Marketing News South Africa

Nando's CMO Doug Place crowned 2024 MAA Marketer of the Year

On Tuesday, 26 March 2024, the winners of the 2024 Marketing Achievement Awards (MAA), were announced, with Doug Place, CMO for Nando’s Africa, Middle East and South Asia, named Marketer of the Year Award.
Doug Place has won marketer of the year. Source: Supplied.
Doug Place has won marketer of the year. Source: Supplied.

Nastasje Cerbone, marketing activations manager at Pernod Ricard, won the Rising Star of the Year Award, and for the second consecutive year, Discovery, won the Marketing Organisation of the Year Award.

The winners across 14 award categories were named, including the most anticipated announcements of the evening – the winners of the three MAA leadership awards.

Ivan Moroke, CEO of Kantar South Africa, and chairperson of the MAA, says all the winners and finalists this year lived up to the challenge of solving what he calls ‘challenging opportunities’.

“These marketers illustrate what effective marketing is all about: solving challenges and unlocking opportunities that drive business results and the growth that our economy needs to flourish,” he explains.

“During the judging of this year’s MAA I was struck yet again by what brilliant marketers we have in this country. As part of a global organisation, I am exposed to marketing best practice from all around the world. In my opinion, all of the 2024 winners and finalists can stand tall on a global stage. There is no question that marketing as a discipline punches way above its weight in South Africa.”

The Marketer of the Year Award recognises an outstanding South African marketer who has delivered innovative marketing, impacted business results, and used their influence to drive the industry forward.

This year’s selection committee were particularly impressed with Place’s understanding and achievement of balance in marketing initiatives, taking into consideration socio-economic factors and competitor activity.

Stalwart marketers, like Place, serve as inspiration for up-and-coming marketers, the likes of which are celebrated through the MAA’s Rising Star of the Year Award, which honours young marketers who have demonstrated the potential to become outstanding industry leaders through impactful, analytical and creative marketing efforts.

The awards ceremony was attended by the MAA qualifiers, the MAA Council and judges, and guests from the marketing industry.


