PREDICTING THE UNPREDICTABLE

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In the face of socio-cultural unrest, an unknown economic future and a global pandemic, the industry finds itself in a near-impossible situation.

“Being agile” and “expecting the unexpected” have taken on new meaning in 2021. That’s why we’re turning our attention to ‘Predicting the Unpredictable’ as this year’s theme.

All predictions of how this year would pan out were put on hold, and bets are off. After a year like 2020, it’s difficult to confidently predict anything. Yet it’s crucial for the industry to stay ahead of the game and gain new insights to prepare, however possible, for the future.

2021 seems more about questions than answers. The opportunity lies in collaborating, learning and forging a view of fast-paced changes in an increasingly fragmented media and economic landscape both locally and globally.

After all, “The best way to predict the future is to create it” – Abraham Lincoln and Peter Drucker

2021 PARTNERS

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2021 UPCOMING ONLINE EVENTS

ALTERNATIVE DIGITAL REVENUE MODELS FOR THE SA MEDIA INDUSTRY

17 MARCH 2021 | 10H00

Times are changing. People are changing. And revenue models of media owners, brands and media agencies need to evolve and change right along with them.

It’s not yet clear how the coronavirus pandemic will affect payments and revenue, but one certain thing is that pockets have been unanimously impacted, creating tough consumer decisions about where spending happens.

Media owners – particularly publishers – have never had more at stake, as print revenues have dropped, the pressure to swivel towards online revenue builds.

With publishers launching voluntary support models, the growth of subscriber-only news and more paywalls being established across SA media, what alternative digital revenue models can we look to as avenues for growth?

Join us as we take a look at how the evolution of digital revenue models can be a powerful ally for the future of media in SA.

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IS REALISING CORPORATE CITIZENSHIP THE KEY TO SUCCESS IN THE FUTURE OF MEDIA?

07 APRIL 2021 | 10H00

Now more than ever, the world demands that brands use their power to meaningfully impact a relevant narrative instead of just punt their products.

Predicting the human response to advertising is a super-power for which many marketers would sell their limbs. The ability to tap into the consumer psyche – to shape preferences and influence decision-making – is both an art and a science. When we intentionally focus on societal and cultural cues that shape behaviour, deploying campaigns that resonate becomes significantly more achievable.

It’s time for a different way of thinking about how people engage with media, each other and the world around them. As an industry, we need to listen first to better understand what to do next.

Take on the challenge of realising corporate citizenship and engage with experts who have actively taken a role in ensuring the consumer is heard loud and clear within their businesses.

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FIGHTING THROUGH THE FOG – CONSUMER ATTENTION AS A SCARCE COMMODITY

05 MAY 2021 | 10H00

‘Attention is a resource—a person has only so much of it’ – Matthew Crawford

It’s been said that a brand is the sum total of a person’s interactions with it. But with consumer habits changing constantly, the industry has been forced to throw out preconceived ideas about getting consumers to engage with a brand on their terms.

So how does a brand build, boost and bag the attention of an audience in today’s world?

Attention economics is not a new concept. But if we apply the learnings or the recent past, this notion gains new meaning and can help us understand how best to buy, steal and direct the attention of the masses and the individuals within them.

Stay focused as we discuss everything you need to know about human attention as a scarce commodity and how to earn it in an age flooded by brands vying for the same eyes, minds and hearts.

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NEUROMARKETING: DELVING DEEP INTO THE SUBCONSCIOUS

24 JUNE 2021 | 10H00

We’re all aware of Sigmund Freud’s theory of personality; that the subconscious mind is something beyond our sight, but perhaps not beyond our understanding. He believed that the subconscious influences behaviour even though we are unaware of these underlying influences. And to this day, more and more evidence is proving the truth in this theory.

Neuromarketing bridges the gap between cognitive psychology and behavioural economics by allowing a brand to understand the decision-making process of the human brain and measure emotion and attention, to ultimately optimise how successful communications can be.

We’ll explore the subconscious and uncover how neuromarketing can (and should) be incorporated into your 2021 marketing strategies to speak to the motivations deep within the mind.

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2020 DIGITAL SUPPLEMENT

At the end of the 2020 Future of Media Campaign, a digital supplement was published which included; key take-outs for each event with links to the recordings and thought leadership articles.
This was a way to insure that the 2020 Future of Media community has all relevant information in one place, on hand, in the hopes to guide them with future media decisions.
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2020 DIGITZED EVENTS

2020 SPEAKERS

Adam Gottlich
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Arye Kellman
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Kenzy Mohapi
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Bronwyn Williams
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Chris Botha
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Claire Denham-Dyson
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Happy MaKhumalo Ngidi
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Koo Govender
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Neo Mashigo
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Patrick Hanlon
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Pearl Sokhulu
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Riaan Wolmarans
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Enrico Ferigolli
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Nicola Cooper
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Siya Sangweni
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Brent Lindeque
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Jaun Pienaar
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Dauoda Leonard
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JD Engelbrecht
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Matalane Ngobeni
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Joseph Perello
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Nwabisa Makunga
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Michael Perman
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Sadika Fakir
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Cathy Nolan
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Refilwe Maluleke
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Pule Molebeledi
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Livia Brown
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Eben Gewers
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Tshepo Sefotlhelo
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Jocelyne Muhutu-Remy
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William Bird
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Isla Prentis
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Michelle Randal
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Denvor Daniels
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Denvor Daniels
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Kerstin Trikalitis
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Sarah Utermark
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Aaron LeMay
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Annie Scranton
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Brandon V. Hixon
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Eric Solomon, PhD
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PAST PARTNERS

CONTACT US

Partnership Enquiries

Cortney Hoyland
hoylandc@arena.africa
082 442 0624

General Enquiries

Jade Fleishman
fleishmanj@arena.africa
072 712 3503