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The Decade for Africa: What Next for the Continent’s Brands and CMOs?

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Zara Driss CNN IAA Panel Cannes Lions 2023

By Zara Driss

From music to art, fashion and literature, the increasing popularity of African creatives on the international stage is exciting. African talent is now also being recognised across the advertising and marketing sectors, most notably with the first win for West Africa at the Cannes Lions Festival of Creativity, where a bronze Lions in the Non-profit/Foundation-led Education & Awareness category was awarded to ‘The Soot Life Expectancy’ for The Extra Step Initiative by X3M IDEAS  in Lagos.

This remarkable campaign was impactful in helping communities, spotlighting the need for environmental change and how technology, data and international collaboration can raise attention and ultimately change lives.

While this award win was a great cause for celebration, it also highlighted how under-represented the continent still is at Cannes Lions, an event that marked its 70th year.

Andisa Ntsubane, CMO of Vodacom, was a judge in the B2B awards category and stressed the importance of Africa contributing towards global best practices and being represented at the biggest global showcase of creativity. He commented on the huge opportunities across the continent, particularly from a brand point of view:

“The continent of Africa represents the largest growth opportunity in the world. We represent the single largest opportunity for brands to have a big impact whilst making money. But from a brand point of view, there is no better place to drive innovation and creativity to help address some of the social issues that we’ve got.”

Having worked with many large African brands and governments in my time at CNN, I couldn’t agree more.

Andia’s comments took place during a panel discussion that I moderated at the festival, a session about building future-ready brands in Africa, which CNN International Commercial hosted in collaboration with the International Advertising Association. Inclusion and accessibility were a key part of our conversation, whether that is financial inclusion for entering global awards due to cost implications with foreign exchange rates or accessibility in terms of having the opportunity or technology to take part.

Sbusiso Kumalo, Chief Marketing Officer at African Bank, addressed this from a marketer’s perspective: “You’re not necessarily looking for rocket science to solve problems; sometimes it’s just accessibility… I know what it means for the customer, to have a product that not only solves their problems, or their challenges, or caters to their aspirations, but for that product to be accessible.”

Solving problems for consumers and creating brand recognition and loyalty are essential to the CMO, but this is a role that continues to evolve, and, alongside the role of the CTO, marketing teams need to interpret data, understand and adapt to emerging technologies such as AI and Chat GPT. Andisa commented on the role of the CMO today and how it’s incumbent on marketers to constantly learn and upskill their expertise to be informed for conversations with partners and agencies and, importantly, help guide organizations and the C suite on opportunities and considerations around new technology to drive business and benefit customers.

AI continues to be a huge topic in our industry, and along with the excitement, there’s, of course, some hesitation around safety, regulation and labelling. Steve Babaeko, CEO and Chief Creative Officer at X3M, winner of the first Lions for Nigeria, was part of our panel discussion and expressed positivity for AI: “Eventually, we’ll get over the initial panic of AI is coming here to take jobs for the creative industry. We must understand that AI can give our creativity better wings to fly.”

Even with the advent of more sophisticated technology, creativity is essential in helping brands to thrive, and even though CMOs have an increasing amount of factors to consider as part of their evolving role,  they also need to remain focused on their brand purpose.  Sbusiso highlighted what he thinks this should be: “The responsibility today is not to really build a trademark, but to build a heart mark, because that’s sustainable. We have to have an impact that outlives profit as a consequence. What are you really trying to do? What’s the why? What’s the purpose? And how are you ensuring that your design and product really captures that?”

Technology, creativity, purpose, and, of course, sustainability are all vital elements in our industry and as demonstrated by the recent award win, African brands are embracing this and excelling. Andisa told me that ‘this is the decade for Africa’, and I agree, there are many opportunities ahead, and I’m excited to be a part of the industry and to see what is to come.

