Absa's "Africanacity" rebranding campaign last year, after its divorce from former parent company Barclays in the UK, left many wondering if the whole affair was actually worth it, but other companies are successfully navigating digital advertising that is set to overtake traditional advertising in SA. Zibusiso Mkhwanazi, co-founder of Avatar (SA's largest black-owned advertising agency) and CEO of M&N Brands, said advertising and branding were no longer a one-way affair in which brands sold a product or service, but rather a two-way communication in which consumers engaged brands about their offerings, facilitated by technology. With the rise of social media and the use of smartphones, advertising channels have evolved to include the various screens that people engage with daily, alongside the traditional billboards, newspapers, magazines, radio and television. PwC SA associate director Charles Stuart highlights a trend towards upgrading existing mediums. Billboards, for example, s...

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