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Africa

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.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study shows how 10X Investments, an investment management company, used a viral video campaign to make South African consumers aware of high investment fees and increase brand awareness.

Case Study

This case study describes how Sanlam Financial Services, one of the largest financial services groups in South Africa, successfully created awareness around the importance of saving with the help of a video.

Case Study

This case study looks at the opportunity taken by South African cellular mobile brand, MTN, when NekNominated to take part in the global social phenomenon, to use the platform to promote improvements to education.

Case Study

This case study explores how Guinness, an Irish dry stout owned by Diageo's brewing company, strengthened its position as a global brand through the creation of a global platform.

Case Study

This case study demonstrates how DHL Africa, which is part of the world's leading postal and logistics company, Deutsche Post DHL Group, leveraged its Official Logistics Partner for Rugby World Cup 2015 status in Africa.
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Article

This event report describes how Safaricom, a Kenyan mobile operator, reframed its relationship with millennial consumers by creating a new brand, Blaze, that would celebrate unconventional success.

Research Paper

This paper sets out a research project for Unilever, the FMCG manufacturer, to deliver an understanding of how toothpaste is consumed amongst lower-income groups in Nigeria, Ethiopia, India and the Philippines.

Article

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

Article

This article argues that the advertising industry in South Africa must work to craft powerful narratives despite, or perhaps because of, the difficult times the country is confronted with.

Article

This article highlights six factors to take into account when considering using technology in marketing campaigns.

Research Paper

This paper explores how learning from neuroscience, experimental psychology and behavioural economics can be used to invigorate established qualitative research methods and pioneer new approaches.

Article

This article evaluates communications in the context of long-term affective memory impact which operates at subconscious level.
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  1. Article

    This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

  2. Article

    This case study describes how Sanlam Financial Services, one of the largest financial services groups in South Africa, successfully created awareness around the importance of saving with the help of a video.

  3. Article

    This case study shows how Pepsi, a soft drinks brand, developed a social media campaign centered on Nigerian cultural identity to regain market share.

  4. Article

    This article evaluates communications in the context of long-term affective memory impact which operates at subconscious level.

  5. Article

    This report sets out some of the features of a new set of emerging markets - Nigeria, Indonesia, Mexico, the Philippines and Turkey - the 'NIMPTs'.

  6. Article

    Mass consolidation in the airline industry left Virgin Atlantic facing a new breed of global competitor.
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