2025
Event Highlights
AMC Marketing Conference
AMC Marketing
Conference
250+ Delegates. 29 Countries. One Pan-African Voice.
250+ Delegates. 29 Countries.
One Pan-African Marketing Voice.
2025
Event Highlights
AMC Marketing
Conference
400+ Delegates. 29 Countries.
One Pan-African Voice.
Moments that Shaped the 2025 AMC Conference
Wednesday, 20 August
The AMC Conference 2025 kicked off with a dynamic and atmospheric Opening Plenary, setting the tone for three days of innovation, insights, and collaboration. The host association, CIMG, proudly introduced their President, Mr Michael Abbiw, followed by a heartfelt welcome from AMC Co-Founder Ms Helen McIntee.
Delegates were taken on a journey through the history of AMC conferences, from Victoria Falls to Accra, Ghana, before an inspiring keynote address by Mr Charles Murito. Thought leadership continued with presentations from Ghana Tourism Authority’s Mr Gilbert Abeiku Aggrey and a compelling speech from Hon. Samuel Nartey George, Special Guest of Honour.
Delegates were taken on a journey through the history of AMC conferences, from Victoria Falls to Accra, Ghana, before an inspiring keynote address by Mr Charles Murito. Thought leadership continued with presentations from Ghana Tourism Authority’s Mr Gilbert Abeiku Aggrey and a compelling speech from Hon. Samuel Nartey George, Special Guest of Honour.
Charles Murito, Google’s Regional Director for Sub-Saharan Africa, opened the joint AMC and TICON Africa Conferences with a powerful keynote. His keynote explored Africa’s digital journey – from the rise of AI to the vast opportunities ahead for greater connectivity, innovation, and inclusion across the continent.
Opening Keynote
Back to Basics – Thriving in Tough Times
Quinton Coetzee set the tone for the conference with powerful lessons drawn from the San Bushmen, showing how survival strategies in the Kalahari mirror today’s business challenges. Through stories of focus, adaptability, teamwork and mindset, he reminded marketers that success comes from seeing challenges clearly and turning them into opportunities.
A powerhouse panel featuring Dr Elaine Van Wyk, Julius Kyazze, Stephen Nasei Boadi and Tapfuma Mugari unpacked the true impact of short-form video at AMC 2025. From the influence of micro-creators and the need for local, culturally rooted stories, to the risks and rewards of bold campaigns, the session showed that authenticity is what drives trust, virality and conversion across African markets.
Creating Authentic Connections Through User-Generated & Short-Form Video
Trust, Trend, Technology, and Supply Chain: The Unstoppable Combination for Market Success
Thobekile Nxumalo brought fresh energy to the stage with a dynamic take on how trust, trends, technology and supply chain create an unstoppable formula for market success. She showed how Africa’s consumer-driven growth demands agility, collaboration and innovation – reminding delegates that marketing and supply chain aren’t rivals, but growth partners. Her message was clear: synergy is Africa’s growth story, and the quality of our connections will define the continent’s success.
The day concluded with curated site visits around Accra, including Osu Castle, Independence Square, and Kwame Nkrumah Memorial Park, offering delegates a rich cultural and historical perspective.
Akwaaba Night
Thursday, 21 August
Day two of AMC Conference 2025 featured thought-provoking panels and discussions led by Africa’s marketing leaders. Highlights included insights into retail behaviour, creative innovation, and AI-powered marketing strategies.
Delegates enjoyed interactive breakout sessions focused on AI and the creative economy, along with a high-level CEO Session with Q&A. Highlights included insights into retail behaviour, creative innovation, and AI-powered marketing strategies.
Delegates enjoyed interactive breakout sessions focused on AI and the creative economy, along with a high-level CEO Session with Q&A. Highlights included insights into retail behaviour, creative innovation, and AI-powered marketing strategies.
Retail Marketing – Understanding Current Shopping Behaviour: Where, Why, How?
Mr Frederic Perodeau’s session on Retail Marketing highlighted how retailers must adapt to changing shopper behaviours by blending physical and digital channels. Key strategies include using digital tools to improve the in-store experience, leveraging data to understand customers, innovating store formats and services, and focusing on creating desire rather than competing on price. Case studies from Amazon, Alibaba, and Sephora showed how digital-physical integration can drive sales and engagement.
Professor Douglas Boateng’s address was a powerful call for a unified African industrial, supply chain, and marketing strategy, emphasizing continental identity, local production, and technological empowerment. The goal: retain value, industrialize, and position Africa as a competitive global force.
Supply Chain Marketing and Tech “Made in Africa”
Raising the Bar on Creativity & Innovation
The “Raising the Bar on Creativity & Innovation” panel featured Nondumiso Mabece, Pluto Panoussis, Julius Kyazze, and Ola Kinsella (joining virtually). They explored how creativity drives marketing, business growth, and problem-solving across Africa. Key takeaways included the importance of imagination, originality, and innovation; leveraging local culture while competing globally; embracing risk and failure as part of creative progress; monetizing creative ideas; and the need for authenticity and storytelling to reflect regional identity.
At the AMC CEO session, Micah Ato, Chris Wulff-Caesar, and Girish Sharma emphasized that sustainable growth depends on empowering teams, investing in marketing, focusing on core operations, and leading culture change by example. They encouraged aspiring CEOs to act like owners, embrace tough decisions, and treat failures as learning opportunities.
