Over the decades, centuries perhaps, the Africa continent has been described and perceived in many lights. However, two words that jump out and aptly describe the continent, are Resilience and Adaptability. In recent times Africa has proven to be these and more. The continent’s heart continues to beat notwithstanding the exigencies. In our world today, strong brands have survived as a result of being resilient, adaptable, and innovative amongst others, so as to deliver their promise to the people.

Africa, comprising several developing economies rich in resources, is critical to the global value chain, and is fertile ground for building strong brands for consumption and export. The theme for last year’s virtual conference was “Africa to the world”. How far up the ladder have we gone to showcase brands of our own, packaged and curated from this continent on the world stage and to the global market? It is for this and other reasons that we are gathered here; to share our thoughts, firm up our steps and rise to the next level.

IAA Africa Rising has reached the fifth rung on its climb and is still rising. The theme for this year’s conference is BRANDS FOR PURPOSE, BRANDS FOR PEOPLE. It is worth emphasizing that Africa and the world by extension have had to battle with the global pandemic. Admittedly, Africa has fared quite well in certain areas, however, its economies have not been spared.

The flip side of the pandemic nevertheless exposed numerous untapped potentials that some brands have since capitalized on, promoting social good within communities, and rekindling brand love among consumers as a result. Consumers are demanding more from brands amidst the myriad of choice and options available to them.

Some brands are now engendering positive perceptions and supporting these with real action. The Consumer’s ship that accepted the concept of ‘brand sell’, in the days of old sailed long ago. Even now what the brand tells, is sounding like a broken record to the consumer, who now appears to be more inclined to how well the brand makes them feel. The proliferation of social media platforms is pointing to this paradigm shift, and the learning is that brands that are built for purpose are brands that are loved by People. This where we are headed today, and the hope is that we will make the most of it.

The International Advertising Association (IAA), the global compass provides the right road map on thought leadership in the Marketing communication space and is the unique platform that creates the avenue to rub minds, with some of the best brains in marketing, communication, media, finance and education, who are aligned with the ethos and values of the IAA and its global conferences. It can be stated explicitly that the IAA Africa Rising sessions have been greatly beneficial, in respect of the priceless knowledge and invaluable information that participants have gained and shared over the period.

The IAA and its partners (Brand Finance & Women in Marketing) welcome you to the 5th Africa Rising Leadership conference which is bringing the African continent together on a stage that will highlight brands that have not only chalked success in the areas of growth but in their ability to make a difference in their communities.

These 2-days will feature some of the most skilled speakers and panelists from Africa and the world who will share their knowledge and experiences. By the end of this conference, the impact of Purposeful Brands and an Africa Rising will truly be felt across the World.