs) were officially unveiled at a dazzling gala hosted at the Sandton Convention Centre Ballroom.
The MAAs, a standout occasion on the marketing calendar, brought together the brightest minds and boldest brands to honour the innovation, creativity, and measurable impact that define true marketing excellence in South Africa.
Endorsed by the Marketing Association of South Africa (MASA), the MAAs are the benchmark for recognising marketing’s power to spark business growth, ignite culture, and drive the economy forward. And this year, the show reached even greater heights with Primedia Broadcasting joining as Presenting Partner, Brand South Africa as Strategic Partner, and a strong supporting cast including Kantar, Old Mutual, Telkom, African Bank, Google, Reveel, Fresh Advertising and Marketing, and Gearhouse as Technical Partner.
The event wasn’t just a celebration—it was a moment. From red carpet arrivals to standing ovations, South Africa’s finest came together to salute the stars who are pushing the boundaries of what’s possible in marketing.
For the first time in its history, the MAAs also introduced a Lifetime Achievement Award, setting a new tone of legacy, leadership, and long-lasting impact.
🏆 Lifetime Achievement Award: Jeremy Sampson
In a historic moment for the MAAs, the Lifetime Achievement Award was introduced—and no one deserved it more than branding legend Jeremy Sampson – the Father of Marketing in South Africa
With a career spanning nearly five decades, Jeremy has played a pivotal role in shaping South African marketing as we know it. A visionary, a mentor, and a true original, Jeremy’s legacy is one that will echo across boardrooms, classrooms, and branding decks for years to come.
“Jeremy didn’t just influence marketing. He inspired it.”
⭐ Marketer of the Year: Khensani Nobanda
Khensani Nobanda, Group Executive for Marketing and Corporate Affairs at Nedbank, claimed the crown as 2025 Marketer of the Year.
Why does this win matter? Because Khensani is not just playing the marketing game—she’s redefining it. Judges praised her rare ability to fuse data-driven insight, purpose-led strategy, and agile execution. From leading digital transformation to nurturing industry talent, Khensani’s work is proof that when you blend heart, hustle, and hard numbers—you get results.
Bonus win: Nedbank also took home Marketing Organisation of the Year, reinforcing its position as a powerhouse of innovation, disruption, and impact.
“Khensani’s leadership has set a new benchmark for what modern marketing can—and should—look like.”
🌟 Rising Star of the Year: Jody Ashworth
Jody Ashworth, Senior Marketing Manager at Discovery, was named the Rising Star of the Year—and it’s easy to see why. From shaping strategy to delivering exceptional execution at Discovery Bank, Jody is not just rising—she’s soaring.
The 2025 Marketing Achievement Award winners are:
| CATEGORY | AWARDED | FOR | AGENCY PARTNER | AWARD SPONSORED BY |
| Excellence in Purpose Led Marketing Award | SASKO | SASKO Siyasizana: Better Play for Better Tomorrows | MullenLowe | Old Mutual |
| Excellence in Strategic Sponsorship Marketing Award | Telkom | Telkom, Stand Tall | Levergy | |
| Excellence in Brand Positioning Award | Nedbank | Bank Your Time | Kantar | |
| Excellence in Marketing Innovation Award | Audi South Africa | Audi Curated Collection | Ogilvy | |
| Excellence in New Product or Service Launch Award | ShopriteX | Xtra Savings Plus | 99C | Gearhouse |
| Excellence in Brand Marketing B2B Award | Unilever Professional | Better Clean Better Business – Food Safe Launch | Attic House | African Bank |
| Excellence in South African Resonance Marketing Award | NikNaks | OwnYourNak | Accenture Song | Brand South Africa |
| Excellence in Resourceful Marketing Award | Marmite | Election Smear Campaign | Accenture Song | Telkom |
| Excellence in Reputation Management Award | No trophy awarded * | |||
| Excellence in Integrated Marketing Award | Telkom | Telkom, Stand Tall | Levergy | Reveel |
| Excellence in Internal Marketing Award | Absa | Let’s Write This Story Together | Avatar | |
| Excellence in Digital Brand Marketing Award | Sea HarvestaHar | Fish Friday – Everyone’s Favourite Day | CRT Create | |
| Excellence in Brand Launch Strategy Award | Discovery Vitality | Vitality HealthyFood Relaunch | ||
| LEADERSHIP AWARDS | ||||
| The Marketing Achievement Awards Rising Star of the Year Award | Jody Ashworth | Senior Marketing Manager – Discovery Limited | ||
| The Marketing Achievement Awards – Lifetime Achievement Award | Jeremy Sampson | |||
| The Marketing Achievement Awards Marketing Person of the Year Award | Khensani Nobanda | Group Executive: Marketing and Corporate Affairs at Nedbank | ||
| The Marketing Achievement Awards Marketing Organisation of the Year Award | Nedbank |
This year’s MAAs weren’t just about trophies—they were about transformation. The winners didn’t just meet the brief; they rewrote it. At Pat on Brands, we salute every nominee, every strategist, every creative, and every brand that continues to push marketing forward.
