South Africa, Oct. 7 -- In his welcome, Preetesh Sewraj, chief executive officer of Loeries, says This is Madness is a good madness, as it comes from the passion that this industry has to be able to create work that really moves people.

He remarks that the creatives gathered at the Mayor's Brunch impact more than two billion consumers across Africa and the Middle East through the work that they do.

"That's some serious power in this space itself, and every single one of these creatives are passionate about this madness that exists for us to create at the highest level possible to add value to consumers' lives."

A slight degree of madness

Addressing the gathering, Kelvin Stories, co-CEO and chief commercial officer at Primedia Broadcas...