Marketing is under pressure as brands are expected to grow, justify spend and prove impact in an environment where patience is limited, and results are closely watched. The challenge for marketers is finding the balance between building long-term brand value and delivering measurable outcomes.
Recorded at the Effie Awards South Africa as part of The Lead Creative’s marketing and effectiveness series, this conversation with Thami Majola of Vodacom focuses marketing effectiveness when brand building is measured alongside business performance.
As an Effies juror, Thami observed a shift in the quality of work coming through. The strongest entries were not chasing noise or novelty. They were grounded in insight, measured against clear benchmarks and aligned to real business objectives. Effectiveness, in this context, becomes a shared responsibility between marketers, agencies and leadership.
Vodacom’s approach reflects this thinking. By using data responsibly and translating insight into meaningful propositions, the brand continues to evolve while staying anchored in purpose. Innovation is framed as a response to real customer needs, not as an end.
Marketing and advertising effectiveness highlights:
- Effective marketing earns trust by delivering measurable outcomes
- Alignment with CFOs and leadership strengthens marketing’s influence
- Customer insight improves relevance across products and communication
- Authentic storytelling builds long-term brand equity
Watch our conversation, like and subscribe below:
Created in collaboration with our production partners, Soweto Media.
The Lead Creative Podcast is available on:
Or wherever you listen to your podcasts.
Follow The Lead Creative on:
Please share, subscribe and send us recommendations of creative industry thought leaders to feature.