Falling short on insights, knowledge and aspiration: Why global brands are failing in Africa

This event report explores some common misconceptions that global brands have when it comes to marketing in Africa.

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...

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