He's one of South Africa's highest-ranking global ad-men. He's Robyn Putter, WPP's worldwide creative head. He's rarely heard in South Africa, but you can hear him at Tony Koenderman's Ad Brainstorm next month.
Right now, the global advertising industry is facing up to the most momentous changes in its history. Nothing before, not even the introduction of television, compares with the convergence of forces taking place at the beginning of the 21st century.
Simultaneously, we're trying to figure out how to survive and profit from these major shifts:
- The second digital revolution. The first-round failures are behind us, and digital/online/Internet marketing is now being embraced wholeheartedly; it's no longer a maybe but a certainty. But “how?” is still the question.
- he Fourth Screen – advent of mobile marketing; this is expected to be bigger than anything known so far; and it's highly relevant to South Africa.
- A high-touch reaction to all that high-tech progress. And with another technological threat (global warming) adding to the worry, there's a strong drive for responsible and ethical marketing.
- Integration. Thanks to technology, an old idea gets new clothes. It's vital to use all the possible touch points to convey a single powerful and consistent message.
- Consumers are taking control of media through consumer-generated content and what advertising they receive.
- Interactivity. If you don't involve and engage your audience you're lost.
So what does it mean for you, the South African marketer, advertiser or media owner? How will this affect advertising? Is it relevant to a developing economy such as ours, or will the second digital revolution pass us by?
There's no escape. It will affect everything to do with marketing, changing customer attitudes, creativity, media usage and advertising effectiveness.
Tony Koenderman's Ad Brainstorm assembles a top-drawer panel of international speakers and South Africans of international stature, and there will be opportunity to interact with them during question time and conference breaks.
Confirmed speakers:
- Fernanda Romano, executive creative director, Lowe Worldwide, New York. Are you ready for the revolution?
- Robyn Putter, worldwide creative head, WPP Group. The Big Idea or the Big Ideal? Building business by adding meaning to your brand.
- Gail Curtis, chief executive officer, Saatchi & Saatchi South Africa. Consumers take control: how does this influence marketing?
- Alan Knott-Craig, chief executive officer, Vodacom. The Fourth Screen: marketing via the mobile phone.
- Andy Rice, founder, Yellowwood Brand Architects. The medium and the message: brand communication in a new era.
- Ross Chowles, creative director, The Jupiter Drawing Room Cape Town. Shorter, sweeter, smarter: how advertising must adapt.
Remember 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.
Advertising Brainstorm is presented by a partnership of Tony Koenderman, Terry Barker and Marcia Minnaar. Finweek and Clear Channel Independent are sponsors. A share of profits is donated to bursaries for disadvantaged students at the major advertising schools, and last year eight students benefited from this.
Details
Date: 10 October 2007
Venue: The Wanderers Club, 21 North Street, Illovo
Standard rate: R1980.00 (per delegate)
Group rate: R1500.00 (per delegate, for five or more delegates)
Fee inclusive tea/coffee on arrival, mid-morning and afternoon tea/coffee, buffet lunch and delegate pack.
Email for more information.
