For the second year running, the Nedbank IMC appoints the Red & Yellow Creative School of Business (Red & Yellow), a CHE-accredited private higher education institution and member of Honoris United Universities, to author the report, says the school.

2025's White Paper aims to go beyond summarising conference content. It aims to distil the strongest themes and emerging shifts from a over 3 000 delegates across 20 countries into clear, practical guidance for marketers navigating a fast-changing African landscape, adds the school.

Authored by Louise Burgers, Marketing Communication Lecturer and Tendai Mbumbwa, Senior Marketing Lecturer and Programme Manager, the paper interprets the 2025 theme "Marketing is Business" as a call for African marketers to sharpen the blend of creativity and commercial logic needed to build brands that grow markets, create jobs and compete globally, adds the school.

The school offers iive calls to action for african marketers:

  • Optimise AI: Build resilient data strategies and use AI to amplify return on investment.
  • Interdependence: Collaborate across ecosystems to unlock differentiated growth.
  • Steward the Brand: Anchor brands in culture, conscience and authenticity.
  • Deliver Depth: Create long-term value that surpasses campaign cycles and elevates performance.
  • Dare to be Brave: Lead with courage and creativity to build brands with real-world impact.

"This year's White Paper reflects the bold ideas and honest conversations that defined the 2025 conference. It highlights how African marketers are setting the pace with courage, culture and creativity," says Dale Hefer, CEO of the Nedbank IMC. 

Why the Nedbank IMC Turns to Red & Yellow Again

Red & Yellow's appointment aims to reflect its longstanding role at the intersection of marketing education and industry practice. The school's aim to combine academic rigor, commercial focus and its work with brands, agencies and emerging talent continues to position it as a credible voice for interpreting the continent's marketing trajectory, says the school.

"Our mission is to develop marketing leaders who pair creative confidence with analytical rigour," concludes Verusha Maharaj, Managing Director at Red & Yellow. "Being entrusted with the Nedbank IMC White Paper for another year aligns with our commitment to shaping a future-fit marketing profession for Africa."

The White Paper is freely accessible in PDF-format here.

For more information, visit www.redandyellow.co.za. You can also follow Red & Yellow on Facebook, Twitter, or on Instagram.

*Image courtesty of contributor