South Africa, Jan. 27 -- Over the past two decades, social media has revolutionised our methods of communication, shifting the focus from brand-building to performance marketing, which prioritises short-term gains.

While performance marketing is essential, it should not come at the expense of brand-building.

This concern was vividly highlighted at last year's Cannes Lions, where Jon Evans of System One and Adam Morgan of eatbigfish presented some striking statistics.

Among 160,000 ads they tested 50% evoked no emotional response whatsoever. As they pointed out, this is troubling because "emotional ads work-what we feel influences our actions and purchases".

Furthermore, Adam Morgan stated that emotionally engaging advertisements are s...