Winning campaign to be announced at the Nedbank IMC 2026 on 17 September
University of Johannesburg (UJ) students are stepping into real-world marketing, tackling a live commercial brief for Plug’d by Telkom. Their campaign concepts will be showcased to the broader industry at the Nedbank IMC 2026.
The initiative, a collaboration between Plug’d by Telkom and the Nedbank IMC, is built around the “Turn Connection into Opportunity” challenge. Students are tasked with answering a critical question: how can Plug’d by Telkom empower young South Africans to translate connectivity into tangible opportunities?
The challenge brings together students from Marketing, Public Relations and Strategic Communication, with Graphic Design students encouraged to form part of multidisciplinary teams. Participants will work in teams of three to five to develop integrated campaign concepts.
All entries will be submitted ahead of the conference, showcased on a public platform, and evaluated by an official judging panel.
Finalist teams will attend the Nedbank IMC 2026, where the winning campaign will be announced live on 17 September. The winning team will be recognised on the main stage and awarded a R10,000 cash prize.
Hosted at Mosaïek Teatro in Johannesburg and online, the Nedbank IMC is Africa’s Biggest Marketing Conference™. Under this year’s theme, SHIFT HAPPENS™. ARE YOU READY?, the conference will bring together marketers, business leaders, entrepreneurs, agencies and innovators to explore how organisations can remain relevant and competitive in a rapidly evolving landscape.
A key highlight of the programme is a dedicated youth panel focused on critical issues such as affordability, access to skills, mentorship, and employability. The discussion forms part of both the IMC programme and the broader YOUTH1000 initiative in partnership with the Marketing Association of South Africa (MASA), which extends virtual conference access to young people through participating MASA patrons.
Telkom Chief Marketing Officer, Gugu Mthembu, who will be among the panel participants, says: “Young people are one of Telkom’s most important growth audiences, and we believe connectivity should be a gateway to possibility. Through Plug’d, Telkom has created an exclusive digital platform and mobile offering for South Africans aged 18 to 24, providing affordable data, lifestyle benefits, learning resources, and job-seeker support to help young people stay connected and unlock opportunities. This partnership reflects our belief that the future should be built with young people, not for them, by giving their ideas, ambitions and solutions a meaningful seat at the table while advancing Telkom’s purpose of connecting South Africans to a world of possibilities.
Dale Hefer, CEO of the Nedbank IMC, says the initiative underscores the conference’s commitment to developing emerging talent: “The industry cannot continue to speak about young people without creating meaningful opportunities for participation. This challenge gives UJ students a real commercial brief, valuable industry exposure and a platform to showcase their thinking. Our ambition is to evolve this into a sustainable, annual opportunity for emerging marketing talent.”
The partners believe the initiative has the potential to evolve into a long-term platform connecting academia, young talent and the marketing industry.
Tickets are available at www.imcconference.com. For more information, visit www.imcconference.com.
