African Ad Agencies Emerging as Force in World Market

Western advertising and public relations agencies are increasingly merging with African counterparts to attract international corporate clients looking to break into Africa — considered the last frontier for consumer markets.

However, the emphasis is no longer on polishing the reputations of country leaders but in promoting multinational corporations keen to extend their African footprint.

Western public relations agents in Africa are often associated with laundering the image of a head of state or a government. Strategy group AKPD Message, founded by former Obama campaign manager David Axelrod, has been linked with Nigerian president-elect Muhammadu Buhari, whose campaign message promising change edged him to the top in the recent election.

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