South Africa, Feb. 12 -- Ours is a market defined by complexity: multiple languages, layered identities, economic disparities and deeply rooted cultural nuance.

In such an environment, creativity has never been a "nice-to-have". It's the connective tissue that allows brands to communicate with relevance, empathy and authenticity.

Exhilarating and unsettling

We are living through one of the most consequential moments in the history of creativity. This sentence, or variations of it, may be overused, cliche even, but there really is no other way to describe the great technological evolution that is taking place before our eyes in real time.

Never before has the total archive of human knowledge, culture and imagination been both accessibl...