Published by MediaCom South Africa
Yet another extraordinary success this year, MediaCom: The Agency of the Future event focused on exploring exciting and innovative opportunities that agencies can look forward to utilising in 2019 and beyond.
On Thursday 11 April, MediaCom hosted industry leaders and media partners respectively at the agency’s annual media-focused event. Featuring a carnival theme, this year’s event was bigger and better as the agency welcomed its Johannesburg-based clients to showcase how MediaCom can drive growth for their brands whilst creating meaningful partnerships.
MediaCom’s large portfolio of brands set up interactive activations in the spirit of the exciting and jolly carnival vibe. Over the course of the day, guests were taken through an array of immersive experiences that showcased MediaCom’s commitment to aid in the development of future agencies. The main point of which, was the utilisation of emerging technologies and human importance.
As an agency, we need to innovate
The day’s speakers touched on a few critical developments in the technology sector that can have an invaluable effect on an agency. The media industry lives in an ever-evolving realm that is part of solutions-driven communication. Reaching specific goals mainly rely on how well agencies, and media buyers alike, adapt and apply innovative solutions.
With the rapid rate that technology is advancing, it has become increasingly clear that it’s one of the most disruptive forces in advertising right now. Speakers on the day covered topics addressing the advancements of ad tech and the influence it has on the whole media industry.
Media strategists are evolving into data strategists. Agencies now have to effectively interpret detailed consumer data to understand customer needs on a personal level and develop data-led media plans.
Agencies of the future will begin to understand connectivity across various ad technologies which will help them ensure that campaigns are set up for success. Mainly by skillfully interpreting data to unearth insights and optimise campaigns.
To future-proof an agency, speakers on the day advise on investing in a variety of technological advancements, including Artificial Intelligence (AI), automated advertising bookings (that are programmatic), machine learning and algorithms, and consumer data collection.
Ashish Williams, MediaCom South Africa’s CEO said, “Winning is not a sometimes thing, it’s an all the time thing. You don’t win once in a while… you don’t do things right once in a while… you do them right all the time.” It was evident throughout the festivities that MediaCom is a company for the people. By putting people at the forefront of their business, MediaCom can deliver better results. Every time.
MediaCom would like to thank all their partners and media who collectively helped demonstrate the role media platforms will play in the technological advancements in agencies. The wonderful carnival would not have been possible without a few key players in the industry.
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