06 June 2025 5 min

Effie Awards South Africa Announces 2025 Jury Panel

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Effie Awards South Africa Announces 2025 Jury Panel

Returning to lead the adjudication process are jury co-chairs Refilwe Maluleke, executive head of marketing at Discovery Health, and Ahmed Tilly, creative advisor and director at Number 10 – A Creative Consultancy.

Refilwe Maluleke commented:

“Great marketing doesn't just make noise—it makes impact. The Effies celebrating marketing effectiveness is critical to our industry because it proves that creativity can drive results, strategy can spark growth, and every campaign can be a catalyst for real-world impact...”

Ahmed Tilly added:

“Advertising that works has been the order of the day for the past 10 years. Now, the need from brands is for advertising and marketing to go beyond just working. We need to shift needles. The survival of business depends on it, especially in a new and unpredictable world. And for that to happen, wildly creative, delightfully surprising and shockingly authentic creativity is required. Effies 2025 will celebrate that calibre of work because that’s what it will take to give our community any place in the future.”

2025 Effie Jury

The Effie South Africa jury comprises leaders across the marketing and communications ecosystem-drawn from brand, agency, media, research, and strategic roles. Judges are selected for their track record, depth of experience, and understanding of effectiveness.

Round One judges will review all eligible cases, with Round Two handled by a more senior group of jurors tasked with evaluating the highest-scoring campaigns to determine the finalists and winners. The Grand Effie Jury - a separate and senior panel - will be announced in the coming weeks.

Round One Judging takes place on 10 July, followed by Round Two on 24 July. The Effie Awards Gala will be held on 23 October 2025.

A full list of 2025 Effie Judges is included below.

