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AATB Meeting Concludes with Way Forward to Drive Trade and Investment Flows

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The landmark event included a round table discussion on the role of the AATB Program in the implementation of the AfCFTA across both regions

CAIRO, Egypt, March 22, 2022 — The 3rd Annual Board of Governors (BoG) Meeting of the Arab-Africa Trade Bridges (AATB) Program recently held in Cairo, Egypt, chaired by Dr. Hala ElSaid, Minister of Planning and Economic Development, convened all partners, strategic stakeholders, and public and private sector players in the Program to reinforce the role of regional value chains across Arab and Africa states in support of the AfCFTA. The landmark event included a round table discussion on the role of the AATB Program in the implementation of the AfCFTA across both regions.

Notably, a memorandum of understanding was signed by the Islamic Corporation for the Insurance of Investment and Export Credit (ICIEC) and Afreximbank. This agreement lays out a dedicated program that will focus on risk sharing, credit enhancement for export and import financing, supporting the bank’s digitalization transformation, capacity building and marketing.

During the opening ceremony, H.E. Dr. Hala El Said, Minister of Planning and Economic Development of the Arab Republic of Egypt and Chairperson of the AATB Board of Governors also mentioned: ” The AATB meeting provided an opportunity to consult and exchange ideas, visions, and successful experiences to enhance our efforts to develop trade and investment flows between African and Arab countries. The Arab Republic of Egypt takes pride in the continuous and fruitful cooperation with the International Islamic Trade Finance Corporation (ITFC) and other strategic partners through the AATB Program.”

“A vital role of the AATB Program is promoting regional and continental trade and investment cooperation between Egypt, Arab countries, and African countries.  The Program promotes critical areas such as capacity building programs to support women in trade, supporting SMEs, and exporters, while addressing the negative effects of the corona virus on Arab and African economies through vital interventions in health and food security.”-said H.E. Mrs. Nevin Gamea, Minister of Trade and Industry of the Arab Republic of Egypt.

In his speech, H.E. Dr. Majid Bin Abdullah AlKassabi, Minister of Commerce, Kingdom of Saudi Arabia stated that “Africa consists of 54 Countries, and it is a continent rich in human and natural resources. The AATB Program is a wonderful opportunity for trade development for both African and Arab regions as well for connecting and facilitating trade exchange between African countries. Therefore, we need to employ all resources to drive trade reinforcement and promote trade resilience, and this is what the AATB Program will have a significant impact on.”

Mr Alamine Ousmane Mey, Minister for Economy, Planning and Territory Development, Cameroon, added, “Covid-19 and recent geopolitical developments have shown that we need to strengthen our ties and trade amongst OIC member countries. In Cameroon, we are committed to pursuing sustainable and inclusive development through our national development strategy and the AfCFTA. We are also looking to build high structural transformation and nurture human capital as well as promote a greater interaction with the world economy.”

In his opening remarks, Professor Benedict Oramah, President and Chairman of the Board of Directors of Afreximbank said “With the world in a state of continuing crises, partnerships like the Arab-African Trade Bridges Program will strengthen the African and the Arab world to address the trade and economic consequences of these crises, working to mitigate any long-lasting impact.”

H.E Dr. Sidi Ould Tah, Director General, Arab Bank for Economic Development in Africa (BADEA), Ex-Chairman of the Executive Committee (2017-2021) said “AATB is a program of cooperation between Arab and African Countries. BADEA, as one of the founding partners of AATB supports and funds infrastructure projects in Africa that facilitate trade and promote development. Through these efforts, we will continue to assist and support AATB objectives to enhance trade and investment opportunities within between the two regions.”

Eng. Hani Salem Sonbol, CEO of ITFC stated: “The AATB program has been instrumental in mitigating the negative effects of the COVID-19 pandemic on the health and food security sectors. Research conducted by ITFC indicates that the AfCFTA will contribute to the creation of regional value chains and will provide an opportunity for governments to participate in enhancing skills and investing in productive capacities which will accelerate the regions return to more inclusive growth. ITFC together with its partners will continue to play its role towards the development of Arab-Africa trade as well as fostering stronger integration between African countries through trade facilitation.”

The roundtable session was graced by high-level speakers including AATB partners, stakeholders and Ministers of OIC member countries who spoke on the theme; “Regional Value Chains and their Importance in increasing Trade and Investment Flows between Arab and African countries”.   Key outcomes of this session highlighted upcoming focus areas in light of renewed direction following the COVID-19 pandemic and major successes achieved thus far, as well as demonstrating a commitment to strengthening cooperation while promoting the importance of inter-regional partnerships and the power of alliances in light of the AfCFTA.

