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Structural barriers are holding back effectiveness in APAC finds WARC in latest research

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WARC

375 senior marketers and agency leaders across nine countries in APAC surveyed
Half (55%) of APAC ad agencies say clients prioritize short-term activation over long-term brand building
Fewer than half (47%) agencies say briefs are grounded in brand platform
Less that one in ten (9%) of brands measure campaign performance beyond six months

WARC releases new research in The “Twin Pace” Effectiveness Gap

24 January 2026 – The “Twin Pace” Effectiveness Gap is a new survey-led study by WARC, the global authority of marketing effectiveness, that looks at the forces shaping today’s effectiveness culture in APAC.

Drawing on fresh and original survey data from senior marketers and agency leaders, the research

provides the first quantified diagnosis of why effectiveness principles are widely understood yet

inconsistently applied in practice across the region.

Closing this gap requires governance, not just marketing intent. Organisations need to redesign decision rights, evaluation windows, and success metrics so brand investment can be justified alongside performance — enabling teams to operate at twin paces rather than defaulting to short-term optimisation.

Rica Facundo, Managing Editor – Asia, WARC, says “Our Pace Principle study confirmed that long-term brand building supercharges short-term performance, even in Asia’s fast-moving and dynamic markets. With this knowledge, why isn’t it happening more consistently in practice?

“The answer, as this new report explores, is rarely just about marketing itself – it’s a governance issue. The research uncovers the barriers behind the “say-do” effectiveness gap and identifies universal challenges while grounding them in the unique forces shaping marketing effectiveness in APAC. This report validates APAC marketers’ daily challenges with local insights, paving the way to close gaps and unlock the region’s marketing potential.”

Key blockers to an effectiveness culture in APAC highlighted in ‘The “Twin Pace” Effectiveness

Gap study are:

Short-termism is an APAC marketer’s legacy mindset from a previous growth era

Over a third (36%) of brands identify short-term pressures as a barrier to brand investment, while more than half (55%) of agencies report clients prioritizing short-term activation over long-term brand building

For decades, growth in APAC was structurally abundant, making operational speed and short-term performance reliable strategies for success. Short-term metrics worked because returns surfaced quickly in expanding markets. Today, growth is slower and more competitive, but many organisations are still optimised for a high-growth era that no longer exists. This creates a mismatch between how growth now happens and how decisions are still made.

The opportunity is not to abandon performance, but to upgrade the growth model. Organisations need to shift from operating at a single pace to designing for twin paces — balancing short-term optimisation with sustained brand investment, supported by governance and measurement systems built for today’s growth realities.

APAC marketers believe in brand — but it’s not translating into the brief

Nearly nine in ten marketers agree that consistent brand platforms drive sustainable growth, yet less than half (47%) of agency respondents say briefs align with brand platforms

Across APAC, marketers believe in brand platforms. Nearly nine in ten respondents across both brands and agencies agree that consistent brand platforms drive sustainable business growth. However, in practice, briefs are only sometimes grounded in platforms and are not translating into the rest of the advertising supply chain, revealing a disconnect between strategy and day-to-day execution. This is amplified by the region’s scale and diversity.

Fewer than half (47%) of agencies say briefs align with brand platforms due to short-term pressures, budget constraints, measurement systems, incentives, and a lack of unifying brand platforms, making it difficult to sustain long-term brand investment even when conviction exists. The result is a persistent gap between what organisations say they value and what they can prioritise in practice.

The DNA and operating models of an organisation carry different assumptions about what brand is, where it lives, and how actively it should be applied daily. This helps explain why brand thinking is often lost in translation. APAC is home to a wide mix of organisational types – APAC as execution hub, manufacturing mindset and scale-up growth – each optimised for different priorities.

The measurement gap undermining marketing confidence in Asia

Less than a quarter (23%) of agencies measure brand briefs on both short- and long-term outcomes. Less than one in ten (9%) measure beyond 6 months.

Many APAC organisations recognise the importance of marketing effectiveness, but confidence breaks down at the point of measurement. Less than a quarter (23%) of brand briefs are measured on both short and long-term objectives and less than 9% of brands and agencies measure a campaign’s performance beyond six months.

While short-term metrics are widely available and easy to defend, fewer teams can consistently produce decision-grade proof that connects marketing investment to sustained business outcomes. In hierarchical, high-scrutiny environments, this inconsistency pushes decision-making toward what is easiest to measure rather than what matters most for long-term growth.

Closing the measurement gap requires moving beyond fast, proximate metrics to build evidence that is credible, comparable, and trusted across markets and leadership layers. Organisations need measurement systems designed to support twin-pace decision-making — capturing both immediate performance and the cumulative effects of brand over time.

Methodology of the research

The report is based on an online survey of 375 senior marketers and agency leaders across nine countries in APAC conducted in November 2025. Countries surveyed included India, China, Hong Kong, Singapore, Indonesia, Thailand, the Philippines, Australia, and New Zealand.

