Insight: Africa’s marketing communications landscape soars, talent and innovation leads the charge

By Zion Rufus

The African marketing and advertising industry has undergone a remarkable transformation, evolving into a dynamic world of marketing excellence that fosters talents, empowers creatives, automates tasks, and creates job opportunities for graduates.

Fueling this growth are vibrant youths breaking barriers, pioneering innovative opportunities, and garnering global recognition.

The PR and Communications industry is also undergoing a positive and exciting transformation, thanks to the continuous development and accessibility of cutting-edge digital technologies that cater to consumers’ ever-changing needs.

According to Ayeni Adekunle, founder of BHM Holdings, Africa is again, warming up to the rather elusive opportunity to take its rightful place in the global community and add its voice to the conversations – from truth, to democracy, culture, and sustainability.

“A lot of predictions have been made about Africa’s potential to rival other global economies. Everywhere you look, the verdict is that the continent is a goldmine for businesses to explore growth opportunities. Yet, not enough has been said about the care and upliftment of its biggest strength: the people.,” he stated in the maiden edition of the company’s Africa PR & Communications Report.

To shed light on the continuous growth and development of Africa’s marketing communications landscape, I conducted extensive interviews with leading professionals in the industry on this thriving landscape.

Stanislaus Martins, Regional Director Meta for Africa, Ad Dynamo by Aleph and President, Association of Digital Marketing Professionals (ADMARP), attributes the growth to the continent’s digital transformation and the resurgence of creative prowess.

“Nigeria winning our first Cannes award courtesy of X3M ideas is also a mega evidence of this growth. While we have had an exodus of creative talent in a country like Nigeria, for example, agencies are stepping up to train and nurture a new crop of creative talents in the industry with the resurgence of various initiatives such as the management traineeship and mentorship programs. Digital is no longer that thing digital agencies do, everyone has embraced digital as can be seen in the YoY growth of digital budget allocations,” Martins stated.

Additionally, industry bodies are beginning to formulate policies that support players in the space, nurturing a new crop of creative talents through initiatives like management traineeships and mentorship programs.

In our conversation, Temitayo Ige, Global Brand Communications Lead at Beiersdorf, emphasized the importance of research and testing in the marcomms space, advocating for real-time consumer-focused insights.

“In another vein, we can see agencies like Dentsu investing in owned platforms that help to drive research and I believe this is something of note and should be replicated,” she added.

Speaking further, Ige highlighted the substantial growth in Ad Tech/Mar Tech platforms, catering to unique challenges.

However, talent development remains a pressing concern that requires active efforts to recruit and upskill professionals.

Ifeanyi Dibia, Global Creative and winner of the first-ever Cannes Lions The Brief competition in 2022, praises the brave campaigns by brands and agencies, exemplified by the impactful campaigns like The Trophy Reclaim Your DNA and The Sooth Life Expectancy by X3M Ideas. As these campaigns gained global recognition, he said, they will most certainly inspire others to pursue more innovative ways to connect with consumers.

X3M Ideas winning West Africa’s first Cannes lions award for The Soot Life Expectancy is one particular highlight that will forever be etched in the history of Africa’s advertising industry, and so many other agencies across the world.

Trophy Stout was the first-ever Nigerian brand to be shortlisted also at the 2023 editions of the Cannes Lions festival for the iconic “Reclaim Your DNA” campaign spearheaded by AB InBev and Dentsu Creative Africa.

The campaign garnered international recognition for its compelling message and innovative approach.

Oti Ukubeyinje, a solutions manager at Meta, also celebrates the global recognition of creativity in Africa, citing X3M Ideas’ Cannes award as a significant milestone. For him, the increasing share of marketing spend towards digital, which has attracted platforms like Spotify, Snapchat, and Meta to the African space, and the surge of new digital advertising and ad tech companies, further signifies progress.

“I think we can call it growth when you start to see more platforms invest in their presence or digital advertising in this space. Recently we’ve also seen new ones again launch in Nigeria; several other platforms. If you look through, you see a whole list of new digital advertising ad tech companies coming into Africa. That’s a sign of progress,” Oti stated.

In his viewpoint, Rukevwe Toka, Category Development Manager at Nestlé, sees significant growth and improvement, driven by inclusive policies and rising consumer expectations.

“For example, the Advertising Regulatory Council of Nigeria (ARCON) has recently made it compulsory for all advertisers to use Nigerian talent in their communications. This is in line with the federal government’s policy of developing local talent and inclusive economic growth. This policy is already having a positive impact, as it is leading to more inclusive and representative marketing communications,” Toka said.

He pointed out that brands are now focusing on understanding the needs of consumers by using African stories to create meaningful connections and foster commercial success.

Meanwhile, digital technologies and data-driven strategies have also facilitated better targeting and personalized campaigns.

Damilola Owolabi, Founder TDOC, in agreement, lauds the remarkable growth and improvement in the African marketing communications space.

He, however, urges that challenges, such as infrastructure limitations and regulatory complexities, should be addressed to unleash the full potential of the African marketing communications industry.

On his part, Aizehi Itua, Founder of Aimone Creative Agency, highlighted the significant growth facilitated by technology adoption, digital connectivity, and innovative marketing strategies.

He also cited X3M Media’s feat at the Cannes Awards, buttressing that it “showcases Africa’s exceptional creativity”.

For her part, Helen Akue, a Business Analyst, attributes the growth to increasing connectivity, technological advancements, and creative innovation. Brands embrace cultural relevance and impactful storytelling, establishing deeper connections with consumers. Winning the Cannes Lion Award 2023 cements Africa’s position as a global player.

In a final submission, Nelson Oshodi, VP Growth and Membership at ADMARP, notes the transformation prompted by the COVID-19 pandemic, leading to a shift towards virtual platforms and enhancing global competitiveness. Technological advancements have made communication more efficient and effective, positioning the African marketing communications industry as a formidable player worldwide.

In the latest PR and Communications report by BHM, findings from a comprehensive research study encompassing 3,194 experienced communicators and business executives across 29 African countries revealed the primary concerns of practitioners. Topping the list were Ethical and Professional Practices, followed closely by the alarming issue of fake news.

For businesses and clients, the report highlighted the top three challenges they currently face: Economic Instability, Funding and Cash Flow, and Sales, which are undoubtedly critical areas requiring attention.

Looking towards the future of the industry, the study also identified the top three concerns: Artificial Intelligence, Internet of Things, and Information Analysis. These emerging technologies are poised to shape the landscape of PR in Africa over the next 5 to 10 years, making it crucial for professionals to stay ahead of the curve.

Speaking of future influences, the report also further highlighted the key technologies that are expected to have a profound impact on PR in Africa in the coming years: Artificial Intelligence, Social Networks, and Data Science. Understanding and harnessing these tools will be pivotal for the industry’s growth and success.

Perhaps one of the most concerning revelations from the study was that a significant 81.1% of the participants admitted to feeling overworked, an issue which warrants serious attention and calls for measures to ensure the well-being and productivity of PR professionals in the region.

The journey of African marketing communications remains an inspiring tale of talent, innovation, and growth, and as digital technologies continue to evolve and creative minds flourish, Africa’s marketing landscape shines brighter, promising a future filled with limitless possibilities.

As the landscape continues to evolve, professionals have urged practitioners in the industry to embrace and master the utilization of various digital tools throughout their work, spanning from dynamic campaigns to innovative advertising strategies. This entails not only a broader comprehension but also active adoption of technologies such as machine learning, artificial intelligence, virtual reality, and even the emerging concept of the metaverse.