PLENARY PANEL DISCUSSIONAdvertising is Dead. Long Live Advertising - How are Advertising and Revenue Models Changing?

Session Chair: Nevo Hadas

Panelists: Rick De Kock (TBWA) Gavin Rooke (Isobar) Graeme Pitt (Freshly Ground Insights) Salwa Smaoui (Microsoft)Kwasi Twum (CEO Multi media Group, Ghana)

Staying Relevant….an Advertising Agency’s view on

Media

Rick de Kock Director: Africa OperationsTBWA\Africa

First, the Good News

A (young) market of 1 billion

2020 - Consumer spending doubles to $1.4 trillion /households with discretionary income rises to 128 million

The Market & Money

The 3rd Wave

Happy Days! Right?

But, your world is changing

No Longer Business As Usual

Big fish in small ponds…..

NOW

Technology is the Killer App

So, you can ride the waves of change, or drown in

them

Like they did…..

They sold film – not memories They sold books, not ease of entertainment

MindShift• Prescriptive

– Formats/Upfront payments• Flexible

– Client needs

• Massive inflation • Offer Value

• Going Alone– direct to clients

• Partner with Agencies

• Distrust over Compliance

• Transparency

• Media Channel • Marketing Solution

OWN YOUR DESTINY

Thank you