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Africa: the new advertising market

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The African advertising market is in the center of the interests of Global Marketer Week taking since 16th March 2015 in the city of Marrakesh, Morocco. The declaration was made by the managing director of the World Federation of Advertisers (WFA), Stephan Loerke, in an interview to the Moroccan newspaper, L’Economist.

Co-organized by the WFA and the Advertising Group of Morocco (Gam), the Global Marketer Week gathers until next 20th March, the world Gotha of advertising and marketing. The event that is held in Africa for the first time, shows the importance acquired by the advertising business on the continent. « For 2015, we focus on a 5 % growth of the world advertising market. In other regions of the world, particularly in Africa, we count on a strong progress of the advertising market of 8 %, that should even exceed the economic growth dynamics of the continent« , asserted Stephan Loerke.

Africa appears as the new relay of growth for the world advertising market. « Over the next 10 years, it is the zone in the world that carries opportunities the most for the advertising market. Brands are there still in establishment and investments stage. And it is essentially that which will carry the growth on this market« , explained the managing director of the WFA.

« We assist to a number of evolutions with world dimension on the African market, and which are going to be inspiration sources for international brands« , he continued. As an example, telephone which is the main communication means and the Internet access in Africa, will more boost mobile-business rapidly expanding on the continent, particularly in East Africa.

Stephan Loerke announced a brand war in Africa. « We are actually going to attend in Africa exaggerated competitions, with brands formerly present and those emerging. At the WFA level, it about 2 years since we have receiving several requests from brands for consulting and directions in order to become established on the African continent. It is a good sign for the interest this continent arouses. »


Original text by: Agence Ecofin

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