South Africa, May 26 -- Marketing has undergone a profound transformation. In an era where content is consumed in micro-moments, the divide between media and creative has never been more costly.

The days of traditional advertising, where media and creative worked seamlessly together, seem almost nostalgic.

As we navigate an increasingly fragmented landscape, one thing has become clear: integration is no longer optional, it is essential and critical to success.

Advertising was once straightforward, with media and creative working in unison across a few dominant channels.

The rise of social media, streaming platforms, and digital-first consumption habits has shattered this model.

Today, brands must navigate a complex media ecosystem wh...