Airline body urges African governments to act on opening market access
‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.
A.M.C. MEMBER NEWS
African marketers discuss taking back control of the narrative
By our African Marketing Confederation News Team | 2026
In the age of digital and AI, Africa must produce and structure its own narratives, emphasises gathering of Francophone marketers.
Leading members of Le Club Marketing Avis+, the newest member body of the African Marketing Confederation, met recently to discuss a key topic pertinent to all marketers on the continent: ‘Why African Brands Need to Take Back Control of Their Narrative’.
The after-work gathering was also attended by members of the UM6P – Story School, a specialised branch of the Mohammed VI Polytechnic University headquartered in Morocco.
Some of the marketers who attended the recent gathering
All of those present were of the strong conviction that brands without a clear narrative let others do the talking for them – a clearly untenable and brand-damaging scenario.
Among the key points that came out of the lively discussion were:
- The brand story is not decorative storytelling, but a strategic lever.
- A strong brand is based on a shared, aligned and embodied narrative.
- In the age of digital and AI, Africa must produce and structure its own narratives.
- The question is no longer what to say, but who tells our brand story – and why.
“This meeting confirmed the role of the Avis+ Marketing Club as a space for reflection, connections and pan-African influence,” the club comments in a social media post.
Marketing leaders from French-speaking countries
Le Club Marketing Avis+ is a club comprising around 500 marketing leaders from French-speaking countries such as Benin, Burkina Faso, Côte d’Ivoire, Senegal, Togo, DRC, Cameroon and Equatorial Guinea.
It became a member of the African Marketing Confederation in November 2025. The activities of Le Club Marketing Avis+ include a conference and an awards event. It also has its own one-year certification programme for leaders.
Uganda Tourism Board partners with major European ice hockey league
UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.