The Best Event We've Attended in 2025: LeaderEx

Last month, we walked through the doors of the Sandton Convention Centre and straight into what would become one of our most inspiring weeks of the year. LeaderEx 2025 was four days of intense learning, brilliant conversations, and the kind of networking that leaves you buzzing with new ideas.

‍The Scale of LeaderEx

‍LeaderEx describes itself as South Africa's largest gathering of business leaders, professionals and entrepreneurs, and after experiencing it firsthand, we can see why. From 9-12 September, the Sandton Convention Centre transformed into a hub of business innovation, bringing together executives, directors, managers, entrepreneurs, professionals, government officials and high potentials from across the country.

The sheer scope was impressive – 250 master classes covering everything from AI and digital transformation to marketing, finance, and entrepreneurship. Each day carried its own focus, with streams dedicated to nation building, digital transformation, innovation, marketing, finance, governance, and more. The variety meant there was always something relevant happening, whether you were interested in the future of work, cybersecurity, or creative problem-solving.

Why We Attended

As a creative marketing agency, we went in with clear objectives: to network with potential partners and clients, and to learn how we could refine our approach at ThinkStory. The marketing landscape changes rapidly, and conferences like LeaderEx offer invaluable insights into where the industry is heading and what businesses really need from their marketing partners.

The networking opportunities were exceptional. Beyond the scheduled talks and workshops, the exhibition area buzzed with energy. We spent considerable time at various stalls, chatting with interesting people from diverse industries. These conversations often proved more valuable than formal presentations, offering real insights into the challenges businesses face and how they're adapting to a rapidly changing marketplace.

The Workshop That Changed Our Perspective

Of all the sessions we attended, one workshop stood out: a session hosted by Halo and Heidibeee & Co focusing on "The Long and Short of it." This workshop tackled something we see constantly in our work: the tension between performance marketing and brand building, and why businesses need both to succeed.

The central premise resonated deeply with our philosophy at ThinkStory. Many companies fall into the trap of focusing exclusively on either immediate performance metrics or long-term brand building, but rarely integrate both effectively. The workshop demonstrated how performance marketing delivers short-term results but often lacks staying power, while brand building creates long-term value but requires patience and sustained investment.

This perfectly aligned with our experience working with clients. We regularly encounter businesses that have tried quick-fix marketing solutions – the kind that promise immediate leads and instant ROI – only to find themselves back at square one when the campaigns end.

The workshop reinforced our belief that effective marketing requires both elements working in harmony. Performance marketing can drive immediate results and provide valuable data about what resonates with audiences, while brand building creates the foundation for sustained growth and customer loyalty. When these strategies complement each other, businesses see both immediate impact and long-term success.

The Broader Learning Experience

Beyond that standout workshop, LeaderEx offered insights across multiple business disciplines. The AI sessions were particularly relevant, given how artificial intelligence is reshaping marketing and creative work. We attended panels on digital transformation that helped us understand how our clients' businesses are evolving and what support they'll need from marketing partners.

The entrepreneurship sessions provided valuable perspectives on the challenges facing South African businesses. Many presentations highlighted the importance of clear communication and strong brand positioning – areas where ThinkStory specialises – in helping businesses differentiate themselves in competitive markets.

The finance and investment talks offered insights into how businesses are funding their growth, which helps us understand the budget pressures our clients face and how to structure our services accordingly.

Networking Beyond the Sessions

The exhibition area proved to be where the real magic happened. We spent hours moving between stalls, engaging with business owners, marketing professionals, and industry experts. These conversations provided unfiltered insights into what's working in different sectors and what challenges persist.

We met several business owners struggling with exactly the issues we help solve – unclear messaging, websites that don't convert, and marketing efforts that fail to communicate their true value. These interactions reinforced that our focus on clear communication and transparent partnerships addresses real market needs.

We also connected with complementary service providers, potential collaborators, and industry peers. The quality of attendees was exceptionally high, making every conversation worthwhile.

Reflections on the Experience

What struck us most about LeaderEx was how it demonstrated the interconnected nature of modern business challenges. Whether speakers were discussing AI, marketing, finance, or leadership, common themes emerged: the need for clear communication, the importance of adapting to digital transformation, and the value of authentic relationships in business.

These themes align closely with ThinkStory's approach to client partnerships. We've always believed that effective marketing starts with understanding the real challenges businesses face, not just their surface-level marketing needs. LeaderEx reinforced this belief by showing how successful companies across industries prioritise clear communication and strategic thinking.

The event also highlighted the importance of continuous learning in our field. Marketing evolves constantly, and staying current requires active engagement with industry trends, new technologies, and changing consumer behaviours.

The Value of Industry Events

LeaderEx reminded us why industry events matter so much for agencies like ours. Beyond the formal learning opportunities, these gatherings provide crucial context about the business environment our clients operate in. Understanding their broader challenges helps us develop more effective marketing solutions.

The event also reinforced the value of South Africa's business community. The quality of thinking, the innovative approaches to common challenges, and the collaborative spirit we encountered were genuinely inspiring. These connections often lead to future collaborations and referrals, making events like LeaderEx investments in long-term business relationships.

For anyone in marketing, business development, or leadership roles, LeaderEx offers exceptional value. The combination of high-quality content, excellent networking opportunities, and the chance to gain broader business perspectives makes it well worth the time investment.

Next year, we'll definitely be back, probably for all four days this time, armed with even better questions and clearer objectives based on what we learned this time around.