The APEX NeXt Level of Thinking Masterclass was hosted by Provantage Media Group. Speakers delivered presentations on the latest thought leadership topics affecting the business of marketing and communications.

The theme for the morning was ‘Effectively navigating communications campaigns in a dynamic environment’. Speakers included Musa Kalenga (House of Brave), Sharon Keith, Zibusiso Mkhwanazi (M&N Brands/AVATAR), Omar Abou Ezzeddine (Mirum) and Samu Makhathini (Kantar Millward Brown).

The talks ranged from how to localise international campaigns through to building an African agency network among others.

Following each presentation, delegates and invited guests were encouraged to take part in a short Q&A session lead by radio talk show host and founder of Champion South Africa, Ashraf Garda.

"There is no doubt that everyone left the event taking with them thought provoking ideas and valuable learnings on the efficacy of marketing communications," says James Barty, ACA chair.

APEX categories

The APEX Awards recognises communications campaigns’ performance excellence across three key categories:

1. Launch: Sponsored by SAB ABInBev, the Launch category is for brands or services that are less than 12 months old with no significant history of advertising. 

2. Change: Sponsored by Provantage Media Group, the Change category is for new campaigns from previously advertised brands that resulted in significant short-term effects on sales and/or behaviour (18 months).

3. Sustain: Sponsored by Provantage Media Group, the Sustain category is for campaigns that benefited a business by maintaining or strengthening a brand over a long period, or 36 months.

Additionally, the jury awarded a Special Award, sponsored by Kantar Millward Brown, for an entry that demonstrated the most ingenious response to limited advertising or research funds.

AI and return on investment

The APEX Gala Awards ceremony keynote address was delivered by Daren Poole, global head of creative, insights division, Kantar.

Poole presented industry leaders assembled in the Sandton Convention Centre’s Ballroom with the following question – Can artificial intelligence help drive creative ROI?

Daren aimed to show that while AI is exciting, brands should take advantage of chatbots and voice, but the bottom line is that connecting brands and consumers effectively remains the domain of human beings – for now.

APEX programme awards 12 bursaries

While APEX is about effectiveness, it is also a programme that aims to support education, specifically within the context of the industry. It was announced at the 2018 APEX Awards ceremony that eight bursaries were being awarded to students from the AAA School of Advertising.

This brings the total number of APEX bursaries awarded since the programme launched in 2010 to 80. Four bursaries were awarded to students from the AAA School’s Johannesburg campus and four to students from the Cape Town campus.

"It is with honour and privilege that we applaud the winners, finalists and bursary recipients of the 2018 APEX Awards – an opportunity made possible through the investment, generosity and support from APEX key partners Provantage Media Group and SAB ABInBev, and sponsors Kantar Millward Brown," adds Barty. 

"This programme reinforces and continues to bring credibility to, and confidence in, the business of advertising and communications. We celebrated not only the efficacy our profession delivers, but also the future bright minds that are today’s students and tomorrow’s award winners," Barty concludes.

For more information, visit www.acasa.co.za. You can also follow the ACA on Facebook or on Twitter.