MEDIA OWNER OF THE YEAR HEED
MEDIA AGENCY OF THE YEAR
PHD – CAPE TOWN
MEDIA OWNER LEGEND
MIKE VAN TONDER
MEDIA AGENCY LEGEND
CHRIS BOTHA
MEDIA OWNER RISING STAR
NICCI VAN NIEKERK
MEDIA AGENCY RISING STAR
MEGAN SAYLE
SHEPHERD AWARD
MERISSA HIMRAJ
BELL AWARD
SANDRA GORDON & KAREN PHELAN
56+ YEARS OF EXCELLENCE
INDEPENDENT | INTEGRATED | INNOVATIVE | INTERNATIONAL
+ A specialist services agency
+ Level 1 BEEBlack Female Owned
+ Owner-led and managed
That the media industry globally is in turmoil is not in doubt. Neither is the fact that the media sector is the ultimate survivor. That truth is borne out by the results of the 2025 MOST Awards Survey, powered by you, South Africa’s media professionals working on the frontline to survive, adapt and thrive… despite the challenges.
Brad Aigner, researcher for the MOST Awards since its inception back in 2009, has seen it all over the past 15 editions of the Survey, and the resultant awards ceremony.
The MOST rankings provide, he says, “insight into what drives value in relationships today”.
In essence, media agencies place the most value on expertise and service delivery, with knowledge of brands and the media landscape, sales service delivery and understanding client needs standing out as key differentiators.
And while innovation and data are important, they say what truly sets media owners apart is their deep
With more than 550 responses collected, representing more than half of South Africa’s active media professionals, this year’s results are a powerful testament to the industry’s commitment to quality and progress, writes managing director of strategic partnerships and events at Arena Holdings, LYNDON BARENDS.
knowledge of their brands, strong execution and future forward solutions. These are the touchpoints that don’t change, no matter how the media adapts and survives. Relationships matter, the most. Congratulations to all the winners –agencies, owners and individuals. And keep an eye on The Media Online over the next few weeks as we interview the winners of the individual awards.
The Media. Got to love it.
Glenda
Technology may evolve, but genuine service performance is still built on trust, reciprocity and human connection –the fundamentals that sustain great partnerships – says BRAD AIGNER, founder of Freshly Ground Insights and MOST Awards researcher for 15 years.
Meet the media professionals and personalities, voted for by their peers, who won the individual awards in the 15th edition of the MOST Awards.
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the publisher.
It is with great pride and optimism that we celebrate the 15th annual MOST Awards, recognising excellence, resilience and innovation in South Africa’s media buying industry.
In a landscape de ned by rapid transformation, the media sector continues to face both exciting opportunities and formidable challenges. Fragmentation, shifting audience behaviours and the rise of digital platforms have reshaped how we connect with consumers.
Traditional media channels now share space with a dynamic mix of social media, streaming services and in uencer-driven content. Younger audiences, in particular, are rewriting the rules by demanding relevance, authenticity and engagement on their own terms.
Yet amid this complexity, one truth remains: collaboration is key. The days of working in silos are behind us.
Success today depends on shared insights, integrated strategies and a deep understanding of consumer behaviour.
This spirit of partnership and adaptability is what the MOST Awards honour.
Recognising excellence is not just about celebrating achievements; it’s also about setting benchmarks for the future. That’s why we’ve re ned this year’s Awards to re ect the evolving realities of our industry. From merging print categories to introducing new metrics focused on data and engagement, these updates ensure the MOST Awards remain relevant, credible and forward-focused. With more than 550 responses collected, representing more than half of South Africa’s active media professionals, this year’s results are a powerful testament to the industry’s commitment to quality and progress.
The peer-to-peer evaluation model ensures every voice is heard, from junior
execs to seasoned leaders, making these Awards a true re ection of service excellence.
The work of this year’s nominees and winners has been inspirational. Thank you to the innovators, the connectors and the strategists who make this industry thrive.
Thank you for your dedication, your creativity and your pursuit of excellence.
Onwards and upwards.
Lyndon Barends is managing director of strategic partnerships and events at Arena Holdings
True service excellence thrives on trust, human connection and reciprocity – timeless principles that underpin lasting business partnerships, writes BRAD AIGNER.
This year’s MOST Awards Survey drew a fantastic response, the second-highest sample in its history – a sign that it remains a unique and highly relevant benchmark of partnership and service excellence in our media industry.
An outcome from its annual review with industry leaders to assess and maintain the MOST Awards relevancy and currency was the addition of a new criterion to rate media owners and media agencies: ‘The effective use of data and insights.’
In a world where ‘insight is king,’ this criterion highlighted the importance of media agencies and owners using data and
insights effectively to transform audience metrics, campaign results and media trends into clear, persuasive stories that deliver real value in guiding smart decisions.
In addition, the ‘communication and accessibility’ criterion for media agencies was amended to ‘availability and engagement’, emphasising the evolving expectation of media owners of their agency partners. It is no longer enough to simply be reachable; true service excellence requires media agencies to be present, proactive and invested in building strong, collaborative partnerships.
Participants in the MOST Awards survey were asked to rank the seven performance criteria in order of importance. The results were insightful.
Paul Middleton, director of Ebony+Ivory, explains why advertising needs the specialist services agency now more than ever.
In a world increasingly driven by data, automation and algorithmic optimisation, it’s easy to believe arti cial intelligence (AI) is the future of advertising. And, in many ways, it is. AI is already transforming how we work by streamlining processes, enhancing targeting precision, accelerating production and improving performance insights. However, in our rush to embrace the speed, scale and ef ciency that AI promises, we risk leaving something vital behind: emotional intelligence.
The ability to understand, interpret and respond to human emotion is what makes great advertising great. It’s what turns a clever ad into a memorable one. It’s what transforms a campaign from seen to felt And, it’s what builds trust, connection and, if we get it right, brand love – the outcomes that no click-through-rate or conversion metric can fully explain.
Emotional intelligence (EQ) is what enables brands to speak to people not as data sets or personas, but as complex, feeling human beings. It’s how we navigate nuance, cultural context, timing, tone and empathy – all the things machines can simulate, but not truly know. And, right now, as audiences become more discerning, more sceptical and more sensitive to what feels ‘off’, EQ is not just a nice-to-have in advertising; it’s a necessity.