JUDGE DESIGNATION AGENCY/COMPANY
Refilwe Maluleke (Jury Co- Chair) Executive Head of Marketing Discovery Health
Ahmed Tilly (Jury Co- Chair) Creative Advisor Number 10 - A Creative Consultancy
Akona Golimpi Creative Director Brave Group
Alex Goldberg Creative Partner Ogilvy South Africa
Alleric Kalicharan Head of Marketing Location Bank
Ammarah Issufo Marketing Manager - Digital, PR & Social Influence Unilever Home Care
Ana Maria Panait Senior Manager Laundry Unilever
Andreas "Dre" Shifotoka Head of Digital and Innovation Publicis Groupe Africa
Anele Nzimande-Maphanga Head of PR Unilever
Anietie Udoh Divisional Director Marketing/Editorial Marketing Edge Publication Ltd
Antonio Petra Marketing Strategy & Innovation Specialist VML South Africa
Arpan Sur CMO, Sub Saharan Africa Business Unit Mondelez
Atiyya Karodia Strategy Director AKQA
Babalwa Nyembezi Strategy Partner Dentsu
Barend Strydom Senior Digital Lead | Strategy & E-Commerce MindShare (WPP)
Bianca Sidelsky Group Innovation Director PHD Media
Boitumelo Moeketsi Integrated Creative Group Head Duma Collective
Brenda Khumalo Founder & Managing Director Lobengula Advertising
Buli Ndlovu Executive Head: Retail & Business Banking Marketing Nedbank
Buyi Mafoko Co-founder/ Managing Director Matte BLK
Candice Goodman Managing Director Mobitainment
Charles Sithole Insights Executive IQ Business Insights
Cleo Campbell Head of Media & Creative Capabilities Africa The South African Breweries (ABInBev)
Coenie Grebe Executive Creative Director Halo
Dashni Vilakazi Managing Director The MediaShop
Dermot Latimer Founder and Group CEO of Iconic Collective Iconic Collective
Desh Govender Global Culture Marketer Ex-TikTok Global Marketing Lead
Dhatchani Naidoo Managing Director Delta Victor Bravo
Dimpho Khola Brand and Comms Strategist Halo
Dono White Strategy Director VML South Africa
Dudu Mokholo CMO East and Southern Africa (ESAR) Nestle ESAR
Elihle Obi Marketing Director Schneider Electric South Africa and Anglophone Africa
Erna George SA Insights & Analytics Senior Director PepsiCo
Ethel Ramos Managing Director  
Evan Kotton Digital Media Strategist Mediology
Ille Potgieter Managing Director M&C Saatchi Abel, Cape Town
James Cloete Chief Creative Officer RAPT Creative Agency
Jason Harrison Founder & Chief Operating Officer The Up & Up Group
Johannes Keiper Strategy Director M&C Saatchi Abel
Jonathan Wolberg Executive Creative Director Happy Friday
Julia Ridderhof Integrated Strategic Planner Joe Public
Kathleen Davis Divisional Executive - Film & Entertainment division at GIB GIB Insurance Brokers (Pty) Ltd
Khensani-Wonder Mabunda CEO KW Kreatives
Kyle Carson Marketing Director: Snacks, Treats & Beverages Tiger Brands Limited
Kyle Oosthuizen CEO Blue Robot
Langa Khanyile Marketing Director PepsiCo
Lara Chatzkelowitz Strategy Director TBWA \ Hunt \ Lascaris
Lebo Mokwena Creative Producer WWP Group Africa
Lesego Kotane CSO TBWA\ South Africa
Lloyd Wybrow Strategy Director OLIVER South Africa
Lorraine Landon Head of Advertising Products and Solutions SSA Google
Loyiso Twala Chief Creative Officer McCann Joburg
Marcelle Duncan Head of Brand BMW
Masego Motsogi Managing Director M&C Saatchi Abel Johannesburg
Mathabo Diale Managing Partner M&C Saatchi Abel
Mathew Walton Marketing Manager: Savanna Cider Heineken Beverages
Maxine Selmer-Olsen Senior Strategist Halo
Mia Roets Experience Design Director Joe Public
Michael Cost Head of Strategy and Client Development Humanz
Mike Sharman Chief Creative Officer Retroviral
Modjadji Mashatola Head of Strategy McCann Joburg
Mogorosi Mashilo Founder & Director TrendER
Natalie Wilson Managing Director DENTSU CREATIVE South Africa
Noelle Augustus Creative Group Head Ogilvy
Nonkululeko Mabena Head of Strategy Promise
Ntokozo Nhlanhla Executive Creative Director Digitas Liquorice
Paula Hulley Managing Director Digitas Liquorice
Peter Langa Founder & CEO Langa Eleven
Ray Langa Group Chief Executive Officer – South Africa Leagas Delaney
Rayhaan Mehtar Head of Strategy The Odd Number
Reagen Kok Managing Director FCB Africa
Rene Fowler Head of Integrated Media Operations Juno/Joe Public
Reshma Lakha-Singh Head: Marketing Wits University
Ruan Van Biljon Strategic Account Manager : Social & Influencer Lead EssenceMediacom South Africa
Saiesh Ajudhiya Head of Media, Creative & Innovation Kantar
Sarah Dexter CEO / CSO MullenLowe
Senzo Xulu Head of Digital The Odd Number
Shelley-Ann Atkinson CEO Murmur
Sibu Mabena CCO Duma Collective
Simphiwe Senyatsi Senior Art Director TBWA\Hunt\Lascaris
Sindiwe Mbiko Group Porfolio Lead: Group PR, Digital Content and Corporate Communications Momentum Group (Formerly Momentum Metropolitan Holdings)
Siwelile Thusi Lead Strategist M&C Saatchi Abel
Struan Campbell Group Partner Octagon Africa Group
Sunshine Shibambo Intergrated Director The Racket Club
Tanya Schreuder CEO Juno Media
Tarryn Fowler Marketing Director Rainbow Chicken Ltd.
Tegan Henchie Head of Strategy The South African Breweries (ABInBev)
Tlalane Makape General Manager: Brand & Communications Nando's South Africa
Toni Hughes Creative Director (Snr) McCann Joburg
Tseliso Rangaka Chief Creative Officer Accenture Song
Tshenolo Koloane Head of Brand Strategy & Purpose Avon Justine South Africa
Veronica Moleele CEO Penquin
Vilosha Soni Chief Marketing Officer PepsiCo
Vuyokazi Henda Chief Marketing Officer Spur Corp
Yuvisti Ramgulam Director, Client Service MEA OLIVER MEA
Yvonne Mazengera Head of Brand Business Owner
Zachary Kingston Chief Strategy Officer FCB
Zahra Mirza Managing Director HKLM
Zakithi Mncwango Category Marketing Manager Nestlé
Zeenat Mahomed Head of Strategy Red Corner

Gillian Rightford, executive director of the ACA, which hosts the Effie Awards South Africa, noted:“Effie Awards South Africa is proud to once again honour effectiveness as the true measure of marketing success. The calibre of this year’s jury reflects the diversity of disciplines that power great work - from data, strategy and media to creative and brand leadership. We thank them for devoting their time and expertise to this critical process. The value lies not only in awarding work that works - but in interrogating, uncovering and challenging the thinking behind it.”

Effie Awards South Africa is proudly sponsored by Nedbank, SAB, Unilever, GIB Insurance, and Investec.

Rightford concluded:

“We look forward to uncovering the strongest campaigns, and in so doing celebrating the agency–client partnerships that have created the most effective campaigns in South Africa.”

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

Join the conversation - #EffieAwardsSA

Follow @EffieSouthAfrica on Facebook, Instagram, YouTube and @EffieAwardsSA on X to keep up to date on the latest developments.

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