The partnership will focus on the workforce changes affecting creative businesses across Africa, including AI adoption, talent retention, leadership development and the growing need for creative professionals who can compete in a global market, says the duo.

As a first step, Red & Yellow and AAAN will host an industry discussion on the reality of how agencies and marketers are responding to changing skills demands in Africa and globally. 

Red & Yellow is a CHE-accredited private higher education institution headquartered in Cape Town, South Africa, and a member of Honoris United Universities. The school works across marketing, advertising, design, digital, business and corporate learning, equipping students and working professionals with commercial, creative and 4IR skills, adds the duo.

Verusha Maharaj, Managing Director of Red & Yellow, says the partnership demonstrates shared challenges across African creative industries. "Across Africa, agencies and marketing teams are dealing with similar pressures around talent, technology, leadership and competitiveness," says Maharaj. "This partnership gives us an opportunity to support a practical industry conversation about what creative businesses need now, and how education can respond more directly to those needs."

Discussions with AAAN leadership have highlighted several issues facing Nigeria's advertising and communications sector, including talent shortages, the poaching of skilled people, uncertainty around AI and future employability, and the need for more practical leadership and management training within agencies.

Similar concerns are being raised in South Africa, where agencies, brands and education providers are also looking at how to build talent pipelines that can keep pace with technological and commercial change, says the duo.

"Nigeria's creative industry has enormous talent and ambition, but the skills required to stay competitive are changing quickly," says Lanre Adisa, CEO and Chief Creative Officer of the Ark Group, and a representative with the AAAN. "Through this partnership, we want to support a thoughtful conversation around AI, leadership, employability and the capabilities agencies need to grow in a global market."

"The opportunity is to develop learning that is grounded in real workplace needs," says Melissa Opperman, Head of Life-Long Learning at Red & Yellow. "Creative businesses need people who can move faster, lead better and work with technology in ways that still serve strategy, creativity and business outcomes."

The partnership is a step in Red & Yellow’s broader work across skills development, leadership training and future-of-work capability building, and shows the role South African education providers can play in supporting practical, industry-led learning across the continent, concludes the duo.

For more information, visit www.redandyellow.co.za. You can also follow Red & Yellow Creative School of Business on Facebook, LinkedIn, Instagram, YouTube, or on TikTok. 

*Image courtesy of contributor