From decades of being described as a continent riddled with conflict, Africa is now taking a key place in the world with its leading economies outpacing much of the rest of the world in economic growth. The World Bank notes that Africa’s growth is set to reach 5.2 percent in 2014, with strong investment growth and household spending. Half of the region’s population is under 25 years of age, which is not lost on marketers, specifically at multinational corporations. There is also general consensus in African policy circles that we are witnessing Africa’s moment.
I recently sat down with Vincent Magwenya, CEO and Khadija Magardie-Bradlow, Media Director, from Magna Carta, Ketchum’s exclusive South African affiliate to talk about the myths and realities surrounding Africa, what companies need know and do to succeed, and the current state of the media landscape. Magna Carta is Africa’s leading and largest Reputation Management Consultancy operating across all key African markets and recipient of the 2013 Holmes Report African Consultancy of Year award.