While ad agencies are forced to compete in the business consultancy and technology space, they are being compelled to be more innovative and provide cost-effective and workable solutions for their clients. Gone are the days of brands relying on a single campaign to move product and service. So WPP-owned agency Grey has formed Grey Adventures, a local start-up incubator for emerging tech experts in the creative industry. Francois du Preez, chief digital officer at Grey Africa, says the unit was created "from the belief that some of the most rewarding opportunities for brands happen at the intersection of business, popular culture and technology". He says agencies have no choice but to promote innovation. "Successful agencies are the ones that partner with their clients to look further than just marketing-related problems. As business is constantly changing, and the problems our clients face are always evolving, we have to perpetually find innovative ways to address these issues. In o...

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