The 2024 Effie Awards South Africa Gala took place on 24 October at The Tryst in Woodmead, Johannesburg, honouring outstanding marketing effectiveness. Hosted by celebrated comedian and television personality Mpho Popps, the evening recognised agencies, brands, and clients for campaigns that delivered measurable impact. It was a celebration of creativity, strategic excellence, and the real-world results achieved in today’s dynamic marketing landscape.

Grand Effie Winner: Halo and Pineapple’s “100% Pure Results”

The most anticipated award of the night, the Grand Effie, was awarded to Halo and Pineapple for their campaign 100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry. This campaign was recognised for its exceptional business impact, standing out as the most effective campaign of 2024.

Effectiveness: The New Gold Standard

In a marketing world where effectiveness is paramount, winning an Effie represents a commitment to measurable success. Effie-winning campaigns excel in driving results that matter, whether through increased sales, consumer engagement, brand growth, or shifts in market share. Gillian Rightford, Executive Director at the ACA, emphasised this, saying, “Effectiveness is the future of our industry…Winning an Effie is a mark of true success, recognising that these campaigns achieved what they set out to do: drive results that matter.”

Insightful Commentary from Industry Leaders

Refilwe Maluleke, Jury Co-Chair, highlighted the value of the Effies, stating, "The Effies exist to celebrate work that creatively and measurably drives success…The strongest case studies showcased both exceptional work and the obstacles overcome to achieve their results." Ahmed Tilly, also a Jury Co-Chair, reflected on the importance of creativity in problem-solving, adding, “Creativity is the answer to business challenges…all the winners produced incredible results because they ventured outside the comfort zone.”

2024 Effie Awards South Africa Winners Table

Award	Agency	Client	Brand	Campaign	Category
Grand Effie	Halo	Pineapple	Pineapple	100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry	Challenger Brand Solution / Commerce
Gold	Halo	Capital Legacy	Capital Legacy	Where There’s A Will, There’s Results	Finance
Gold	Ogilvy	SAB (AB InBev)	Castle Lager	Bread of the Nation	Social Good - Brands / Positive Change
Silver	Retroviral	SAB (AB InBev)	Castle Lager	The GranBoks	Beverages - Alcohol
Bronze	99cents	Shoprite Group of Companies	Checkers	Checkers Xtra Savings Plus - Mission Impossible Made Possible	Retail
Bronze	Ogilvy	KFC South Africa	KFC	Made in Culture: How KFC debuted the Uncle Waffles burger	Social Media

For a complete list of winners and campaign details, please refer to the official Effie Awards South Africa Magazine HERE.

2025 Co-Chairs Announced

The 2024 Jury Co-Chairs, Refilwe Maluleke, Executive Head of Marketing at Discovery Health, and Ahmed Tilly, Creative Advisor at Number 10 – A Creative Consultancy, have been reappointed for 2025. Their dedication to upholding high standards in the judging process has been invaluable.

Special Thanks and Acknowledgements

The Effie Awards South Africa programme is hosted by the ACA, proudly sponsored by Nedbank, PepsiCo, SAB, SABC, Unilever, GIB Insurance, and Investec. ACA Chairperson Sharleen James extended her gratitude to the Effie committee: “The Effie Awards recognise marketing effectiveness and its contribution to business growth, showcasing the best of our industry’s creativity and strategic thinking on a global stage.”

For more details, visit the Effie South Africa website at www.effieawards.co.za or www.acasa.co.za.

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Announcing the 2024 Effie Awards South Africa Winners

Celebrating the year’s most effective marketing campaigns and their measurable impact! See the full list of winners and learn more about the event’s biggest moments.

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