Our Thinking
Latest articles
Our team writes about strategy, culture, brand and the evolving communications landscape across Africa. Published on LinkedIn and updated regularly.
Featured · May 2026
Across African markets, the communications landscape is evolving rapidly. Traditional advertising is no longer the sole driver of visibility — creators, influencers and digital communities are increasingly shaping how audiences discover, trust and engage with brands.
April 2026
In increasingly saturated markets, brands are no longer competing solely for visibility — they are competing for attention, relevance and emotional connection. Experiential marketing has emerged as one of the most effective ways to bridge this gap.
March 2026
Africa presents significant opportunities for organisations seeking growth across emerging and high-potential markets. However, success within these markets requires more than a global strategy — it requires local understanding.
February 2026
The fashion industry is undergoing a major shift in how content is created, distributed and consumed. Across global markets, brands are increasingly exploring how technology can enhance creativity while improving efficiency and scalability. In Africa, this shift presents unique opportunities.
January 2026
Communications within government and public institutions operates within a uniquely complex environment. The audiences are broader. The stakeholders are more diverse. And the level of public scrutiny is significantly higher.
December 2025
Hospitality brands today are no longer competing solely on service, location or pricing. Increasingly, they are competing on experience, identity and cultural relevance — building environments people want to experience, document and share.
