South Africa, Sept. 30 -- If I have learnt anything in this business it is that every couple of years somebody comes along with something that is seen as the new answer.

I can remember it really beginning more than a decade ago. It would almost always happen at Cannes. You would see all these badly designed flyers being handed out by teenagers who had been paid in t-shirts. You would see a word or a phrase over and over. And this would be the new answer. This is where it was all going. This is it. This is the holy grail. If you did this it was all going to make sense.

In the good old days, it began with some classics. Words like mobile, digital, apps and then we moved on to the incomprehensible 'content'. Of course there was Vine and Go...