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.

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