29 November 2018 1 Min Read
READ IN FULL | Financial Mail AdFocus 2018
We hope to give brands a primer on how to get content right and create seamless material that will move product and seed valuable conversations
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Rapid change in the digital space is forcing agencies and their clients to come up with different ways to engage with consumers. That imperative became more urgent in 2018 as more traditional forms of marketing were eschewed in favour of online solutions. And the hard numbers tell the story. The latest PwC Entertainment & Media Outlook: 2018-2022 — An African Perspective notes that digital revenue will add R41.3bn and nondigital revenue R6.7bn to the media mix through until 2022.
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Read previous editions
The question then that consumed ad agencies this year was how to respond to the paradigm change. And one of the tools in its armoury was content creation. It wasn’t a difficult leap to craft our theme for this year’s edition of AdFocus as “The Year of Content”.
So then we set about interrogating how well local agencies were doing and if they were up to the task. And here’s the good news. As you’ll see from an extensive range of interviews on the topic, bespoke research and insightful opinion pieces, the ad industry is not only surfing the content wave successfully but in many respects it is garnering accolades from around the world
Jeremy Maggs