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.
PRODUCT INNOVATION
The smart little girl with the very bold product idea
By our News Team | 2022
Top Lego marketer finds that innovative product ideas can come from anywhere – including young fans of the brand.
Good marketers and product managers know that great product ideas can come from anywhere – including customers who know your brand and what it stands for.
Such was the recent experience of Ula Bieganska, Head of Lego Marketing for the Middle East and Africa. In a post published on LinkedIn, she explains how she received a voice mail with the sweet voice of a little girl.
“Hi Ula, this is Shaikha, I have a business idea for the Lego Group. I made those glasses with Lego Bricks and all my friends love them and would like to have similar. I would like to partner for a Lego Glasses project and could design more of different types for you.”
Ula Bieganska via LinkedIn
A positive response from LinkedIn audience
Intrigued, Bieganska posted a photo of the glasses and asked her LinkedIn audience what they thought, and whether the company should invest in the idea.
The response was immediate and overwhelmingly positive. “I think this would be a worthwhile investment. I love that this idea came from a kidpreneur!” wrote one respondent. “What a brilliant idea,” wrote another. “Amazing!!!!!!!” said a third.
And how did Bieganska respond to her youthful would-be marketer? “I congratulated her on the idea and passed it to people who actually work on this type of initiatives,” she said.
Lego is one of the world’s great brands and was founded in Denmark in 1932 in the workshop of carpenter Ole Kirk Christiansen. The name in Danish stands for ‘Leg Godt’ which means ‘play well’.
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.