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Yearbook Jan 2019

8 yearbook 2019 “Whether it be digital capabilities, econometric modelling, predictive sciences, production, insights, PR or activations – as communications experts we owe it to our clients to offer a holistic full spectrum service. From a business perspective it helps us make different and, in some cases, better margins. It entrenches our relationship with our clients to a far greater degree and makes us an indispensable business partner.” Richard Procter, client partner/ new business director at the Dentsu Aegis Network (DAN), points out that “consumer purchase journeys are becoming easier to plot and quantify thanks to digital media reaching critical mass, especially on mobile”. Media agencies, therefore, no longer operate predominantly at the top end of the funnel: he cites budgets being equally divided between prospecting, engaging and driving action. He comments that in 2018 “there was exponential growth in clients asking for a data strategy and putting sizeable budgets into achieving this” and continues, “The race is on to fill bespoke audience centres or DMPs (data management platforms) with cookie data via first, second and third party sources” to enable media agencies to “build custom audiences to drive personalised communication with smart creative and ultimately DCO (dynamic creative optimisation). Re-marketing just gets a lot more interesting. Another positive is this requires far deeper real-time integration between media and creative to drive client KPIs.” AI an important theme According to De Nardis, AI (artificial intelligence) will be an important theme for 2019. He believes its application to daily media tasks, “will deliver incredible additional value to clients… and dramatically change the way we work and the effectiveness of our work”. GroupM will be introducing this to Africa in the next few months via the Co-pilot application. He also highlights the importance, in South Africa, of getting “the right content to the right consumer at the right time” revealing that GroupM invests heavily into the tools, tech and people needed to deliver this, media agency Chris Botha, MD of Park Advertising Josh Dovey, CEO for Africa, Omnicom Media Group SA Celia Collins, MD of Carat Johannesburg


Yearbook Jan 2019
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