South Africa, April 23 -- The Brand Reset report involved one of the biggest advertising effectiveness studies ever conducted and is the first study to link attention to both brand equity and sales. Built by Dentsu in partnership with Kantar and Lumen, it draws on 10 next-gen platforms plus Linear TV, involving 20 brands across nine verticals, with 40,000 respondents across the US and UK. The results, says Ingram, are groundbreaking and should be required reading for every marketer and brand manager in South Africa who is serious not just about clicks, but about long-term brand impact. "The core argument is simple: brands have been chasing cheap clicks at the expense of brand building, and now there's hard data to prove why that's a mista...