Our MD, Gau Narayanan was featured on the @AshrafGarda @SAfmRadio show on Sunday, 11 February, he talked about the privilege of working at Net#work BBDO, an agency that has done some of the most iconic campaigns in South Africa such as Brand South Africa, Virgin Love Story, Raj Brohers for Corsa Lite, and Chicken Licken Inner Piece.
Gau mentioned that one of the most important tasks brands have is to connect with consumers on a human level. That cultural connection is critical, an example of this was working with Libresse to understand that young, South African women lived in fear and ignorance about feminine hygiene because the subject is taboo in South African culture. This led the agency to create #VaginaVarsity an online learning platform, educating and empowering young women about feminine hygiene.
When asked about the future of the industry, Gau commented that data is important but remains a means to an end. We can now layer data on top of our innate understanding of human behaviour with actual online data to ensure we connect better and more precisely with people.
In the future of advertising, Gau warned that agencies are not as disruptive to their own business versus what they do for their clients. And this is because you need a different mindset to disrupt an industry. And the two companies that have done this most successfully are Google and Facebook. If agencies don’t apply data to their communications so that they connect better, the way these two companies do, agencies will struggle.
Listen to the full interview here…