Growth plans for the IMC Conference as Hefer takes the helm

Mar 9, 2018 | News

A strong l business and networking focus, greater inclusion of the industry’s youth and more race-relevant representation at the podium are what delegates can expect to see at the October 2018 Integrated Marketing Communications (IMC) Conference. This is according to award-winning marketer and businesswoman Dale Hefer, CEO of the IMC Academy.

The IMC Academy recently acquired 100% of the conference, currently Africa’s largest marketing conference. “The IMC Academy has trademarked Marketing is Business™, the philosophy that underpins everything we do,” says Hefer. “This conference provides an excellent platform to achieve our goal – which is to see marketers taking a strong executive role at the boardroom table by raising the profile of marketing as a critical business function. As part of this drive, we’d like to engage C-suite players from various business functions to join the discussions, beyond the Chief Marketing Officer. We will also be working closely with regulatory bodies and industry associations to maximise impact, creating a solid forum to discuss industry issues.”

The IMC Conference started in 2010 and has grown to become the leader in its sector.  “Our plan is to further develop it to become the ‘go to’ conference on marketing in Africa for Africans and anyone wanting to market on the continent”, says Hefer. The IMC Academy is set to focus strongly on developing young talent. “The youth of our industry have enormous value to contribute and they must have a voice. We need to play a greater role in uplifting talent from disadvantaged backgrounds.”

The team started this process by inviting ten students from Vega and the AAA School of Advertising, as well as the Cognitive team from Soweto, to attend the February IMC conference at no charge. Hefer says the 14th edition of the conference, set to happen in October, will be developed, tailored to industry needs and marketed using the latest research and marketing tools. “After all, it makes sense that a marketing conference is developed and marketed by marketers, for marketers. I’m excited to have leading marketers on board for the journey as we innovate to create the ultimate industry platform. Marketers – watch this space.”


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