Remember the early expectations for the cellphone? They predicted 250 000; they got 25 million. Don't make the same mistake about the second digital revolution, now sweeping the world.
It will affect everything to do with marketing, changing customer attitudes, creativity, media usage and advertising effectiveness. And South Africa won't escape.
So what does it mean for you, the South African marketer, advertiser or media owner?
On Wednesday, 10 October 2007 at The Wanderers Club, Johannesburg, Tony Koenderman's third annual Brainstorm, a one-day conference, will ask and answer such questions as:
- The relevance of new media in an emerging economy
- The Big Ideal: how care for causes drives marketers.
- Customers take control: what do we do about it?
- The Third Screen: small in size, big in impact.
- Shorter, sweeter, smarter: how advertising must change.
There will be a top-drawer panel of international speakers and South Africans of international stature. Confirmed so far are:
- Fernanda Romano, executive creative director, Lowe New York: The second digital revolution: threats and opportunities in an emerging economy.
- Robyn Putter, creative head of WPP Group, the world's second largest marketing communications organisation: The Big Ideal: the drive for ethical marketing.
- Andy Rice, founder, Yellowwood Brand Architects: The medium and the message: branding in a new era
- Ross Chowles, creative director, The Jupiter Drawing Room Cape Town: Shorter, sweeter, smarter: how advertising must change.
The conference will end with a debate to give delegates the opportunity to grill the speakers on local implications.
A share of profits is donated to bursaries for disadvantaged students at the major advertising schools, and last year eight students benefited from this.