AI can help us identify trends. However, it can’t tell us which ones will matter . It can produce copy and content in seconds. But it can’t recognise whether it will land, uplift or offend. While it can
replicate tone and language, it can’t sense when a message should be bold, when it should be soft, or when silence might be the smartest response.
That’s the role of human intelligence –more speci cally, emotional intelligence. When AI becomes the engine, EQ must be the steering. Without it, we risk creating work that’s technically perfect, but emotionally at. Ef cient, but ineffective. Fast, but forgettable.
This is especially true in culturally complex or emotionally charged contexts, which, in today’s world, is most of the time. Audiences are not only consuming content; they’re interpreting it through personal, social, political and emotional lenses. Advertising that fails to recognise this – or worse, ignores it – comes across as tone-deaf or insincere. It’s not a data problem. It’s an empathy problem.
Creativity has always been a deeply human act. It’s fuelled by intuition, curiosity, observation and emotional resonance. The best ideas aren’t just unexpected; they feel right. They meet us in a moment. They understand our fears, hopes, humour, contradictions. They re ect us, challenge us, or offer us something new.
This kind of work doesn’t happen by accident. It happens when creative teams bring their full selves – logic and instinct, knowledge and feeling – to the table. It happens when we ask not just “what will work?” but “why would someone care?” It happens when agencies and brands cultivate emotionally intelligent leadership, culture and processes that allow for re ection, insight and vulnerability.
We don’t need to resist AI, but we do need to remember that it’s a tool, not a replacement. The real power lies in combining the scale and smarts of AI with the subtlety and sensitivity of human EQ. It’s about enhancing our intuition, not outsourcing it. Making space for automation, yes, but also for humanity.
In this new era, the agencies and brands that will lead aren’t just the ones that adopt AI the fastest. They’re the ones that use it with care, guided by a deep understanding of people and what moves them. Because connection is still the currency. And empathy, not just ef ciency, is still the goal.
Paul Middleton is a director of Ebony+Ivory, the longest-standing independent, specialist services agency with the rare privilege of a track record spanning more than half a century and holding a Level 1 BEE rating. We have all the services of a traditional agency, married neatly together with the digital age.
This is sponsored content
Knowledge of own brands and the media landscape
Sales service delivery
1Avg Rank: 3.01
Rank: 3.66
Knowledge of client brands and the market landscape 3Avg Rank: 3.80
Innovative
Effective
4Avg Rank: 4.11
5Avg Rank: 4.24
Media owner sales teams were segmented into 10 categories based on the channels they represented. Since some media owners operated in more than one category, participants rated them within the context of each speci c category. This is why the performance scores and rankings of a media owner differed between categories.
Collaboration
6Avg Rank: 4.49 Administration
These rankings provided insight into what drives value in relationships today. They showed that media agencies placed the greatest value on expertise and service delivery, with knowledge of brands and the media landscape, sales service delivery and understanding client needs standing out as key differentiators.
Innovation and data-led insights were also important, while collaboration and administration were seen as baseline essentials: necessary, but not what sets media owners apart. In essence, what truly sets media owners apart was their deep knowledge of their brands, strong execution and forward-looking solutions.
Repeating the 2023 MOST Awards Radio categories results Mediamark, this year’s winner, showed its class as a consistent top performer. Remarkably, this is the 10th of 15 annual MOST Awards Surveys in which the Mediamark team were rated the best in the radio category. Mediamark received 46 ‘best in category votes’, and strong, positive feedback from respondents, painting the team as a standout leader in the radio and audio advertising space.
Agencies highlighted their visibility and proactive communication: “They were always visible. We were updated on new offers and insights; they keep us in the loop.”
Mediamark was also valued for delivering excellent service and tailored solutions, often going beyond the brief to meet client needs: “They were always willing to come up with bespoke packages to meet our client’s needs.”
Respondents praised the company’s deep knowledge of brands and audiences, noting they “don’t just sell airtime; they sell solutions” and that their portfolio was unmatched in reach and cultural resonance.
engagement
Professionalism
Effective use of data and insights
Administration and buying
4Avg Rank: 81
5Avg Rank: 4.32
6Avg Rank: 4.54
7Avg Rank: 5.46
These rankings showed that media owners placed the highest value on their agency partners having deep media knowledge and a strong understanding of client brands and market dynamics, con rming that expertise and strategic insight remain the backbone of trusted partnerships. Collaboration and engagement followed closely, re ecting the importance of relationships and proactive support. By contrast, administration and buying sat at the bottom, but this does not mean it was unimportant. On the contrary, it should be seen as a hygiene factor: if a media agency cannot provide accurate and ef cient administration and buying, then it was simply not in the game.
Innovation was also a recurring theme, with one participant noting their ‘best use of innovation and entertainment’ and others commending their integration of digital, social, podcasting, and events for a true 360° approach.
Beyond products, the Mediamark team culture stood out. “Excellent sales team, always in our agency; accessible, knowledgeable, exible, innovative.” Staff were described as professional, humble, collaborative and quick to respond.
Overall, the Mediamark team was described as going “over and beyond for clients”, raising the bar for media owners, and standing “head and shoulders above the rest” in South Africa’s radio advertising landscape.
Making up the minor positions in the category were YFM and Primedia Broadcasting respectively.
Participants highlighted the YFM team’s strong positioning as a youth-focused, innovative and collaborative media owner. The YFM sales team was commended for its innovation and creativity, with feedback such as, “YFM team were pushing the envelope and not selling the ‘normal’ radio packages. They know their audience well enough to really drive innovative thinking for our brands.”
The team was consistently described as responsive, collaborative and willing to go above and beyond, with participants emphasising their agility and service delivery. “Always willing to go above and beyond to make clients’ campaigns excel” and “YFM delivered exceptional service and collaboration and was solution-driven.”
Their unity and professionalism were also recognised: “Everyone from sales team to presenters were singing from the same hymn sheet.”
Ranked third in the radio category this year, the Primedia Broadcasting team was consistently praised for professionalism, innovation and strong service delivery. Respondents highlighted the team’s proactive and collaborative approach, with comments such as, “They were proactive in providing solutions for clients” and “They respond quickly to briefs; they were collaborative, they take on feedback.”
The sales team was described as highly knowledgeable and strategic. “Primedia had a strong, knowledgeable sales team that deeply understands their platforms and invests time in getting to know the brand before presenting ideas.” The Primedia team was also commended for its innovation and integration across platforms – from radio to digital, podcasts and social media – with one client noting they were “always pushing the bounds with integrations and innovations”.
