Following the invitation-only CMO AI Transformation Summit, NEXT! opens the conversation to the wider ecosystem — connecting brands, agencies, platforms and partners through a programme focused on practical application and real-world outcomes.

"As the industry faces increasing complexity, the focus has shifted from theory to what actually delivers measurable impact," says Sarah Utermark, Regional Director, SSA & South Africa. "NEXT! is designed to bring the ecosystem together to share what is working in practice — across data, media and creativity — and where marketers should be focusing their efforts to drive real growth."

The conference is structured around three key growth pillars — Commerce and Retail Growth, Measurement and Attribution, and Creative Effectiveness — reflecting the areas where marketers are facing the greatest pressure and opportunity, in delivering measurable business impact.

The programme opens with a scene-setting address from Luisa Mazinter, followed by a CMO-led discussion anchored by Heidi Brauer, who will set the context for a conversation featuring senior leaders including Fionna Ronnie (Clicks) and Aidan Johnson (Massmart) on what is actually driving growth across brand, retail, data and creativity.

Throughout the day, sessions will explore topics including 'The Rise of Retail Media', with contributions by Tanja De Korte of Rainmaker Media, 'Evolving Approaches to Attribution in a Privacy-First Environment', led by Lex Nakad of AppsFlyer, and 'How Organisations are Building Measurement Systems that Move Beyond Traditional Performance Metrics', including a keynote from Jeffrey Bustos (SVP, Retail Media Analytics, Merkle).

The agenda also introduces MMA Global's Movable Middle framework, focusing on identifying and influencing high-value, persuadable customers to drive growth, alongside practical discussions on how brands are applying these principles in-market.

The Creative Effectiveness pillar will close the programme with a focus on how brands are delivering impact in an AI-driven landscape, including 'The Creative Multiplier: Making Every Rand Work Harder', led by TikTok's Federico Dedeu alongside leading creative voices, including Fran Luckin, Chris Botha; Marketa Havlik-Liebenberg and Ashish Williams.

Across all sessions, the focus remains firmly on what is working in practice — showcasing how leading organisations are aligning data, technology and creativity to deliver real business outcomes.

The conference is presented with special thanks to partners AppsFlyer, Rainmaker Media and TikTok.

The NEXT! Conference forms part of MMA South Africa's ongoing commitment to advancing marketing effectiveness, and leads into the 2026 MMA SMARTIES Awards, which recognises the work, brands and organisations driving measurable business impact across the industry.

This event is fully sponsored and seating is limited. 

For more information, visit www.mmaglobal.com.

*Image courtesy of contributor