Commenting on the signing of a memorandum of understating, Mr. Oussama Kaissi, CEO, Islamic Corporation for the Insurance of Investment and Export Credit (ICIEC) ICE-IK stated: We look forward to effect this wide-ranging MoU with Afreximbank to facilitate and promote African trade. We are confident that the MoU will further consolidate our existing good relations with the Bank as we pursue our mutual objective of boosting intra Arab African trade in OIC member countries. In support of boosting intra trade between the two regions, ICIEC will leverage our tried and tested suite of de-risking and credit enhancement solutions.”

“ICD is keen to support the AATB Program by promoting and increasing the investment flows between African and Arab member countries. ICD will lead the Investment Pillar of the AATB Program, which aims to mobilize and allocate resources to impactful investments in Arab and African countries” said Mr. Ayman Sejiny, CEO, Islamic Corporation for the Development of the Private Sector (ICD).

Commenting on the potential of Arab-Africa value chain, Mr. Wamkele Mene, Secretary General, African Continental Free Trade Area (AfCFTA) said:” The African Continentcontributes less than 3% to Global Trade and output and less than 2% to global GDP, which is largely because of the deficit in industrial capacity.  This regional partnership presents an opportunity for all of us to identify critical value chains for productive sector investment to create jobs on the African continent.

On the sidelines of the 3rd Annual Board Meeting, a visit to Egypt’s Medicine City was organized to showcase Egypt’s capabilities in the medicine supply chain production. Africa’s healthcare industry is of great importance to the AATB Program, and this is reflected under AATB’s, “Harmonization of Pharmaceutical Standards” which aims to boost the manufacture of high-quality homegrown pharmaceutical products and services.

Since its launch in 2017, the Arab Africa Trade Bridges program has become the foremost platform in driving trade between Africa and the Arab regions with important initiatives that strengthen growth and prosperity in beneficiary countries.


Distributed by APO Group on behalf of International Islamic Trade Finance Corporation (ITFC).

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Resilience: A Winning Strategy for Legacy-Building (By Ibukun Awosika)

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entrepreneurs

Theirs is a vital lesson: success is about the courage to show up, the willingness to learn and the determination to keep building despite setbacks

LAGOS, Nigeria, April 4, 2025/APO Group/ —By Ibukun Awosika (apo-opa.co/4jiBjuS), ABH Grand Finale Judge (www.AfricaBusinessHeroes.org)

The boldest entrepreneurs understand that resourcefulness, resilience and collaboration are essential – not only for overcoming challenges but also for sustaining success. These are not just assets in the toolbox of the average businessperson but the foundation upon which enduring enterprises are built. It’s time for Africa’s enterprises to rise beyond individual success, outlast their founders and carve a lasting presence on the global stage.

This message was at the heart of the opening keynote address I had the honor of delivering at the 6th Africa’s Business Heroes (https://apo-opa.co/3RnxMzz) (ABH) Summit and Grand Finale (https://apo-opa.co/3QZXfPl). As I stood on that grand stage before a sea of ambitious entrepreneurial minds, I realized that this was more than a platform to celebrate achievement; it was a testament to tenacity and the indomitable spirit of African entrepreneurship. As a judge privileged to witness the finalists’ journeys firsthand, I saw individuals embodying the very essence of what it means to be a business hero: the drive to do, to be, and to become the founders of resilient legacies.

The theme of African Intelligence (https://apo-opa.co/3RFuRSB) was one that resonated deeply with the stories of our finalists. Intelligence in the African context is not just about knowledge or innovation; it is about the wisdom to navigate challenges, the foresight to seize opportunities and the resilience to keep moving forward despite the odds. Nowhere was this more evident than in the journeys of our grand prize winner, Henri Ousmane Gueye (https://apo-opa.co/3RwSrB4) from Senegal, and second runner-up, Alexander Odhiambo (https://apo-opa.co/3YiCeDg) from Kenya.

 

As we turn our sights to 2025, it’s time for African entrepreneurs to step forward

 

Henri, after two previous applications, finally secured the top spot on his third attempt. Alexander, undeterred by his first application, came back even stronger, ultimately reaching the Top 10 and claiming a spot on the podium. Theirs is a vital lesson: success is about the courage to show up, the willingness to learn and the determination to keep building despite setbacks. This is what sets apart those who create lasting impact.

But resilience is not just about individual success. It is about the collective strength of a community like ABH which has flourished into a powerful ecosystem equipping entrepreneurs with tools to scale their business. It has been immensely rewarding to witness this process transform businesses, but more importantly, transform leaders.

As we turn our sights to 2025, it’s time for African entrepreneurs to step forward. To those who have applied before but fell short; your journey is far from over. Let Henri and Alexander’s stories remind you that perseverance is a winning strategy. To those contemplating their first application – it’s your time!.

Like anything that holds great promise, the pursuit of entrepreneurship is validated through action. If you have the drive to do, to be, and to become, then take your place and build a legacy that will shape Africa’s future.

