UJ Students Take on Telkom Brief at Nedbank IMC 2026

The classroom is taking a back seat as University of Johannesburg students get the chance to put their marketing skills to the test with a real commercial brief from Plug’d by Telkom. Their campaign ideas will move beyond campus and into the spotlight at the Nedbank IMC 2026, giving emerging creatives an opportunity to engage directly with the industry.

The initiative, a collaboration between Plug’d by Telkom and the Nedbank IMC, challenges students to explore the theme “Turn Connection into Opportunity” and answer an important question: how can connectivity help young South Africans move from simply being connected to accessing real opportunities?

Students studying Marketing, Public Relations and Strategic Communication will take part in the challenge, with Graphic Design students also encouraged to join the teams and bring a multidisciplinary approach to the campaigns.

Working in teams of three to five, participants will develop integrated campaign concepts based on the Plug’d by Telkom brief. The completed entries will be submitted ahead of the conference before being showcased on a public platform and assessed by an official judging panel.

For the teams that make it through to the final stage, the experience will continue at the Nedbank IMC 2026, where the winning campaign will be announced live on 17 September. The winning team will take to the main stage to be recognised for its work and will walk away with a R10,000 cash prize.

Taking place at Mosaïek Teatro in Johannesburg as well as online, the Nedbank IMC describes itself as Africa’s Biggest Marketing Conference™. This year’s theme, “SHIFT HAPPENS™. ARE YOU READY?”, will bring together marketers, business leaders, entrepreneurs, agencies and innovators for conversations around staying relevant and competitive in a rapidly changing business environment.

The conference will also put young people firmly on the agenda through a dedicated youth panel addressing issues including affordability, access to skills, mentorship and employability.

The discussion forms part of the wider YOUTH1000 initiative, developed in partnership with the Marketing Association of South Africa (MASA). Through participating MASA patrons, the initiative extends virtual conference access to young people, creating another avenue for emerging talent to engage with the marketing industry.

Telkom Chief Marketing Officer Gugu Mthembu, who will participate in the youth panel, says the partnership reflects the company’s belief in giving young people a meaningful role in shaping the future.

“Young people are one of Telkom’s most important growth audiences, and we believe connectivity should be a gateway to possibility,” says Mthembu.

She adds that Plug’d was created as 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.

“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,” Mthembu says.

For Nedbank IMC CEO Dale Hefer, the initiative is about creating a more direct connection between young talent and the marketing industry.

“The industry cannot continue to speak about young people without creating meaningful opportunities for participation,” says Hefer.

He says the challenge gives UJ students the opportunity to work on a real commercial brief, gain valuable industry exposure and present their ideas on a platform where they can be seen by industry professionals.

“Our ambition is to evolve this into a sustainable, annual opportunity for emerging marketing talent,” Hefer says.

Beyond this year’s competition, the partners see the initiative as the potential beginning of a longer-term platform that can bring together universities, emerging talent and the marketing industry.

With students getting the opportunity to move from theory to a live commercial challenge, the Plug’d by Telkom initiative could offer a glimpse into what the next generation of South African marketers and creatives can bring to the table.

Tickets for the Nedbank IMC 2026 are available at www.imcconference.com, where more information about the conference can also be found.