IAB SA opens its annual Bookmark Awards for 2025 entries

“The Bookmark Awards aren’t just about winning trophies – they’re about celebrating the innovation, creativity and impact that define South Africa’s digital marketing landscape,” says Elizabeth Mokwena, Jury President for 2025 and Home Care Executive Marketing Director for Unilever Southern Africa. 

“This year, we’re looking for work that doesn’t just push boundaries but redefines them. We want to see campaigns that spark conversations, solve real-world challenges and create meaningful connections with audiences. If you’ve created something that you are truly proud of, this is your chance to shine and inspire the industry to reach new heights.” 

Past winners at the Bookmarks include the likes of Ogilvy, Media24, Joe Public, Accenture Song (formerly King James), VMLY&R and TBWA. 

Work produced between 1 March 2024 and 28 February 2025 qualifies for entry. Entries for the 2025 awards close on 16 April and the Early Bird Discount on entry fees applies until 3 March. 

Criteria and categories for 2025 awards 

This year’s awards feature updated categories and refined criteria, which the organisers say are “designed to reflect the rapid evolution of the digital world”. Entries are judged on the following: Creative excellence (30%); Innovation and technical accomplishment (40%); Meeting or exceeding business goals and results (30%). 

Categories for 2025 include:  

• Communities. How a digital community was used as, or built, through a marketing initiative, through social media campaigns, or owned social-based channels. 

• Channels. How relevant digital channels were used as a marketing initiative, delivering business results and maximising ROI. 

• Emerging Digital Technologies and Channels. How new and emerging digital technology and channels were leveraged creatively or innovatively to achieve marketing objectives. 

• Campaign. Excellence in digital campaign work, creating compelling and innovative digital marketing that delivers business results. 

• Craft Awards. Digital work with flawless design, masterful execution and outstanding user experience.  

To help potential entrants with their entry submissions, the IAB SA is hosting two online masterclasses. The first is for Publishers (21 February) and the second is for Agencies (28 February).  

You can find out more about the Bookmark Awards here.