European and African bodies join forces to advance global marketing

“The trends we are seeing across Europe are mirrored in many ways by the challenges that marketers face in Africa,” says Helen McIntee, co-founder and President of AMC.  

“Our member associations are excited about this international collaboration, as it will help them align with global best practices and boost their capacity for cross-border trade. As digital technologies and data play an increasingly important role in marketing strategies, this partnership is especially vital for developing countries in Africa, where the digital marketing landscape is expanding rapidly.” 

Benchmark for professionals 

One of the first collaborative projects will be the adaptation of the European Marketing Agenda, a report highlighting challenges faced by the industry, for the African market. This new initiative, known as the African Marketing Agenda 2025, will launch in the new year and serve as a key benchmark for marketing professionals across Africa, providing valuable insights into regional challenges, opportunities, and evolving digital marketing trends. 

In the European Marketing Agenda, valuable insights were provided into the common hurdles faced by organisations – including a lack of standardised processes, insufficient availability of subject matter experts, and the challenge of bridging business and IT for digital transformation. The report highlights the overwhelming number of tools and technologies marketers need to navigate, often with unclear purposes or complex integration challenges.  

At the same time, the persistent concern over skill gaps within the industry is frequently linked to the lack of specialised training programmes in crucial areas, leaving many professionals without the necessary expertise.  

These findings resonate across continents, making the collaboration between EMC and AMC a timely step forward in improving the global marketing ecosystem. 

EMC Chairman, Ralf Strauss, emphasises the importance of broadening the association’s perspective: “As EMC continues to grow and solidify its position as a key player in European marketing, it is essential for us to adopt a global outlook. Collaborating with Africa, where the marketing and digital landscape is rapidly evolving, is a natural and important step.”