Knowledge that Transforms

Nothing has shaped the face of marketing quite like the Internet. The last decade has seen a clear shift from traditional advertising towards online marketing efforts that extend across numerous portals and platforms. Recognised newspapers and print publications have experienced a downturn in demand, while search engines such as Google and Yahoo are reaping exponential rewards.

Coca-Cola reigns supreme Dominance of technological brands Luxury brands and South African LSM profiles So, what is the definition of a strong brand? What does this mean for local players on a global scale?

Mercedes-Benz is a company founded on the drive for innovation. Their cars and technologies embody this, and therefore so must their brand. For advertising to build the brand, it must demonstrate the same high innovation as the cars themselves. Anything less than that would be a missed opportunity, at best, and an injustice at worst. So says Robert Rutherford, Net#work BBDO Creative Director, the agency behind Mercedes-Benz's impressive advertising campaigns over the past few months.

The Smartest Event of the Year not only launched the 2011/12 edition of The Annual, it was also fertile breeding ground for some insightful commentary and debate as we head into the unknown terrain that is 2012.