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World Wide Creative appoints new Creative Director - World Wide CreativeWorld Wide Creative welcomes Sammy-Jane Every as the agency's Creative Director. 17 Dec 2014 Read more

Media lawyer Emma Sadleir talks sex, ethics and social media at Heavy Chef: Save the date - World Wide CreativeDigital learning initiative, Heavy Chef is set to host an event in February 2015, featuring media lawyer and speaker, Emma Sadleir, who will be presenting on social media ethics - the pitfalls, the risks and the opportunities that exist for individuals and brands. 2 Dec 2014 Read more

Rand Fishkin comes to Heavy Chef Cape Town: November 2014. Book now! - World Wide CreativeInternationally renowned digital marketing mastermind, Rand Fishkin, will make a long-awaited return to Cape Town, presenting his talk, The Paradox of Exceptional Marketing, at a 'Heavy Chef' event on 10 November 2014. 4 Nov 2014 Read more

Luke Townsin on Twitter And The Mobile Stream: Heavy Chef video release - World Wide CreativeWorld Wide Creative's practical learning platform, Heavy Chef, was headlined by Luke Townsin, Twitter's Head of Brand Strategy (Multinational EMEA) on 18 September 2014. Presenting on Twitter And The Mobile Stream, Luke enlightened the audience on the major trends in content consumption and how brands can streamline their content to stand out in a mobile-driven age. Luke's speaker video showcases the main take-outs from his presentation. 23 Oct 2014 Read more

The power of a tweet: Heavy Chef October to focus on Twitter's growth in Africa - World Wide CreativeWorld Wide Creative's practical learning platform, Heavy Chef is set to host the CEO of Ad Dynamo, Sean Riley, in Johannesburg on 22 October 2014. 14 Oct 2014 Read more

Heavy Chef to host global digital marketing expert, Rand Fishkin in Cape Town - World Wide CreativeMoz co-founder and digital marketing author, Rand Fishkin will make a reappearance at Heavy Chef on 10 November 2014 at World Wide Creative's new event space in Cape Town. Entitled, The Paradox of Exceptional Marketing, the session will identify barriers to scale and the web marketing tactics that take companies from run-of-the-mill to remarkable. 1 Oct 2014 Read more

Dave Duarte sheds light on dark social media at Heavy Chef: view the presentation - World Wide CreativeLifting the veil off the digital phenomenon known as "dark social media", Dave Duarte headlined the Heavy Chef event in Cape Town at World Wide Creative's brand-new event space on 28 August, and his official presentation has now been released. 26 Sep 2014 Read more

Heavy Chef to host Luke Townsin - Twitter's Head of Brand Strategy (Multinational EMEA) - Book now! - World Wide CreativeWorld Wide Creative's practical learning initiative, Heavy Chef will host Luke Townsin - Twitter's Head of Brand Strategy (Multinational EMEA), in Cape Town on 18 September 2014. 10 Sep 2014 Read more

Heavy Chef events returns to Cape Town with Dave Duarte on dark social media - book now! - World Wide CreativeOn 28 August 2014, Heavy Chef, the practical learning initiative by digital agency World Wide Creative will host online marketing expert Dave Duarte, talking on dark social media. 20 Aug 2014 Read more

ZA Central Registry partners with World Wide Creative to launch dotAfrica top-level domain - World Wide Creative.africa: One domain for the entire African continent 14 Aug 2014 Read more

World Wide Creative launches new e-commerce platforms to sell gold online - World Wide CreativeThe South African Gold Coin Exchange (SAGCE) and its retail division, The Scoin Shop, have officially launched brand new websites, both designed and built by digital marketing agency, World Wide Creative. 29 Jul 2014 Read more

World Wide Creative releases exclusive interviews with speakers at the IMC Conference - World Wide CreativeThe World Wide Creative (WWC) team attended the Integrated Marketing Communication (IMC) Conference in Cape Town from the 9th to the 10th of June hosted at the CTICC. During the course of the event, the WWC team conducted a series of exclusive interviews with some of the keynote speakers and workshop hosts from various communication disciplines. 25 Jul 2014 Read more

Gareth Cliff's talk on the future of radio: Exclusive Heavy Chef video release - World Wide CreativeGareth Cliff headlined Heavy Chef on 24 June 2014 at Microsoft's headquarters in Johannesburg where he shared his insights on "The Future of Radio". An exclusive video of his talk has now been released and is available to watch here. 21 Jul 2014 Read more

