Pick n Pay stores in Namibia to be rebranded as Model supermarkets
Local franchisee terminates its 27-year agreement with Pick n Pay on 30 June and will return to the brand it first created in 1965.
A.M.C. NEWS
European and African bodies join forces to advance global marketing
By our African Marketing Confederation News Team | 2024
As marketing evolves, the partnership will play a crucial role in equipping professionals with the expertise to succeed in the digital age.
The European Marketing Confederation (EMC) and the African Marketing Confederation (AMC) are joining 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.
EMC, which brings together 100,000 marketing professionals across 12 European countries, will collaborate with the AMC, a network of 30,000 marketing professionals spanning 16 African nations. Their shared goal is to exchange knowledge and strengthen competencies, with a particular focus on skills and competency profiles, training and education, and certification.
As the marketing, sales and service industries undergo a rapid transformation – due to data-driven strategies, real-time customer interactions, and AI-powered technologies – expertise has become a critical differentiator for organisations globally. Research, such as the European Marketing Agenda, shows that marketing challenges and opportunities are strikingly similar across regions despite geographic differences.
EMC Chairman, Ralf Strauss, with the AMC’s Helen McIntee. Photo: EMC
“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.”
Micro-influencers the way to go when targeting Gen Z consumers – study
Gen Zedders value authenticity from brands – something which big-name mega-influencers cannot deliver, US research finds.
PepsiCo is going head-to-head with Coca-Cola in prebiotic soda market
In February, Coke launched its Simply Pop prebiotic drink brand. This week, Pepsi bought its arch-rival brand, Poppi. Let battle commence!
Nigeria’s CIG Group appoints Adeleye Fabusoro to Group Marketing role
He moves from CNBC and Forbes Africa to spearhead marketing, PR and corporate communication initiatives across a portfolio of brands.
SA’s Spar grocery chain plans to differentiate its brand offerings
Like its main competitors, Spar will split its retail brands into higher-income premium outlets and lower-income discount stores.
UN Tourism to host Regional Forum on gastronomy tourism for Africa
Event in Tanzania brings together influencers, chefs, policymakers, entrepreneurs and others to examine ways to enhance Africa’s tourism brand.
Unilever’s new boss will spend more on social media and influencers
Incoming CEO says brand messaging is viewed with growing suspicion by consumers and having others speak for your brand is ‘very important’.
Study examines how X banter with competitors boosted a product launch
When a smaller fast-food brand launched a new meal, it’s bigger rivals began some banter – which benefitted the small brand most.
Boost your marketing career in 2025 with the AMC’s short courses
Confederation has fast-paced online Express Courses you can complete in a week, to in-depth studies taking up to 10 months.
Moroccan telecoms brand unveils Real Madrid player partnership
With an eye on the 2025 Africa Cup of Nations taking place in the North African country, Orange Maroc signs Real’s Brahim Diaz.
Concern in Mozambique as counterfeit alcoholic drinks flood the market
‘Networks of corruption’ and inadequate resources at regulatory authorities mean up to 80% of popular brands of drinks could be fake.