‘The “Twin Pace” Effectiveness Gap’ report is available to read in full here. It includes all survey findings and practical insights to help brands and agencies of every level apply these ideas to their own work. An accompanying podcast will be available from 5 March, and a webinar on 19 March.

The report is a follow-up to WARC’s widely acclaimed landmark study, The Pace Principle myth-busting guide for marketers of what works in Asia, released last year.

Business

Africa Finance Corporation Appoints Central Bank of Nigeria (CBN) Governor Yemi Cardoso as Chairman of the Board

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Mr Cardoso’s appointment comes as AFC continues to expand its role in financing and developing strategic infrastructure assets that address Africa’s infrastructure gap, accelerate industrialisation and strengthen regional integration

LAGOS, Nigeria, October 14, 2026/APO Group/ –Africa Finance Corporation (AFC) (www.AfricaFC.org), the continent’s leading infrastructure solutions provider, announces the appointment of Mr. Olayemi Cardoso, Governor of the Central Bank of Nigeria (CBN), as Chairman of its Board of Directors. He succeeds the immediate-past Chair, Ireti Samuel-Ogbu, who served the Corporation meritoriously during her tenure and continues to serve as a board member.

 




 
 

Mr Cardoso brings extensive experience spanning international banking, investment management, economic policy and public sector leadership. Since assuming office as Governor of the CBN in September 2023, he has led a far-reaching programme of monetary, financial-sector, and institutional reforms to restore macroeconomic stability, strengthen policy credibility, and rebuild investor confidence in Nigeria’s economy.

Under his leadership, the CBN has implemented significant reforms to Nigeria’s foreign exchange market, addressed longstanding foreign exchange obligations, strengthened monetary policy transmission, and enhanced institutional governance and transparency. The Bank has also concluded a recapitalisation programme for the banking sector, aimed at strengthening the resilience and capacity of Nigeria’s financial system to support sustainable economic growth.

I look forward to working with the Board, management and member states to advance The Africa We Build 2050

Prior to his appointment as Governor, Mr Cardoso built a distinguished career in international banking and public service, including a 12-year tenure as Chairman of Citibank Nigeria and service as Commissioner for Economic Planning and Budget in Lagos State. In the latter role, he contributed to economic planning and fiscal management in one of Africa’s largest economies. He holds a degree from Aston University in the United Kingdom and a master’s in public administration from Harvard Kennedy School, where he also served on the Alumni Board.

Mr Cardoso’s appointment comes as AFC continues to expand its role in financing and developing strategic infrastructure assets that address Africa’s infrastructure gap, accelerate industrialisation and strengthen regional integration. His experience in financial sector reform, institutional governance and capital markets will provide valuable perspective on the Corporation’s strategic direction as it mobilises investment to unlock Africa’s economic potential.

Samaila Zubairu, President & CEO of AFC, said: “We are delighted to welcome Mr Cardoso as our Board Chairman. He shares our conviction that Africa’s lasting stability depends on its productive capacity. His leadership will strengthen AFC as we advance The Africa We Build 2050, mobilising African capital to build the infrastructure and industries that create jobs, prosperity and dignity for our people. We also sincerely thank Mrs Samuel-Ogbu for her dedication and contribution to AFC’s board during her tenure.”

Mr. Cardoso commented on his appointment, saying: “A more productive Africa is a more stable Africa. AFC has the credibility and track record to mobilise capital and build the infrastructure and industries that drive transformation. I look forward to working with the Board, management and member states to advance The Africa We Build 2050. Our measure of success must be the productive capacity we create, the industries we enable and the jobs we support.”

AFC continues to advance transformational infrastructure and industrial investments across Africa, with recent milestones including achieving financial close on the US$753 million Lobito Corridor Railway Project in Angola, to support the rehabilitation, upgrade, and long-term operation of the 1,300-kilometre brownfield rail corridor; supporting a US$600 million facility for Dangote Group’s US$7 billion fertiliser expansion programme to scale production in Nigeria; and committing to a combined US$300 million investment alongside Vision Invest in WIOCC Group to accelerate the expansion of critical digital infrastructure across the continent. These investments reflect AFC’s unique approach to developing strategic infrastructure platforms that connect markets, strengthen industrial value chains and mobilise capital at scale to drive Africa’s economic transformation.

Distributed by APO Group on behalf of Africa Finance Corporation (AFC).

 




 

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Ghana Targets End to Liquid Fuel Purchases for Power as Gas Supply Expands

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GECF

Ghana, Senegal and the GECF outlined how African producers can grow domestic gas use alongside exports at the GECF-AEC Strategic Forum

CAPE TOWN, South Africa, October 14, 2026/APO Group/ –Ghana expects to stop procuring liquid fuels for power generation next year, John Jinapor, Minister for Energy and Green Transition, said during a Gas Exporting Countries Forum (GECF)-hosted strategic session at African Energy Week (AEW) 2026 in Cape Town. Ghana has already cut its liquid fuel purchases for electricity from eight cargoes to two, he said, as domestic gas and imports from Nigeria replace diesel and heavy fuel oil in thermal plants.