The reinvention of radio: Gareth Cliff talks digital at Heavy Chef in Johannesburg - World Wide CreativeAt this month's anticipated Heavy Chef event, South African media icon, Gareth Cliff, addressed the crowds at headquarters in Bryanston, Johannesburg on 24 June 2014. 27 Jun 2014 Read more

Heavy Chef to host Gareth Cliff on 24 June in Johannesburg. Book now! - World Wide CreativeOn 24 June 2014, Heavy Chef, the practical learning initiative by digital agency World Wide Creative will host Unradio's founder, President Gareth Cliff. 18 Jun 2014 Read more

Save the date: Heavy Chef to host Reg Lascaris in Cape Town on 16 September - World Wide CreativeOn Thursday, 22 May, digital agency World Wide Creative and GIBS in Jo'burg, hosted another Heavy Chef event featuring legendary adman, Reg Lascaris - and the audience of marketers and digital natives were riveted. 3 Jun 2014 Read more

Heavy Chef event fully booked - keep track on social media - World Wide CreativeThe next Heavy Chef event, set to take place on 22 May 2014 at GIBS in Johannesburg has been fully booked out. 19 May 2014 Read more

Latest Heavy Chef event out on video - World Wide CreativeThe latest speaker videos from the Heavy Chef event, held in April in Johannesburg have now gone live on the Heavy Chef website. 30 Apr 2014 Read more

World Wide Creative - ten years in, with brand new digs - World Wide CreativeDigital agency World Wide Creative celebrates reaching their 10-year milestone with a rebrand and a new website. 22 Nov 2013 Read more

14 Bookmarks nominations ahead of 10th birthday for World Wide Creative - World Wide CreativeWorld Wide Creative is excited to have received 14 shortlist nominations in the 2013 Bookmarks Awards, placing itself in the top five South African agencies in the list of award finalists. 1 Nov 2013 Read more

World Wide Creative and MyCiTi launch innovative Google Transit in Cape Town - World Wide CreativeWorld Wide Creative (WWC) has always considered itself the kind of company that values innovation, new thinking and trailblazing when it comes to digital and the online space. 11 Oct 2013 Read more

What do Conan O'Brien, Jimmy Wales, Vivienne Westwood, Sean "Diddy" Combs, and Annie Liebowitz all have in common? They are among the dozens of illustrious thought-leaders that spoke at the 60th Cannes Lions Festival of Creativity in June this year. 12 Jul 2013 Read more

Heavy Chef, the practical learning division of World Wide Creative, is hosting their regular monthly session in Johannesburg this June. 21 Jun 2013 Read more

World Wide Creative, integrated digital marketing agency and part of JSE-listed Sekunjalo Investments Limited, recently launched Hyundai's new website for the South African region. 24 May 2013 Read more

World Wide Creative (WWC) is at the top of their game having recently been appointed digital marketing agency for six new accounts: Maxidor, Markham (TFG), SA Gold Coin Exchange, Wellness Warehouse, South African Bunkering & Trading and Jeffares and Green. 17 Apr 2013 Read more

After the popular December session featuring the leading online shopping sites, Heavy Chef is bringing the Johannesburg community some of the e-commerce experts to tackle this progressive sector. 4 Mar 2013 Read more

World Wide Creative (WWC), the Cape Town-based digital marketing agency, headed up by Fred Roed and Mike Perk, have recently announced the appointment of a new GM for their Cape Town office in the form of Alex Acton. 11 Jan 2013 Read more

It's the season to Give Responsibly - World Wide CreativeCape Town CCID and World Wide Creative have launched a campaign promoting a new SMS donation service for the homeless in the CBD. 14 Dec 2012 Read more

The state of e-commerce with Yuppiechef, Zando And Kalahari - World Wide CreativeThe well known digital marketing education portal Heavy Chef is hosting its last "Heavy Chef Session" of 2012 on the 13th December, entitled The State Of E-Commerce featuring speakers from leading e-commerce portals Yuppiechef, Zando and Kalahari. 3 Dec 2012 Read more