Ceo Session with Q&A
AI: Equipping Marketers to Stay Ahead of the Curve
At AMC 2025, Mekedela Mekuria Hailu, Dr Riaan Steenberg, Robert Rodgers, and Yannick Lefang showcased how AI is transforming marketing across Africa. From leveraging mobile-first strategies, predictive analytics, and chatbots, to creating African-specific data sets and agentic AI for real-time insights, the session highlighted practical ways marketers can harness AI to optimize campaigns, understand consumer behaviour, and stay relevant in a rapidly evolving digital landscape. Emphasising local intelligence, ethical application, and collaboration with African tech partners, the panel reinforced that AI is not just a tool but a bridge to sustainable, data-driven marketing success on the continent.
The Breakout Session on AI, featuring Dr. Riaan Steenberg, Mr. Yannick Lefang, Jan Goffing, and Robert Rodgers, focused on the evolving role of artificial intelligence. The speakers shared perspectives on AI’s potential, its impact across industries, and considerations for its use, offering participants a broad overview of trends and opportunities in the space.
Breakout Session on AI
Breakout Session: Creating Authentic Connections Through User-Generated & Short-Form Video
An insightful breakout session featuring Dr Elaine Van Wyk, Julius Kyazze, Stephen Nasei Boadi, and Tapfuma Mugari delivered in-depth perspectives on the true impact of short-form video, from micro-creators to culturally grounded storytelling.
The Breakout Session on the Creative Economy, led by Mr. Pluto Panoussis, Mr. Julius Kyazze, and Ms. Orla Kinsella, explored trends, opportunities, and challenges within creative industries, offering participants insights into the evolving landscape of the sector.
Breakout Session on the Creative Economy
Networking and Leisure Activities
The day closed with networking and leisure activities, including golf at the Accra Art Centre and a vibrant Beach Party Dinner at La Palm Ocean Terrace Lawn.
Friday, 22 August
The final day of AMC Conference 2025 showcased landmark announcements and forward-thinking sessions that capped three days of transformative learning.
The AMC launched the Certified Professional Marketer (Africa) designation, unveiled the new Tourism Chapter, and confirmed its participation in the World Marketing Council, reinforcing AMC’s commitment to global collaboration and African marketing excellence.
The AMC launched the Certified Professional Marketer (Africa) designation, unveiled the new Tourism Chapter, and confirmed its participation in the World Marketing Council, reinforcing AMC’s commitment to global collaboration and African marketing excellence.
The day concluded with a plenary session by Prof Fred McBegonluri, followed by a glamorous awards gala, celebrating Africa’s most outstanding marketing achievements.
Promotional Products: The Most Memorable Form of Marketing
Ms Pamela Kawaddwa highlighted the power of promotional merchandise in creating memorable customer experiences. Drawing from personal stories and professional insights. Ultimately, she framed promotional products not as a cost, but as an investment in long-term relationships and brand advocacy.
The presentation explored how professional marketing associations can evolve to better serve members, support the profession, and leverage global collaboration. It highlighted strategic shifts at the Chartered Institute of Marketing (CIM) and their work with the African Marketing Confederation (AMC) as a case study in international partnership.
Reinventing a Marketing Association & the Power of Global Collaboration
Country Brand-Building Through Tourism
The “Country Brand-Building Through Tourism” session highlighted tourism as a key driver for Africa’s economic growth, investment, and global branding. Panellists emphasized storytelling, digital platforms, and marketing skills to reshape Africa’s image, promote intra-African travel, and develop MICE tourism. Challenges discussed included visa restrictions, air access, infrastructure, and service quality, with a focus on government support, skills development, and technology to enhance the visitor experience. The session called for leveraging Africa’s diversity, culture, and creativity to strengthen both national and continental brands.
The session explored how governments can adopt a citizen-centric, digital-first approach, treating citizens as customers with expectations for quality, convenience, and accountability. Panellists highlighted strategies like AI-driven services, multi-channel communication, data integration, and tailored solutions for urban and rural populations. Key themes included building trust, measuring adoption, improving efficiency, and avoiding politicization, while leveraging private partnerships and low-hanging improvements to enhance citizen satisfaction.
Public Sector Marketing: From Citizens to Customers – Designing Digital-First Government Services
Awards Gala
The 2025 African Marketing Confederation Awards celebrated Africa’s top marketing talent at a gala dinner. An independent judging panel selected winners from over 60 entries across multiple categories, recognising campaigns that showcased innovation, impact, and the use of insights, technology, and trends. Highlights included Cadbury’s “Give A Generous Voice to Storytime” as Campaign of the Year and Uganda Waragi as Brand of the Year, with other notable winners spanning cause-related, social media, tourism, and local insights campaigns. AMC President Helen McIntee-Carlisle emphasised that the awards reflect the continent’s growing marketing expertise and aim to inspire the next generation of leaders.
Prof. Fred McBagonluri, President of Academic City University, delivered a thought-provoking closing plenary for the AMC and TICON Africa conferences, exploring how acquiring knowledge, building trust, and driving innovation can accelerate Africa’s growth.
Closing Plenary
AMC Conference 2026
The excitement continues! We are thrilled to announce that Zambia will host the AMC Conference 2026, bringing together Africa’s marketing leaders in the heart of Southern Africa.