Zara Driss is the Sales Director at CNN International Commercial

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Why President Bola Tinubu Has the Edge in Retaining Power in 2027

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Bola Tinubu 2027 presidential election

By Kenechukwu Aguolu

As the year 2027 draws closer, political manoeuvrings and calculations are already underway across Nigeria. The landscape is expected to shift, with new alliances and coalitions forming among political actors and parties. However, in my view, the chances of the current administration retaining power in 2027 remain high, and several compelling reasons support this assertion.

First and foremost, the All Progressives Congress (APC), the party currently in power, stands as the most formidable political force in the country. The APC boasts an unrivalled structure, a stable leadership, and the highest membership among all political parties. With the largest number of serving governors and National Assembly members, the party is firmly entrenched in all corners of the nation. These factors alone give the APC a significant advantage as it gears up for the 2027 presidential elections.

Under the leadership of President Bola Tinubu, the current administration has displayed a deep sense of patriotism and a clear vision for Nigeria’s future. While the reforms introduced by the government came with initial challenges, these difficulties are gradually easing, and the results are becoming increasingly evident. Prices of goods and services are steadily dropping, and the Naira is beginning to show signs of recovery.

The government’s efforts to diversify the economy are also bearing fruit, with initiatives such as the revival of the Ajaokuta Steel Company and ongoing reforms in the mining sector. By 2027, the dividends of these economic reforms will be more apparent, and the public will be able to feel their positive impact. These successes will work in the administration’s favour and could solidify the APC’s hold on power.

Infrastructure and security have been at the forefront of the government’s priorities. Significant improvements in power generation have already been made, and efforts to tackle insecurity have begun to show positive results, albeit gradually. Furthermore, the government is investing heavily in road construction, including vital projects like the Lagos-Calabar Expressway.

These infrastructural developments are not just for show—they will stimulate economic activities across the country, create jobs, and enhance the living standards of Nigerians. If these trends continue, it will be hard for any political opponent to deny the progress made under the current administration.

Perhaps the most critical factor in the APC’s favour is the leadership of President Tinubu himself. With his personality, widespread followership, and experience, he stands as a political giant in Nigeria. His leadership has been marked by a strong sense of purpose and determination, and his vast network of supporters spans across different regions of the country.

While some may argue that time will tell who will emerge as a viable challenger to President Tinubu, it’s difficult to imagine any politician currently being touted as a credible candidate who could match his national appeal and charisma. The nature of Nigerian politics means that any potential challenger would need to command significant nationwide support to pose a real threat to the APC’s grip on power.

Looking ahead to the 2027 presidential election, I believe it will be much easier for President Tinubu to secure re-election than it was in 2023. His leadership performance, coupled with the robust support of the APC, places him in a strong position for victory. While unforeseen events may shape the political landscape over the next few years, the factors already in play suggest that the current administration is well-positioned to retain power.

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Collaboration Made Easy Using a Work Management Platform

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Firas Jadalla Genetec

By Firas Jadalla

Effective collaboration between security operators, teams, and other departments is essential for the smooth functioning of any organization. However, as organizations grow in complexity, it becomes increasingly challenging for teams to coordinate. Factors such as staffing shortages, high turnover rates, and outdated collaboration tools exacerbate these challenges.

When staff rely on multiple disconnected tools for dispatch, reporting, and task tracking, operations often become fragmented, leading to delays and gaps in communication. In critical areas like safety and security, these inefficiencies can have serious consequences.

Work management solutions bridge these gaps by managing, tracking, and documenting activities, streamlining processes, and fostering real-time collaboration. Built specifically for security teams, these solutions enhance communication, boosts productivity, and improves overall operational efficiency through workflow automation.

Organizations in Africa and the Middle East operate in high-security environments where seamless collaboration is essential. A robust work management platform enables swift response and coordination across complex operational landscapes.

This growing need for integration is driving more organizations to align their security and IT departments. According to a recent Genetec report, 78% of end users in the META region indicate that these departments now work collaboratively, reflecting a shift toward a more unified security approach.

