South Africa, June 25 -- Right now, the global stage is full. Soccer, Tennis, Cricket, and Formula 1, not to mention that Cannes is currently underway, bringing us all together to celebrate the best creative work in advertising in the world.

From the outside, it looks like the perfect alignment of attention and opportunity.

But the closer you look, the more something feels off. Because while we organise ourselves around events, consumers do not. They never have. At the centre of everything we do is a person. Not an audience. Not a segment. Not a data point. A person.

They move fluidly through their day - between sport, food, entertainment, work, family, culture. They engage with multiple brands, across multiple platforms, for completel...