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The CEO of The Collective interactive ad agency debunks common myths around digital marketing from a quarter of a century worth of experience in advertising, media research and content production in Africa. He hopes to provoke and inspire business leaders and mavericks to deliver positive change with comprehensive insight and lateral thinking.


“Advertising is the greatest art form of the twentieth century.” Marshal McLuhan

Advertising aims to make the individual think, feel and act, and interactive advertising adds the dimension of being into that formula. Being takes the interconnectedness that exists within communities and relishes on the relationships that weave the fabric of civilization. We live a part of our lives through social media experiences and digital interaction where search is our constant encyclopedia and where we reach out to our smartphone in the morning before we reach out for our partner.

The articles here disregard common thinking about interactive advertising and provoke a fresh approach to address the issues, because the solutions for our world are hidden in plain sight.