Published in partnership with dentsu and researched and written by Red & Yellow Creative School of Business, the paper draws on the Nedbank IMC 2026, held on Thursday, 17 September under the theme, "SHIFT HAPPENS™. ARE YOU READY?".

The Community Shift aims to provide an editorial thread, connecting an understanding of communities with earning trust and building competitive advantage. The paper explores how these relationships inform business decisions, alongside broader questions about technology and leadership.

"The Nedbank IMC has always been built on the belief that Marketing is Business®," says Dale Hefer, Founder and CEO of the Nedbank IMC.

"This white paper takes some of the most important conversations from the conference and asks what they actually mean for business. What should marketers be doing differently? Where should they be investing? How do they demonstrate value? We don’t produce a white paper simply to record what was said on stage. We want the thinking to go further and, importantly, to translate into action," adds Hefer.

According to the report, five shifts shaping the future of marketing include:

  • Local Roots, Global Ambition: African brands can compete internationally by investing in local insight and talent. Ownership of data and intellectual property supports the ability to build lasting commercial value.
  • Culture as Conversation: Meaningful participation in culture can strengthen creativity and brand relevance. Storytelling and music help businesses connect with the communities they serve.
  • The AI Paradox: AI creates opportunities for efficiency and growth while raising difficult questions about creative employment. Businesses must decide where human judgement remains essential and invest in the skills their teams need.
  • The Inner Shift: Leadership and employee wellbeing influence performance. The experience inside an organisation must support the promises made to customers, with learning and recovery treated as conditions for sustained delivery.
  • The Consumer is the CEO: Greater access to information gives consumers more ways to scrutinise brands. Trust requires consistent behaviour, while CMOs must demonstrate how customer understanding informs executive decisions and business growth.

In her introduction, Dawn Rowlands, CEO of dentsu Africa, challenges the description of Africa as a continent of potential and calls for greater ownership of its commercial future.

"The future is already being built. The question is how much of it will be shaped here, by people who understand this continent and are prepared to take responsibility for what comes next," says Rowlands.

The white paper includes key takeaways and dedicated "What This Means for Marketers" sections across all five themes.

"The conference brings people and ideas together for one extraordinary day, but the real value is in what happens afterwards," says Hefer. "If the conversations help marketers make better decisions, build stronger businesses and earn greater influence in the boardroom, then we are doing what we set out to do."

The 2026 Nedbank IMC brought together over 3 000 delegates from 28 countries.

The Nedbank IMC 2026 White Paper is available to download here.

For more information, visit www.personal.nedbank.co.za. You can also follow Nedbank on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of contributor