Jacques Burger, CEO at The Up&Up Group, says as creative industry leaders, we like to believe we are in the business of rational persuasion. We talk about being data-led, insight-driven and optimised. We measure what works and we defend what we can prove. We build cases, not just campaigns. And yet, quietly, often uncomfortably, we […]
Leslie Adams, Sales Director at Reach Africa, says Connected TV (CTV) receives just 7% of total media budgets, despite delivering a knockout punch on returns (30% higher ROI according to Analytics Partners). The question worth asking is why, because CTV is not new anymore, and the evidence is strong. Audiences have already made the move, […]
Xoliswa Mkize, Senior Client Success Manager at Humanz, says working on fintech influencer campaigns across Cameroon, Côte d’Ivoire, Uganda, and Zambia has reinforced a simple but critical lesson: influencer marketing across African markets does not scale through duplication, it scales through precision. Pan-African marketing strategies are often built on the assumption that Africa can be […]