Grey Global CEO shares his tips on the SA advertising industry

In the midst of a digital revolution and much change and excitement in the South African advertising industry, Sandton Chronicle spoke to Worldwide CEO of Grey Group Michael Houston to hear his thoughts on how to address the changing advertising landscape in Africa.

Grey celebrated their 100th-anniversary last year after being founded in New York in 1917. “What started out as a top of the line advertising agency in its first 50 years, has grown significantly to include key clients like Procter and Gamble and put creativity in the centre of what we do,” he said.

Houston said Grey’s slogan, Famously effective since 1917, refers to its work of tapping into popular culture to achieve their goals.

Brands such as Pantene, Gillette, Sensodyne and Volvo cars have all been clients of Grey over the years, speaking to the advertising agency’s global impact.

Houston was promoted to Global CEO in August last year. He shared some of his thoughts on the unique advertising space in South Africa.

“There is an extreme diversity amongst cultures, which excites me about Africa. This positive collision provides a spark for creativity, which is more natural and organic than in other parts of the world.”

He also pointed to South Africa’s infusion of disruptive technology over the past few years as a brilliant opportunity for success. “I believe that South Africa is poised to leapfrog many parts of the world in new platforms driven by technology.

“Creativity never goes out of style nor does the desire for people to connect to people, brands, ideals and shared values.”

He also believes that South Africa provides a promising place for business because of the culture of empowerment and opportunity taking place as the country is in transition.

“South Africa is in the midst of change and historically most of the great endeavours thrived in times of change.”

He believes that there is great potential for one-to-one communication messaging in South Africa tailored more specifically to people using data to establish their interest based on their location.

“In order to stay ahead of the digital curve, people must feed and nurture their appetite for technology. Immerse yourself in it. Don’t allow it to scare you. Don’t be afraid to ask questions and don’t try and attack every sector.”

He also encouraged companies to avoid only appointing a few people to manage digital technology and suggested that this should be the business of every employee.

Houston concluded by pointing to the scope of opportunity for people with ideas to take them globally at a time when the lines around the globe are blurring. “Find a way to step beyond your comfort zone and be surprised by how your idea can have resonance beyond your location.”

Talk to us by emailing our editor, Ashtyn Mackenzie, at ashtynm@caxton.co.za