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Adapt or die: brands and cultural diversity across Africa

May 29, 2018

A one-size-fits-all approach to marketing communications does not work in Africa, or any of its 54 countries. Yes, there is a huge sense of optimism around Africa, and we continue to find our voice, but to build on and harness the massive progress we have already made, there is a real need for African-born creativity to be recognised and respected by an international community. This means that when businesses from beyond African borders plan to...