20 March 2026
Last week, marketing, advertising and creative industry leaders gathered in London for the inaugural IAA COMPASS: Africa Summit — a new platform bringing together voices from across Africa, the UK and the diaspora to explore the future of African brands and markets.
Hosted by the International Advertising Association UK in collaboration with Women in Marketing Africa, and expertly hosted by Michael Lutterodt Quarcoo Amaning, the summit created space for a more deliberate and strategic conversation about Africa’s place in the global marketing landscape — and what it will take to build globally competitive brands over the next decade.
At a time of increasing global interest in African markets, the discussions moved beyond surface-level optimism to examine the realities of operating across the continent’s diverse, fast-evolving environments — and the responsibility of industry leaders to shape more accurate, confident and globally resonant narratives about Africa.
The programme followed a clear arc — from understanding the nuances of African consumers, to exploring how brands navigate multiple markets, to examining the role of tourism, investment and infrastructure in shaping national and regional brand narratives.
Running through the day was a broader and more fundamental question: how Africa tells its own story — and how that story is translated into brands that can compete and resonate globally.
The summit featured a strong line-up of speakers including Yaw Nsarkoh, former Executive Vice President at Unilever and respected African business strategist, and Steve Babaeko, CEO of X3M Ideas and Vice President of the International Advertising Association Africa Region.
Opening reflections from Nsarkoh set the tone for the day, challenging leaders to think beyond familiar narratives:
“If you have not been outside your house, you cannot say your mother’s soup is the best,” he noted — a reminder that African brands must benchmark themselves globally while building confidence in their own strengths.
Closing reflections from Babaeko brought the conversation forward, focusing on the responsibility and opportunity ahead:
“Africa’s creative and marketing industries have the talent, energy and cultural influence to shape global narratives. The opportunity now is to build brands that carry that confidence onto the world stage.”
Alongside these leadership perspectives, the programme featured contributions from a range of industry voices including
Their perspectives reflected the breadth of the conversation — from consumer insight and diaspora influence to tourism, trade and the growing role of African creativity in shaping global culture.
A consistent theme emerging both within the room and across post-event reflections was the importance of stronger, more intentional connections between Africa and the diaspora — not only as a cultural bridge, but as a strategic driver of growth, investment and narrative influence.
Speakers and attendees alike emphasised that Africa’s opportunity is not simply about growth, but about ownership of its narrative — and the need for African brands and leaders to define their place on the global stage with greater clarity and confidence.
Beyond the content itself, one of the defining characteristics of the summit was the tone of the room — combining serious, experience-led discussion with a sense of openness, honesty and shared purpose.
For Andrea Djan-Krofa, CEO of Women in Marketing Africa, this balance was particularly significant:
“What stood out most was the openness and honesty of the conversations. These were experienced leaders sharing real perspectives on what it takes to build brands across African markets. There was serious content, but also a genuine sense of community in the room.”
Beyond the formal sessions, the summit created space for meaningful connection — bringing together leaders working across Africa and the diaspora to exchange ideas, build relationships and identify opportunities for collaboration.
The London summit forms part of a broader and ongoing conversation, connecting directly to the upcoming IAA Africa Rising conference in Accra, where many of these themes will continue to be explored on the continent.
For Women in Marketing Africa, the event represents another step in its wider mission to create platforms that elevate African marketing leadership, strengthen industry collaboration and connect voices across Africa and the diaspora in more intentional and impactful ways.
Take a look at the photos from the summit and watch highlight videos here and here.