South Africa, March 26 -- The creative economy is booming, both globally and in South Africa. According to Unesco, the global creative industries generate over $2.25tn annually and account for nearly 30 million jobs worldwide. Closer to home, South Africa's creative economy contributes around R63bn to the GDP and supports over one million jobs.

It's a dynamic sector that spans advertising, marketing, design, and digital innovation, and is becoming a key driver of economic growth and employment. At the heart of this industry are professionals like Adam Koekemoer, a proud AAA School of Advertising alum with a diploma in Marketing Communications who has built a stellar career in marketing.

Today, as group head of marketing and communicatio...