According to the IMC, marketers, brand custodians and creators might well believe that we have reached the zenith of marketing.

"After all, we've arrived at a time where we understand our clients better than ever before. It's common practice to leverage powerful datasets to pre-empt buying patterns and engage in real-time conversations to gauge client sentiment," adds the IMC. 

"The reality is that we're only scratching the surface. The frontiers of marketing continue to expand, and we're just getting started," the event says.

Scaman is a global brand strategist, founder of strategy studio Bodacious, and strategy lead at 77X. Her expansive and multifaceted career includes:
  • brand planning
  • entertainment strategy
  • digital communications
  • new product development
  • business strategy, and
  • innovation.

Currently, she's setting innovative global strategy agendas for:
  • EA Games
  • Nike
  • Oatly
  • Youtube
  • Zwift
  • Netflix
  • Axe, and
  • the NBA.

Scaman's focus is on the intersections of:
  • entertainment
  • fandom
  • the nascent metaverse, and
  • the creator economy.

A white paper developed by her titled From dependent, to independence includes findings from the largest independent creator survey undertaken to date.

"Today, there is a multitude of inputs that marketers and advertisers must unscramble," says Scaman. "This includes new and different social platforms that seem to mushroom overnight, communities that form and reform in virtual spaces and peripheral trends that just might manifest into the mainstream. It's a big ask, and I am eager to share my insights with the Nedbank IMC delegates."

Dale Hefer, CEO of Nedbank IMC, concludes, "Scaman's work revolves around the new keywords that marketers, creators and advertisers must attune to. Her visionary approach will leave delegates inspired and edutained."

Individuals are encouraged to register for the Nedbank IMC. The one-day event will take place in person at Urban Brew Studios in Johannesburg, on Friday, 15 September. There is also an online option.

For more information, visit www.imcconference.com. You can also follow the Nedbank IMC Conference on Facebook or on Twitter.