Cape Town - Don't sit around waiting for the digital infrastructure to be improved - you'll miss the boat.

That's the warning from Zeyad Davids, recently returned expatriate who is heading up digital at the new agency, M&C Saatchi Abel.

An internationally renowned expert on internet marketing, Davids refuses to be overwhelmed by South Africa's backwardness in this field.

"SA doesn't have the best broadband or the best technology penetration, so the creative possibilities are limited. But there are still many opportunities to engage and to entertain. Start making that investment now."

The ad industry needs to drive the move into the digital environment, he believes. "Where we are falling behind is that our advertisers are not spending enough in the digital space.

"But in mobile we are trendsetters, ahead of the game, with very savvy mobile internet users. Delivery of the internet through the handset is high by world standards. I have seen some great innovations in this market."

The digital platform has made a fundamental difference. "Communication was previously managed within tight parameters. Now you deal with an environment where brands have to earn their right to play.

"The traditional stop-and-interrupt style has to move to more engagement. The big creative challenge is how do you continue to be engaging and entertaining and creatively reach people without TV's richness.

"We need to democratise the media space. Creative departments must become less siloed, more inclusive about idea generation. The big idea doesn't always come out of the creative department. What's holding us back is that our advertisers are not spending enough in the digital space.

Home-grown talent pool

"Digital has 2% of total adspend here, compared with 10% to 13% in the developed markets. Perhaps the advertisers and strategists are not doing the best job of selling the benefits of digital to clients."

SA doesn't lack talent, Davids says. "There is home-grown talent that fundamentally understands the medium and is capable of delivering."

Davids went to Australia as a child, and as an adult has built an international reputation as a New Media fundi, but has never severed the ties to family and country.

"I have roots here. Lots of family. I have always been an optimistic South African. I travel back frequently, at least once a year since I was 15, and married a south African six years ago.

"My career had taken off, but we felt now was a good time to return. As an emerging market SA presents a wealth of opportunity, particularly to learn from the mistakes made in developed markets and not repeat them."

What's needed now? "The industry needs to start driving towards the digital medium. It is part in the marketing mix. I don't think we can sit back and let it develop as it will. A real concerted effort is needed by all players to raise their own games and make sure what they are doing for clients is global best practice.

"We need to start delivering genuinely inspiring creative work, irrespective of channel, and find a way to blur the line between new and old media. There doesn't need to be a creative division between the two."

 - Fin24.com