Falling short on insights, knowledge and aspiration: Why global brands are failing in Africa

This event report explores some common misconceptions that global brands have when it comes to marketing in Africa.

Falling short on insights, knowledge and aspiration: Why global brands are failing in Africa

Joseph Clift Warc

One of the prevailing topics across the presentations at Global Marketing Week, a series of events organised by the World Federation of Advertisers (WFA) and held in Marrakech in March 2015, was that global marketers recognise Africa's potential as a