Overcoming barriers to effective collaboration

Over time, many organizations accumulate a patchwork of databases, spreadsheets, and standalone systems to communicate, create reports, and track activities. Some still rely on outdated paper-and-pen processes, which aren’t only time-consuming but also prone to errors. These disjointed methods hinder information sharing and coordination.A digital work management platform consolidates these fragmented systems, offering teams a unified view of activities accessible on both desktop and mobile devices. To take full advantage of their security system data, security teams need to consider more than a generic work management solution.

An ideal work management solution for security teams should accommodate security activities such as guard tours, patrols, and maintenance inspections. It should also seamlessly integrate with existing security systems. For instance, a video operator should be able to create a work request with an attached camera snapshot and route it to the appropriate team in just a few clicks. To ensure trustworthy audits and reporting, the work management system should be built with strong cybersecurity measures and ensure that data can’t be manipulated after the fact by applying blockchain principles.

Benefits of work management systems

Implementing a work management system can transform security operations in several ways:

  • Improved Communication: Teams gain real-time visibility into task progress, responsibilities, and pending assignments. Updates and alerts can be shared seamlessly to request assistance or provide situational awareness.
  • Enhanced Collaboration: Every team member contributes to shared goals rather than isolated tasks. Custom API integrations can connect with other systems, such as employee apps, further fostering teamwork.
  • Time Savings: Built-in reporting tools automate activity logs and compliance audits, freeing up time for other critical tasks.
  • Operational Efficiency: Routine tasks, incident management, and resource tracking are streamlined. Tasks are assigned to personnel with the appropriate skills, tools, and knowledge, ensuring readiness and precision.
  • Workflow Automation: Automations simplify recurring tasks, such as setting reminders, generating reports, or notifying team leads when new requests are added.
  • Resource Optimization: Features like work ticketing and asset management enable efficient resource allocation and management of internal and external requests.
  • Mobile Support: Field officers benefit from mobile apps that enhance situational awareness, communication, and access to standard operating procedures on the go.

Today, governments in Africa, for instance, are heavily investing in smart security solutions as part of their national digital transformation strategies. A centralized work management platform not only supports these efforts but also helps businesses align with evolving security regulations, ensuring compliance and streamlining reporting processes.

Tips for successful implementation

Every organization has unique workflows, so selecting a customizable work management system is crucial. It’s important to choose a solution that’s customizable and intuitive to minimize the need for extensive training.Integration is another key factor.

A platform that deeply integrates with your existing security ecosystem provides a cohesive view of operations and eliminates the need for manual data transfers or redundant processes.A well-designed work management system can break down silos, empower teams, and boost efficiency. To ensure a successful deployment, adopt a lean and agile approach: start small and gradually incorporate more features as your team becomes comfortable with the platform.

With initiatives like Kenya’s Konza Techno City, Nigeria’s Eko Atlantic City and Abuja Centenary City, organizations are increasingly integrating AI-driven security and IoT-enabled monitoring into their operations. A work management platform with automation capabilities supports these advanced security frameworks.

Firas Jadalla is the regional director for Middle East, Turkey & Africa at Genetec Incorporated

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From Struggle to Stability: How FinTech is Helping Nigerian SMEs Overcome Cash Flow Challenges

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From Struggle to Stability

When Mrs Agbaje started her school in Ibadan twelve years ago, she didn’t envision a tech-enabled future. Her dream was simple—provide affordable, quality education to children in her community. For the most part, she made it work. But as the school grew, a new challenge took root. It wasn’t infrastructure. It wasn’t teacher retention. It was something far more basic: getting paid.

Each new term brings the same pattern. Parents promise to pay fees “by next week.” Some follow through. Many don’t. As the term wears on, Mrs Agbaje finds herself juggling spreadsheets, reminder texts, and awkward conversations in car parks or at school gates. Meanwhile, salaries must be paid, books restocked, diesel bought. More often than not, she dips into personal savings to keep things running.

