For owners of shopping centres and the retailers that occupy them, a marketing agency’s track record can be as important as the rent they charge. EBM Group’s recent sweep of 42 Footprint Awards sends a clear signal that the firm can turn strategic ideas into measurable foot traffic and sales, a promise that matters to anyone looking to boost a property’s performance.
The Footprint Awards recognise excellence in public relations (PR), strategic marketing, brand partnerships, tactical activations and corporate social responsibility (CSR, business initiatives that benefit society). EBM’s tally includes eight Gold, 22 Silver and 11 Bronze trophies, plus a Special Recognition Award for work delivered on a budget under R25 000.
Gold-level wins spanned several high-profile campaigns. Sandton City’s “Words That Heal” initiative earned two Golds, one for PR and another for CSR, while Fourways Mall’s “Destination Fourways” reputation-building effort secured a Gold in PR. The Zone @ Rosebank’s Lauryn Hill pop-up captured Gold for Tactical Activation, and Bedford Centre’s Ticketless Parking earned Gold for PR. Gateway Theatre of Shopping’s “Unity at Gateway” was honoured in the CSR category, and Eastgate received two Golds for its “Eat Out at Eastgate” campaign in Strategic Marketing and Brand-Tenant Partnerships.
The Special Recognition Award highlighted the agency’s ability to produce award-winning work with very limited spend. The accolade went to “Unity at Gateway” in the CSR category, demonstrating that impactful campaigns do not always require massive budgets.
Bradley Wise, managing director of EBM, said the awards matter because they reflect the value the agency creates for its property-owner partners. “Our role is to create value for our property-owner partners. That starts with understanding the commercial objectives of each property and developing holistic strategies and solutions that drives engagement, strengthens destinations and delivers a return on investment,” Wise explained. He added that the trophies also recognise the strong client relationships and trust placed in the agency’s team.
Group head of marketing Najeeba Small echoed the sentiment, noting the agency’s integrated model brings together expertise in strategy, marketing, creative, PR, social media, activations and non-GLA (gross leasable area) sales support. “We have specialist people who understand property and destination marketing and know how to bring different disciplines together to deliver combined effect,” Small said. “Seeing that work recognised across such a diverse range of categories, properties and budgets is something we’re incredibly proud of.”
EBM’s award haul builds on a strong year of international recognition. Earlier in 2026 the agency secured two Gold, two Silver and two finalist positions at the ICSC Global Awards in Las Vegas, further cementing its reputation beyond South Africa’s borders.
Today EBM oversees marketing for shopping centres owned by Liberty Standard Bank Group, Old Mutual Property and Burstone, as well as flagship sites such as Mall of Africa and Fourways Mall. As the firm expands its footprint across the continent, the Footprint Awards provide a marketing-focused credential that could sway property owners weighing agency contracts.
For small-to-medium enterprises that lease space in these centres, the implication is straightforward: a property marketed by an award-winning agency is more likely to attract shoppers, which can translate into higher sales. While the awards themselves do not guarantee success, they do indicate that the agency’s campaigns have been judged by peers as effective and innovative.
In a market where retail footfall is still recovering from recent economic headwinds, the ability to demonstrate proven marketing outcomes is a competitive edge. EBM’s recent success suggests that property owners who partner with the agency may be better positioned to navigate those challenges.
Why marketing awards matter in the South African retail property sector
Marketing awards serve several functions that go beyond the simple presentation of a trophy. First, they provide an independent benchmark that allows property owners to compare agencies on criteria such as creativity, strategic insight and measurable impact. Second, the award process typically involves a panel of industry experts who assess submissions against a set of standards that reflect best practice. This peer review adds credibility that can be difficult to obtain through self-reported case studies alone.
For shopping centre owners, the decision to appoint a marketing partner is often tied to the broader commercial strategy of the asset. A centre that can demonstrate higher footfall, longer dwell time and stronger tenant sales performance is more attractive to both existing and prospective retailers. Marketing agencies that can show a record of delivering these outcomes through recognised awards are therefore able to command greater confidence and, in many cases, more favourable contract terms.
