New activation agency in Johannesburg

While most activation agencies draw on eventing professionals, her considerable advertising expertise will bring a unique perspective to the arena. "Our focus will be empowering the consumer to a higher state of being, purpose and value," she explains.

Having recently returned from her fourth trip to the Cannes Lions Festival, she noticed that there is a distinct evolution taking place within advertising. "Social media networks are now playing a vital role in developing consumer engagement. It has become very clear that we need to change the way we think and do things in advertising."

For advertisers, creating a meaningful consumer experience has become a formidable challenge in recent years. As a result, powerful brand activation and proactive consumer involvement are now critical to establishing brand leadership.

"As advertisers, we need to transform our business model to meet the demands of a more critical consumer," concludes Marsh.