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MARKETING MAGAZINES
Our latest issue brings insights and trends to Africa’s marketers
By our African Marketing Confederation News Team | 2025
Strategic Marketing for Africa, magazine of the African Marketing Confederation, is for deep-thinking industry professionals.
Strategic Marketing for Africa, the quarterly magazine of the African Marketing Confederation (AMC), is available online via the AMC website or in print through our member associations.
Issue 3 2025 is packed with marketing-related news, in-depth features and thought-leadership content from across Africa. This thought-provoking 72-page issue takes in Africa’s bigger picture, examining some of the macro- and micro-environments in which Africa’s marketers must operate. Here’s a selection of content highlights.
Report back on the AMC 2025 Conference held in Ghana
Marketing is the bridge between innovation and technology in Africa, various high-level speakers emphasised at the AMC’s annual conference held in Accra, Ghana. Delegates also heard that the marketing profession must help to drive ‘intellectual connectivity’ on the continent and assist in breaking down silos that are hampering the repositioning of Africa.
Issue 3 2025 of Strategic Marketing for Africa
Among the milestones announced at the conference was the launch of a dedicated Tourism Chapter within the African Marketing Confederation. This will work with UN Tourism, local tourism marketers and other stakeholders to maximise Africa’s potential as a destination for business and leisure travellers.
Successful supply chain collaboration requires trust and agility
Trust and agility are vital components of Africa’s supply chains, which must evolve and increasingly collaborate with marketing and technology as customers demand faster, smarter and more sustainable solutions.
No trust and no collaboration equals no customer and no transaction. Trust is what makes the synergy real. You can’t do without it, says supply chain expert Thobekile Nxumalo. Equally, agility is vital if supply chain strategists are to successfully respond to the emerging trends and customer requirements identified by marketing insights.
Authentic connections are all-important to African consumers
For years, local marketing experts have been emphasising that brands should not treat Africa as a single, homogenous region. Rather, it’s 54 countries that are each unique in terms of culture and consumers. In 2025, those distinctions remain crucially important.
The 2025 Africa Life report by global market research company Kantar continues to add layers of complexity and understanding to the unfolding appreciation for Africa’s nuanced consumer experience.
Why FMCG brands must tailor strategy, not just translate it
Pan-African marketer Tamer Farag Ayoub explains the key differences between the marketing strategies required to target consumers in East Africa versus those in West Africa.
East African countries like Uganda, Kenya and Tanzania tend to show more gradual consumer adoption. Products may take longer to catch on, but once they do, the loyalty is often deep and lasting.
In contrast, West African markets such as Nigeria, Côte d’Ivoire and Burkina Faso are often led by fast-paced, hype-driven consumption. Youth culture, nightlife and music are powerful influencers.
You will find these stories, and many more, in the current issue of Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read Issue 3 2025 online here. A Print Edition is also available.
The gap between AI’s efficiency promises and marketing reality
Global study finds AI is helping marketers produce more – but is not creating the time and creative space they expected.
Number of African megacities to increase from three to 17 by 2050
Urban Africa will double its footprint, adding the equivalent of more than 4,000 Manhattans or almost 400 Singapores, The Economist reports.
Nigeria’s Hyper City appoints CEO with strong Carrefour background
Luc Demez brings experience from Europe and African countries as the Carrefour brand looks to expand into Nigeria with a local partner.
Cracking the Africa Code: The functional path to market leadership
What makes brands successful in Africa? A summary of the award-winning paper presented at Esomar’s first conference in Africa.
‘What’s for dinner tonight, mom?’ Woolies’ AI chef may have the answer
Woolworths supermarket chain embraces an AI-powered chef as it leverages two decades of recipes to answer an age-old family question.
Demand for sportswear is sprinting ahead of the wider apparel market
Consumers are prioritising their wellness despite tighter wallets, meaning sportswear remains one of the most resilient areas of fashion.
Deadline looms for African marketing and supply chain awards
Nominations for the 2026 African Marketing Confederation and African Supply Chain Confederation awards close on 31 July.
Researchers study why negative brand news fails to deter some customers
Consumers may stick with troubled brands because their emotional attachment overrides the perceived risk, study finds.
Marketing’s role in book on how Ghana can deliver public service excelLENCE
Book draws a line between customer experience – the private-sector marketing discipline – and what its authors call ‘Citizen Experience’.
Once close to oblivion, SA retailer Edgars is making a comeback
Six years ago, the historic South African department store chain was in voluntary business rescue. Now it plans to open 50 new stores.
