Our Thinking
Perspectives on communication in Africa.
Latest articles
Our team writes about strategy, culture, brand and the evolving communications landscape across Africa. Published on LinkedIn and updated regularly.
Digital & InfluenceFeatured · May 2026
The rise of creator-led marketing in Africa
Across African markets, the communications landscape is evolving rapidly. Traditional advertising is no longer the sole driver of visibility — creators, influencers and digital communities are increasingly shaping how audiences discover, trust and engage with brands.
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ExperientialApril 2026
Why experiential marketing builds cultural relevance
In increasingly saturated markets, brands are no longer competing solely for visibility — they are competing for attention, relevance and emotional connection. Experiential marketing has emerged as one of the most effective ways to bridge this gap.
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StrategyMarch 2026
Entering African markets: why local insight matters
Africa presents significant opportunities for organisations seeking growth across emerging and high-potential markets. However, success within these markets requires more than a global strategy — it requires local understanding.
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Digital & TechnologyFebruary 2026
AI, fashion and the future of content production in Africa
The fashion industry is undergoing a major shift in how content is created, distributed and consumed. Across global markets, brands are increasingly exploring how technology can enhance creativity while improving efficiency and scalability. In Africa, this shift presents unique opportunities.
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Government & Public AffairsJanuary 2026
Communicating at scale: lessons from national campaigns
Communications within government and public institutions operates within a uniquely complex environment. The audiences are broader. The stakeholders are more diverse. And the level of public scrutiny is significantly higher.
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Brand & PRDecember 2025
How hospitality brands build lifestyle relevance
Hospitality brands today are no longer competing solely on service, location or pricing. Increasingly, they are competing on experience, identity and cultural relevance — building environments people want to experience, document and share.
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