South Africa, March 23 -- This idea is backed by history with campaigns like Just Do It,Priceless and A Diamond Is Forever, which all delivered extraordinary long-term value for the brands behind them.

Vacchiano presented this to South Africa's marketing and advertising industry in Johannesburg last month, at the Scopen Africa Decade Awards, which celebrated a decade of Agency Scope research in South Africa.

He arrived with 10 years of data and a clear-eyed account of where the industry actually stands.

Doing more with less

He says that the industry is at a genuine turning point, and organisations that fail to adapt will be left behind.

The numbers tell a consistent global story.

According to Gartner's annual CMO Spend Survey, marke...