Service excellence came through consistently in the comments, with praise for their responsiveness, attention to detail and willingness to go above and beyond. “They delivered on time and go the extra mile” and “The service delivery was above par, and they offer good sponsorship opportunities that were well thought through.”
Many comments stress their reliability and partnership mindset, reinforcing their status as a benchmark setter in the radio category: “Primedia Broadcasting continued to set the benchmark in the radio category, excelling across every touchpoint from sales teams and admin to data and insights.”
Repeating their achievements in 2019, 2021 and 2023, the eMedia sales team took top rank in television sales this year. The 55 ‘best in category votes’ positioned the eMedia as a high-performing, innovative and client-focused media owner.
Respondents consistently praised their service delivery, responsiveness and willingness to go the extra mile: “eMedia go above and beyond for all campaigns, they delivered timeously on urgent campaigns and go beyond always to get campaigns live when things were running late.”
Their team was described as professional, proactive and collaborative, always willing to negotiate, “make a plan” and provide creative solutions tailored to client needs. Innovation was a recurring theme, with participants noting their fresh programming ideas, inclusivity of both brands and audiences, and integration of brand partnerships: “They were constantly engaging and pushing the boundaries with innovative solutions that keep TV relevant in the changing media landscape.”
Their ability to produce long-term value was also recognised, with one standout comment mentioning how they focused on building long-term share of voice rather than just 30-second slots. The eMedia team was described as: “Approachable, solutions-driven, and deeply knowledgeable” and “Always visible, proactive, enthusiastic and relevant.” One participant summed up: “eMedia Sales consistently proves to be one of the best media owners in the TV category. Their service was exceptional, reliable, collaborative and solutions driven.”
Making up the minor placings in the television category this year were Zee Africa Media Sales and DStv Media Sales, respectively. Punching above its weight, the Zee Africa Media Sales
team was recognised for having signi cantly transformed, from a ‘spot-seller’ into a comprehensive advertising partner. Participants praised the ZEE TV team’s strong performance and excellent professional representatives, with one noting, “Nothing was ever too much for them.”
The ZEE TV sales team was consistently described as responsive, accessible and collaborative, with well-researched insights bringing “real strategic value to the table”. The team was also recognised for its adaptability and innovation, leveraging its extensive content library, strong viewership and growing digital platforms to deliver integrated campaigns rather than just airtime.
bespoke packages” and that their quick turnaround and solid
Participants emphasised their visibility and proactivity, highlighting that they were “always willing to come up with bespoke packages” and that their quick turnaround and solid service delivery had them stand out.
Respondents valued the ZEE TV team’s friendly, consistent and accommodating approach, with comments such as: “Working with ZEE Africa (showed) they were by far the fastest in terms of service delivery as well as reporting.” One participant summed up: “They may not be the biggest player, but they’ve brought fresh energy, disrupted the status quo and deserve recognition for their solutions and partnerships.”
With only two players, there has never been anywhere to hide in the cinema category. Commendably, both cinema sales operations, Cinevation Popcorn and Ster-Kinekor Sales, have stood up over the years, performing to the highest of media industry standards. This year, the winner’s accolades, which the team last achieved in 2018, went to Cinevation Popcorn, praised for its professionalism, innovation and client-centric approach. Respondents consistently mentioned the team’s responsiveness and reliability, with one noting, “Nothing was too much trouble. Even changing line ups at 7pm on a Thursday evening before ighting on a Friday morning. My rep ROCKS too!”
Ranked third in the television category this year, the consistent top performer in MOST Awards, the DStv Media Sales team was positioned by participants as a premium, marketleading media owner with unmatched reach, content offerings and innovation in the television category. The team was consistently praised for its professionalism, responsiveness and ability to go above and beyond. “DStv had been the best media owner to work with, they go over and beyond just to make sure the client was happy.”
Cinevation was recognised as innovative and insightful, with a willingness to push boundaries. The team was called out for providing detailed proposals backed by research, value-for-money deals and strong turnaround times, making them a trusted partner. Their customer-centricity and added value set them apart, with clients praising their partnership mindset and seamless collaboration. “They were great in offering value and were customer-centric in their proposals.”
Their sales team was seen as highly knowledgeable and proactive, with participants noting their readiness to provide “smart, tailored solutions” and their strong grasp of brand needs and audience behaviour.
The DStv team was also valued for its ability to deliver innovative solutions, customised packages and strong data insights, with one respondent stating, “By staying attuned to evolving audience behaviours and content trends, they’ve consistently delivered solutions that were not only relevant but also ahead of the curve”.
The team’s collaboration and partnership approach also stood out: “They host the most in-person professional events for agencies to attend, and their respective team members were all highly professional and friendly in their interactions.”
Respondents also highlighted their agility and willingness to “make a plan”, ensuring campaigns were delivered on time and with impact.
strong turnaround times, making
Overall, Cinevation Popcorn was regarded as knowledgeable advocates for cinema, delivering creative ideas, effective results and outstanding service. Respondents appreciated their attentive communication and innovative solutions, making them not just sellers of ad space but true partners in driving impact through cinema.
delivering and
Ster-Kinekor sales team was recognised for consistently high level of service delivery. Participants valued the team’s responsiveness, proactive proposals and strong communication, with one noting, “They’ve been consistent and reliable in the cinema space, always easy to work with and responsive to our needs.”
Their ability to tailor packages, provide insights and data-driven solutions, and integrate cinema into a broader media mix makes them highly relevant in today’s ecosystem. Many also emphasised their strategic partnerships and cross-media opportunities, which extended their impact beyond the screen into out-of-home advertising (OOH) and conferencing spaces. Participants described the Ster-Kinekor team as “great media partners” who consistently delivered on briefs and often went the extra mile to provide creative, collaborative solutions.
In a highly competitive category (37 companies listed), salutations go to the Epic Outdoor team for its rst-time winner’s position on the out-of-home podium this year. Epic Outdoor has become one of the most admired sales teams in the OOH category, with respodents highlighting the team’s ability to adapt to budgets, provide bespoke solutions and consistently deliver beyond expectations: “Epic were incredible! The ask was very hard to pull off and they over-delivered again and again.” The team’s customer service and sales support were praised as attentive, collaborative and solution-driven, with regular check-ins and proactive communication.
Second and third in the out-of-home category rankings this year are 2023 winner, Relativ Media and 2023 Lamb Award winner, Tractor Outdoor, respectively.
