OMDers from OMD South Africa attended the Advertising Weeks Africa conference. Take a read below to learn from the experiences of those who attended from OMD.
Thandi Gwebu, OMD South Africa – “Attending the Adweek Africa conference left me with some key takeaways. Firstly, as advertisers, staying aligned with the rapidly evolving markets is crucial and ensuring that we’re positioning our brands accordingly. Additionally, organisations need to take the available data seriously and use it to serve their customers better. Collaborating with content creators is also an excellent way for organisations to stay relevant in the ever-changing advertising landscape. Finally, despite the rise of digital advertising platforms, television remains a powerful tool to reach the broadest possible audience across all age groups and demographics and influence consumer behaviour and purchasing decisions. The conference emphasised the need to stay agile, adapt to change, and be mindful of the latest trends and developments in the advertising industry. By doing so, organisations can effectively reach their target audiences and achieve their marketing goals.”
Naaila Dinath, OMD South Africa – “The Adweek Africa conference was an exciting event that inspired and energised attendees about the future of advertising and entertainment. The conference highlighted the need for relevant, relatable, and authentic advertising. In particular, there was a strong emphasis on tapping into the culture and communities of Black youth in Africa, investing in their passions and infrastructure. One key takeaway was the importance of data in shaping effective advertising campaigns. Understanding quantitative and qualitative data is critical in putting the customer first and delivering impactful campaigns that resonate with audiences. The rise of AI, video, and the creator economy presents endless possibilities for advertisers to engage with their target audience in new and innovative ways. And with Africa being a hotbed of innovation, the potential for growth and success in the advertising industry is limitless. Ultimately, Africa is the ‘hartbeat’ of innovation, and there is a pressing need to invest in infrastructure and cheaper mobile data costs to unlock the full potential of this dynamic and exciting market. The future of advertising in Africa is bright, and I can’t wait to see what’s in store.”
Larona Leburu, OMD South Africa – “The Adweek Africa conference showcased Africa’s cultural innovation, and Kevin Hart’s presence as a guest of honour was a highlight of the event. Hart introduced his dynamic entertainment brand; the Hart Beat team also announced that they have partnered with African directors and storytellers to create world-class entertainment content while building local capacity. The conference stressed the importance of localising advertising and branded content using the audience’s mother tongue, enhancing attention and recall. The rest of the equally renowned speakers also emphasised the need to tell authentic and nuanced stories that reflect the diversity of the African continent while contextualising each country within the broader African context. In essence, the Adweek Africa conference celebrated Africa’s vibrant culture and the limitless possibilities that lie ahead.”