South Africa, June 10 -- The real story is why certain work keeps showing up.

Because it is not just creative, although that remains a constant. It is work that works.

And that consistency, across markets, across disciplines, and increasingly on the biggest stages, including our recent performance at the Pitcher Awards, comes from something very different to what our industry often celebrates.

And the more of it you see, the clearer that difference becomes.

I spend a lot of time looking at work from across Africa - in judging rooms, in markets, and alongside our own teams. And one thing becomes very clear very quickly.

Good work is everywhere. Work that works is not.

A lot of work is visually compelling but does not hold up in the r...