Many of the entries demonstrate how the combination of strategic marketing and creativity has the ability to deliver business results according to 49 industry experts who judged this year's entries against strict criteria, including the impact of the marketing campaign on business objectives and bottom line.
The judges also say that the calibre of this year’s entries was exemplary, particularly considering the challenges marketers and businesses faced during the pandemic.
MAA council members and the 2022 judges commented that this year’s adjudication process had been extremely thorough and robust including evaluating each written submission against specified criteria, arguing the merits of each top-scoring entry in peer quorums and, in the case of the three leadership categories, conducting online interviews with the nominees and their colleagues to understand these marketers and their work.
The winners of the 2022 MAA’s will be announced at an awards event, proudly presented by the SABC, taking place in Johannesburg on the 13 July.
The event will also be livestreamed. You can register here.
The qualifiers, in alphabetical order, who met the entry criteria are below or click here.
| Entry | Brand/Organisation | Lead Partner | Category |
| 11th Desmond Tutu International Peace Lecture | The Desmond & Leah Tutu Legacy Foundation | Flow Communications | The Sanlam Excellence in Purpose-led Marketing Category |
| A Collaborative Repositioning of Sea Harvest and McCain as "The Friends in Your Freezer" | Sea Harvest and McCain | CRT Create | The Kantar Excellence in Brand Positioning Category |
| BIC Buy One, Give One Programme | BIC | Integer\Hotspot | The Sanlam Excellence in Purpose-led Marketing Category |
| Black Friday Upsized - Standard Bank | Standard Bank | M&C Saatchi Abel | The Google Excellence in Digital Brand Marketing Category |
| Cadbury Dairy Milk #InOurOwnWords | Cadbury | Ogilvy | The Primedia Outdoor Excellence in Integrated Marketing Category |
| Cadbury Dairy Milk #InOurOwnWords | Cadbury | Ogilvy | The Sanlam Excellence in Purpose-led Marketing Category |
| Cadbury Dairy Milk #InOurOwnWords | Cadbury | Ogilvy | The Nando's Excellence in South African Resonance Marketing Category |
| Castle Lager #InOurBlood | Castle Lager | Mscsports | The Sanlam Excellence in Purpose-led Marketing Category |
| Castle Lager #InOurBlood | Castle Lager | Mscsports | Excellence in Strategic Sponsorship Marketing |
| Castle Lite: Renewable Electricity | Castle Lite | Ogilvy | The Nando's Excellence in South African Resonance Marketing Category |
| Castle Milk Stout One For The Ancestors | Castle Milk Stout | Joe Public United | The Sanlam Excellence in Purpose-led Marketing Category |
| Castle Milk Stout One For The Ancestors | Castle Milk Stout | Joe Public United | The Nando's Excellence in South African Resonance Marketing Category |
| Checkers Forage & Feast Range | Checkers | N/A | The Absa Excellence in Marketing Innovation Category |
| Checkers Sixty60 | Checkers | Retroviral Communications | The Absa Excellence in Marketing Innovation Category |
| Coca-Cola, Launching RealMagic | Coca-Cola | Mediacom | The Google Excellence in Digital Brand Marketing Category |
| Debonairs Pizza - OTT | Debonairs Pizza | The Mediashop | The Telkom Excellence in Resourceful Marketing Category |
| Discovery Bank | The Future of Banking. Now. | Discovery Bank | N/A | The Kantar Excellence in Brand Positioning Category |
| Discovery Bank | The Future of Banking. Now. | Discovery Bank | N/A | The Primedia Outdoor Excellence in Integrated Marketing Category |
| Discovery Bank | The Future of Banking. Now. | Discovery Bank | N/A | The Google Excellence in Digital Brand Marketing Category |
| DStv Explora Launch | MultiChoice | The Mediashop | Excellence in New Product or Brand Launch |
| EasyScan Standard Bank | Standard Bank, EasyScan | M&C Saatchi Abel | Excellence in Internal Marketing |
| Facebook Flavoured Tinkies | Tinkies | Hellosquare | Excellence in New Product or Brand Launch |
| Fanta, Colour Every Moment | Fanta | Mediacom | The Google Excellence in Digital Brand Marketing Category |
| Fixed Deposit Account - Standard Bank | Standard Bank Fixed Deposit Campaign | M&C Saatchi Abel | The Google Excellence in Digital Brand Marketing Category |
