Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
MARKETING PRIORITIES
CMOs face a ‘reputation and results’ reckoning in 2026 - report
By our African Marketing Confederation News Team | 2025
NielsenIQ believes the outlook for chief marketing officers next year will be characterised by efficiency and proving impact.
With many businesses worldwide prioritising cost reductions, CMOs are being challenged not just to spend wisely, but to prove how marketing directly drives awareness, growth and loyalty.
This is according to the ‘CMO Outlook: Guide to 2026’ report released by consumer intelligence company NielsenIQ.
Image by rawpixel.com on Freepik
“Every marketing dollar is now under the microscope. It’s no longer just about efficiency; it’s about proving impact – all with largely flat budgets,” comments senior NielsenIQ executive Marta Cyhan-Bowles.
“Marketers are redefining what performance means. Data, AI, and retail media networks are reshaping the marketing playbook – and the most successful CMOs will be those who connect these forces to demonstrate measurable value for the organisation.”
Four priorities in the new year
As CMOs look ahead to 2026, the findings point to four priorities that will define high-performing marketing organisations:
- Data integration and connectivity: Building unified, centralised data systems to create a single source of truth for marketing performance and enable faster, insight-driven decisions.
- AI implementation and ROI measurement: Maximising existing AI capabilities, investing in new AI solutions that drive measurable efficiencies, and clearly articulating martech’s business impact to executive stakeholders.
- Omnichannel strategy and retail media integration: Modernising the media mix by balancing digital acceleration with traditional channels, leveraging retail media network efficiencies to offset lower-converting high value channels, while maintaining full-funnel coverage across the consumer journey.
- Talent and capability investment: Upskilling marketing teams to leverage analytics and AI tools effectively, enabling agile decision-making and sustained brand growth even amid economic pressure.
Together, these focus areas position CMOs to move beyond efficiency toward long-term resilience, driving both long-term brand equity and measurable business results, NielsenIQ says.
The integration of AI and data driven strategies is not only a response to budget constraints but also a proactive approach to sustainable growth in a challenging economic environment.
You can find out more about the report here.
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.