The South African retail property market is characterised by a mix of large, anchor-driven malls and smaller neighbourhood centres. Both types face the challenge of shifting consumer behaviour, especially as online shopping continues to grow. In this environment, destination marketing , the practice of promoting a centre as a place to visit rather than just a place to shop , has become a core component of asset management. Awards that acknowledge excellence in destination branding, tactical activations and CSR signal that an agency understands how to create experiences that draw people back to physical locations.
How the Footprint Awards selection process works
The Footprint Awards follow a structured submission and judging cycle that is typical of industry award programmes. Agencies submit detailed case studies that outline the brief, the strategic approach, the creative execution and the results achieved. Supporting data may include footfall counts, sales uplift, media impressions and social engagement metrics. Submissions are then reviewed by a panel that includes senior marketers, academics and independent consultants. Each entry is scored against criteria such as originality, relevance to the brief, integration of channels and demonstrable business impact.
Entries that achieve a high score in the initial review are shortlisted for further evaluation. The final stage often involves a presentation or interview where the agency can clarify methodology and answer panel questions. Winners are announced at a ceremony that brings together marketers, property owners and media partners, providing networking opportunities that can lead to new business relationships.
This rigorous process ensures that the awards reflect not only creative flair but also tangible outcomes. For a property owner, the knowledge that an agency’s work has passed such scrutiny can reduce the perceived risk of investing in marketing spend.
Implications for South African business owners
Business owners who lease space in shopping centres must consider a range of factors when choosing a location, including rent, foot traffic, tenant mix and the marketing support provided by the centre’s management. When the marketing function is handled by an agency with a proven award record, owners gain an additional layer of assurance that the centre’s promotional activities are aligned with commercial objectives.
In practice, this can mean more frequent events, targeted digital campaigns, and community-focused CSR initiatives that raise the profile of the centre. Such activities often translate into higher visitor numbers during peak shopping periods and can help sustain traffic during off-peak times. For retailers, this creates a more favourable sales environment and can justify higher rental rates or longer lease terms.
Moreover, the presence of award-winning campaigns can enhance a retailer’s own brand perception. When a store participates in a well-executed activation or benefits from a coordinated PR push, the retailer can leverage the associated media coverage and social buzz to attract its own customers. This symbiotic relationship between the centre’s marketing agency and its tenants is a key driver of overall asset performance.
Broader industry trends supporting the need for specialised marketing
The retail landscape in South Africa has been shaped by several macro trends. Urbanisation continues to concentrate consumer spending in metropolitan hubs, while disposable income growth, although uneven, creates demand for experiential retail. At the same time, digital penetration has raised expectations for omnichannel engagement, meaning that shoppers expect a seamless blend of online and offline experiences.
These dynamics place pressure on shopping centre owners to move beyond traditional signage and static advertising. Integrated campaigns that combine social media storytelling, influencer partnerships, data-driven audience segmentation and on-site activations are now the norm. Agencies that can orchestrate these elements across multiple touchpoints are better equipped to deliver the footfall and sales uplift that owners seek.
Corporate social responsibility has also become a differentiator. Consumers are increasingly conscious of the social and environmental impact of the places they visit. Awards that recognise CSR initiatives highlight an agency’s ability to embed purpose-driven messaging into commercial campaigns, thereby resonating with a more values-oriented audience.
Future outlook for EBM Group and the South African shopping centre market
Looking ahead, the continued expansion of EBM Group across the continent suggests that the agency will seek to replicate its award-winning formula in other markets. This could involve adapting successful South African campaigns to suit local cultural nuances while maintaining the core principles of strategic alignment and measurable results.
For South African shopping centre owners, the trajectory points toward deeper collaboration with marketing partners that can navigate both the digital transformation of retail and the enduring importance of physical destination experiences. As competition among centres intensifies, the ability to showcase a portfolio of recognised campaigns will likely become a decisive factor in attracting and retaining high-quality tenants.
In summary, the 42 Footprint Awards captured by EBM Group provide more than a celebratory moment; they serve as a tangible indicator of the agency’s capacity to deliver integrated, results-focused marketing solutions. For property owners, retailers and small business tenants alike, this track record offers a compelling reason to consider EBM as a strategic partner in an environment where foot traffic, brand perception and community impact are essential to long-term success.
