It's just not cricket

"The opening ceremony served a dual purpose, firstly it showcased the country's creative ability and secondly it showed a billion cricket supporters all over the world that we're an ethnically diverse yet vibrant nation. It's bound to stimulate interest in our market," said Frampton.

"Increased investment can only benefit the local advertising industry," he says.

"Although South Africa is a well known tourist destination and the capabilities of its advertising companies are relatively well known we often tend to get sidelined due to how far away we are from the European and American markets.

Interestingly enough there are a number of factors which are motivating greater interest in South and Southern Africa, amongst these being increasing competence in production, a relatively weak Rand and the active promotion of the region's natural assets.

Frampton is upbeat: "The opening ceremony may be just the catalyst we need to promote ourselves as a genuinely creative, open and warm country. In fact we may be in the unique position to capitalise on what is widely seen as a difficult time for the creative industries globally."