Heavy Chef November session: Mike Sharman and Mike Stopforth on Viral and Social - Johannesburg - World Wide CreativeAt this month's Heavy Chef digital marketing event, Mike Sharman and Mike Stopforth will be unpacking two buzzwords we hear all too often online - Viral and Social. 9 Nov 2012 Read more

This month we celebrated another successful Heavy Chef event with the Founder and Creative Director behind The Jupiter Drawing Room - Mr Graham Warsop. 26 Oct 2012 Read more

This month The Heavy Chef Project is pleased to announce the rather unexplored topic of M-commerce. Last month's session with Shirley Wakefield shed light on the undeniable importance of mobile in Africa, which provided a solid foundation for what we will examine next - mobile shopping. 17 Sep 2012 Read more

Event: upcoming July Heavy Chef Session, Johannesburg, with Don Packett, on speed - World Wide CreativeDon Packett is an entrepreneur, raconteur, stand-up comedian and co-founder of business consultancy, 21Tanks. Don's speciality is providing perspective and he's set to provide a healthy dose of it at the next Heavy Chef event on 18 July 2012 in Johannesburg. 5 Jul 2012 Read more

Simply Asia launches South Africa's biggest Thai restaurant chain, Simply Asia (@simplyasia), launched a compelling new marketing drive in April and May entitled "Think Thai For A Change". The campaign was conceptualised by Simply Asia's partner agencies, World Wide Creative (digital) and Bittersuite (TTL). 21 May 2012 Read more

Chaos Computers' popular Tech Paradise campaign reaches final week - World Wide CreativeThere is only one week left to get entries in for Tech Paradise 2012 - the larger-than-life competition that has taken the South African tech and gaming community by storm. Entrants are just days away from finding out whether they have won every gamers' dream prize: A five-day getaway in the ultimate luxury gaming playground with four friends in a Camps Bay villa. 23 Apr 2012 Read more

Mxit CEO Alan Knott-Craig Jr. presents his vision for Africa's largest mobile social network - World Wide CreativeIn the upcoming Heavy Chef event on March 28th, Alan Knott-Craig Jr. will present his vision for the future of South Africa's largest mobile social network. The newly appointed CEO of Mxit will cover the real demographics behind Mxit, the challenges faced and most importantly, the opportunities Mxit provides to marketers. 16 Mar 2012 Read more

22seven's Christo Davel: fear and desire in the finance world - World Wide CreativeWednesday night saw the irrepressible Christo Davel, founder of the exciting, yet controversial start-up 22seven, present to an eager audience at the February 2012 Heavy Chef Session. 2 Mar 2012 Read more

World Wide Creative further strengthens web marketing department with stellar recruits - World Wide CreativeJohannesburg and Cape Town-based digital marketing agency World Wide Creative has further strengthened its web marketing team with the recruitment of Michèle Macnab, a senior Pay-Per-Click Strategist and Conversion Analyst. Michèle has extensive UK and South African experience in search advertising and the application of its results to website improvement. 1 Mar 2012 Read more

Boom! Sir Richard Branson meets eight of South Africa's brightest young entrepreneurs - World Wide CreativeThis week, coinciding with Global Entrepreneur Week, the Branson Centre For Entrepreneurship selected eight of their brightest and finest to travel to Tech City, the world-famous entrepreneur hub in the East End of London. 21 Nov 2011 Read more

The mystery of online media unveiled: Book now for Heavy Chef Jozi, 23 November - World Wide CreativeNever has a marketing medium presented a more murky and confusing profile as online advertising. Next week, South Africa's premium monthly marketing event, the Heavy Chef, aims to bring clarity to this tricky topic. 17 Nov 2011 Read more

Major new client acquisitions by digital marketing agency World Wide Creative - World Wide CreativeOver the past 12 months digital agency World Wide Creative, has made significant steps in the South African marketing segment. With the recent expansion of the Johannesburg branch and major client acquisitions such as Virgin Mobile and South African Gold Coin Exchange, World Wide Creative is set to continue their growth into 2012. 19 Oct 2011 Read more

How to choose a web agency in a downturn - World Wide CreativeAs the world considers forecasts of another (yes, the word that no one wants to say) recession, service businesses are bracing themselves for some choppy waters. And when the storm hits, marketing is the first to go overboard. 6 Oct 2011 Read more

