EXCLUSIVE: Guise shares insights on marketing powers that drive Africa’s advertising renaissance

By Zion Rufus

In an exclusive interview with Marketing Edge at the Cannes Lions Festival, George Guise, Director of Visionnaire Pictures, shared his insights on the remarkable growth and potential improvement in the African marketing communications industry.

From his time as a Video Producer at Visionnaire Pictures, Guise has witnessed transformative changes in the industry over the past few years which have allowed businesses to connect with their audiences in innovative and effective ways.

The Director highlighted the widespread adoption of digital marketing strategies across the continent as a significant improvement. He explained, “During various projects, I’ve seen how companies have shifted their focus from traditional advertising methods to embracing social media, content marketing, and other online platforms.”

Discussing the industry’s creativity, Guise emphasized that brands are now more dedicated to producing culturally relevant and engaging content. He shared a recent experience, saying, “Recently, we had the opportunity to work with a technology startup that developed an animated series promoting digital literacy. This creative approach not only captured the attention of their target audience but also received recognition from local authorities, leading to additional funding for their initiatives.”

Technological advancements also played a crucial role in driving growth, according to Guise.

With improved internet infrastructure and smartphone penetration, businesses can successfully reach consumers even in remote regions.

Illustrating this with an example, he said, “For instance, a nonprofit organization we partnered with launched a mobile app to raise awareness about environmental issues. This app gained popularity rapidly, attracting users from various regions of Africa and encouraging them to participate in community clean-up events.”

Also sharing the example of a telecommunications company that used data analytics to personalize their messaging which resulted in a higher customer retention rate and increased customer satisfaction, he further highlighted the rise of data-driven marketing as one of the most impressive improvements in the industry.

By harnessing the power of data analytics, companies can gain valuable insights into consumer behavior and preferences. Collaborations and partnerships have also become prevalent, expanding businesses’ reach and influence.

Guise highlighted a marketing campaign for a sports brand where Visionnaire Pictures joined forces with a local celebrity athlete. According to him, this collaboration not only boosted brand awareness but also supported a youth sports development program, generating positive social impact.

In his concluding remarks, the Director emphasized that his experiences in the African marketing communications space have demonstrated rapid evolution and improvement.

Digitalization, creativity, technology, data analytics, collaborations, and social responsibility are the driving forces behind this growth; and as a video producer, Guise finds it exciting to be a part of these positive changes and looks forward to witnessing even more remarkable developments in the future.