T he story of demand in modern Africa is not being written where most agencies are looking. It is being written in commerce, in community, and in formats the global playbook still treats as fringe.
§ 01
The wrong screens
Imported media plans assume imported behaviour. They optimise for screens and moments that index for a different consumer. Demand here forms in different places — and the agencies that win will be the ones who go there.
§ 02
Where demand forms
It forms in conversational commerce, in trusted community voices, in the economics of the everyday purchase. Movement, here, is built closer to the transaction than the global model assumes.
“ Imported media plans assume imported behaviour.
— Aikido Agency Editorial.