How to run a digital agency over multiple cities - World Wide CreativeFast growing Digital Marketing Agency, World Wide Creative, has recently moved its Johannesburg branch into a shiny new office space in the Sunninghill area of Sandton. With expansion comes the inevitable lessons that moving offices, hiring people and hidden costs bring. 13 Sep 2011 Read more

Nikki Cockcroft discusses the changing media ecosystems at Heavy Chef event in Cape Town - World Wide CreativeHeavy Chef hosted a successful session on Thursday 28th July at Deloitte in Cape Town with Woolworths' new head of online, Nikki Cockcroft, commenting on the changing face of digital marketing. 3 Aug 2011 Read more

Heavy Chef June: Focussing on trust and identity online - World Wide CreativeLast month, Deloitte hosted the Heavy Chef Johannesburg session with Nic Haralambous talking to us about Motribe, his and Vince Maher's extraordinary startup. The session saw an unprecedented level of interaction on the social networks, and a buzz around the topic of mobile communities. The Heavy Chef now moves to Cape Town once more, with the topic of "Trust and Identity Online" coming into focus. 2 Jun 2011 Read more

Motribe comes to Johannesburg - World Wide CreativeMotribe, which focuses on providing a platform for groups, communities, agencies and brands to communicate with each other and their customers via the mobile web, is coming to Johannesburg with this month's Heavy Chef event. 20 May 2011 Read more

Exclus1ves celebrates Its first birthday - World Wide CreativeOnline commerce site Exclus1ves.co.za is celebrating its 1st birthday this month. Digital marketing agency World Wide Creative is working together with Exclus1ves to launch their Birthday campaign called the Power Of 1. Following the extraordinary success of last year's FlashMob FireSale campaign, the Power Of 1 birthday campaign was launched on Tuesday, 29 March 2011. 5 Apr 2011 Read more

How to build a great mobisite - World Wide CreativeThe Heavy Chef Session in Johannesburg this month focuses on "Building Great Mobile Sites", with Tim Bishop from Prezence as the speaker. Heavy Chef Sessions are free monthly presentations by top speakers in the marketing industry. 29 Mar 2011 Read more

Western Cape retail IT chain uses online reputation management to push its products - World Wide CreativeChaos Computers, with 7 stores around Cape Town, is using online reputation management (ORM) tools to link trending topics with their festive season promotion: the Chaos Candystore Competition: One Sweet Deal A Day. 13 Dec 2010 Read more

Exclusive Books uses social media to grow their community - World Wide CreativeSomething's up at Exclus1ves.co.za. The past two weeks have seen masses of people flocking to Exclus1ves' Facebook page to wait in anticipation for something called a "FlashMob FireSale". This peculiar event saw the hash tag #FlashMobFireSale trend on Twitter, with thousands of new visitors suddenly converging on Exclusives' website. 23 Nov 2010 Read more

What does it really mean to These days agencies are continually getting involved in discussions about "engaging with the audience". For this month's Heavy Chef Session, we're investigating what the heck it actually means. 15 Nov 2010 Read more

October Heavy Chef Session: For this month's Heavy Chef Session, held in Cape Town (already fully booked), we ask the question: "Is Blogging Dead?" 13 Oct 2010 Read more

It's about community! - World Wide CreativeIn this day and age, when there are so many messages transmitted every day, marketers can be forgiven for scratching their heads and wondering how the %$&# they can be heard through all the noise. 27 Sep 2010 Read more

Digital marketing agency World Wide Creative puts on weight in 2010 - World Wide CreativeWhile the monthly Heavy Chef Sessions have steadily grown in popularity as marketing events, World Wide Creative has been quietly increasing its stable of clients. In 2010, World Wide Creative has been working with Honda SA, Virgin Mobile, Old Mutual, Exclusive Books, The Just Cause, Cape Town Partnership, Mondi SA, Rhino Africa, Wild Card and Ajax Cape Town. 7 Sep 2010 Read more

Your reputation is now on the line - World Wide CreativeOk, the World Cup is over, the dust has settled and we're back in full swing here at The Heavy Chef Project. We've been focusing on Online Reputation Management for the past two months, and with Twitter now the fastest growing social network, reputation is certainly on the frontline. 22 Jul 2010 Read more

What the hell is Imagine being able to view two versions of the world around you. In the first world, things are pretty much as you've always known them to be. The birds around you are tweeting; neon billboards are blinking aimlessly. Don your Augmented Reality glasses and an entirely different scenario takes place. 23 Apr 2010 Read more

