
WPP creates a new kind of talent pipeline designed for the AI era
Ad giant says Hex provides a solution to one of the creative industry’s most significant challenges: the AI talent gap.
DIGITAL ECONOMY
By our News Team | 2021
Large power imbalances stalk the growing digital economy as major platforms reinforce their positions in the global data value chain.
The data-driven digital economy is surging. Recent estimates show that global internet data flows will more than triple between 2017 and 2022, according to the Digital Economy Report 2021 recently released by the United Nations Conference on Trade and Development (UNCTAD).
The pandemic has markedly increased internet traffic, as many activities have moved online. Global internet bandwidth rose by 35% in 2020, compared with 26% the previous year, the report says.
A growing part of data flows is related to mobile networks. With the increasing number of mobile devices and internet-connected devices, data traffic by mobile broadband is expected to account for almost one third of the total data volume by 2026, the report states.
Image by Gerd Altmann from Pixabay
“But the data-driven digital economy is characterised by large imbalances and divides,” said UNCTAD’s Director of Technology and Logistics, Shamika N. Sirimanne. “As the digital economy grows, a data-related divide is compounding the digital divide.”
Developing countries in subordinate positions
In this new environment, developing countries risk becoming mere providers of raw data to global digital platforms, while having to pay for the digital intelligence obtained from their data, the report warns.
Only 20% of people in least developed countries (LDCs) use the internet, and when they do, it’s typically at relatively low download speeds and with a relatively high price tag attached, the report says.
Also, the average mobile broadband speed is about three times higher in developed countries than in LDCs. And while up to eight out of 10 internet users shop online in several developed countries, only less than one out of 10 do so in many LDCs.
International bandwidth use is geographically concentrated along two main routes: North America-Europe and North America-China.
New global data governance approach needed
As cross-border data flows become increasingly prominent in the digital economy, UNCTAD has called for a new approach to properly regulate them at the international level.
Currently, entities that can extract or collect data are in a privileged position to appropriate most of the value.
“A new international system to regulate data flows is needed so that associated benefits can be more equitably distributed,” said Sirimanne.
She said the world should pay adequate attention to the current divides that characterise the global digital economy – not only between countries, but also between states and enterprises.
While all countries will need to allocate more domestic resources to the development of their capacities to create and capture the value of data domestically, the report says, many developing countries may need international support due to their limited financial, technical and other resources.

Ad giant says Hex provides a solution to one of the creative industry’s most significant challenges: the AI talent gap.

Vida e caffè believes its growth highlights the increasing ability of African consumer brands to scale regionally.

Innovative launch of new smash burger sees an entire pop-up restaurant ‘smashed’ for the occasion – from glasses to seats.

‘Best pies in town’. ‘Our city’s favourite hotel’. Unsubstantiated claims, but academics find this puffery does add bottom-line value.

Checkers Sixty60 ad campaign features a playful celebration of cultural crossovers as delivery rider takes to Mexico City’s streets.

Bolt moves beyond restaurant delivery into a multi-category convenience platform encompassing groceries, household items and other goods.

Issue 1 2026 of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, is available online and in print.

Stella Artois has come up with a campaign that recognises a problem for local fans: most weekday games happen during working hours.

Campaigns that stand out will give audiences a reason to interact with the brand, beyond simply noticing it.

TGI Fridays, which operates almost 400 restaurants worldwide, will debut in the SSA market with its first Nairobi outlet in November 2026.

Whether you have pioneered a ground-breaking campaign or witnessed a peer redefine the industry, the AMC is inviting you to step forward now.