The Covid-19 pandemic has seen a fundamental shift in purchasing patterns as consumers shift priorities amid lower household income. Most brands have had to relook at their advertising campaigns during this period to ensure their communication messages remain relevant in this new context.

In the final Gen Next digital event prior to the awards taking place on Friday, August 21, the focus was on how SA’s leading brands appeal to the youth, particularly in a post-Covid world. Moderated by Arye Kellman, chief creative officer and co-founder of Tilt, the panel included three past Gen Next winners, represented by Tony Soglo, acting station manager at Metro FM; Neo Dikamotse, marketing manager at Koo and Precilla Kalogeropoulos, head of beauty categories at Avon...

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