BUSINESS OUTSOURCING

Global companies are turning to Africa for marketing expertise

By our News Team | 2021

Of the three top countries for outsourcing business processes such as call centres and content creation, two are in Africa.

South Africa has long been recognised as a call centre destination. This is thanks to it having similar time zones to Europe, a high degree of English proficiency, a skilled workforce, digital infrastructure and attractive exchange rates.

South Africa is now the most favoured location for offshore customer experience delivery worldwide, according to the 2021 Front Office BPO Omnibus Survey. Egypt is second.

As a result, local marketing and communications companies have found their services are in demand by global brands. This comes as corporates become increasingly comfortable working across time zones and countries. Brands are now able to pick the best talent, at the best price, regardless of location – and Africa enjoys some of the advantages of that.

BPO is Business Process Outsourcing. The BPO trend has now broadened to include content production, marketing and communications support.

Photo by June Heredia @ Unsplash

“Global powerhouses are realising that they can secure internationally competitive services, at competitive costs, by working across borders,” says Adam Hunter, Head Honcho at integrated communications agency Hook, Line & Sinker (HLS). HLS is responsible for writing and content development.

South African businesses are also well positioned to service international companies looking to expand into other parts of Africa.

The continent has a fast-growing population of more than one billion people and rapid urbanisation. This presents an attractive prospect for global brands, given that economic growth has slowed around the world, HLS says.

And although other markets in Africa have continued to develop, South Africa remains the business hub for sub-Saharan Africa.

“South Africa’s complex business landscape and multicultural society provides an excellent training ground for media and marketing specialists, who have to work with sophisticated audiences and multiple viewpoints. In an increasingly globalised world, South African experience is coming to the fore,” concludes Hunter.

Source: Hook, Line & Sinker (HLS)

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.

Top african marketing voices confirmed for amc

Top African marketing voices confirmed for AMC 2026

Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.

Person holding two smartphones with app icons visible on their screens a large tv screen in the background shows colorful app icons

Broadcast Research Council confirms launch of total video measurement

New industry currency will bring South African television and online video audiences together in a single measurement system.

Dj performing on a brightly lit stage as colorful lights shine over a dancing crowd

Sense of belonging and atmosphere are key to attracting event-goers

Making people feel that an event space reflects their values leads to long-term loyalty and spending. FOMO also plays its part.

Smiling woman with curly hair in a yellow and white striped shirt holds a red can and points to the text 'what makes some ai ads creepy '

Researchers examine why some AI ads fail while others succeed

Norms may change, but right now it’s better to err on the side of caution when using AI in advertisements, study finds.

Woman in a denim jacket looks at her phone while standing with a shopping cart in a grocery store aisle holding a boxed item

Study examines drivers of FMCG purchases in three African markets

GeoPoll insights report from Kenya, Nigeria and South Africa finds that quality remains the key purchase driver in FMCG.

E-commerce retailer aims to speak to the hearts of South Africans

As the country celebrates Heritage Month, Takealot embarks on a campaign to speak to consumers in all 12 official languages.