Building brands has never been easy. Today, it’s even harder to prove that marketing works in a way the business truly values. In a climate shaped by budget pressure, short-term targets and boardroom scrutiny, marketing effectiveness has become the real measure of credibility. Creative ideas are no longer enough. What matters is whether the work delivers impact that the business can stand behind.
Recorded at the Effie Awards South Africa, as part of The Lead Creative’s marketing and advertising effectiveness series, this conversation with Thami Majola, Executive Head of Brand and Communication at Vodacom, explores effectiveness trends from the perspective of one of South Africa’s most loved brands.
Fresh from judging the Effies, Thami reflects on how the strongest work showed clear commercial impact, strong measurement and a deep understanding of business outcomes. In his view, brand strategy and business strategy cannot be separated.
Vodacom’s long-term brand-building approach, rooted in authentic storytelling and constant innovation, shows how consistency and relevance drive commercial returns over time.
Marketing insight highlights:
- Brand strategy delivers results when treated as a business lever
- Long-term brand building supports sustained bottom-line growth
- Customer insight strengthens briefs and improves agency collaboration
- Consistent brand presence builds trust and commercial value over time
This conversation reinforces why the Effies remain a powerful lens for understanding what truly works in marketing today.
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Created in collaboration with our production partners, Soweto Media.
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