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.
MARKETING MAGAZINES
Out now! New issue brings latest insights for Africa’s marketers
By our African Marketing Confederation News Team | 2025
The latest issue of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, is now available.
The latest issue of Strategic Marketing for Africa, the quarterly magazine of the African Marketing Confederation (AMC), is now available online via the AMC website.
Issue 2 2025 is packed with marketing-related news, in-depth features and thought-leadership content from across Africa. This thought-provoking 80-page issue takes in Africa’s bigger picture, examining some of the macro-environments in which Africa’s marketers must operate. Here are some of the highlights.
How to capitalise on Africa’s health and wellness trend
Encouragingly, Africans are ahead of the global curve when it comes to health awareness. A recent Global Trend study shows that 90% of Africans surveyed believe eating well is critical to maintaining good health (as against the global average of 84%), and 92% feel they need to do more to look after themselves physically (compared to only 84% globally). How should the continent’s marketers meet this need?
Issue 2 2025 of Strategic Marketing for Africa
Challenges and opportunities for African marketers
While some hurdles, such as budget constraints and digital-adoption gaps, are common across developing markets, Africa’s unique cultural, economic, and regulatory environment presents distinct marketing dynamics. There are some challenges, but also immense opportunities for marketers who are tuned-in and far sighted.
Betting now a significant cultural and economic phenomenon
Betting has rapidly emerged as a significant cultural and economic phenomenon across Africa, propelled by the continent’s youthful demographic, expanding internet and smartphone access, and the widespread enthusiasm for sports, particularly soccer.
Kenya’s trends to watch and what it means for CMOs
Kenya’s consumer landscape reflects a shift from crisis response to intentional adaptation. After years of economic pressure and structural change, consumers are spending more strategically, prioritising balance in wellness, embracing digital tools, and expecting real environmental accountability from brands.
Port infrastructure is key to Africa’s enhancing supply chain
While Africa’s supply chain and logistics infrastructure has been notoriously challenging, much is now being done to take advantage of the economic potential of its ports and shipping sector. This will benefit not only coastal countries, but hopefully those in the landlocked hinterland, which face addition challenges in trading with other parts of Africa and the rest of the world.
You will find these stories, and many more, in the latest Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read Issue 2 2025 online here. A Print Edition is also available.
AI search behaviour by SA consumers more than doubled in a year
Consumers are asking AI which retailer offers the best deal, comparing products or researching brands before visiting a website or store.
Port of Mombasa embraces integration and technology-driven solutions
Kenya Ports Authority is working to improve cargo flow and efficiency to support growing trade volumes at vital import-export gateway.
Brands must deliver sustainability through actions, not words
African consumers want ethical, responsible choices. Therefore, brand growth hinges on making sustainable choices affordable and relevant.
Africa’s next competitive advantage isn’t AI. It’s commercial capability
Examining the tech-hype trap and why human judgement, not technology, will pave the way to competitive advantage in Africa.
Former AGB Nielsen commercial lead Hopolang Mothibeli joins Ornico
Strategic senior appointment comes at a time when the local advertising-intelligence landscape is entering a period of significant change.
From inflation to consumption: West Africa’s FMCG turnaround
Ghana has shifted decisively into consumer-led recovery, with Côte d’Ivoire and Cameroon following more gradually.
‘New direction’ for the integration of African marketing and business
AMC President discusses the upcoming conference’s ‘full circle’ and the gathering’s role in navigating marketing’s paradigm shift.
Retailers are re-engineering the checkout – and removing friction
Africa’s retail future may be led not by size, but by those who most effectively remove the friction between customer intent and transaction.
Netflix puts a live actor inside an LA billboard for three days
Out-of-home brand activation above Sunset Boulevard draws attention to a new science-fiction thriller film about a family stuck in a house.
Roxana Ravjee joins Havas as its new CEO for the Africa region
She comes to Havas as a business leader with more than 20 years of expertise across marketing, advertising, transformation and growth.