The Relativ Media team was widely praised for its positive attitude, energy and willingness to help at all times. Participants noted the team was deeply committed to collaborating with agencies, always eager to learn, brainstorm new possibilities and propose innovative ideas. They were described as easy to work with and on top of their game, consistently providing extra value and excellent rates. They were also recognised as a real powerhouse in understanding consumer journeys.
Participants highlighted their willingness to go the extra mile in terms of service and product offering, with one noting: “Relativ Media offers excellent service delivery and post-service delivery. I would recommend them to any brand looking at doing outdoor advertising.” Overall, Relativ was seen as innovative, client-centric and solutions-driven. “They go above and beyond to come up with innovative solutions and were a great team… They were all round an amazing team to deal with!”
Third this year, Tractor Outdoor is a media owner able to punch above its weight in a very competitive category. The team was described as collaborative and was commended for its innovative thinking and exibility, supported by great salespeople. Tractor Outdoor was considered by some as a leader in omnichannel programmatic activations with a clear focus on audience- rst strategies, positioning the company at the forefront of innovation in the OOH space.
As one participant put it: “They were always adapting and pushing to offer their clients more; they were the forefront of tech, ensuring that their team was equipped with the latest data and tools. They were industry leaders and delivered at the best level on service and offering.”
Tractor Outdoor was also recognised for its commitment to service delivery, consistently going the extra mile to ensure clients’ campaigns were executed at the highest standard.
Epic was also recognised as a true innovator in the OOH space, with their focus on sustainability and ecofriendly innovation setting them apart as “future-forward and innovative”. Overall, Epic Outdoor was valued for its partnership approach, creative air and commitment to excellence. One comment summarised, “They don’t follow the industry standard, they set it. Epic Outdoor doesn’t just deliver impressions; they leave lasting ones.”
It seems that you can change your name multiple times and still deliver the goods to the highest standard. Once again, in the dynamic and competitive digital media category, the Heed Digital team proved that class is permanent. As the digital category winner in the past ve MOST Awards Surveys and the overall Best Media Owner winner on three previous occasions, clearly Heed has rmly positioned itself as a pioneer in the attention economy, consistently creating innovative, data-driven solutions that delivered the highest value to their clients.
Recognised as one of the most strategic and innovative media owners in the digital space, the team was praised for its ability to deliver exceptional service, innovative solutions and deep datadriven insights. One client highlighted, “They derive incredible insights from campaigns and the brand lift studies they offer allow deeper understanding into campaigns. They have a great sales team that’s always readily available.”
Heed was seen by participants as a leader in understanding the attention economy, pioneering attention as a core metric for online effectiveness. “Their solutions were fantastic, they did an incredible job of making media work harder, not only providing reach but also engagement and attention. I feel that they pioneered attention as a metric, and with every campaign I work with them they delivered phenomenal results.”
Participants consistently described the team as collaborative, approachable and highly attentive, with solutions always delivered on time. Their professionalism was also praised.
“Consistently the best media owner; expert advice informed by third-party knowledge and data, great products and superb service delivery make Heed a tough media owner to beat.”
Overall, participants valued their great innovative ideas, strong relationships and excellent digital knowledge, with many noting Heed’s ability to remain exible within budgets while still delivering measurable impact.
Agonisingly close to unseating Heed Digital from the top of the digital category this year was Mediamark Digital. Within just 0.01% of the category winner’s MOST Awards score this year, the Mediamark digital team must be shattered, but should take comfort from another fantastic achievement (also second in category in 2023).
From participants’ feedback, Mediamark continued to stand out as a star in the digital media category, consistently delivering innovative, content-supreme solutions that combine premium inventory, precise audience targeting and data-driven strategies to achieve measurable impact.
Clients describe them as being “on the ball,” with very good customer service and a willingness to go above and beyond to help grow customers. Evidently, the team’s strength lies in its seamless blend of strategy, creative innovation and client service. “They were really good at coming up with ideas that combine different types of media to achieve a goal. Their recent partnerships also showed that they were taking a holistic view of their customer’s needs.” Participants consistently praised the Mediamark Digital team’s positive results, people- rst approach and deep product knowledge.
Ranking third in the digital media category this year was A.M.A. Digital Media, regarded by one participant as “the best out there”. The team was recognised for its great service, innovative solutions and strong team culture. Participants highlighted the team’s friendliness, approachability and agile response to briefs. One participant praised the team as “extremely agile when it comes to urgent briefs… always presenting innovative strategies and surpassing KPIs more often than not”.
According to another participant, “A.M.A. has built a reputation for going above and beyond, making anything and everything possible, not just in campaign delivery but also in helping solve broader business challenges through data, insights and collaboration.” Evidently, this allowed the team to form enduring partnerships, with one participant remarking: “They had stuck by us in the bad times and reaped the rewards in the good times, never leaving our side.”
In a category that had been striving to adapt to the realities of a modern digital age, it was commendable that two players have not compromised on their high standards of quality service delivery to their agency and client partners. This year, with a high overall MOST Awards score, Spark Media was recognised as the top sales performer in the print media category.
Praised for being “solution-driven, fast and always willing to go the extra mile,” participants described the team as professional, approachable and deeply knowledgeable. One participant shared, “Spark Media were consistent in their offerings, understanding of their product and client’s needs, and constantly trying to meet and also exceed expectations.”
Evidently, the Spark Media ROOTS research was seen as an invaluable asset to agencies and clients alike, providing robust data and insights into consumer behaviour. A participant noted: “Excellent team that was willing to take on any brief. Also, their ROOTS data was invaluable. Look forward to ROOTS 8.1.”
The Spark Media team received praise for being “responsive, accessible and hands-on.” One participant shared: “Our AE was hands-on, showed regular presence and had a great knowledge base about her products and our client’s business. Always a pleasure to deal with.”
Participants also valued Spark’s adaptability and client- rst attitude. “They will make anything happen for your client,” one participant stated, while another remarked: “Very adaptable to the needs of our client. Service with a smile. Great team to work with. Always goes the extra mile.”
Placing second in the print media category this year was Arena Media. The Arena team was praised for combining credible journalism with brand-safe advertising, and giving clients con dence that their campaigns would be delivered in trusted environments. Participants highlighted their professionalism and reliability, noting that, “They consistently delivered on time, communicate clearly and were always willing to assist with any queries or last-minute changes.”