What are you doing to jump on the digital bandwagon in 2010? - World Wide CreativeThere are signs of significant change in the South African marketing landscape. Corporates are finally loosening the IT Department's grip on Facebook usage. Big brands are bolstering their ranks with fresh-faced web-junkies. Even certain traditional agencies are reclassifying themselves as “digitally centred” agencies. So, the question is, what are you doing to jump on the digital bandwagon? 20 Apr 2010 Read more

On Tuesday 2nd February, World Wide Creative and The Heavy Chef Project will be presenting a Heavy Chef event entitled “A Taste of The Future: Digital Marketing Trends in 2010” in Johannesburg. The Heavy Chef Sessions are free events focusing on digital marketing. 27 Jan 2010 Read more

Four damn good reasons to manage your online reputation - World Wide CreativeOnline reputation management (ORM) is the analysis of your personal or professional, business or industry reputation as represented by content across all types of online media channels. Basically, when people online write stuff about you, you should know about it fast enough to be able to respond - especially if it's negative stuff. So, why is this important? Here are four damn good reasons. 10 Dec 2009 Read more

Banner advertising: why do we ignore it? - World Wide CreativeAdmit it: you've never really clicked on a banner ad unless it had a sexy girl on it (if you're a guy) or if there was a diamond ring (if you're a girl) involved. We all suffer from ‘banner blindness'. This means that the dozen blinking, fluttering banner adverts on our favourite websites nearly always recede helplessly into the background. So, why do we ignore banner advertising as much as we do? 25 Nov 2009 Read more

Top 10 mistakes to avoid in your social media strategy - World Wide CreativeAs the dust settles after the heady buzz of the past five years of social media madness, we're now able to reflect upon the mistakes we marketers have made in our digital strategies. Fred Roed, CEO of World Wide Creative, lists the 10 Greatest Hits of Social Media Marketing Mistakes. 30 Oct 2009 Read more

How to create and run a profitable digital campaign - World Wide CreativeThe Heavy Chef Project is launching a new digital marketing course tailored for marketers, managers and entrepreneurs: The “Creating Profitable Websites” Course, running from the 12 - 14th of August, in Cape Town. (An early bird special is still available.) 13 Jul 2009 Read more

Why wookiees don't wear pants - a study of creativity and its power to transform business - World Wide CreativeThe next Heavy Chef Session is in Cape Town on 1st of July, entitled: "Why Wookiees Don't Wear Pants - A Study Of Creativity And Its Power To Transform Business" The speakers are Justin Gomes and Charl Thom from FoxP2. 26 Jun 2009 Read more

South Africa's internet community called to solve Perdeberg Winery's zebra-kidnapping case - World Wide CreativeNot too long ago, Merlot, the famed zebra who appears on every bottle of sumptuous Perdeberg wine, was kidnapped from the Paarl winery's historic premises. Riaan Moller, Perdeberg's award-winning winemaker, went to the web for help, setting up www.themissingzebra.co.za to galvanise South Africa's five million-strong internet community into action. This week, there is a new twist in the story, involving new clues and a missing BlackBerry. 25 Mar 2009 Read more

World Wide Creative sets its eyes on ‘Operation Jozi' - World Wide CreativeSince the official launch of World Wide Creative's Johannesburg branch in August last year, the world's most talented digital agency** has not rested in its quest to conquer the City of Gold. 9 Mar 2009 Read more

World Wide Creative launches the new DA website - World Wide CreativeUK and SA based digital marketing studio, World Wide Creative, unveiled the new Democratic Alliance web and mobisites last week. The launch was highly anticipated from the marketing community since the DA's campaign is seen as the closest thing in South Africa to Obama's digitally-aligned campaign last year. 23 Feb 2009 Read more

What to expect in 2009 for digital marketing - World Wide CreativeOn Wednesday evening World Wide Creative, together with 24.com, Corona and Perdeberg Winery, hosted the very last Heavy Chef Session of 2008. Three speakers were invited to spill the beans on what's smoking up their crystal balls, and some pretty cool predictions were mentioned. 15 Dec 2008 Read more

A lot has been happening at digital marketing studio World Wide Creative recently. Awesome campaign results; new, glamorous projects; team growth and extensive press coverage. And so, we figured it's only fair to shout from the hilltops about it all... 31 Oct 2008 Read more

