Interswitch stands as one of Africa's most consequential fintech success stories, a company that transformed how millions of Africans access, transfer, and manage money. Founded in 2002 by Mitchell Elegbe in Nigeria, Interswitch has evolved from a payment switching infrastructure ...
In the first half of 2026, Kenya occupied a uniquely compelling position in Africa’s economic story. As one of the continent’s most digitally advanced, demographically young, and consumer-driven economies, Kenya is a laboratory for brand building unlike any other. From ...
Last year, a young Nairobi-based software engineer refused to buy from a fast-fashion retailer because the brand wouldn't disclose its labour practices. That same week, a small family business in Lagos pivoted to selling refurbished goods instead of new imports. ...
For years, social media has become a cornerstone of brand-consumer relationships. Yet many marketing leaders still rely on global benchmarks that fail to capture the unique behaviours of Nigerian audiences. That gap is now closing. The Nigerian Social Media Benchmarks ...
From Lagos to Johannesburg, where African CMOs are discovering that the measurement frameworks built for mature Western markets often mislead rather than illuminate in African contexts. While global CMOs rely on standardised KPIs developed in stable economies, African markets demand ...
In a continent where consumers are more connected than ever but also more cautious about how their personal information is handled, transparency in data use has become the marketing world’s new frontier. The rules of engagement have shifted: success is ...
Picture this: It's 2030, just five years from now. Africa's economy has been transformed by a $1 billion AI revolution. Marketing teams across Lagos, Nairobi, Cape Town, and Cairo are delivering hyper-personalised experiences that would make Silicon Valley giants envious. ...
https://youtu.be/A7cPlyTYLvY Music is a universal language. It nourishes the soul and lifts the spirit. What do you do when your mood is down? You find it with 3Spotify. Set in the vibrant city of Lagos, this simple yet effective film ...
Picture this: It’s 6 AM in Lagos, and a local football team scored a dramatic victory. Within minutes, a Nigerian fintech company has already launched a celebratory campaign with custom visuals, localised messaging in three languages, and targeted ads running ...
In our recent webinar, Lanre Basamta, CEO and Co-founder of Optimus AI Labs, outlined how artificial intelligence and data analytics are revolutionising marketing strategies across the African continent. His insights reveal a complex landscape where unprecedented opportunities coexist with significant ...
Marketing Analytics Africa Limited enables companies to optimise their marketing ROI through expert analysis, proprietary models, and localised insights.