Arena’s responsiveness was a recurring theme: “Always there to help,” “Knowledgeable and always respond quickly,” and provide “Fast delivery service.” The team’s approach to partnerships also stood out, with feedback that they “continuously drive partnerships” and provide “great longterm service that values media relationships”. Agencies and advertisers described the team as “on the ball” and “incredible to work or advertise with”.
The multimedia category was introduced in 2021 to recognise media owner organisations that delivered superior sales service and consistent performance across more than one media type. Its relevance lies in the fact that advertisers today demand seamless, integrated solutions spanning print, digital, audio, video and beyond.
Media owners achieving excellence across these channels build credibility, foster trust and position themselves as strategic partners capable of providing holistic, audience- rst solutions that maximise campaign impact in a converged media landscape.
This year’s winner is Mediamark; the team stood out for its ability to seamlessly integrate radio, digital and events into powerful, cross-platform campaigns. Participants praised how “they use their multimedia platform to tell a story, and to engage with audiences in an impactful way”. They also highlighted that “Mediamark excels at integrating cross-platform solutions that delivered both reach and relevance.” Mediamark was recognised for “uniquely blending the enduring power of premier radio brands with a cutting-edge digital ecosystem, including leading digital partners and the thriving Podcast & Chill Network”. Furthermore: “This intelligent integration, backed by data-driven precision, ensures campaigns delivered guaranteed audiences and measurable ROI across every touchpoint.”
The minor positions in the multimedia rankings this year were earned by Primedia and DStv Media Sales, respectively.
Primedia’s multimedia capabilities were recognised, with participants noting “their 360° service offering was amazing” and that they had “managed to dominate in the omni-channel space. They do it really well”. The team was praised for going above and beyond, with feedback like “they go the extra mile” and “ef ciency was next level and their CVP was clear to customers”. One participant summed up, “Primedia offers a holistic media solution, its dominant presence in the South African market lets brands run cohesive, high-reach, multi-touchpoint campaigns.”
DStv Media Sales was recognised for delivering 360° multimedia solutions, adapting seamlessly to new content formats and driving innovation well beyond traditional TV. As one respondent put it, “They had the best mix of multimedia… we can reach TV and digital users in every environment.” This ability
to integrate platforms ensures advertisers can engage audiences wherever they were, with tailored, impactful campaigns.
Other participants consistently highlighted the team’s customer-obsessed approach as: “crafting bespoke advertising solutions, leveraging advanced data analytics to better understand and serve each client’s speci c needs.” The DStv Media Sales team fosters trust through openness, collaboration and a relentless focus on delivering results, with one agency noting how “they help with last minute late material deadlines so easily – love them for that”.
(Note: Since the Multimedia category is a ‘group category’, the winner was not eligible for the overall MOST Award for the best media owner sales team).
This year, the only qualifying winner of the media sales consultants category, Whisper Media, earns a well-achieved and commendable hat-trick. Feedback from respondents since 2022 shows Whisper Media has carved out a reputation as one of the most innovative and client-focused media sales consultancies in the industry.
This year, the team was widely recognised for offering “client solutions based on their current needs across a variety of platforms in a unique and innovative way” and for delivering “personalised client service, deep industry expertise, and the proven ability to connect brands with the most effective media opportunities”.
Participants consistently praised the team’s service excellence and responsiveness, highlighting their “excellent and knowledgeable sales team: passionate, exible, quick turn-around” and describing them as “always prompt and thorough with their responses”. The team was also applauded for being “solutions-driven, ef cient and highly effective,” and for backing their work with “world-class research”. As one participant summarised: “Whisper keeps the industry updated, brings lots of innovation and was always willing to go the extra mile.”
The purpose of the Media Owner Lamb Award is to recognise media owner sales teams that did not receive the minimum 30 votes threshold to qualify for the MOST Award in their respective categories. To qualify for the Lamb Award, a media owner sales team is required to receive from 25 to 29 ‘votes’ from participants in the Survey.
This year’s winner of the Lamb Award for Media Owners is a rst timer to the podium, Rook Digital. A media owner operating in the digital media owners category, the Rook Digital team was recognised for having combined strong local market knowledge with global standards, offering clear reporting, agile execution and measurable performance. Participants consistently praised the team for its excellent client service and collaborative approach, with one describing the team as providing “in-depth insights shared with GWI access” and delivering an “all-round great offering and experience”.
Rook Digital’s reputation for tailored executions and innovative products was another recurring theme. One participant noted, “They offer tailored executions to client needs, are super attentive, offer great service, and have some innovative products.” Another emphasised their problem-solving ability: “Rook is amazing, they have incredible solutions and solve for very speci c campaign needs.” Participants also praised their agility and solutions-oriented mindset: “Best solutions, always willing to help. Puts in all the effort to come back with the best solutions. Takes the time to understand brands.”
Some equally impressive opinions of the second and third-placed media sales teams in the Lamb Award category, namely The Home Channel, Business Day TV (BDTV) and IGNITION (operating in the television category) and Boo! Media (operating in the out-ofhome category) were shared by participants.
(Note: Since the media sales consultants category is not strictly speaking a ‘media owner’ category but rather a ‘third-party media sales category’, the winner was not eligible for the overall MOST Award for the best media owner sales team).
The Boo! Media team was recognised for combining service, innovation and strong site quality. Respondents described the team as delivering “service and innovation and great sites”, highlighting the strength of their inventory and the team’s commitment to providing creative and effective media solutions. expertise, and the proven
have some innovative products.” Another emphasised praised sales Home (operating
The Home Channel, BDTV and IGNITION were valued by agencies and clients for exibility, responsiveness and client- rst service. Participants highlighted how the team “go the extra mile” and are “very accommodating to changes out of our control”.
The Best Media Owner Trade Marketing Services Award recognises the vital role trade marketing teams play in supporting sales colleagues and strengthening partnerships with agencies and advertisers. These teams provide the insights, tools and narratives that help media owners stand out, developing compelling collateral, trade campaigns and events that clearly communicate value propositions. They also deliver timely market intelligence on audience behaviour, category trends, competitor activity and platform innovations, ensuring advertisers make better-informed decisions and positioning the media owner as a trusted, consultative partner.
