Why brand purpose is central to the theme of ‘Africa Rising’

We live in challenging times and the future may be unpredictable, but the message from some of Africa’s leading CMOs at Cannes Lions was positive and inspirational. A world where purpose matters is a world in which ‘Africa Rising’ is more relevant and important than ever before

Zara Driss, Director, CNN International Commercial

July 8, 2022

Moderating a panel discussion on the theme of ‘Africa Rising’ at the recent Cannes Lions International Festival of Creativity, Zara Driss’ op-ed piece about the panel has been written about by multiple African media outlets.

The panel examined how some of Africa’s leading CMOs are telling brand stories across the continent, during a period of seismic global change and a time when brands are prioritizing nurturing deep connections with their consumers. View them here: 

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