Half an hour with Petra Liu

In the current economic climate, agencies have to be responsive and reactive, adapting to the changes in SA, says Petra Liu, founder of Wetpaint Advertising. Despite the challenges faced by the industry, she says a “business as usual” approach is imperative – companies still have to put their brands out there if they mean to keep operating.

Budget cuts mean clients want higher returns for less money, which puts pressure on the agencies that service them. For Liu, this has meant taking a strategic approach to business, one where the focus is on how to make smaller budgets work. “There is a lot of opportunity out there for agencies who take a strategic approach. It’s about putting less focus on the concept, the big idea and the creative aspect, and rather coming up with a strong business case that will be aligned with the clients’ strategic direction,” she says.

Liu believes the key to making your mark in the industry is learning to understand both people and business. “It’s a lesson I have learnt over the years. Clients don’t want to be faced with a team of people spouting jargon at them – in fact they find it quite irritating. They wouldn’t be coming to you if they didn’t have some sort of business problem and ultimately, it’s the job of an agency to understand that problem and come up with a business solution – a strategic campaign that will have a real impact,” she says.

In an industry that Liu is passionate about because, due to its pace, creativity and opportunities for collaboration, there is always something new on the horizon. “SA is starting to gain a real understanding of social media platforms, and the use of digital and social media is on the rise,” she says. We’re also on the precipice of a new trend that is set to open up almost endless opportunities for marketers and agencies. “Virtual reality is still in its infancy in SA, but even now we’re seeing new agencies coming up with a key focus in this area. The technology will work particularly well in the car industry and retail space. However, as with all new technology, it’s still very costly and inaccessible when you consider the budget cuts across sectors,” she says, adding that by the end of 2016 there will be a greater uptake of virtual reality in the industry.

“The game keeps changing and there is always something new to learn, which is why, if you’re not constantly educating yourself and upskilling, you will be left behind,” says Liu.

The big take-out: Petra Liu believes a strategic approach is crucial in an industry characterised by budget cuts; however, there are still opportunities to learn and grow in a field that is ever changing.