Research Paper
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Alexander Tevi, Scott Koslow, and John Parker, Journal of Advertising Research, Digital First, October 2018
This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.
Research Paper
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Phyllis Macfarlane and Sonia Whitehead, ESOMAR, Congress, 2018
Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.
News
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11 October 2018
Burger King, the world’s second-biggest burger chain, is set to launch a string of restaurants in sub-Saharan Africa, including Nigeria, according to a senior executive.
News
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08 August 2018
LONDON: Mobile has already established itself as an important part of the marketing mix but a new WARC report indicates there is more to come as marketers embed formal mobile strategies and begin to exploit the possibilities of the Internet of ...
Data
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WARC Data, August 2018
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
News
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18 June 2018
ACCRA: US tech giant Google plans to open an artificial intelligence (AI) research centre in Accra, the capital of Ghana, to explore the potential uses of the emerging technology in Africa.
Case Study
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SABRE Awards, Gold, Media Relations, Africa, 2018
The Innovation Prize for Africa (IPA), the initiative of the African Innovation Foundation (AIF), launched a campaign across Africa to strengthen African innovation ecosystems and support the culture of innovation and competitiveness.
Case Study
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SABRE Awards, Gold, Media, Arts And Entertainment, Africa, 2018
Cartoon Network, a cable and satellite television channel, increased local relevance in the African market by introducing South African singer, Toya Delazy, as the fourth PowerPuff Girl.
Case Study
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SABRE Awards, Gold, Consumer Products/Services, Africa, 2018
Nimue Skin Technology, a skincare brand, promoted its 12 Week Challenge kit across Africa by launching a social media campaign that got a bride to walk down the isle foundation-free.
News
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12 April 2018
ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.
Article
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Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.
Research Paper
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MRS Awards, Winner, International Research, 2017
The Bill and Melinda Gates Foundation, a private foundation founded by Bill and Melinda Gates, used research to generate demand for Voluntary Medical Male Circumcision in Zambia and Zimbabwe, to help tackle their HIV epidemic.
News
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24 November 2017
ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.
News
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20 November 2017
ACCRA: Insurance providers looking to target the mass market in Africa need to think outside the box, according to the founder of MicroEnsure, which has developed an innovative approach to selling insurance products on the continent.
News
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09 November 2017
JOHANNESBURG: On some estimates, three-quarters of household spending power in Africa will lie with women within a decade, but research indicates that current marketing efforts are failing to resonate with this group and budgets are being wasted.
Research Paper
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Galbin Holt and Paul Thomas, ESOMAR, Global Qualitative, November 2017
An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.
Research Paper
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Harman Johar and Al Ismaili, ESOMAR, Congress, 2017
This paper provides key learnings for the use of mobile surveys in developing markets, particularly Africa, and is based on a series of experiments in Kenya exploring how best to use incentives.
News
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21 August 2017
AFRICA: Many multinational businesses have found that sales and profits in sub-Saharan African markets are below expectations but that is because their expectations were unrealistic in the first place, a regional analyst has argued.
News
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12 July 2017
AFRICA: Most of Africa's leading home-grown consumer products (CP) companies operate in the food and drink categories, where they have opportunities to take share from imported brands and to tap into a growing private label sector.
Case Study
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SABRE Awards, Gold, Africa, Central Africa, 2017
South African public relations company Mason Show Management substantially increased awareness and audience participation in the 2016 Airtel TRACE Music Star, the biggest Pan-African talent search.
Case Study
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SABRE Awards, Gold, Africa, Marketing to Consumers (Existing Product), 2017
Coca-Cola, the beverage brand, created and utilized a PR toolkit to increase awareness of the fourth season of Coke Studio Africa, a showcase of the diversity of African musical talent.
Case Study
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SABRE Awards, Gold, Africa, Technology, 2017
SES, the Luxembourg-based satellite operator which offers services across Africa, used the local expertise of its marketing team in South Africa to build the profile of the company and its African executives in over 15 countries across the continent.
News
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17 January 2017
JOHANNESBURG: The number of pay-TV subscribers in sub-Saharan Africa is projected to almost double over the next five years, with the figures having been given a boost during 2016 as the leading operators were drawn into a price war.
Case Study
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Direct Marketing Association - UK, Gold, Best use of mobile, 2016
This case study describes how Barclays Africa, a South African banking group, used predictive analytics to help resolve potential threats for consumers.
Case Study
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Direct Marketing Association - UK, Gold, Best business to business campaign, Best use of mail, Best design or art direction; Silver, Best launch campaign, 2016
This case study details how What3words, a geocoding system for the simple communication of location, targeted developing countries in Africa without reliable addressing systems.
