According to the group managing director of Park Advertising Chris Botha, performance media across search, social and programmatic platforms is the single fastest-growing area of digital media in South Africa.

Botha says that, combined with the detailed analysis of campaign management, tagging and ad operations, it becomes apparent that these highly specialist functions require a highly specialised unit.

"Our new digital performance unit called Lucid Media is the response to an increasing client need for a more focused and competitive digital service across our group. Lucid media will service our businesses across the Nahana Group including The MediaShop, Meta Media, FCB, HelloFCB, HelloComputer, Weber Shandwick and McCann 1886," adds Botha.

Lucid Media is headed by Yvette Gengan, who says that this new business unit will assist the current need in the market and is the future of not only the Nahana Group but the entire industry.

Gengan joins Lucid from The MediaShop where she managed the digital media and strategy for some of the agency's global brands and headed up the Paid Social Division of a previous agency.

"I'm extremely excited to share the news of our new performance media unit. Performance media is what I am passionate about and I feel incredibly lucky to be able to partner with our agencies to bring this vision to life," says Gengan.

"The digital media industry is progressing in a very specific direction and, as agencies, it is our responsibility to offer the right solutions to our clients. Bringing together our media, ad ops and data specialists across the Nahana Group into one unit will be the driving force of Lucid Media," Gengan adds.

"We will be able to apply best practice technology and methodology to all our clients, giving them a step ahead in this area. We are really excited about the future of this unit. This move will align and deliver an enhanced quality offering to our clients," concludes Botha.

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