African marketers discuss taking back control of the narrative

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.