Her story is common across Nigeria. Small businesses—whether they’re schools, salons, logistics firms, or cooperative groups—are constantly navigating the emotional and financial toll of delayed payments. And it’s not just a matter of inconvenience. A recent study by MacTay Consulting found that Nigerian SMEs wait between 60 to 120 days on average to receive payment for services or products already delivered. That kind of delay is more than a hiccup. It threatens livelihoods. It blocks growth. It’s a silent killer.

For Chuks, who runs a car hire service in Enugu, the issue is tied to his bigger corporate clients. They insist on “net 30” or “net 60” terms—industry-speak for “we’ll pay you in a month or two.” That might be manageable for a large fleet with strong cash reserves, but for someone like Chuks, every week matters. With fuel prices rising and maintenance bills stacking up, he’s often forced to park cars because he doesn’t have the cash to fix them—even when work is lined up.

What links these stories is the reality that small businesses operate in a system where money is constantly in motion but rarely on time. Customers often mean well, but their own financial instability creates a domino effect. And the existing tools to manage payments—handwritten ledgers, POS machines, WhatsApp reminders—were never designed for structure. They’re patched solutions to a systemic problem.

Even digital banking, for all its advancement in Nigeria, hasn’t solved this issue. Many SMEs still operate informally, managing finances through personal bank accounts or apps not tailored to business needs. The result is a messy web of follow-ups, reconciliations, and emotional strain. Business owners become debt collectors, chasing down what they’ve already earned, time and time again.

What’s often missed in conversations about entrepreneurship is just how deeply this problem cuts. Payment delays mean rent can’t be paid on time. It means holding off on hiring a new staff member, or letting go of a part-time assistant. It means saying no to growth opportunities, not because they’re not viable, but because the cash flow isn’t predictable enough to take the risk.

And when you zoom out, the implications are national. Small businesses make up over 90% of enterprises in Nigeria. They contribute nearly half of the country’s GDP and employ a significant portion of the workforce. Yet, their greatest enemy isn’t market competition—it’s irregular income. This is a structural inefficiency that deserves far more attention than it gets.

Slowly, however, change is beginning to show. A quiet revolution is underway—one where technology is stepping in not as a trend, but as a tool for financial stability. More SMEs are beginning to explore digital solutions that streamline payments and reduce friction between businesses and customers.

Among these solutions is PaywithAccount, a new tool launched by Nigerian fintech company OnePipe. Designed specifically for businesses with recurring payments—schools, cooperatives, service providers—it allows them to automate collections directly from customers’ bank accounts. With full consent and transparency, payments can be scheduled, reducing the need for repeated follow-ups or awkward reminders.

For Mrs Agbaje, this has made a significant difference. Parents receive structured payment plans, reminders go out automatically, and debits happen based on prior agreement. She now spends less time tracking who has paid and more time planning curriculum upgrades and engaging with teachers.

The benefit isn’t just financial—it’s emotional. When business owners don’t have to chase payments, they gain time, clarity, and confidence. They can plan ahead, restock inventory, or finally invest in that expansion they’ve put off for years. And for customers, the experience feels more professional, more trustworthy. Everyone wins.

Technology won’t solve every problem for Nigerian SMEs. But smart, well-designed financial tools are starting to remove some of the biggest roadblocks—quietly and effectively. And that’s the point. The best systems aren’t flashy. They work in the background, reducing stress, restoring dignity, and enabling business owners to focus on what truly matters.

For Ope Adeoye, founder of OnePipe, the issue is personal. “Every Nigerian knows someone who runs a business—a cousin, a friend, a neighbour. When they suffer from late payments, it affects whole families and communities. Fixing this isn’t just a business goal—it’s a social one.”

In a country as dynamic and entrepreneurial as Nigeria, the challenge is rarely about lack of ideas. It’s about systems that help those ideas survive. And one of the most overlooked systems is the way money flows—or fails to.

As more SMEs embrace tools that put payment on autopilot, a future of stability—rather than constant survival—starts to feel possible. And in a nation powered by small businesses, that kind of shift could move mountains.

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