2025 ABH Applications Are Now Open

African entrepreneurs interested in entering the 2025 edition of the competition for a chance to win a share of US$1.5 million can apply at https://apo-opa.co/3RnxMzzregister.

Distributed by APO Group on behalf of Africa’s Business Heroes (ABH)

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YOFC Unveils Game-Changing Hollow-Core Fibre Advances at OFC 2025

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YOFC

SAN FRANSICO, USA – Media OutReach Newswire – 3 April 2025 – At the OFC Conference, from March 30 to April 3, 2025, at San Francisco’s Moscone Center, Yangtze Optical Fibre and Cable Joint Stock Limited Company (YOFC) (stock tickers: 601869. SH, 06869.HK) highlighted several new developments in hollow-core fibre technology. During a workshop entitled “How will future submarine systems look like”, Dr. LUO Jie, YOFC’s Chief Technology Officer, presented groundbreaking advances in the field of hollow-core fibre technology.

YOFC’s presentation focused on its latest strides in reducing attenuation to a record-low of 0.05dB/km and extending the manufacturing length of single fibres to over 20 kilometers—achievements that not only set new global benchmarks but also starkly outperform traditional solid-core fibres. These technological advancements were demonstrated through a 21.7 km long hollow-core fibre with a proprietary supporting tube structure (ST-HCF). This drew considerable attention at the exhibition for its potential implications in optical communications.

Hollow-core fibre technology represents a paradigm shift in optical communications, enabling light to be transmitted through an air core. The design facilitates a 47% increase in transmission speed and a 31% reduction in latency compared to conventional fibres, showcasing the significant potential for applications requiring rapid and efficient data transmission such as in data centers, AI models, and financial trading. Additionally, the technology’s exceptionally low attenuation and nonlinearity could potentially address the capacity bottlenecks faced by submarine communication networks and long-distance terrestrial communication lines.

In his presentation, Dr. LUO Jie explored both the practical and theoretical enhancements that hollow-core fibres could bring to submarine cable systems, emphasizing their ability to increase data throughput and reduce transmission times in future deployments.

YOFC has been at the forefront of hollow-core fibre technology development, leveraging its comprehensive research capabilities and autonomous raw material research system to overcome significant industrial challenges. As the digital economy grows, YOFC’s continued innovation in hollow-core fibre technology is set to play a crucial role in supporting the evolution of global digital infrastructure, ensuring it is robust, efficient, and equipped to meet future demands.

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Campaigns with a 50:50 split between performance and brand building drive the strongest impact in Asia

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WARC

● Landmark study proving that brand building works in delivering growth in dynamic Asian markets

● Campaigns that have a 50% brand investment proven to boost performance now – not just in the future

● Brands that invest time into cultural connection are twice as effective

WARC releases new research in The Pace Principle

4 April 2025 – WARC, the global authority of marketing effectiveness, has today released The Pace Principle, a landmark Asian evidence-led and mythbusting guide for marketers providing evidence of what works in Asia.

Until now, most evidence underpinning core advertising effectiveness principles has come from Western markets. This ground-breaking research is built on consistent data from across Southeast Asia, Greater China, and India, to address common misconceptions that hinder businesses from maximising returns – specifically the perceived barrier that “Asia moves too fast for long-term brand building to work” due to the speed of changing market dynamics and innovation.

A key insight from the research is that “speed” is a defining feature of Asian marketing, thereby the study uses the language of “pace” to make marketing science principles more applicable to the region. The race for growth operates at “twin paces”. The “Sprint” pace uses performance tactics to secure short-term wins at speed; and the “Long-distance” pace, sees investment in brand-building to sustain long-term growth.

To cut through in a competitive marketplace and amplify positive customer associations, brands need to operate at both levels of pace equally.

Rica Facundo, Managing Editor, WARC APAC, says: “In a highly pressurised, fast-changing and competitive atmosphere, a “sprint” mindset that focuses on short-term wins is understandable, but growth is hard after maxing “easy” wins. To win, brands need to be able to operate at both levels of pace by layering in brand-led advertising to supercharge performance and unlock more value. This enables brands to not only run faster, but further.”

“Helping prove what works in Asia, The Pace Principle is packed with robust evidence and actionable insights, which we hope will be used as a model for the future of advertising in Asia and help marketers build stronger brands in our thriving region.”

Addressing legacy assumptions and challenges

To boost sustainable performance and unlock enduring value, marketers should address the following legacy assumptions and challenges:

· Speed vs effectiveness: brands are conflating the need for operational agility with a short-term approach to marketing, assuming that long-term brand investment will be undermined by market changes.

· Short-termism: In dynamic markets where change feels constant, trying to sell in the prospect of long-term results is a challenge in organisations prioritising short-term wins due to the focus on quarterly and annual performance.

