South Africa, April 16 -- Standing out

For Asmirh Davis, founding partner and president of Majority, standing out on the global stage is less about scale and more about specificity.

"The work that cuts through is culturally relevant and resonant," she says. "Not just on trend, but rooted in how people actually live - the nuances, the artefacts of now, and what's coming next."

That kind of work, she argues, cannot be manufactured. "It's based on a specificity. Even if you don't share that lived experience, you recognise the human truth in it. It resonates."

As jury chair for the media category at this year's Clios - her first time chairing after serving as a juror previously - Davis saw plenty of technical excellence, but little that t...