Beyond strategy and data, the award highlights excellence in communications and creativity. The best teams consistently deliver professional, multi-channel communications that engage agencies, simplify complex insights, and reinforce brand trust. They bring the ‘X-factor’ by anticipating client needs, turning data into compelling stories and adding polish to trade presentations and events. By celebrating this work, the award shines a spotlight on the behind-the-scenes excellence that elevates sales performance, builds credibility and enables holistic collaboration in today’s converged media landscape.
The winner of this year’s MOST Award for the Best Media Owner Trade Marketing Services Team is Mediamark, making it a hat-trick of consecutive wins.
The Mediamark team was considered the best in the trade marketing services category for several reasons, especially when evaluated from a performance, partnership and innovation standpoint.
Participants described them as a “great team, very visible” delivering “informative presentations, rich with data and fun activations at their of ces”. They “always have exciting sales offerings and promotions”, and their “relationship-building initiatives are well thought-through and memorable”. They emphasised that Mediamark is “for the client (over making margins)” and praised the team for being “always accessible and ready to help even out of scope”. Many pointed to their “best go-to-market strategy”, “excellent stakeholder management” and their ability to share “world-class insights to improve client campaigns”.
They did it again! Heed Digital wins the MOST Award for the Overall Best Media Owner 2025, a phenomenal achievement! In addition to their ‘best-in-category’ nominations, the Heed team also received 10 ‘best-of-the-best’ media owner nominations.
The motivations shared by these participants strongly intimated that Heed has built a reputation as one of the most strategic and innovative media owners in the digital space. The team was widely recognised for delivering exceptional service, agile execution and deep data-driven insights.
As one participant put it: “They derive incredible insights from campaigns and the brand lift studies they offer allow deeper understanding into campaigns. They have a great sales team that is always readily available.”
Heed was also seen as a pioneer in the attention economy, with partners praising their ability to make media work harder. “Their solutions are fantastic; they have done an incredible job of making media work harder, not only providing reach but also engagement and attention. I feel that they pioneered attention as a metric, and with every campaign I work with them they deliver phenomenal results.”
Feedback consistently highlighted Mediamark as an “outstanding team” that “masters the art of effectively promoting their own media assets to advertisers and agencies, ensuring these partners understand and leverage the full value of Mediamark’s diverse offerings”. They were seen as “excellent relationship builders” who “share their time generously with clients, creative and media agency partners”. One participant summarised their impact by saying: “I’m voting for Mediamark because their trade marketing team consistently sets the standard for what great B2B media partnerships should look like. They don’t just check the boxes; they anticipate what’s needed before anyone even asks.”
responsiveness, and attentiveness,
Participants also consistently highlight their collaborative approach, responsiveness, and attentiveness, describing them as “very collaborative”, “highly attentive” and “friendly, informative, helpful”. Their service delivery is often described as “top notch” and “consistently exceeding KPIs”.
Another participant emphasised: “Consistently the best media owner; expert advice informed by third-party knowledge and data, great products and superb service delivery make Heed a tough media owner to beat.”
From the Survey data, what further sets Heed apart is their ability to deliver cost-effective, innovative solutions at scale, while still working exibly with smaller budgets. “Heed is willing to work with budget, still gets innovative with limited budget and great results.”
Finally, participants described them as “the best upcoming media owner” noting their forward-looking role in audio and podcasting, where “they are really paving the way for media owners”. Their blend of innovation, reliability and future-focused thinking has secured Heed a standout position as a trusted, next-generation digital partner.
Take a bow, Heed Digital team!
Media agencies were segmented into two categories based on their MOST Awards de nitions.
Specialist media agencies provide their own in-house media planning OR media buying (but not both) OR provide their own in-house media planning AND/OR media buying across one predominant media category only.
Second and third ranked in the specialist media agencies category this year were FAME Media and Alphabet Soup, respectively. Neither are strangers to top rankings: FAME Media was ranked as the overall best media agency in 2022, while Alphabet Soup has been ranked as the best specialist media agency on four previous occasions, including most recently in 2023. Participants frequently noted that FAME Media is “consistently impressive in their professionalism and dedication” and “always a pleasure to work with, highly responsive, and incredibly generous with their time, even when there isn’t an active campaign in progress”.
The agency was also praised for being open, inclusive and collaborative. Participants highlighted that “they are always willing to engage and consider proposals” and are “one of the few agencies who actually respond to enquiries even if they are not interested, something media owners really appreciate”.
The winner of the specialist media agencies category, IntiMedia, makes it podium debut with an impressive 23 ‘best in category’ votes. Participants described the IntiMedia team as “very professional and open to contact with media owners” and noted the team as “professional, clear, and effective”.
Participants highlighted IntiMedia’s ability to blend cutting-edge analytics with creative media thinking. As one put it, “They have taken it upon themselves to understand the landscape and all opportunities available to their clients. They ensure they keep up with the latest data and media learnings and are always available to look at partnership solutions.”
IntiMedia was also recognised for being accessible and responsive. Participants frequently mentioned the team’s “great sense of urgency, but realistic timelines and budgets”, their habit of “always responding to calls and requests”, and the reassurance that “if they promise feedback, you will get it”. Their relationship building was highly regarded, with one participant noting: “They are personable, great service, and true professionals who know their role and brands well.”
They were also described as “an excellent agency that is a pleasure to deal with” and “a small agency that believes in providing clients with the best strategies”. As one participant summarised: “We have worked with IntiMedia for many years. Their passion and commitment to doing great work for clients, above and beyond media, is commendable.”
FAME Media team’s friendliness and accessibility have also set them apart, with feedback like “the team is always available, friendly, and knowledgeable, and they always make time for partners”.
Beyond service, FAME Media’s innovative, data-driven approach was a consistent theme. They “don’t just buy media, they understand niche markets deeply, push boundaries, and use insights to drive client-centric campaigns”.
Evidently, as a smaller agency, they punch well above their weight; they’re described as “agile, forward-thinking, and collaborative” and “one of the most impressive specialist agencies to work with”. As one participant summarised, “They’re innovative, responsive and hungry for success, never shutting the door on opportunities and always making time. Despite their size, their commitment, creativity and can-do attitude make them a standout partner in today’s media landscape.”
Respondents consistently noted that “Alphabet Soup follows a structured method in brie ng media owners with detailed instructions and information to guarantee the brief is accurately submitted with clarity and aligned with the client’s objectives.”
