Iab South Africa Welcomes New Y-council Members To Drive Youth Engagement And Industry Innovation

The Youth Action Council aims to increase engagement within the digital media and marketing industry for under-35s • Following a call for nominations amongst IAB South Africa members, 15 young professionals will receive seats on the Council in 2025.

The Interactive Advertising Bureau South Africa (IAB SA) is excited to announce the appointment of new members to its Youth Action Council (Y-Council). 

Established in June 2020, the Y-Council’s mission is to enhance engagement for industry professionals under the age of 35, providing an organised platform where they can voice their insights, collaborate on industry challenges and gain invaluable mentorship from seasoned leaders in the digital media and marketing sector. Through strategic projects and collaborations with other IAB SA Councils and Committees, the Y-Council empowers the next generation of leaders with the skills, knowledge and network they need to excel.

“We are committed to cultivating a dynamic environment where young professionals can actively contribute to shaping the industry’s future,” says Luzuko Tena, Youth Action Council Chairperson and Social Media, Brand and Advertising Lead: Africa at Accenture. “The Y-Council embodies our vision for a more inclusive, forward-thinking digital landscape and we are excited to see the impact these new members will have on our community.”

Since its inception, the Y-Council has championed several impactful initiatives aimed at fostering development and inclusivity within the digital landscape:

Future Masters and Industry Bites

These edutainment series offer a unique blend of entertainment and learning, spotlighting first-hand experiences and industry specialist roles to demystify the career pathways for young professionals.

Townhall Events

The Y-Council Townhall replaces the ongoing IAB SA Actionable Insights episode for Youth Month in June each year. The Townhall provides a safe, open platform where young voices within the industry can gather to discuss experiences, share ideas and address their challenges.

Mentor Month

This transformative mentorship programme has connected more than 300 young participants with established professionals, enabling meaningful mentorship experiences that drive personal and professional growth.

Bookmark Awards Youth Action Panel

In 2021, the Y-Council established the Youth Action Panel at the IAB SA’s annual Bookmark Awards. The Panel is composed of a youth majority, supported by a few experienced professionals, and is responsible for judging and awarding the Best Digital Student and Digital Youngster. 

For 2025, the Y-Council cohort will include 15 members under the leadership of Tena: 

• Menzi Mhlongo, Digify Africa
• Dintle Phasumane,  Digify Africa
• Sikhanyiso Mdlalose, Dentsu
• Kionna Moodley, PepsiCo
• Thabani Khumalo, PepsiCo
• Blessing Letsoara,  Digify Africa
• Tynielle Beyers, EssenceMediacom
• Boitumelo ‘Tumi’ Motheng, Digitas Liquorice
• Tshwanelo Fokazi, Nedbank
• Lotang Mokoena, Accenture Song
• Keaton Wenn, Machine_
• Keamogetswe Mathe, Dentsu
• Thulisile Madi, Publicis
• Ruaan Marais, Ogilvy South Africa
• Meaghan Essel, Accenture Song

The Y-Council has also created a Shadow Council consisting of four members, who will assist the main members of the Council as part of working groups for research and project development. The Shadow Council includes Gugulethu Emily Muzondo (VML), Amy Gajjar (Machine_), Cordelia Moyo (GroupM) and Zen Tunguntwana (Publicis).

“We are excited to see the continued growth of the Y-Council and the impact it has already made on our industry,” adds Chris Borain, Executive Director of IAB South Africa. “The incoming members bring fresh energy and a diversity of insights that will undoubtedly strengthen the Council’s ongoing work and inspire greater collaboration across our industry.”