South Africa, March 13 -- It is all about impact. What is the use of over a million views if no-one remembers the brand behind the campaign?

The key is in creating impact that has the power to lead everyone to remember that it was your brand, your story that shifted perception, drove action, and influenced purchase behaviour.

That is why simply applying AI and dumping new technology tools onto campaigns have no long-term value. To create impact, you need to start with the basics: strategised and critical thinking, and innovative new ideas to integrate creativity, technology, and performance.

Alwyn Strydom, regional executive (Gauteng) and head of production at Lumico, embodies this role with innovative approaches to client management a...