The Africa network of the global TBWA advertising group expects big marketplace changes and intends to be ahead of the game when the breakthrough comes, says Johannesburg-based Africa director Graham Cruikshanks.

“In many sub-Saharan markets, advertising creativity is not always seen as the key to driving competitive advantage,” says Cruikshanks. “But when operational factors no longer deliver marketplace gains, the race will shift to competing for consumer share of mind.”

“We plan to be in poll position before then. Start ahead and you can stay ahead and achieve market leadership. That’s the strategy in every African market in which TBWA has a presence.”

Its Africa network comprises 18 offices in 15 countries outside South Africa.

African businesses currently focus on product introductions, better product distribution and logistic efficiencies, but the clock is ticking on this type of operational differentiation, says Cruikshanks.

“As markets mature and major competitors achieve parity, the focus will shift to emotional drivers of brand success,” he predicts.

“It’s already happening in a number of markets. In Angola, for example, we see it in marketing driven by local pride in a new campaign for Angola’s Cuca beer and in Mozambique for Standard Bank’s celebration of their 120-year history in that country.”

A sometimes jaundiced perception of African creativity is the result of market realities rather than the inability of Africans to produce great work, he says.

“Markets are so focused on new products or better distribution or improved processes, a simple announcement ad will often suffice and this can be the extent to which clients challenge their agencies,” says Cruikshanks. “Ad agencies meet the brief, but to be ready for the creatively led future we have to exceed the brief and deliver creative excellence. This level of creativity is now expected of our Africa-wide creative teams.”

This view of the future drove the TBWA Africa creative conference, convened in Johannesburg from Thursday, 26 to 27 March.

Delegates attended from TBWA offices in Ghana, Kenya, Mozambique, Namibia, Nigeria, Zambia, Zimbabwe, Uganda and DRC.

Speakers presented five key principles in specific areas, including radio, print, TV and outdoor advertising, media strategies, idea generation and concept packaging. The teams also work shopped ideas in response to a challenging brief from a client active in sub-Saharan markets.

To further entrench the culture of utmost creativity, the network used the conference to launch the African Gunners Academy, an African version of the global TBWA group’s Master Gunners training academy for creatives.   

For more information on TBWA Africa, visit www.tbwa-africa.com.