There’s something electrocuting about putting a bunch of like-minded, ambitious people in one room to connect, learn, and grow. Too many conferences are full of fluff, making it a challenge to find real leads or build connections that actually lead to new business.
Nedbank IMC 2025 was different. It cut straight to the point.
My game plan was clear. I wasn’t there to just hand out business cards. I was there to connect.
The Strategy:
* Before: I dug deep into the delegate list, singling out the thought leaders behind the world’s biggest brands. I put out a LinkedIn piece using our Style ID Africa collateral to build some buzz and let people know I was ready to talk.
* During: I split my time between our SIDA activation stand and the conference floor. I had my list of 10-15 brand heads and CMOs I wanted to talk to. My opener was simple and genuine: I’d mention a recent campaign they did that stood out to me and say, “I’d love to discuss it more with you.” From there, it was about getting a cell number and an email.
* After: The work continues. I’m writing this article, sending lunch meeting invites, and setting up coffee meetings and discovery calls.
Engineering Real Conversations
A huge part of cutting through the conference noise was our Style ID Africa activation. We deliberately shaped an environment for easy-going conversation. As you walked up the stairs to the piazza, you were met with outdoor seating and, more importantly, complimentary slush puppies and popcorn. It was an instant draw. People came out in droves during the breaks to have a smoke, grab some popcorn, and just decompress.
This casual energy was the perfect backdrop for a real connection. While people were mingling, we recorded a live podcast, interviewing top delegates on the spot about the business of influencer marketing. Guests could also participate in football and spin-the-wheel challenges to win branded merch. It became this fun, casual space for creatives and brand heads to hang out, charge their phones, and learn more about influencer marketing without any pressure.
It’s in an environment like this that the best moments happen. I didn’t have to book a formal meeting to have a real moment with Vaughn, the VP of AB InBev, who is now a good friend. I had an incredible, off-the-cuff chat with Khensani Nobanda, Nedbank’s Group Head of Marketing, about my own banking needs as a young professional in South Africa. My best moments were the laughs in between sessions—the walk-and-talks with brand managers from all walks of life who were genuinely curious about influencer marketing and actually wanted to hear what I had to say.
In these conversations, a few key pain points kept coming up:
1. Brands are tired of vanity metrics. They want to know how influencer campaigns actually drive business and impact their bottom line.
2. The African market is complex. A strategy for Kenya won’t work in Nigeria. Brands need a partner who gets the local nuances.
3. They’re scared of losing authenticity. How do you scale up your influencer work without it feeling forced and fake?
These are the exact problems we are built to solve at Style ID Africa. When they talked about results, I talked about how we track real-world impact. When they talked about market differences, I talked about our on-the-ground network. When they asked about authenticity, I explained that’s our entire philosophy—connecting brands with creators who share their real values.
IMC 2025 wasn’t just a conference. It was confirmation. The biggest brands in Africa are ready for a smarter, more strategic approach to influencer marketing. The conversations have started, and we’re here to lead them.
