South Africa, Nov. 9 -- But if you are a CEO or CMO responsible for growth, there is a far more important question than who landed the better social media punch. Can your agency prove it understands your customers better than your competitors do?

Because agencies do not grow businesses by focussing on each other. They grow them in a market by knowing people better and activating in real time. The grow them by being focussed on outcomes.

Our industry loves a good pitch. The smartest people are flown in. The best slides are polished. The biggest claims are made. Yet the question clients should be asking is remarkably simple: What have you built, and can you prove it works? Not bought. Not licensed. Not imported. Built. In Africa.

The tru...