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Boxer Superstores

Adrian Naidoo is a highly accomplished, results-driven through-the-line media executive and a dedicated digital, tech, and AI explorer with nearly two decades of experience in the advertising industry. Renowned for his expertise in understanding and responding to evolving audience behaviour, Adrian has a proven track record of developing award-winning media strategies built on leveraging data-driven insights to maximize investment potential. Currently, Adrian leads Bmedia, Boxer Superstores’ retail media agency. Fuelled by his belief that true innovation occurs at the apex where technology and human ingenuity converge, his ambition is to drive brand equity through the powerful 360-degree media opportunity inside Boxer, ultimately allowing brands and advertisers to influence the shelf battle through a fully integrated, end-to-end media product. Prior to this, he served as the Managing Director of Mindshare SA, where he successfully drove agency growth, fostered innovation, and managed high-level client relationships for major local and global brands. His strategic leadership has consistently delivered pioneering results, recognised at leading awards events locally and globally. A thought leader in the African media landscape, Adrian is a frequent keynote speaker and panellist, regularly presenting on topics such as digital maturity, the value of audio in a video-centric world, and the impact of AI on consumer trust. His industry involvement includes serving on the IAB Bookmarks Awards Committee and judging for prominent bodies such as the MMA Smarties, Bookmarks, and Assegai Awards. Recognised by his peers for his exceptional contributions, Adrian was named the Media Agency Rising Star at the 2023 MOST Awards and ranked 6th for SCOPEN’s Most Admired Media Agency Professional in the same year. Guided by the philosophy of being “internally collaborative to be externally competitive,” he is passionate about mentoring teams, accelerating business growth, and evolving at the speed of technology to deliver long-term, sustainable ROI.