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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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Africa

  • Africa, the next continent for brands

    29 May 2014

    Whilst Africa’s economy may be expanding, Ray Kieser, Group Managing Director of SGK Europe warns that brands should think before jumping to invest overseas.

    The eyes of many global brands are turning to Africa as a new rising economy. Nielsen recently named Africa and the Middle East the fastest growing destinations for advertising, with spending rising 15 per cent, five times faster than the global rate. This initial surge in marketing however has not always been as successful, with many companies treating the continent as a single entity and failing to connect with consumers on a resonant level.

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