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.