Reflections from WPP Stream Africa 2025: Be Locally Inspired to Be Globally Admired

By Andrea Djan-Krofa - Director & Head of Africa, Women in Marketing 

Earlier this month, I had the privilege of attending what can only loosely be described as an “industry event.” I say loosely because WPP’s Stream Africa - held this year in Johannesburg - defies easy categorisation. It’s part conference, part creative retreat, part experiment in collective intelligence. Imagine a space where media, marketing, technology, and human curiosity collide - then add Fireside chats around actual campfires (when the weather allowed), canoeing, and conversations about everything from the gambling epidemic to women’s health to the existential mysteries of Gen Z.

 

 

 

 

 

 

 

 

 

 

 

As someone who likes to know what to expect, I did my research beforehand. But no amount of reading could have prepared me for what Stream actually is: a co-created, deeply human experience that somehow manages to blend seniority with spontaneity.

And the biggest surprise? The people. Senior leaders from across Africa’s marketing and creative industries—people with formidable titles and even more formidable workloads—who turned out to be open, fun, and genuinely supportive.

 

Arrival and First Impressions

My journey to Johannesburg included a stopover in Kigali, Rwanda, a country that’s been on my “must visit” list for years. For now, a couple of hours on Rwandan soil will have to suffice, but Kigali, I’ll be back!

It didn’t take long to realise this wasn’t your average conference. Yes, there were lanyards - there are always lanyards, but from there on, it felt less like a conference and more like summer camp for curious grown-ups.

Day One began with the official welcome - introductions to the Stream team and an overview of what was ahead for the week. Then came the Ignite Talks, a format that gives speakers 15 slides, 15 seconds per slide, and four minutes to make their case. Ready or not, the slides keep moving.

My talk explored how market research data is male by default, and how that skews our understanding of  “saturated markets.” If we’re only looking at data built around men, we’re not seeing the full picture - or the full opportunity - particularly when women and underrepresented groups so often hold the keys to growth and innovation.

 

 

 

 

 

 

 

 

 

The nerves hit, but my points landed. And the best part? The warmth and recognition that followed - from people I’d only just met but who already felt like colleagues and friends, united by a shared understanding that data bias isn’t just a technical issue - it’s a creative one too.

 

Day Two: Breathwork, Burnout, and Bold Conversations

 

 

 

 

 

 

 

 

 

 

Day Two began at 7am with a breathwork session - an unexpectedly grounding way to start the day. From there, the discussions and panel conversations flowed: the data behind gambling habits in Africa, the evolving identity of marketing as a discipline, and the question that kept resurfacing - are we burning ourselves out in pursuit of creativity and performance?

 

 

 

 

 

 

 

 

 

 

I sat in on a particularly powerful panel about burnout — women who spoke with refreshing honesty about the invisible pressures we place on ourselves and our teams. It reminded me that vulnerability isn’t a weakness; it’s a superpower. Stream has a way of nudging (or sometimes arm-twisting) you right out of your comfort zone - whether that’s on stage during a talk, at the talent show, or singing alongside the legendary Stream Band: PowerPoint and the Keynotes, yes that really is their name.

 

Day Three: Local Stories, Global Lessons

The third day began with another early-morning, I chose a stretch session over HIIT  because by now, I really needed it. One of my favourite discussions of the day centred on how multinational companies approach storytelling across Africa. The consensus was clear: if brands want to resonate on this continent, they need to let local stories lead. Too often, even within Africa, our narratives are filtered or flattened by frameworks lead by the predominant market that don’t quite fit local nuances.

 

 

 

 

 

 

 

 

 

 

This thread - local insight as a route to global admiration - echoed through every conversation. It also connects beautifully to our upcoming WiM Africa Real Talk Debate in Nairobi, which will explore global brands and local storytelling. Stream made me even more convinced that Africa’s creative edge lies in its specificity, not in imitation.

The day closed with Stream’s legendary extravaganza: Masked Singer, PowerPoint Karaoke (much harder than it sounds), and performances that proved creativity doesn’t clock off at 5pm.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Final Thoughts: Lessons to Carry Forward

By Day Four, the goodbyes had begun, and so had the reflection. For me, a few themes stood out:

• Burnout is real, and often self-inflicted. How do we design lives, teams, and organisations that don’t glorify exhaustion?
• Vulnerability is strength. The magic of Stream lies in people’s willingness to show up as their full selves - imperfect, curious, human.
• Gen Z really are rewriting the rules. Their values, work styles, and media habits are reshaping how brands and employers must engage. It’s something we discussed at WiM Africa’s Real Talk Debate in September - and Stream confirmed it.

But if there’s one line that will stay with me, it’s the closing sentiment from the final discussion:

“Be locally inspired to be globally admired.”

That, to me, is the heart of what Stream Africa represents - and what WiM Africa stands for too.

Because when Africa’s creativity, leadership, and authenticity shine, the world doesn’t just take notice, it learns.

 

 

 

 

 

 

 

 

 

 

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