Insights on Growth, Media, and the African Creative Economy

Strategy notes, industry analysis, and practical guides from the team.

What is Generative Engine Optimisation and Why African Brands Need to Pay Attention Now

AI tools like ChatGPT, Perplexity, and Gemini are now the first place buyers go for recommendations. If your brand is not in those answers, you are already losing ground to competitors who are.

April 20266 min read

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Digital Strategy

Why Most Nigerian Brands Are Wasting Their Digital Budget (And What to Do Instead)

The problem is rarely the budget. It is the absence of a clear measurement framework before a naira is spent. Here is how to fix it.

March 20267 min read

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Music & Entertainment

How We Generated 2 Billion Digital Impressions for The Headies Awards and What It Taught Us

A behind-the-scenes breakdown of the digital strategy behind one of Africa's most watched annual events, and the principles that made it work.

February 20268 min read

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PR & Media

In-Flight Advertising in Nigeria: The Underused Channel That Reaches Exactly Who You Need

Forty thousand high-value passengers every quarter, captive attention, and no competing notifications. In-flight advertising is one of the most efficient premium channels in the Nigerian market.

January 20265 min read

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B2B Strategy

Cold Outreach That Actually Works: The Framework We Use for African B2B Campaigns

Most cold outreach fails because it leads with the sender's problem, not the recipient's. This is the empathy-first framework we use for every B2B prospecting campaign we run.

December 20256 min read

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Sync Licensing

What Sync Licensing Means for African Artists and Why Most Are Leaving Money on the Table

Sync licensing places African music in films, TV shows, ads, and games globally. One placement can generate more revenue than months of streaming.

November 20257 min read

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