The agency was praised for its deep industry expertise and agility, combining data-driven strategies with innovative, audience- rst campaigns that deliver real impact. Described as a “small, sharp team who never drop the ball” and “professional in every aspect, handling massive clients like Mahindra and GIBS”, the team was recognised for striking the balance between boutique focus and big-brand capability.
The team’s agility, allowing them to tailor strategies that not only optimise campaigns but also resonate culturally, was also called out: “Alphabet Soup crafts culturally relevant campaigns that don’t just speak to audiences. They resonate.”
Partnership was another factor attributed to Alphabet Soup’s success. Participants described the team as “professional, thorough and always willing to take on and try new media” and highlighted their “open-door policy to engage with partners”.
This grounded, collaborative style was described as “putting both heart and mind into campaigns” while ensuring “win-win outcomes for both advertiser and media owner”.
As one respondent put it: “They are consistent, professional, and always go the extra mile. Their attention to detail and understanding of both clients and media owners make them stand out. They deserve to be recognised as one of the best in the specialist category.”
Full-service media agencies provide their own in-house media planning AND media buying services across more than one media category.
1st PHD – Cape Town
2nd The MediaShop – Johannesburg8.32
3rd Carat – Cape Town
While PHD Media previously won the category in 2022 and 2017 and won the overall best media agency award in 2017, this year was the rst time the agency has won the category as a regional of ce. Congratulations PHD Cape Town, on an impressive win in a full and highly competitive category.
The team was also recognised for pioneering data-driven strategies, accountability and measurement, particularly in OOH and digital. As one participant said, “Their knowledge of the media landscape and ability to lead with data makes them ahead of the curve in every way.” Participants noted that The MediaShop’s staff stability encourages trust and continuity, while their willingness to open doors, make introductions and refer solutions adds immense value. “They are incredible at opening the door for us to put our solutions in front of clients in a way that adds value for everyone,” one participant shared.
Participants consistently described the PHD Cape Town team as “great people with a great spirit for collaboration and partnership”, noting their open-door approach to doing business and genuine interest in clients’ needs. Even when busy, the team was praised for being “always engaged, always available, and open to ideas that challenge us to come up with something new”.
Ranked third in this year’s full-service media agencies category, Carat Cape Town is commended for this fantastic rst-time achievement. The Carat team was consistently lauded for it culture that makes partners feel valued. “From the moment you walk through the door you are welcomed and feel connected. Great agency with excellent culture.” Similarly, the team was described as professional, always helpful and willing to meet and go the extra mile, while also being “engaged, willing to push the agenda, and provide solutions tailored to the client”.
Carat Cape Town was praised by a participant as “hands down the most strategically powered, insights-driven, professional and committed agency in the country”.
PHD Cape Town’s greatest strength is their pioneering use of rst-party data to drive tangible business outcomes: Their consistent ability … “Their consistent ability to harness this data to drive real sales results is impressive. Just ve years ago, the idea of prioritising rst-party data in media schedules would have been unlikely. But through continuous testing and learning, this team has paved the way for brands to not only embrace rst-party data but also expand their budgets to make it a core part of their media mix. They get it right, every time.”
Professionally, PHD Cape Town was also admired for their responsiveness, transparency and collaboration. The team was described as “approachable, open to honest communication and always available for meaningful collaboration”. Participants highlighted their proactive engagement, strong leadership and ability to deliver feedback constructively: “They respond and engage, give you feedback, ght for your company to get on schedule, use insights effectively, and push forward.”
Second spot on the full-service media agencies category ranking this year went to perennial top-performer, The MediaShop Johannesburg. With no fewer than eight previous ‘best full-service media agency category’ wins and eight previous ‘overall best media agency’ wins, The MediaShop Johannesburg team is a powerhouse to be reckoned with. Recognised for their accessibility, transparency and integrity, respondents praised The MediaShop team for going “far beyond any other of the big agencies” by treating partners with respect, keeping communication clear and avoiding restrictive trade agreements that undermine collaboration.
The agency’s culture of transparency and inclusivity was also cited as a de ning strength. As one participant noted, The MediaShop doesn’t just brief and move on; they bring their media partners along on the journey, ensuring we have the full picture, the right context and all the tools needed to do great work together.”
Another described the team as “phenomenal… a league above the rest in the industry.”
opportunities. “As an agency, looking for new and innovative
Participants also emphasised the agency’s forward-thinking approach and willingness to embrace new opportunities. “As an agency, the people there are always looking for new and innovative ways to collaborate… never turning away from ‘different’.”
They were also described as a “breath of fresh air in a very tough agency market”, constantly open to engagement, passionate about their work and generous in sharing data and insights that elevate client outcomes.
Notably, a participants shared that “they nurture up-and-coming talent (not just on paper, but through fully eshed-out programmes)”, with low turnover seen as testament to their strong culture. “Dealing with every single person at the agency is nothing short of professional and inspiring.”
This year’s winner of the MOST Awards Lamb Award for Media Agencies is Meta Media Johannesburg. The team is seen as approachable, responsive and professional, with one participant emphasising that they are “always willing to assist media owners and sales representatives with whatever is required of their agency”.
Not dissimilar to the sentiment expressed for Meta Media Johannesburg, the second-ranked Red Star team was described as “a highlight in our collaborations” and “always open to partnership”, with briefs that are consistently thorough, clear and easy to work with. Respondents also noted the Red Star team as “the most innovative and cutting-edge” and praised their ability to showcase client value while encouraging collaboration between brands and partners.
Third-placed Meta Media Cape Town was praised for its “Knowledge of client as well as its professionalism in dealing with media owner partners”, making the team “great to deal with”.
First-time Best Full-service Media Agency category winner and rst-time MOST Award for Overall Best Media agency winner, all in the same year. Congratulations on a fantastic achievement, PHD Cape Town!
With an impressive 13 ‘best-in-category’ votes and a more impressive 16 ‘best-of-the-best’ media agencies votes, the PHD Cape Town team was widely praised by participants for its strategic brilliance, professionalism and collaborative culture.
Participants described the Cape Town team as “simply the best” with “all-round brilliant staff who push media boundaries all the time”.
The agency’s ability to translate client needs seamlessly into media strategy while engaging media owners at the right time set them apart. As one participant put it: “They make good work happen. And they make it easy to say yes to big ideas.”
Strong leadership was repeatedly highlighted, with comments noting that “the attitude comes from the top down” and praising leaders’ roles in building a culture of responsiveness, openness and innovation.
Participants described the Cape Town team as highlighted, top responsiveness, openness and innovation.
