Owame Mapedi, a third and final-year BCom Marketing Management student at the University of Johannesburg, was chosen from hundreds of applicants across 10 countries for the prestigious programme aimed at developing the next generation of marketing leaders.
The announcement was made by the Association of Communication and Advertising (ACA) and Effie South Africa, who praised Mapedi’s achievement as a significant milestone for young South African talent in the global creative and marketing industry.
A Global Fellowship for Future Marketing Leaders
The Voices of the Future Fellowship is an eight-month global initiative established by the Effie LIONS Foundation to identify, train and place culturally fluent and AI-native marketing students into the industry.
The programme was created in response to shrinking entry-level opportunities in the global marketing sector, while demand continues to grow for diverse and culturally connected talent.
Supported by presenting sponsor Adobe, the fellowship provides students with leadership development, digital and AI skills training, mentorship opportunities and direct industry exposure.
As part of the programme, Mapedi will attend the prestigious Cannes Lions International Festival of Creativity in France this June, widely regarded as one of the most influential gatherings in the global advertising, marketing and creative industries.
UJ Celebrates Global Recognition
Professor Frans van der Colff, Professor of Practice in Business Management at UJ, described Mapedi’s selection as a proud moment for the university and the country.
“I am immensely proud of Owame’s selection for the prestigious Voices of the Future Fellowship. This is a significant achievement that recognises both his exceptional talent and his potential to become a future leader in African marketing,” said Van der Colff.
“At the University of Johannesburg, my role is to assist in developing our talented African youth to be proudly African and to be able to hold their own on the world stage. Owame’s selection is a validation of that purpose.”
Industry Leaders Highlight Importance of Access
Global CEO of the Effie LIONS Foundation, Allison Knapp Womack, said the programme is focused on creating access and opportunity for emerging talent.
“Through Voices of the Future, fellows gain the leadership training, digital skills, AI fluency, mentorship and industry connections that can shape their careers and empower them to shape the industry’s future,” she said.
Meanwhile, Jae Goodman, Chairman of the Effie LIONS Foundation Board, said the initiative arrives at a crucial time for the global marketing industry.
“Now is the time to rethink the global talent pipeline and bring rising voices to the table. This programme ensures that the next chapter of our industry is shaped by the broad perspectives and bold ideas it will need to thrive,” Goodman added.
From Effie College SA to the Global Stage
Mapedi’s selection follows his participation in the inaugural 2025 Effie College South Africa programme, where he competed as part of UJ’s AdVengers team, which secured third place.
The programme aims to bridge the gap between classroom learning and real-world industry experience while helping students strengthen their marketing effectiveness skills.
His achievement not only places South African student talent in the global spotlight but also highlights the growing influence of African voices in shaping the future of marketing and creativity worldwide.
