Journey to the 2026 AMC Conference in Livingstone gets underway

“We (the government of Zambia) are here to affirm our full support … to ensure that this conference becomes the most successful gathering in the confederation’s history,” she said.

While 2026 is the fifth iteration of the AMC Conference, this year also marks the first time that three parallel Africa-wide conferences are taking place at a single location. The African Marketing Confederation is joining with the recently formed African Supply Chain Confederation (ASCON) and the Technology Information Confederation Africa (TICON Africa). 

Under the overarching theme of ‘Africa Rising: From Continental Strengths to Global Impact’, this coming together of the three confederations reflects how competitiveness is built through connected systems that must move forward together. 

Addressing the three professions which will be present in Livingstone on 23-25 September for their respective gatherings, Mrs Chikuba emphasised that they form three interlinking pillars.  

Any product or service requires an efficient supply chain. And for that product to scale up, it requires technology that is very robust. Then, to find itself worthy customers that will find value in the product, marketing of a world-class nature is required, she said. 

“These pillars are the collective engines that will drive [the] African Continental Free Trade Area and unlock Africa’s immense economic potential.” 

Strengthening the private sector 

In his opening remarks at the launch event, which took place at the Intercontinental Hotel in Lusaka, the President of the Zambia Institute of Marketing, Mwewa Besa, said the presence of government officials, dignitaries and business leaders reflected the Zambian government’s continued commitment to strengthening the private sector, advancing innovation and supporting professional institutions that help promote economic growth. 

“Today’s gathering represents far more than the launch of a conference. It represents a powerful moment of collaboration. For the first time, leading professional bodies representing technology, supply chain, marketing and communication are coming together to host a joint professional conference that will bring our members, partners and continental colleagues under one roof at the beautiful Avani Victoria Falls in Livingstone,” the ZIM President stated. 

Coming full circle 

In her address, AMC President Helen McIntee noted that the AMC’s relationship with Zambia and the ZIM, which is the local host of the 2026 marketing conference, goes back to around 2009 when she was invited to be a speaker at the annual ZIM national conference. 

“Approximately two years later, in Livingstone, we had our first-ever meeting to discuss the formation of the AMC. We have come full circle and now celebrate 15 years of the AMC here in Zambia. It is quite an achievement.” 

She added that the recently formed World Marketing Council, of which the AMC is a founder member, will be a co-host of the 2026 marketing gathering in Livingstone. Representatives of the founding council of the World Marketing Council are expected to attend. Among them are Bangladesh, Singapore, Indonesia, Thailand, South Africa and China. 

Driving the economy 

Also among the speakers was Matongo Matamwandi, prominent Zambian tourism marketer and AMC Honorary Life Member.  

In his remarks, he noted that the three professions at the 2026 gathering “are the three that convert everything we do into revenue – which we call the economy of any country, and which Africa desperately needs”. 

“Marketing adds value by communicating the product or service, supply chain ensures it is delivered where it’s needed; and none of these two can happen if there are no ICT platforms.” 

Mr Matamwandi suggested that the Livingstone conference should see a focus on developing the tourism marketing component of the AMC to help create a stronger Brand Africa. “The commercial side of all these professions can create [an] Africa that we want to see; the real Africa and not the Africa that we see in international media.” 

Local hosting associations 

Under the overarching theme of ‘Africa Rising’, each confederation brings its own sector lens: 

• AMC: …through Marketing Leadership, Brand Power and Value Creation. 

• ASCON: …with Supply Chain (Collaboration & Integration). 

• TICON Africa: …into Global Digital Impact with ICT. 

The three local hosting organisations are the Zambia Institute of Marketing (ZIM); ICT Association of Zambia (ICTAZ); and the Zambia Institute of Procurement and Supply (ZIPS).