The era of one big creative idea rolled out over a long term-campaign no longer applies, according to Brett St Clair, head of Digital Product Management at Barclays Africa. He was speaking at last week’s Apex Next Level of Thinking masterclass, held in partnership with Provantage. “As agencies and brands we’re constantly looking for that big idea to roll out to win new customers,” he said. However, given the huge shifts in digital, ubiquitous technology and a rapidly changing world, it’s an approach that no longer works, since the rate of change is just too fast. Technology platforms, said St Clair, are turning our world around. Mobile devices no longer map the world around us but are putting us in the same story. This is the era of the selfie, which requires marketers to understand micromoments at huge scale – and this can be achieved only with artificial intelligence. The days of speaking to customers are over, he said. Rather, marketers need to understand their consumers better. ...
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