South Africa, Nov. 18 -- This year, the Nedbank IMC Conference welcomed a record-breaking over 3,000 delegates from 20 countries - its largest audience to date.

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 cultur...