Falling short on insights, knowledge and aspiration: Why global brands are failing in Africa
Joseph CliftWarc
One of the prevailing topics across the presentations at Global Marketing Week, a series of events organised by the World Federation of Advertisers (WFA) and held in Marrakech in March 2015, was that global marketers recognise Africa's potential as a global economic powerhouse.
As David Somers, pan-Africa CEO at Ipsos, the market research firm, pointed out, the African economy has trebled in GDP terms since 2002. More than 50% of African nations have joined the lower middle income band.
But, many of the...