Marketing in Africa – A Practical Guide

On the 17 December 2020, we hosted our “Marketing in Africa” online event in collaboration with our members Jason Cumming from J&sons Consulting.

No matter where you operate from or where your markets are, having a powerful brand that clearly articulates your product and your unique selling points is critical to your success.

‘Africa’ is not a one-dimensional audience. There are 54 very different countries on the continent and you need a very specific communications strategy and on the ground support in each region.

Step in Africa Scotland Business Network who launched an international business brand from South Africa last year. A brand that was designed for Africa (and Scotland) and now successfully attracts a wide range of businesses both in Africa and internationally. Our clever yet simple brand and distinctive CI is part of a brand strategy, which is further integrated into the network’s vision to ensure the expansion across this majestic continent.

Getting your brand right is just one component in the African marketing mix and our co-founder, brand and marketing expert Nicola Probyn looks forward to taking the stage to answer your questions on all things brand. Nicola specialises in maximising brand at the heart of the CVP and how that’s communicated effectively and resourcefully to reach the desired audience. Invest in a strong brand and it’s strategy and you’ve done half the work.

So how do you turn your brand and it’s offering into a local African success story? Well, we’ve got that covered too. Welcome ASBN member, Jason Cumming to the podium. Jason will draw on his 19-year advertising career working in management roles for international agencies such as IPG (Lowe & Partners), WPP (Ogilvy & Mather), Omnicom (BBDO) and M&C Saatchi.

Now an independent international advertising consultant, Jason’s personal network covers 30 countries in Africa with enormous experience on blue-chip accounts across key sectors. Jason’s real-time local insights and knowledge of quality integrated marketing services on the ground make him the go- to guy for global brand market penetration in Africa.


Watch the online event here:




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f you’d like to start an Africa Scotland Business Network national chapter outside of South Africa, please contact our team. Chapters can only be headed by members who have been part of ASBN for 9 months or more.

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