South Africa, Nov. 17 -- Historically, marketing functions were siloed. Brand thinking lived with creative or advertising agencies and client marketing teams. Media planning and buying sat with media agencies. PR handled earned coverage. The late 20th century gave us IMC (Integrated Marketing Communications), a philosophy meant to bridge these gaps. However, even then, communication strategy was often placed wherever the dominant budget or agency relationship lived. That legacy still lingers with fragmented ownership, inconsistent briefs, and a tendency to combine tactical execution with strategic intent.

Today's communications landscape is an ecosystem of constant motion. Channels multiply; from social and search to streaming TV, influe...