Following another record-breaking Nedbank IMC Conference, which this year welcomed over 3 000 delegates from 20 countries - its largest audience to date - the organisers have released the official 2025 Nedbank IMC White Paper. The publication captures the insights, trends, and bold ideas that defined this year’s conference and continue to shape Africa’s marketing landscape.

Produced in partnership with Meltwater and co-authored by Tendai Mbumbwa and Louise Burgers, academics at the Red & Yellow Creative School of Business, the White Paper distils the most powerful thinking from this year’s theme: “Marketing is Business®.”

The paper opens with an introduction by Zubair Timol, Meltwater’s Global Vice President: Culture, who reminds marketers that while AI is rewriting the rules, it’s our humanness that defines how the story unfolds. He highlights Africa’s unique advantage in its cultural fluency and digital agility, noting that “when paired with culture, AI becomes our superpower.”

Five calls to action for marketers

The 2025 White Paper is structured around five imperatives that emerged from the conference’s headline keynotes and panel discussions:

1. Optimise AI - Future-proof data strategies and use artificial intelligence to amplify return on investment.

2. Interdependence - Recognise that collaboration across business ecosystems enhances differentiation.

3. Steward the Brand - Invest inwardly to build brands anchored in culture, conscience and authenticity.

4. Deliver Depth - Create value that outlasts the campaign cycle and drives business performance.

5. Dare to Be Brave - Lead with courage and creativity to build brands with real impact.

From AI readiness and data fluency to human-centred brand leadership, the White Paper captures the spirit of the 2025 Nedbank IMC - proving once again, that Marketing is Business.

“This paper is a reflection of the powerful ideas and insights that emerged from the IMC stage. It shows that African marketers are shaping the future with courage, culture and creativity,” said Dale Hefer, CEO of the Nedbank IMC.