· Brand payback: marketers need to get away from the perception that the payback of investing in brand-building takes years to show.

Andreas Krasser, CEO, DDB Group Hong Kong, said: “Brand building has an image problem in Asia. It’s seen as slow, outdated, and out of sync with the region’s relentless pace. Many still associate it with big-budget TV spots, high spend with low tangible returns, and a distraction from performance goals. Even when the brief says “brand,” the KPIs scream performance.”

Key strategies for effective brand building in Asia outlined in The Pace Principle are:

Long-term brand building supercharges performance. The optimum split between brand and performance investment in Asia is 50:50

Advertising in Asia needs to operate at the two levels of pace – sprint (performance) and long-distance (brand-building) – to drive the biggest instant and long-term impact.

By allocating investment towards both brand-building and performance, brands can take advantage of a multiplier effect. It’s not “brand + performance”, but “brand x performance”

Brand investment is a growth multiplier in the Asian century that drives performance now and in the future. It provides a strategic platform that cuts through in a competitive marketplace, amplifying positive customer associations and scaling-up future demand.

The evidence from this study shows that campaigns with a 50:50 split between brand and performance investment deliver the strongest effect on both short- and long-term business metrics; and even delivers stronger instant impact than a split that over indexes on just performance.

Measure campaigns for the long game: the effects of shorter campaigns are four times stronger when measured for a month after the campaign finished

Campaign measurement should prioritize measuring for growth. Using short-term ROI as the primary measurement mindset overlooks the future effects of brand-building activities, such as strengthening brand memory and increasing demand for the brand.

For shorter campaigns (1-4 weeks of duration), the effects observed were, on average, four times stronger across all key business metrics, when measurement continued for a month or more after the campaign finished.

Win with cultural advantage: demonstrating a shared perspective and value with audiences is nearly twice as effective

Cultural connection is an under looked key driver of emotional engagement that drives positive business effects. Research shows that brands with high cultural resonance grow 25% more than their competitors, and 92% of respondents in McCann Worldgroup’s Truth about Global Brands study believe that Asia’s culture is its greatest source of wealth.

However, the pressure for speed and budget constraints can leave little time for brands to undertake the critical work of understanding the cultural context of its consumers.

The Pace Principle research shows that campaigns that demonstrate a shared perspective and values with audiences are nearly twice as effective compared to those that make minimal attempts at localisation.

Brands should dedicate time and resources to thoroughly understand the cultural nuances of their target audience to maximise effectiveness by going beyond outdated stereotypes and always investigating how audiences are redefining their identities in new and dynamic ways.

Shilpa Sinha, Chief Strategy Officer, McCann Worldgroup, APAC, says: “When culture is an unequivocal cornerstone of Asia’s consumer landscape, a ‘culture-first’ marketing approach cannot afford to remain a catchphrase. It needs to become a creed for any brand aiming to win in this thriving region.”

Accelerate with multichannel momentum. Effective campaigns in Asia use on average 6.5 channels to deliver large business effects

In a fragmented media ecosystem, highly effective campaigns leverage the momentum of using multiple channels to maximise the payback of all advertising.

Evidence from the study shows that effective campaigns use on average 6.5 channels to deliver large business effects, by utilising a smart combination of media to build multiple smaller exposures and positive brand associations across various touchpoints. Key to driving cross-media effects is understanding the most optimal media combinations to leverage the multiplier effect.

Questioning long-held channel assumptions and the “mobile first” depiction of Asian consumers will help marketers make more strategic decisions with the media mix.

And despite the popularity of using influencers in Asia, the study indicates that the most effective campaigns do not lead with influencers (8%) or celebrities (5%). However, when pairing influencers with other channels such as free-to-air Commercial TV, the content reaches far beyond the fan base and the digital environment, thereby becomes 1.5x more effective in driving results.

A sample of The Pace Principle is available here. WARC members can read the full report which includes practical insights, exemplary case studies and charts to help CMOs and marketers of every level apply these ideas to their own work. Accompanying podcasts will be available from 10th and 17th of April.

Methodology of the research

The research for the report is based on in-depth analysis of 150 advertising case studies in the WARC database sourced from across Southeast Asia, Greater China, and India, as well as an accompanying questionnaire submitted by participating agencies: BBDO India, BBH Singapore, BLK J Havas, DDB Group Hong Kong, DDB Mudra Group, Forsman & Bodenfors Singapore, Initiative, MBCS, McCann Worldgroup APAC, GroupM, Ogilvy, TBWA\Asia, TBWA\India, The Womb, UM, VML.

The Pace Principle is a companion report to the recent US report The Multiplier Effect, and builds on some of its key arguments and frameworks which have been tested to also apply to Asia.

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