South Africa, Oct. 30 -- As we feel summer creep into 2025, I can't help but think every campaign should have the same magic summer brings. Fresh, bold, colourful and memorable. The concept of summer is an integrated experience made up of individually great moments and experiences. Summer is seamless as are well executed integrated campaigns.

There's an anticipation to summer that we can learn from. You don't just wake up one morning in full year-end swing. It builds. From conversations, to planning, to booking, more planning, packing, travelling and experiencing. Summer teases before it arrives and when it does it is not with an empty cooler box! The same approach needs to be adopted when building a campaign. Understanding the brief, cr...