South Africa, April 9 -- Brands that focus on building deep engagement and a seamless shopping experience for users no matter where they are consuming content are consistently outperforming their competition. Using first party data insights to futureproof campaigns and meeting consumers with a unified brand experience across channels are not just nice-to-haves, they are crucial. The recent shock move of the $700m Coke account from WPP to Publicis after a closed-door review attests to this. The Publicis pitch focused on innovation, data driven insights and a deep understanding of the local market - all of which are key to winning in an increasingly fragmented media landscape

While these generations are digital natives, never having known ...