AwardAwardedForAgency Partner
The African Bank Excellence in New Product or Brand Launch Award
WinnerHEINEKEN Beverages South AfricaSavanna Premium Cider: How Launching A New Variant Spiced Up Savanna Premium Cider’s GrowthGrey Advertising Africa
Special CommendationHEINEKEN Beverages South AfricaAmarula Ethiopian CoffeeGrey Advertising Africa
FinalistNando'sThe Great PretenderN/A
The Kantar Excellence in Brand Positioning Award
WinnerHEINEKEN Beverages South AfricaSavanna Premium Cider: How Some “Spice” Cemented Savanna’s Brand PositioningGrey Advertising Africa
Special CommendationSAB (AB InBev)Castle Lite - Liten UpOgilvy South Africa
The Absa Excellence in Marketing Innovation Award
WinnerSanlamSanlam LI:FE of ConfidenceAccenture Song
Special CommendationNando'sNando's Bright SidesVML South Africa
FinalistShopriteXXtra Savings Plus Monthly Subscription99c
FinalistKFC SAEat Chicken For BreakfastOgilvy South Africa
Excellence in Reputation Management Award
WinnerKFC SAAnything For The TasteOgilvy South Africa
Special CommendationThe International Cricket Council and Cricket South AfricaICC Women's T20 World CupLevergy
Excellence in Brand Marketing B2B Award
While there was some good work entered into this category, judges were of the opinion that submissions entered this year were not of a standard required to win a Marketing Achievement Award
The Reveel Outdoor Excellence in Integrated Marketing Award
WinnerNando'sNando's Affordability Strategy 2.0N/A
Special CommendationThe International Cricket Council and Cricket South AfricaThe ICC Women's T20 World CupLevergy
FinalistDiscovery BankDiscovery Bank: Real-Time Forex AccountsN/A
FinalistVolkswagen South AfricaVolkswagen, Game OnOgilvy South Africa
The HKLM Excellence in Internal Marketing Award
WinnerNando'sNando’s PERi-Post – Changing lives and building brand love.TILU Creative
Special CommendationNedbankNedbank #2Million Digital Internal CampaignArtifact Advertising
The Nando's Excellence in South African Resonance Marketing Award
WinnerBurger KingThe 2022 Burger King Value CampaignGrey Advertising Africa
Special CommendationMondelēzCadbury: Gen 4, Homegrown StoriesOgilvy South Africa
FinalistKFC SAWhere There's a Bucket, There's a FamilyOgilvy South Africa
FinalistProcter & GambleGillette: Indoda Can ShaveessenceMediacom
FinalistTiger BrandsJungle: Heart to HeartN/A
The Google Excellence in Digital Brand Marketing Award
WinnerNando'sNando's Bright SidesVML South Africa
Special CommendationSanlamLI:FE of ConfidenceAccenture Song
FinalistVolkswagen South AfricaVolkswagen, Game OnOgilvy South Africa
FinalistTiger BrandsTinkies: Made with YouHellosquare
The Telkom Excellence in Resourceful Marketing Award (The Limited Budget, Unlimited Idea Award)
WinnerThe South African Airways Museum SocietyWild Pursuit Online Marketing Project for the South African Airways MuseumWild Pursuit Online Marketing
Special CommendationAbsaAbsa Load Shedding SolutionsCarat
Special CommendationPEPPEP FindsOgilvy South Africa
Special CommendationJacaranda FMJacaranda FM's #SafeSpaceN/A
Excellence in Strategic Sponsorship Marketing Award
WinnerSAB (AB InBev)Carling Cup - The Gates Are OpenOgilvy South Africa
FinalistNedbankTasting Notes: A Story of Sound and WineLevergy
FinalistNedbankNedbank Cup Reality FootballLevergy
The Old Mutual Excellence in Purpose Led Marketing Award
WinnerSAB (AB InBev)Castle Lager - Bread of the NationOgilvy South Africa
Special CommendationPEPPEP Changing StationsOgilvy South Africa
FinalistThe Shoprite GroupShoprite Homegrown99c
The Marketing Achievement Awards Rising Star of the Year Award
WinnerNastasje CerboneMarketing Activation Manager Inverroche & LilletPernod Ricard South Africa
FinalistAmy PhillipsAvon Brand ManagerAvon South Africa
FinalistTony PitsoTony Pitso, Founder & CEOeChamps
The Marketing Achievement Awards Marketing Person of the Year Award
WinnerDoug PlaceCMO for Nando's Africa, Middle East, and South AsiaNando's
FinalistDr Melanie Van RooyHead of MarketingClicks Retailers
FinalistArné RustBrand Director of Carling Black Label, Hansa and Lion Lager, AFRICASAB (AB InBev)
FinalistGrant MacphersonChief Marketing OfficerKFC Africa
The Marketing Achievement Awards Marketing Organisation of the Year Award
WinnerDiscovery Limited

This year, Immaculata Segooa, head of integrated marketing communication at Discovery Limited, chaired the Rising Star judging panel. She says that the judges were very impressed with the 2024 winner, Nastasje Cerbone, who showcased the skills of a balanced marketer by using both analytical and creative marketing elements to win over consumers and achieve business results. “Her broad experience, strategic acumen, and leadership skills shone through in both the nominations by her colleagues, as well as in the Inverroche Amber Gin Case Study that she presented to the judging committee,” says Segooa.

The judges were impressed by her collaborative approach and ability to galvanise internal and external support to drive results and how she adeptly balances long-term vision with short-term challenges - demonstrating proficiency in strategic planning, communication, budget management, problem-solving, and innovative execution.

“This and her commitment to empowerment and self-development, distinguishes her as a Next Gen marketer, highly deserving of this year’s Rising Star of the Year Award,” says Segooa.

This year, the adjudication panel for the Marketing Organisation of the Year Award was chaired by Enzo Scarcella, chief consumer officer at the MTN Group.

14 categories

Judges on the panel declared Discovery Limited as the clear winner of the award, which celebrates organisations that have harnessed strategic marketing to deliver sustained business growth.

“What differentiates Discovery and sets them apart from many other organisations is the concept of living Shared Value, which shines through in their work.  They consistently demonstrate that when a disciplined marketing approach is applied to a robust business strategy, with an array of excellently executed marketing activities, this translates to solid business results,” says Scarcella.

This year’s MAA entries in 14 different award categories were judged by more than 50 industry experts against strict criteria, including the impact of the marketing initiative on business objectives and bottom line.

Each written submission was evaluated against specified criteria; the merits of each top-scoring entry were assessed in peer quorums; and in the case of the three leadership categories, online interviews were conducted with the nominees and their colleagues in order to understand the finalists and their work.

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