The Heavy Chef Sessions come to Johannesburg: We have reserved 10 seats for the Heavy Chef Session on October 16th, exclusively for Bizcommunity readers. The Heavy Chef Sessions are monthly events focused on analysing the tools of digital marketing. These quick-fire one-hour events have been running successfully in Cape Town for two years, and are now coming to Johannesburg for the very first time. 10 Oct 2008 Read more

World Wide Creative opens Johannesburg office - World Wide CreativeFive years after World Wide Creative's inception in 2003, this progressive young agency has launched a branch in Johannesburg. World Wide Creative opened its doors with a web marketing and web development studio in Cape Town and an office in the UK, and now has seen substantial growth in South Africa's financial centre to grow its presence in the Gauteng. 7 Oct 2008 Read more

At World Wide Creative, we've spent the past six years looking deeply at how to do websites ‘right'. We've tweaked, tested, trialled and torn apart all the various techniques that are available to us in this technological battlefield where everyone is fighting for one thing: traffic. We've listed our top five mistakes that need to be avoided. 22 Feb 2008 Read more

In the late nineties, Stanford business professor Jim Collins unearthed a small group of extraordinary companies that made the transition from mediocre performance to sustained greatness. There was a common characteristic that really struck me: they did not consider technology as a driving force in their success. 15 Jan 2008 Read more

Social media strategy employed to boost top hotel group - World Wide CreativeThe Last Word hotel group, a luxury hotel company based in Cape Town, has launched a new website and blog designed and developed by World Wide Creative. 9 Jan 2008 Read more

World Wide Creative forges ahead in the web marketing arena - World Wide CreativeWith the arrival of Mike Perk, World Wide Creative's UK Director, the South African operation has received a significant boost. 12 Sep 2007 Read more

World Wide Creative offers a customised Content Management System solution - World Wide CreativeWorld Wide Creative developed the Content Management System ‘Webcan' in 2005. This has grown to be a modular system, offering customers flexible solutions that are tailored to their needs. 1 Jun 2007 Read more

World Wide Creative completes Vladimir Tretchikoff e-commerce system - World Wide CreativeVladimir Tretchikoff, enfant terrible of Russian art, is experiencing a renaissance. The artist, who died in 2006, has sold more prints of his work than any other painter and was disliked by as many people as he was loved. It is believed that his Oriental Girl adorns more living rooms than any other artwork, having sold more than 100 million prints. 1 May 2007 Read more

World Wide Creative wins four-way pitch for the Cape Nature account - World Wide CreativeAfter much preparation, kopstamping and deliberation, World Wide Creative have won the much sought-after Cape Nature website account. 1 Apr 2007 Read more

World Wide Creative clients' blogs win awards at the SA Blog Awards 2007 - World Wide CreativeWorld Wide Creative's team was over the moon to see that four of its blog designs achieved awards at the annual celebration of social media in South Africa. Three of the designs were for clients, and one was its in-house blog about business, Ideate (in partnership with sister company Live Alchemy). 1 Mar 2007 Read more

World Wide Creative pioneers new way of building a web marketing team - World Wide CreativeInspired by '7-day Weekend' author, Ricardo Semler, and the Google '20% innovation time' concept, Cape Town and UK-based web marketing agency World Wide Creative have pioneered a sustainable new way of retaining world-beating talent in the internet marketing arena. 1 Jan 2007 Read more

CONTACT US
JOHANNESBURG

Address: Rivonia Gate Office Park, 381 Rivonia Boulevard, Sandton, Johannesburg.
Tel: +27 (0)11 234 4193
Email: louis@wwc.co.za
Director: Louis Janse van Rensburg

CAPE TOWN

Address: 62 Sir Lowry Road Woodstock,
Cape Town
Tel: +27 (0) 21 423 3519
Email: fred@wwc.co.za
CEO: Fred Roed

OUR HEAVY CHEF PHILOSOPHY

Heavy Chef is practical learning about digital marketing. At World Wide Creative, learning and sharing is at the core of what we do, and Heavy Chef is how we put this philosophy into action. Our free monthly events are collaborative platforms for South Africa’s digital community, where we host some of the top speakers and digital marketing influencers in the world. Become a part of it.