ACA in South Africa pioneers human-centred growth amid AI rise in marketing
In a rapidly evolving world where artificial intelligence appears to be permeating every aspect of work, particularly in marketing, the Association for Communication and Advertising (ACA) in South Africa is maintaining a steadfast belief in the irreplaceable role of human creativity and insight. Sarah Dexter, CEO of MullenLowe South Africa and lead of the ACA Education Tribe, highlights that it is human empathy, imagination, and understanding that remain central to creating meaningful brand narratives and cultural impact. Rather than competing with machines, the ACA is focused on cultivating and nurturing the human element within the industry to ensure its resilience and adaptability.
Recognising that long-term industry health depends on education, access, and growth opportunities, the ACA has developed a range of initiatives designed to support professionals across their career journeys. Among these efforts is the recent relaunch of GenEra, formerly known as FutureBallers, which provides a platform where young professionals can connect, learn, and share experiences in a supportive environment. This initiative also grants participants special access to The School of Thought, an interactive community focused on skills development and professional growth within marketing and advertising.
Beyond young talent, the ACA places a premium on retaining mid- and senior-level thinkers through various bursary opportunities and the ongoing Women in Leadership programme, now in its fifth intake. This programme, developed in partnership with entities such as GIB Insurance, focuses on promoting gender equality by offering mentorship, coaching, and strategic development tailored to women’s unique challenges and aspirations within the industry. To date, around 100 women have benefited from this initiative, which extends support beyond internal agency provisions.
Complementing these development initiatives is the launch of the Effie Academy, which brings strategic marketing effectiveness to the forefront of education. Its flagship programmes—Effie Fundamentals and Effie College—offer a blend of on-demand learning and immersive, real-world experience for both current marketing professionals and tertiary students. Grounded in the globally recognised Effie Framework for Marketing Effectiveness, these programmes equip attendees with the latest tools and insights to translate expertise into actionable outcomes, reinforcing professional competence throughout all career stages.
Further expanding its influence in industry discourse and education, the ACA recently launched a podcast series, ADventures, hosted by Dineo Mashiane. This series aims to stimulate informed conversations and inspire the marketing and communications community in South Africa by featuring thought leaders and diverse voices. Additionally, the ACA’s Graduate Programme and internship opportunities continuously broaden access to practical experience, reinforcing the association’s commitment to nurturing emerging talent and driving meaningful transformation within the sector.
Addressing the complexities posed by technological advancement, the ACA also convened its first AI in Advertising Forum, bringing together leaders from creative, media, technology, and marketing fields. The forum underscored the importance of understanding and applying artificial intelligence thoughtfully, urging industry professionals to innovate responsibly as automation reshapes the landscape. This dialogue aligns with the ACA’s mission to integrate human creativity with technological progress in a way that enhances, rather than replaces, human contribution.
Through these multilayered initiatives, the ACA is building a more inclusive, supportive, and innovative marketing and advertising industry. By investing time and resources into education and talent development, it aims to ensure that creativity and human insight remain at the heart of the profession, securing its relevance and strength well into the future.