Victoria Amunga | 5484 Media | Nairobi, Kenya
Pan-African leaders in communications, media and branding are strengthening Africa’s creative industry in a bid to reshape the continent’s global narrative. This emerged during a high-level gathering of experts in marketing, branding, strategic communications and media held at the African Union Headquarters in Addis Ababa, Ethiopia.
According to leading creative experts on the continent, at a time of triple transition globally, Africa must reclaim its place in the future and take charge of how its history and story are told. Creative institutions and leaders, including Brand South Africa, Edelman PR, Gina Din and Trace TV, have launched a campaign dubbed Opportunity Africa—a new continental movement aimed at unifying how Africa presents itself both internally and to the world.
“We are growing seeds for a legacy that will benefit future generations. Africa is, and has always been, ready to unleash its greatness to the world,” said Thoko Modise, Head of Communications and Digital Marketing at Brand South Africa.
Experts further note that the perception gap costs Africa more than USD 4.2 billion every year, undermining investment, confidence and self-belief across the continent.
