South Africa, July 3 -- In South Africa, this problem is exacerbated by our unique digital maturity curve. Because our digital landscape matured later than international markets, many of our industry veterans possess 15 years or more of deep, above-the-line (ATL) expertise but lack genuine, hands-on platform fluency.

The dynamics of our game have shifted substantially, but if you look carefully, you'll find a landscape awash with talent, but an industry still trying to field a decade-old lineup.

On the other side of the coin, younger digital natives understand the algorithms but often lack a foundational grasp of macro business strategy or commercial metrics.

Yet despite this, agencies are still predominantly hiring for siloed channels...