 




 
 

Ghana’s gas policy prioritizes domestic processing, with gas directed first to power generation and then to industry, Jinapor said. The switch from liquid fuels saved Ghana about $500 million in a single year through import substitution, at a time when electricity demand is growing about 10% annually. Nigeria supplies Ghana through the West African Gas Pipeline, and he said Ghana expects to double those volumes under its current agreements. Ghana is also building a 278 km pipeline to link its main power centers, and is using a levy on pump fuel to fund LPG adoption, targeting 50% penetration within three years.

We are a gas continent before an oil continent

Senegal, which began exporting LNG in 2025, is working to balance exports with supply to its own economy. El Hadji Abdourahmane Diouf, Minister of Energy and Petroleum, said companies often prioritize export markets, leaving governments to secure domestic supply. Senegal is targeting domestic gas supply of around 150 million standard cubic feet per day by 2030, delivered through a national gas network to power plants across the country. Diouf said the network’s pipeline, which has faced delays, is expected within nine months.

Philip Mshelbila, Secretary General of the Gas Exporting Countries Forum (GECF), called the choice between exports and domestic use “a false choice.” In his address, he said: “Exports mobilize capital, revenue and investment confidence. Domestic utilization is the development multiplier.” The GECF’s Global Gas Outlook projects African gas demand will more than double, from 175 billion cubic meters in 2024 to about 374 billion cubic meters by 2055.

Panel moderator Oliver Onyekweli, Partner at McKinsey & Company, noted that only around 3% of gas commercialized in Africa is traded within the continent. Mshelbila said regional cooperation, gas storage and cross-border infrastructure will determine how resilient African markets are to future supply disruptions. He cited the Senegal-Mauritania Greater Tortue Ahmeyim project as a model.

NJ Ayuk, Executive Chairman of the African Energy Chamber, described gas as a “Swiss knife” for African development, with uses spanning power generation, petrochemicals and fertilizers. “We are a gas continent before an oil continent,” he asserted.

Ghana’s gas master plan, currently under review, sets a 15-year blueprint for the country’s gas infrastructure and budgeting.

Distributed by APO Group on behalf of African Energy Chamber.

 

 




 

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Africa Energy Bank to Begin Financing Gas Projects in Early 2027, African Petroleum Producers Organization (APPO) Says

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African Energy Chamber

APPO’s new bank will prioritize regional corridors as GECF forum panelists flag a gap in domestic gas financing

CAPE TOWN, South Africa, October 14, 2026/APO Group/ –The Africa Energy Bank (AEB) will become operational within weeks and begin financing projects at the start of 2027, Farid Ghezali, Secretary General of the African Petroleum Producers Organization (APPO), said during the technical panel of the GECF-AEC Strategic Forum at African Energy Week (AEW) 2026 in Cape Town. The bank, launched by APPO and Afreximbank, will use a corridor approach, prioritizing projects that deliver regional economic development across four pillars: export infrastructure, domestic infrastructure, clean cooking and power.

 




 
 

Ghezali said exports and domestic supply should not compete. “I come from a country where you cannot export any drop of gas if the domestic demand is not satisfied,” he said. APPO and the Gas Exporting Countries Forum (GECF) signed an agreement earlier this year to work jointly on gas corridors, and plan to harmonize transit tariffs and gas contracts across member states.

I come from a country where you cannot export any drop of gas if the domestic demand is not satisfied

The panel focused on why domestic gas markets remain underdeveloped. Rashid Ali Abdallah, Executive Director of the African Energy Commission (AFREC), said recent investment has gone largely into export terminals while regional pipelines struggle to attract funding. He called for regional financing frameworks for cross-border infrastructure, and for joint planning of gas pipelines and power transmission.

In South Africa, industrial consumers face the loss of natural gas supply within about 18 months, with only a short-term coal supply bridge beyond that, said Jaco Human, Executive Officer of the Industrial Gas Users Association of Southern Africa (IGUA-SA). The gas aggregation company was formed to pool demand, share risk and underwrite new infrastructure across the region. Human said a proposed pipeline linking the Orange Basin to Western Cape and inland markets would need around 200 petajoules of annual demand. “We have much more demand than that, so the problem is not an economic one,” he said. “Rather, it is a coordination problem.”

Abubakar Abbas, Senior Energy Forecast Analyst at the GECF, said Africa will require at least $1 trillion over the next 30 years to develop its gas resources. Per capita energy consumption on the continent is about 25 gigajoules a year, well below the global average. Abderrezak Benyoucef, Head of Energy Studies at OPEC, said OPEC expects gas to rise from 17% to 23% of Africa’s energy mix by 2050. Electricity generation is projected to grow from under 1,000 TWh to about 2,700 TWh, with half of it from gas.

The AEB is headquartered in Abuja, where Nigeria handed over the bank’s offices to APPO and Afreximbank in February.

Distributed by APO Group on behalf of African Energy Chamber.

 




 

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