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Africa tends to rank high on companies' growth agendas, as the continent contains several fast-growing economies, with a high proportion of young people. Advertising spend remains relatively low in African markets; the largest market by some distance is South Africa. Across the continent, TV, print and radio are the largest media. Digital advertising investment is relatively small.

Key Reading

Important papers from across the Warc database

This report investigates growth opportunities for brands in Africa, outlining some of the challenges that companies can face in the region and identifying what is needed to build an effective distribution strategy.
From an African perspective, global brands are falling short on insights, knowledge and aspiration.
African media trends and examples of global brands that have launched successfully in Africa.

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