hoola Modern Agency | Head of Digital Innovation - Blog | March 2021

hoola Modern Agency elevates marketing offering with appointment of new Head of Digital Innovation

hoola Modern Agency is excited about what the new financial year will bring after they recently welcomed their new Head of Digital Innovation, Esther McGeer, to elevate the dynamic digital solutions which the agency offers.

McGeer, who comes with a wealth of experience after working in the media and communications industry for 15 years, and who completed a degree in Language and Communications at the University of Pretoria, said being part of a modern agency not only meant aspiring to work differently by working more closely with clients to develop solutions that significantly impact business goals, but also meant staying agile and open to optimisation in all that they do. 

In the digital space, it meant to always refer back to analytics to understand how to improve communication with the clients’ brand audiences.

“It really is about wanting to understand consumers and how they are evolving, as well as tapping into insights around who they are and how to present the brands we partner with to them.”

She added that COVID-19 has created a bigger need for businesses to advertise online and more businesses were pushing higher advertising spend into the digital sphere, which has led to a “very noisy environment” for consumers, causing them to fall into advertising paralysis.

From hoola’s perspective, she said they were approaching this challenge with empathy to understand and identify the moments when a consumer was willing or wanting to interact with a brand. Brands should be thinking about how they add value to their consumers’ lives, and again be agile enough to optimise when required to meet consumers at their point of interest.

Having worked within an advertising agency in New York, McGeer had some unique insight into how agencies operate in South Africa, compared to abroad. 

“In SA, we come across many difficulties in terms of budget constraints and limited resources like electricity and running water, in an agency space and in our personal lives on a daily basis. This leads us to always be in a problem-solving frame of mind. This is what I think is what really helps us stay innovative.

“In terms of hoola, we’re always thinking of smart ways to solve problems for businesses and consumers. That’s the starting point to unlocking which technologies to use in the rest of our strategy, and identifies what the best solution is.”  

New to hoola, McGeer also felt that she had found a space where she could truly develop solutions for clients based on what their customers are actually saying they want online. In addition, she said she was blown away by the quality of character and passion within the team at the company.

“I’ve found a connection with people who are really good humans, and are passionate about what they do, and that’s who I am in a nutshell and how I work.”