| Flexi Funeral - Standard Bank | Standard Bank, Flexi Funeral Campaign | M&C Saatchi Abel | The Google Excellence in Digital Brand Marketing Category |
| Flying Fish Smart Drinking #EatWithIt | Flying Fish | Joe Public United | The Sanlam Excellence in Purpose-led Marketing Category |
| Flying Fish X Uber Eats = Flying Dish | Flying Fish | Joe Public United | The Absa Excellence in Marketing Innovation Category |
| FNB #TheChangeables Positioning Campaign | FNB | GRID Worldwide | The Kantar Excellence in Brand Positioning Category |
| GIZ/SPIPA - Climate 360 | Climate 360 | Flow Communications | The Sanlam Excellence in Purpose-led Marketing Category |
| Halls Breathe For It | Halls | Ogilvy & Mather | The Kantar Excellence in Brand Positioning Category |
| Hollard #DoItOnPurpose campaign | Hollard | Flow Communications | Excellence in Internal Marketing |
| Hollard Big Ads for Small Business | Hollard | VMLY&R | The Sanlam Excellence in Purpose-led Marketing Category |
| Hollard Daredevil Run 2021 | Hollard Daredevil | Creative Space Media | The Sanlam Excellence in Purpose-led Marketing Category |
| Hollard Daredevil Run 2021 | Hollard Daredevil | Creative Space Media | The Primedia Outdoor Excellence in Integrated Marketing Category |
| How About Now Campaign - Standard Bank | Standard Bank | M&C Saatchi Abel | The Google Excellence in Digital Brand Marketing Category |
| JacarandaFM Carols | JacarandaFM | Timesquare Advertising | The Sanlam Excellence in Purpose-led Marketing Category |
| Kellogg's Granola | Kellogg's | TILT Culture | The Google Excellence in Digital Brand Marketing Category |
| Kellogg’s Coco Pops Fills | Kellogg's Coco Pops | Oddinary | The Primedia Outdoor Excellence in Integrated Marketing Category |
| LexisNexis transformation into a digital B2B powerhouse | LexisNexis | Blacfox | The HKLM Excellence in Brand Marketing B2B Category |
| Marine Protected Areas Day 2021 | South African Association for Marine Biological Research | Flow Communications | The Sanlam Excellence in Purpose-led Marketing Category |
| Mastercard - She Is...Priceless | Mastercard | Publicis Sapient | The Sanlam Excellence in Purpose-led Marketing Category |
| MTN Business App of the Year | MTN Business | Creative Space Media | The Sanlam Excellence in Purpose-led Marketing Category |
| Mugg & Bean | Let them eat Cake | Mugg and Bean | The Mediashop | The Google Excellence in Digital Brand Marketing Category |
| Nando's @Table Ordering | Nando's | VMLY&R | The Absa Excellence in Marketing Innovation Category |
| Nando's Always Affordable | Nandos | M&C Saatchi Abel | The Kantar Excellence in Brand Positioning Category |
| Nando's Bridge Fire | Nando's | Bridges for Music | The Sanlam Excellence in Purpose-led Marketing Category |
| Nando's community management in crisis | Nando's | VMLY&R | The Google Excellence in Digital Brand Marketing Category |
| Nando's Gatvol Festive Campaign | Nando's | M&C Saatchi Abel | The Primedia Outdoor Excellence in Integrated Marketing Category |
| Nando's Grillers Challenge Online | Nando's | N/A | Excellence in Internal Marketing |
| Nando's Prego | Nando's | M&C Saatchi Abel | Excellence in New Product or Brand Launch |
| Nando's Tins For Tjips | Nando's | VMLY&R | The Sanlam Excellence in Purpose-led Marketing Category |
| Nando’s “This Is Us!” campaign: Using music to raise the spirit of Nandocas | Nando's | Mama Creative | Excellence in Internal Marketing |
| Nando’s B2B Voucher Programme | Nando's | N/A | The HKLM Excellence in Brand Marketing B2B Category |
| Nando’s Creative Exchange | Nando's | Spier Arts Trust | Excellence in Strategic Sponsorship Marketing |
| Nedbank - YouthX | Nedbank | Levergy | The Sanlam Excellence in Purpose-led Marketing Category |
| Nedbank - YouthX | Nedbank | Levergy | The Kantar Excellence in Brand Positioning Category |
| Nedbank Anti-Advertising Campaign | Nedbank | Joe Public United | The Kantar Excellence in Brand Positioning Category |
| Nedbank Corporate & Investment Bank | Nedbank Corporate & Investment Bank | Joe Public United | The HKLM Excellence in Brand Marketing B2B Category |
| Nedbank Cup Play Your Part | Nedbank | Levergy | Excellence in Strategic Sponsorship Marketing |
| Nedbank Cup Play Your Part | Nedbank | Levergy | The Sanlam Excellence in Purpose-led Marketing Category |
