Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
A.M.C. NEWS
The Chartered Institute of Marketing and AMC announce new partnership
By our African Marketing Confederation News Team | 2025
UK and African marketers to benefit from access to latest resources to develop skills, drive careers, and enhance organisation performance.
The Chartered Institute of Marketing (CIM) and the African Marketing Confederation (AMC) have announced a partnership to collectively advance the marketing profession, for the benefit of marketing professionals, businesses and society in Africa and the UK.
The newly established partnership between CIM and AMC aims to foster the advancement and mobility of the marketing profession. This collaboration will offer professional marketers and practitioners access to valuable development opportunities.
Illustration: Chartered Institute of Marketing
Under the new partnership, both organisations will collaborate to advance the marketing profession by aligning marketing standards, education, and qualifications. Marketers across Africa and the UK will benefit from the latest resources designed to enhance their skills, advance their careers, and improve the performance of their organisation.
Commenting on the partnership, Chris Daly, Chief Executive of CIM said: “The formal collaboration between CIM and AMC is founded on our mutual vision to elevate the marketing profession, benefiting individuals, businesses, and society as a whole. The strategic partnership will also see CIM provide access to its Global Professional Marketing Framework, with the aim of aligning AMC’s standards to the framework, creating a pathway for marketers to advance their careers both in the UK and across Africa.
“We see this partnership as just the start and look forward to working closely with AMC to enhance our agreement and introduce new benefits to both audiences. Together we will empower marketers to navigate key challenges, seize opportunities, and make meaningful contributions to society through their expertise and leadership.”
Discussing the agreement, Helen McIntee, President of AMC said: “CIM and AMC are united by a shared vision to elevate the marketing profession. This collaboration provides marketers extensive opportunities for professional growth, including broader access to training, qualifications, cutting-edge thought leadership, and insights into emerging trends. By empowering marketing professionals in Africa and the UK, we will equip them with the skills needed to navigate uncertainty and drive business growth, ultimately benefiting society as a whole.”
The move toward future-ready food packaging where materials meet AI
Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.
Malawi’s marketers urged to put trust at the heart of the profession
Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.
Lingerie brand creates street-stopping advertising in Manhattan
Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.
We know AI influencers aren’t real – so why do we trust them?
Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.
Why trust has become a critical asset for hotel industry marketers
Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.
FNB bank’s eBucks programme dominates the 2026 SA loyalty awards
South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.
Zambia’s strongest creative ideas are emerging from local truths
Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.
Consumers have doubts about products when they’re designed by AI
Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.
Top African marketing voices confirmed for AMC 2026
Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.
Broadcast Research Council confirms launch of total video measurement
New industry currency will bring South African television and online video audiences together in a single measurement system.