IAA UK Compass: Summit

IAA UK Compass: Africa Summit

Most conferences leave you with a list of speakers.
The best ones leave you with one idea that reshapes how you see the opportunity.
Last week I had the privilege of hosting the IAA UK Compass: Africa Summit in London — and moderating four very different panels across brands, policy, tourism, finance and the creative economy.
The day brought together leaders | Jamila Saidi | Steven A. (Nike) | Fadé Ogunro Kojo Marfo FRSA | Lydia Amoah FRSA | Tamara Ojeaga | Kgomotso Ramothea | @ Cannes lions winner Steve Babaeko from global brands, government, and African creative and business ecosystems to explore one central question:

How do we build African brands with dignity, discipline and global competitiveness?
One insight from Yaw Nsarkoh stayed with me long after the room emptied.
His message wasn’t about Africa’s potential — that part is already clear.
Africa is entering a defining decade.

• The continent has the youngest population in the world
• By 2030, 40% of the world’s young people will be African
• Digital infrastructure is expanding rapidly — including the 2Africa subsea cable, one of the largest connectivity projects ever built, unlocking affordable internet access for millions across the continent
• And African culture — from music to fashion to storytelling — is increasingly shaping global culture

In other words, the conditions for growth are real and accelerating.
But Yaw’s challenge to the room was important.
Opportunity alone does not build great brands.
Discipline does.

The African brands that win globally will be those that combine:
• Deep cultural understanding
• Data-driven strategy
• Systems thinking across the value chain
• Long-term investment rather than short-term campaigns

One statistic from the discussions captured the scale of the opportunity:
Only 11% of Africa’s most admired brands are African brands.

That gap is not a weakness.
It is one of the largest brand-building opportunities in the global economy today.
And with Africa’s digital connectivity expanding and its cultural influence rising globally, the potential for UK–Africa brand collaboration has never been stronger.

The question for brands is no longer whether Africa matters.
It’s whether they are prepared to engage the market with the seriousness, humility and discipline it deserves.

As a host and moderator, my role is to guide the conversation — and keep the room leaning into the ideas that matter.
But moments like this remind me why these rooms matter.
Because the future of African brands isn’t theoretical.
It’s being built right now by leaders willing to do the work.

Africa is not waiting.
The real question is:
Who is ready to build with it?

Thanks to Andrea Djan-Krofa Sophie Lintott for such an excellent event.
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