Marketing Media Money: 2025/2026 Marketing Insights & Trends
As we look forward to a new year filled with opportunity, we look back at the marketing and media industry highlights for the year that was, and our guests discuss industry expectations for 2026.
Marketing Insights with Masego Motsogi
In a recent feature on CNBC Africa’s Marketing Media Money, Masego Motsogi (MD ofM&C Saatchi Abel) discussed the important changes that marketers must deal with as a result of AI and the evolution of consumer search behaviour. Herinsights, paired with data on the attention revolution, paint a clear picture:technology is the vehicle, but human connection is the fuel.
The challenge for brands navigating this environment is to survive automation while strengthening human connection, notjust to adopt technology. These are the key themes Motsogi mentions.
The"Relationship Defence"
Motsogi states that while AI is "here to stay," consumerscan spot inauthenticity at a glance. “Full AI” ads may be efficient, butwithout human nuance and connection, they often miss the mark. The "human touch" becomes a valuable asset in situations where bots could underminecredibility.
The strongest defence againstAI or any other tech isn’t better production or faster processes, it’srelationships. As automation speeds up, go-to-market strategies and competition tighten, the brands that come out on top will bethose that double down on human trust.
TheCompetitive Advantage in Collaboration
Motsogi highlights the growing trend of agencies working with other agencies, brands working with other brands, and African talent sharing theircreativity with the world. This isn't just about sharing resources, it's aboutsolving complex, omnichannel problems that no single entity can tackle alone.
Brands that plug into culture, context, and partnerships earn attention more easily and naturally.
Attention Is the New Currency
In a distracted world, reach on its own is no longer enough; the real currency is attention. Motsogi’s insights align perfectly with thegroundbreaking attention research of Dr Karen Nelson-Field.
Incollaboration with Connect and The Up&Up Group, Field conductedSouth Africa's first attention study that delivered human data on how digital advertising is actually consumed in the country. Attention is the New Currencyframework brought robust attention datasets to South Africa.
Theresults show that South Africa tracks the global norm that 85% of digital adinventory fails to capture even 2.5 seconds of attention, which is a critical threshold for driving memory and purchase intent.
As Motsogi points out, designing for attention is no longer optional, it is fundamental to staying competitive intoday’s media landscape. (Read more: TheAttention Revolution has hit South Africa)
The Readiness Checklist
Based on the insights from Motsogi and the shifting media landscape, here is the checklist for the year ahead:
- Audit Your AI Ethics: Establishclear guardrails for IP and ethics. Consumers will punish brands that use AIdeceptively.
- Measure Attention: Shifttoward designing for attention planning rather than just buying reach.
- Prioritize Omnichannel CX: Ensureyour customer experience is seamless across digital and physical touchpoints.Does your online promise match offline reality?
- Create Impactful Moments: Movebeyond "always-on" noise to create purpose-driven advertising thatearns its place in the consumer's life.
Consumersare faster, smarter, and more guarded than ever. The brands that succeed will be those that respect their time, earn their attention, and value their trustabove all else.
More Articles
We’ve taken an approach to AI by not losing focus of what makes The Up&Up Group successful, but by finding real, tangible ways this new tech can complement what we do.
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Take a moment to imagine this scenario: A prominent South African CEO starts each day the same way, by dropping her children off at school and then stopping to grab a coffee on her way to the office. She chooses to have her coffee the same way every morning: No sugar, almond milk, says Kathryn McKay, Chief Creative Officer at Black & White, part of The Up&Up Group.
We’re spending more than ever to win attention - and getting less in return. Mike Abel argues that the real crisis in modern media isn’t reach, data, or technology, but a growing disconnect from the humans on the other side of the impression. In this talk, he challenges the obsession with volume and optimisation, exposes why attention without resonance is a waste, and makes the case for creativity as the last true differentiator. Drawing on lived leadership experience and real-world work, Mike calls for a shift from renting short term attention to earning connection - with the courage to say something worth hearing.
Africa's gaming market reached the $1 billion mark in 2024. This positive reception has allowed more streamers and gamers on the continent to continue to create and develop in this emerging industry.
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Content marketing agency 2Stories has been named Best Medium-Sized Agency of the Year at the 2025 International Content Marketing Awards (ICMAs) in London, earning international recognition in its first year entering the global awards programme.
Robin Scher, content director at Razor PR on the incentives shaping today’s platforms and how they are quietly rewriting the rules of trust
The strongest defence against AI or any other tech, has never been production or process. It’s relationships.
From credit upgrades to stable governance, early signs of lasting recovery show South Africa finally moving in the right direction.
As Black Friday nears, digital spaces are bracing for a surge of deals and promos. But amid the frenzy, most of this content risks becoming digital waste — clutter that drains budgets, attention, and brand value without creating real impact.
Leaders who invest in original thinking today will gain more of tomorrow’s markets
Women's influence in marketing cannot go unnoticed as more and more women take up leadership positions in the marketing and advertising industry. In addition, women are the majority decision makers and influencers when it comes to household purchases. We explore the depth of this influence.
An increasingly challenging and competitive business environment demands a fresh B2B marketing perspective.
The campaign, created with M+C Saatchi Abel, aims to inspire South Africans to intentionally find time for moments of togetherness that matter
Life Healthcare, one of South Africa's private hospital groups, has appointed 2Stories to lead their integrated, patient-first communications strategy. The scope of work spans content-led initiatives, community building, stakeholder engagement, internal communications and proactive media relations across the Life Healthcare Group.
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Picture the scene: It is late in the evening on 11 March 2000. Food in abundance and a buzz in the living room boils to a crescendo as Vuyani Bungu is about to face off against the extreme “Prince” Naseem Hamed in London. It’s hushed tones as the South African enters the ring, followed by cheering and shadow boxing, urging the local hero to make the country proud.
Agencies should accept chaos as normal, and should design strategies to deal with it and make them stronger and resilient.
The Up&Up Group has announced the launch of its 2026 LevelUp Grad Programme.
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85% of digital marketing spend is wasted, according to world-renowned media scientist Dr Karen Nelson-Field.
This report reveals exactly what has, and hasn’t, changed in the lives of consumers since the pandemic.
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Let’s embrace the ethos of sharing and collaboration
South Africans need to dig deep, plant wisely and nurture carefully
PR is no longer just about professional PR, it is about a deeply embedded and strategic communications function that both promotes and protects brands and reputations - exactly what Razor PR set out to do when it opened its doors in 2020.
Brands would do well to fundamentally reconstruct their engagement strategies from ‘demographic targeting’ to understanding and engaging with passion communities
Levergy has achieved the distinction for the second consecutive year after winning the Adaptability Award in 2021
There’s never been a better time to invest in SA
The Up&Up Group has acquired a strategic stake in content marketing agency 2Stories.
