Town - The role of technology in emerging economies will play an
increasingly important role as the way people consume information.
Marketers have to embrace the role of technology, Ogilvy & Mather
Worldwide (O&M) Chairman and CEO Miles Young said.
burgeoning growth of consumer culture in Africa is driving a need for
brands to change the way they have traditionally engaged with
potential customers. “Historically, a low growth rate of around 3%
coupled with low levels of investment in the continent have not
sparked the levels of robust consumerism needed to make brands
innovate their marketing approaches,” said Young.
is changing, and changed for the better. Technology is a key area for
economic growth in Africa and mobile phone penetration has indicated
that there is a large untapped consumer market on the continent. It
is clear that the time for mobile and digital solutions has come.”
Africa is one of O&M’s 15 key focus markets for the growth of a
mobile and digital offering. As brands diversify their channel
pallets, it is the seamless integration of mobile and digital
solutions which play an increased role. “These are solutions which
are integrated throughout all disciplines from strategy to execution.
We do not corner these as a separate unit, but acknowledge the need
for deep speciality expertise. This approach allows us to solve
business challenges for our clients using the best solution in a
tightly integrated manner,” he said.
integrated mobile and digital solution was a key part of ensuring
that fans were able to interact with the South African Breweries'
Carling Black Label brand “Be the Coach” campaign on an
unprecedented level, using mobile devices to choose players and make
live substitutions in an actual football match.
focus on the Twin Peaks of strategic and creative excellence was a
key foundation to the success of this campaign. Clear consumer
insights rooted in consumer passions, together with well-crafted
creative platforms and flawless execution across the channels ensured
business results. More importantly, this has spurred the longevity of
a campaign that truly creates an emotional connection between Carling
Black Label and its fans,” said Ogilvy South Africa CEO Abey
companies from every continent and sector are stepping up their
operations in Africa, the digital space is a game changer for this
region,” concluded Young.