Creating connected ecosystems

“Technology has changed our lives in a fundamental way, and while it will continue to define where we are, it is creativity that will unlock the value of technology,” says Nunu Ntshingila, head of Facebook Africa.

"If we are to create a world that is connected, then we, the agencies, clients and sectors, have to create an ecosystem that connects," she adds. Ntshingila was addressing an open house at the Facebook Africa offices followed by a Q&A session with the media. The open house took place almost a year to the day that Facebook announced it was opening an office in South Africa and Africa.

“Today, brands with a heritage of 100 years are being disrupted by new brands who are changing the rules through connectivity and technology. There is not one sector that has not or is not undergoing a certain level of disruption,” she states.

Ntshingila questions how we are reacting to this and if, and how, we are making sure that these heritage brands continue to grow. “We have to grow brands and businesses and continue to add value. As a platform, whether you are a heritage brand or new brand, we will continue to help you, so that you'll spend the best dollar or rand in our ecosystem.”

In keeping with this, the Facebook team in Africa has concentrated its efforts in deepening its relationship with its clients. Over the past 12 months, a fundamental part has been the bringing together of agencies, clients and sectors, as well as one on ones with clients and sector meetings; and travelling within the market that includes Nigeria and Kenya. She says this learning is being taken across the continent.

Here Ntshingila says her background in branding and advertising has served her well. “I grew up in branding and working with clients and finding solutions for them. This I understand well and at Facebook I am continuing to do this - growing clients and their brands.”

That’s the one side. She says the other side is that Facebook is a technology company and that is different to a media agency. “The connectivity area was new to me, but it is fundamentally changing the world, so we have to come to grips with it - advertisers and agencies are grappling with it, just as I had to. That has been humbling and I have had to drink out of the fire.”