Dr Alistair Gaopaleloe Mokoena is a Chartered Marketer, currently the CEO of Google South Africa. Academically he developed a critical success factors framework to sustain South African advertising agencies in the digital age, this contribution also apply to other African countries.
The advertising ecosystem has been digitally disrupted, exposing weaknesses in the business model that African, including South Africa’s advertising agencies have relied on for decades. As a result, many advertising agencies are losing business to new dynamic and nimble competitors who have emerged in the digital age. This CSF framework was built of the following five pillars: modern marketing principles, effective advertising, agency sustainability, must-have skills for advertising agencies, and key digital capabilities for advertising agencies and clients, and lastly agency structure and process considerations.
Based on Dr Mokoena’s academic and industry knowledge and experience, the following three concepts has been put to Dr Mokoena for his view:
* General overview regarding Africa’s potential opportunities in this current and future digital revolution.
* Africa’s media landscape, and how this could contribute to African based digital economies.
* Google South Africa’s contribution to the rest of Africa’s economies within the digital space.
Interviewer: Prof JJ Prinsloo