New Media Currencies.


I find a moment to share, in short, recent learning's from discussions with various business leaders, CMO's, innovators, creative's, professionals and experts.

New media's are undeniably fundamental tools.  Recently, through own business engagements, it's pretty clear that there is one need in common for brands, organisations and as direct mandate to marketers -  the need for meaningful, longstanding and "real" connection with audiences. Awesome creative activities and brand alignments, simply put, are not enough. I believe that this has always been the mandate, however more so now than ever and the result of limited budgets, re-ordered business focus, more new media options, smarter competitors and short-lived consumer attention spans.

Sitting across a business unit head of one of the world's largest FMCG company's, which spends millions of dollars on marketing activities and campaign's, there's a clear mandate from him - for  brand longevity through consumer resonance. Consumer connection is required in its truest sense and beyond a campaign timeline.  Organisations are requiring brand memorability that demands the same longevity as notable speeches from the greatest leaders... literally.

While I may not  believe that any campaign can equate its impact to moments like the ever famous and still relevant "I have a dream" or  "never ever and never again" moments (there's way deeper relevance and context to those), there is however something in that.

Over the next few weeks, and while very much still being thoughts, I will be sharing  updates on new "currencies" that I am deliberating. These will be in consult with various experts - both local and global. If all goes to plan, I trust these new properties will form the desired audience connection that brands want and which they will find great value in aligning with. I  believe it will offer audience connection at extremely personal levels.

These new "currencies" will certainly be complemented and leveraged by new media, while being supported by traditional medium's.

Stay connected.


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