South Africa, Aug. 15 -- Impactful advertising does not begin with the question of how to use a platform; it starts with a powerful idea that captures something timeless, meaningful, and deeply human.

The phrase "digital-first" has become one of the most dominant ideas in marketing today.

It reflects the reality of the hyper-connected world we live in, where screens, social media platforms, and algorithms dictate constantly evolving consumer behaviours.

From TikTok trends to personalised email strategies and continuous optimisation, brands are racing to keep up, often prioritising platforms above all else.

But speed comes at a cost.

By focusing on formats and technologies as the starting point, many brands risk prioritising presence ...