Airline body urges African governments to act on opening market access
‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.
AGENCIES
Ghana-based agency appointed to help Johnnie Walker stride across Africa
By our African Marketing Confederation News Team | 2025
EchoHouse creates new business unit to drive brand growth for Johnnie Walker and two other Diageo drinks brands in three African regions.
EchoHouse, a Ghana-based marketing agency, has been appointed Johnnie Walker’s digital and creative partner across Southern, Western and Central Africa.
In addition, it is to manage digital and creative for the Casamigos and The Singleton accounts in the same region. All are drinks brands within the Diageo stable.
EchoHouse has now created a business unit called ‘BA:KO By EchoHouse’, which has the mandate of implementing work for this account, which was awarded following a competitive pitch process involving several leading agencies.
In a media statement, the agency says its appointment “signals the increasing importance of local expertise in crafting market-relevant strategies”.
Photo: Marcelo Verfe from Pexels
Says EchoHouse’s founder and CEO, Beryl Agyekum Ayaaba: “This partnership represents exactly what EchoHouse is working towards, which is to connect iconic global brands to the pulse of African markets.
“Our win was about the authentic creative concepts; it was about demonstrating our unique ability to translate international brand values through a distinct African lens.
“With EchoHouse Africa’s 17-year foundation and presence in several countries, the BA:KO By EchoHouse team is leveraging years of experience, authenticity, and quality in engaging today’s sophisticated African consumers.”
Significant growth in African markets
The African spirits market is experiencing significant growth, with premium whisky consumption rising among the continent’s expanding middle class.
With changing consumer preferences and increasing sophistication in taste, the Johnny Walker brand is looking to leverage African marketing expertise to connect with new demographics while maintaining its premium positioning.
Ayaaba believes that, as markets across the continent continue to grow, the demand for agencies that can bridge global brand strategies with local cultural contexts will only increase.
“Our approach will combine data-driven insights with cultural intelligence and community building,” she says.
“We will be measuring success not just in traditional metrics, but in how effectively we help Johnnie Walker become part of authentic moments that matter to African consumers.”
EchoHouse has a presence in Ghana, South Africa, Nigeria, Liberia, Côte d’Ivoire, Benin, and Sierra Leone.
Uganda Tourism Board partners with major European ice hockey league
UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.