South Africa, Jan. 28 -- If brands want to show up, they need to do so authentically, at pace with what is happening right now, and in such a way that drives a cultural narrative.

'Nowness'

Creative curation and execution can be done by anyone with a phone and a bit of tech and social savvy.

Traditional advertising is too slow, and big-ticket production is taking a back seat to real, raw and relatable content from the streets.

For brands that truly want to stand out, they need to be collaborating with people on the ground, pushing the boundaries of social impact and culture, and creating nimble and impactful campaigns that are relevant in real time.

Integration

Gone are the days when traditional briefs guided creative thinking.

Age...