Numerous participants appreciated the PHD team’s proactive and collaborative approach, noting that “they bring exciting briefs to the table and are open to creative and execution collaboration”. Others shared that working with the team often felt like a “teaching exercise” thanks to the insights and research they shared.
Enough said!
Our media industry has never really changed at its core: it is still about listening, understanding and delivering with consistency and care. While today’s media owner sales teams may be armed with data dashboards, digital targeting and advanced platforms, the principles that underpin their success are timeless.
Media agencies value responsiveness, reliability, clear communication and the assurance that their business truly matters. They want media owners who provide fast turnarounds, creative solutions and the con dence that promises will be kept, all while making the process collaborative, simple and transparent.
Equally, media owners value agencies that come prepared with clear briefs, trust their expertise, and treat the relationship as a partnership rather than a transaction. They seek agencies that provide constructive feedback, share campaign learnings and are open to innovation and testing new approaches.
At its best, the relationship is symbiotic: agencies want partners who ‘go the extra mile’ and deliver with agility while media owners want partners who respect the effort, bring sharp strategic thinking and champion mutual growth.
Technology may evolve, but genuine service performance is still built on trust, reciprocity and human connection, the fundamentals that sustain great partnerships.
Mike van Tonder, sales director at Heed, is no stranger to the MOST Awards. Not only was he the Media Owner Rising Star in 2018, but AdColony/Digital Turbine/Heed is a multiple winner of the Media Owner of the Year Award.
“He is a real hard-working individual, always striving to be better, deliver more… and the amount of support (given) to anyone in need is world class,” notes one nominee. “Through the years, Mike has always been ahead of the game... built great relationships in the industry and maintains a high-quality service delivery,” reads another, and: “Mike upholds the morals and ethics of our industry and offers incredible solutions to meet our advertising needs.” Finally: “He is so passionate about what he does, he is consistent, and is a reliable media partner.”
CEO of Park Advertising, encompassing The MediaShop (Johannesburg and Cape Town) and Meta Media, Chris Botha showed his stripes way back in 2013 when he won the MOST Awards Media Agency Rising Star as group managing director of The MediaShop. In 2022, he was voted the MOST Awards Shepherd. His admirers are legion. “He has the most integrity out of anyone in the industry I know,” says one, while another adds: “Chris is honest, transparent and embodies a legend of the media industry.” According to a colleague Botha is “always available for strategic and valuable meetings, and open to ideas and collaboration”, while another noted that he is: “Not afraid to speak his mind and stand up for what he believes in.” His media acuity is legend. “Chris always has his nger on the pulse, and is always eager to learn about new tactics, platforms and disciplines so that he can guide his teams.”
nominated her, “Nicci’s enthusiasm and drive for best practise in the digital space is phenomenal” while another credited her with, “Excellent service, knowledge and passion”. As one of her clients says, Van Niekerk’s “dedication” ensures she is successful in all that she does while she keeps learning to constantly deliver value to the team and business. “She’s one of those rare individuals who inspires and ignites all those she comes into contact with and is an asset to all who know her.”
Nicola (Nicci) van Niekerk is managing director of digital advertising platform, Naritive SA (previously NXD). With a decade working in client, media owner and agency environments solving clients problems while delivering real results is what drives her. To one of those who
As head of strategy at Carat South Africa, Megan Sayle spent her formative years in various dentsu companies.
“Her passion is palpable, her thinking is exceptional, and her humility is rare. Megan is already making waves and is a true rising star in every sense,” noted a colleague. “Megan embodies everything this industry needs in its next generation of leaders. She’s ercely passionate about media effectiveness, grounded in data and strategy, and committed to building a better, more informed media landscape,” added another. “Megan Sayle is an exceptionally smart, driven young woman whose work ethic and strategic brilliance are simply inspiring. Her deep industry knowledge, coupled with her ability to identify and shape trends, is unmatched. She’s not just part of the next generation –she’s actively rede ning it and making real waves in the industry.”
Winner of the Media Agency Legend
MOST Award in 2021, Merissa Himraj, client president South Africa for WPP Media (formerly GroupM), comes with a pedigree of note. “She is a natural mentor, a trusted relationship builder, and a brilliant negotiator,” reads one nomination, adding: “Her consistency, integrity, and dedication set the benchmark for excellence, and she continuously raises the bar for what future leaders should aspire to. Merissa’s impact is not only seen in the results she delivers, but in the people she uplifts and the legacy she is building across the industry.” Himraj was nominated “she consistently exempli es the qualities that de ne true leadership in our industry. She leads with wisdom, inspires those around her, and is deeply involved both within her organisation and the broader media sector.”
The Bell Award honours a long-serving individual who has made an exceptional contribution to the betterment of the media sector. This year, the Award honours two such people:
• Sandra Gordon founder of the MOST Awards, The Media Online and The Media magazine and an industry stalwart and mentor who, despite selling her media business to Arena, continues to contribute to the industry, keeping her nger on its pulse – literally! – as a co-founder and director of a new company, PULSE: Media Leadership. Reimagined, launched in June 2025. As she says, she “enjoys consulting for entrepreneurs, managers and directors as they develop and take their companies to new heights”.
• Karen Phelan, an experienced media research analyst, former chairperson and current board member of the Advertising Media Forum (AMF), Phelan also represents the AMF at the Broadcasting Research Council of South Africa and the Interactive Advertising Bureau. Phelan’s knowledge of media is incomparable, encapsulating decades of experience in media data analysis, research, media strategy and planning – along with launching and building a successful media agency.
PRINTED COPIES WILL BE DISTRIBUTED AT THE RADIO AWARDS IN DECEMBER 2025.
Radio is a powerful medium, trusted, immediate and deeply connected to its audience. From traditional broadcasting to the fast-growing world of podcasts and digital audio, the industry continues to evolve, innovate and shape the way we share stories, music and ideas.
This special publication brings together the best of radio, audio and podcasting in South Africa, shining a light on the talent, brands, and platforms that keep audiences tuned in.
TO BE PART OF THIS SPECIAL ISSUE CONTACT:
Tarin-Lee Watts
Sales Project Manager
C: +27 79 504 7729
E: wattst@arena.africa
PUBLISHER
PICASSO HEADLINE, a proud division of ARENA HOLDINGS (PTY) Ltd Hill on Empire 16 Empire Road (cnr Hillside Road), Parktown, Johannesburg
