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.
MARKETING ACHIEVEMENTS
Australian marketing expert Byron Sharp honoured by AMC partner body
By our African Marketing Confederation News Team | 2025
Dr Sharp received the European Marketing Confederation’s Lifetime Achievement Award as part of the first International Day of Marketing.
The European Marketing Confederation (EMC), a partner of the African Marketing Confederation (AMC), has honoured Australian marketing guru, Dr Byron Sharp, with its prestigious Lifetime Achievement Award for Marketing.
Dr Sharp is best known for his groundbreaking book ‘How Brands Grow’, which has fundamentally changed how marketers think about brand growth. His work has inspired professionals across the globe to embrace evidence over intuition – shifting the marketing discipline toward data, reach, distinctiveness and scientific rigor.
Dr Byron Sharp. Photo: LinkedIn
As Director of the Ehrenberg-Bass Institute, a global research institute focused on marketing science, Dr Sharp has published over 100 peer-reviewed articles and continues to be one of the most cited voices in marketing science.
“His influence on the marketing industry cannot be overstated,” said Dr Ralf Strauss, Chairman of the EMC. “His boldness in challenging industry orthodoxy and his dedication to advancing the discipline make him a deserving recipient of this award.”
International Day of Marketing
The award was made by the EMC on 27 May, as part of the first International Day of Marketing. The date was chosen to coincide with the birthday of marketing guru Philip Kotler, born on that day in 1931. The day aims to highlight the importance of marketing in business and society, promote pride in the profession, and celebrate marketing in a bright way.
On his LinkedIn profile, Dr Sharp describes himself as “an old-fashioned scientist (known for research that seeks to discover and describe law-like patterns). But I study a ‘new’ area – marketing (buying behaviour and brand competition)”.
The Ehrenberg-Bass Institute, based at the University of South Australia, is staffed by 50-plus academic personnel. Their pioneering work is supported by corporations around the globe such as General Motors, Henkel, Lindt, PepsiCo, Mondelez, Mars and Novartis.
Late last year, the European Marketing Confederation and the African Marketing Confederation announced that they have joined forces to enhance the global marketing landscape through a strategic partnership focused on sharing best practices, advancing skills, and promoting education in marketing, sales and service.
AI search behaviour by SA consumers more than doubled in a year
Consumers are asking AI which retailer offers the best deal, comparing products or researching brands before visiting a website or store.
Port of Mombasa embraces integration and technology-driven solutions
Kenya Ports Authority is working to improve cargo flow and efficiency to support growing trade volumes at vital import-export gateway.
Brands must deliver sustainability through actions, not words
African consumers want ethical, responsible choices. Therefore, brand growth hinges on making sustainable choices affordable and relevant.
Africa’s next competitive advantage isn’t AI. It’s commercial capability
Examining the tech-hype trap and why human judgement, not technology, will pave the way to competitive advantage in Africa.
Former AGB Nielsen commercial lead Hopolang Mothibeli joins Ornico
Strategic senior appointment comes at a time when the local advertising-intelligence landscape is entering a period of significant change.
From inflation to consumption: West Africa’s FMCG turnaround
Ghana has shifted decisively into consumer-led recovery, with Côte d’Ivoire and Cameroon following more gradually.
‘New direction’ for the integration of African marketing and business
AMC President discusses the upcoming conference’s ‘full circle’ and the gathering’s role in navigating marketing’s paradigm shift.
Retailers are re-engineering the checkout – and removing friction
Africa’s retail future may be led not by size, but by those who most effectively remove the friction between customer intent and transaction.
Netflix puts a live actor inside an LA billboard for three days
Out-of-home brand activation above Sunset Boulevard draws attention to a new science-fiction thriller film about a family stuck in a house.
Roxana Ravjee joins Havas as its new CEO for the Africa region
She comes to Havas as a business leader with more than 20 years of expertise across marketing, advertising, transformation and growth.