| Nedbank Runified | Nedbank | Levergy | Excellence in Strategic Sponsorship Marketing |
| Nedbank Runified Breaking Barriers | Nedbank | Levergy | Excellence in Strategic Sponsorship Marketing |
| Nedbank Together, Beke Le Beke | Nedbank | N/A | The Nando's Excellence in South African Resonance Marketing Category |
| Old Mutual COVID-19 Support Campaign | Old Mutual | Publicis | The Sanlam Excellence in Purpose-led Marketing Category |
| Personal Lending - Standard Bank | Standard Bank Personal Lending | M&C Saatchi Abel | The Google Excellence in Digital Brand Marketing Category |
| Restaurant ReDiscovery Campaign | Discovery Business Insurance | Røering Creative Kin | The Telkom Excellence in Resourceful Marketing Category |
| SAB - Responsible. Together | South African Breweries | Joe Public United | Excellence in Reputation Management |
| Sanlam Digital Brand Marketing | Live with confidence | Sanlam | King James | The Google Excellence in Digital Brand Marketing Category |
| Sanlam Live with Confidence | Sanlam | King James | The Primedia Outdoor Excellence in Integrated Marketing Category |
| Sanlam Live with Confidence | Sanlam | King James | The Kantar Excellence in Brand Positioning Category |
| Sanlam Savings J/AR | Sanlam | King James | The Absa Excellence in Marketing Innovation Category |
| Savanna Virtual Comedy Bar | Savanna | Grey Advertising Africa | The Absa Excellence in Marketing Innovation Category |
| Savanna Virtual Comedy Bar | Savanna | Grey Advertising Africa | The Nando's Excellence in South African Resonance Marketing Category |
| Sea Harvest Fish Fingers: The Mealtime Heroes | Sea Harvest | CRT Create | The Primedia Outdoor Excellence in Integrated Marketing Category |
| Siyatabalaza Campaign - Standard Bank | Standard Bank, Siyatabalaza | Tradeway | Excellence in Internal Marketing |
| South African Tourism 'Brand Re-Ignition' campaign | South African Tourism | The Mediashop | The Google Excellence in Digital Brand Marketing Category |
| Standard Bank - Ngekebalunge MyMo Plus Campaign | Standard Bank | M&C Saatchi Abel | The Google Excellence in Digital Brand Marketing Category |
| Standard Bank Family Feud | Standard Bank, Family Feud Sponsorship | M&C Saatchi Abel | Excellence in Strategic Sponsorship Marketing |
| Standard Bank Family Feud Internal Campaign | Standard Bank | N/A | Excellence in Internal Marketing |
| Standard Bank How About Now Integrated Campaign | Standard Bank | M&C Saatchi Abel | The Primedia Outdoor Excellence in Integrated Marketing Category |
| Standard Bank Insurance App Launch Campaign | Standard Bank | N/A | The Sanlam Excellence in Purpose-led Marketing Category |
| Standard Bank Top Women Virtual Summit & Awards | Standard Bank Top Women | Topco Media | Excellence in Strategic Sponsorship Marketing |
| Standard Bank WalletWise Programme | Standard Bank, WalletWise | M&C Saatchi Abel | The Sanlam Excellence in Purpose-led Marketing Category |
| Stimorol - Your Flavour. Your Flow | Stimorol | Saatchi & Saatchi | The Kantar Excellence in Brand Positioning Category |
| Stimorol Retro | Stimorol | Saatchi & Saatchi | The Google Excellence in Digital Brand Marketing Category |
| The Hollard Trucking Driver Rewards Card Programme | Hollard Trucking | Flow Communications | The Sanlam Excellence in Purpose-led Marketing Category |
| The Penguin Post, the magazine about books for book lovers | Penguin Random House South Africa | N/A | The Absa Excellence in Marketing Innovation Category |
| The Pothole Patrol Initiative | Discovery Insure (Partnered with Dial Direct and The City of Johannesburg) | N/A | The Sanlam Excellence in Purpose-led Marketing Category |
| The Solidarity Fund | The Solidarity Fund | Joe Public United | The Nando's Excellence in South African Resonance Marketing Category |
| Tiger Brands - Ingram's Skin Sessions | Ingram's | N/A | The Sanlam Excellence in Purpose-led Marketing Category |
| V&A Waterfront: Joy from Africa to the World | V&A Waterfront | Platform Creative | The Nando's Excellence in South African Resonance Marketing Category |
| Viceroy | Viceroy | Grey Africa / Liquid | The Nando's Excellence in South African Resonance Marketing Category |
| Viceroy | Viceroy | Grey Africa / Liquid | Excellence in New Product or Brand Launch |
