Business
Campaigns with a 50:50 split between performance and brand building drive the strongest impact in Asia
Published
1 year agoon
● 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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Business
CIT VERICASH Recognized as Best Digital Financial Services Platform of 2026 by Global Business Outlook
Published
6 days agoon
August 24, 2026
The recognition marks the latest in a series of industry acknowledgements for the company, which in 2025 was awarded Best Digital Transformation Platform, Fintech Strategic Partner of the Year, and Best Financial Services Platform Africa
The recognition marks the latest in a series of industry acknowledgements for the company, which in 2025 was awarded Best Digital Transformation Platform, Fintech Strategic Partner of the Year, and Best Financial Services Platform Africa. For CIT VERICASH, the Global Business Outlook award extends the company’s growing international profile at a moment when digital financial services adoption across sub-Saharan Africa is accelerating at institutional scale.
Those numbers are difficult to dispute. A single deployment of the VERICASH platform currently powers the digital banking operations of a pan-African banking group across 22 countries, processing over 500 transactions per second, handling more than 30 million digital services per day, and maintaining more than 7 million active subscribers. In the client’s first five years of full digital platform operations, the results compounded: 5x growth in digital subscribers, 10x growth in monthly transactions, and 30x growth in monthly financial transaction value, translating directly into higher fee income and lower servicing costs.
Building the Backbone of African Digital Finance
CIT VERICASH, a division of CIT GLOBAL, draws on the parent company’s 30-plus years of system integration and software expertise since its founding in Toronto in 1993, delivering award-winning technology to clients across more than 50 countries.
The cornerstone of the company’s performance is the VERICASH Fintech Enablement Platform, a centralized, integrated ecosystem designed to enable financial institutions to launch, operate, optimize, and continuously scale digital financial services through a single platform. Powered by an agile, low-code/no-code service builder, the platform allows commercial banks, digital banks, microfinance institutions, mobile money operators, and fintechs to rapidly deploy and evolve digital banking, agency banking, mobile wallets, payment ecosystems, lending, and other financial services while reducing complexity, accelerating time-to-market, and maximizing the value of existing infrastructure. Currently live in approximately 25 markets across Africa, the platform supports Tier 1 banks, digital banks, neobanks, and fintech operators with the technology, operational capabilities, and strategic enablement required to drive sustainable digital growth.
Global Business Outlook, in selecting CIT VERICASH for the 2026 award, pointed to the platform’s demonstrated ability to operate at institutional scale across fragmented regulatory environments, a challenge that continues to frustrate expansion-minded financial institutions across the continent.
Strategic Partnership That Goes beyond software delivery
To ensure sustainable, long-term client growth, CIT VERICASH anchors every deployment in a Strategic Partnership Model that extends far beyond traditional software delivery. Rather than acting as a technology vendor, CIT VERICASH operates as a long-term strategic partner, aligning technology, operational excellence, and business growth around shared success.
The partnership model combines a scalable fintech platform with dedicated Centres of Excellence, 24/7 operational monitoring, continuous platform optimization, development and customization capabilities, business intelligence and performance analytics, application quality support, and proactive fraud monitoring. Beyond technology operations, CIT VERICASH works alongside clients to evaluate business models, support licensing requirements, build operational teams, develop financial forecasts, and accelerate go-to-market execution for new digital service offerings.
Supported by a collaborative revenue-sharing model that aligns incentives between CIT VERICASH and its partners, this approach enables financial institutions to reduce technology risk, accelerate profitability, continuously evolve their digital capabilities, and unlock sustainable long-term growth.
This enterprise-grade approach has translated into critical long-term alliances. In East Africa, CIT VERICASH has formed a strategic alliance with Bluechip Technologies, combining the VERICASH platform with Bluechip’s localized market expertise to deliver agency banking, digital payments, and mobile wallets to banks, telcos, and fintechs. Further across the continent, a decade-long partnership with CWG PLC in West Africa that powers large-scale financial ecosystems.
A key differentiator shaping CIT VERICASH’s product direction is its approach to artificial intelligence. Rather than positioning machine learning as an optional layer, the company operates under a clear philosophy: “AI is not a feature. It is how the digital channel thinks, decides, and acts.” By embedding 360° AI-powered capabilities across retail, SME, and corporate banking, including personalized customer experiences, automated credit scoring, real-time transaction risk scoring, and proactive fraud prevention, the platform is built for the next generation of digital finance infrastructure, not the last.
A Pattern of Recognition
What distinguishes CIT VERICASH’s recent run of awards from standard industry noise is the consistency. Three industry recognitions in 2025, now followed by an international designation from Global Business Outlook in 2026, suggest a narrative that is beginning to cut through: a company that has spent years building infrastructure continues to be acknowledged because its clients are scaling profitable, inclusive digital services.
The timing is not incidental. Digital financial services adoption across sub-Saharan Africa accelerated sharply following the pandemic, and the institutions that emerged well-positioned were largely those that had invested in scalable ecosystems rather than attempting to build proprietary stacks. CIT VERICASH positioned itself on the right side of that structural shift.
Distributed by APO Group on behalf of CIT VERICASH.
Business
Comsol enters wholesale 5G home broadband market with backing from new shareholders
Published
1 week agoon
August 20, 2026
Comsol aims to blanket South Africa with around 2,000 base stations, representing one of the country’s largest standards-based and highest-capacity 5G networks
- New shareholder alignment funds the multibillion-rand buildout of a purpose-built 5G-Advanced fixed wireless access (FWA) network.
- Wholesale model enables established ISPs, MVNOs, WISPs and new market entrants to access South Africa’s fastest-growing broadband category.
- Network brings stable, high-speed home connectivity and greater consumer choice to a growing market across the nation, including underserved areas, starting in Gauteng.
Comsol (https://Comsol.co.za/), a South African fixed wireless connectivity and private network operator with a history spanning nearly three decades, is entering the home broadband market as a wholesale provider of 5G infrastructure. The move is backed by two new shareholders: Platform Investment Partners, which has made 10 founder-stage fibre investments across four geographies over the past decade, and Wimsey Capital, a privately held investment company.
The new shareholding follows the exit of Nedbank Private Equity, part of Nedbank CIB, from its investment in Comsol. Convergence Partners, a major shareholder and long-standing investor in the business, together with Solcon Capital, is investing additional growth capital. Founder and CEO Iain Stevenson (through Mactavish Investments) retains his stake and is also investing additional capital into the company. RMB arranged and provided an innovative and holistic funding solution that enabled the shareholder transaction and will support the business in its strategic capex roll-out plan.
The move gives South African internet service providers, mobile virtual network operators (MVNOs) and other potential partners access to a standalone 5G-Advanced* network purpose-built for fixed wireless access (FWA). Comsol owns and operates the network as an end-to-end wholesale product, while its partners control the customer relationship and go-to-market strategy, including branding, commercials and support.
One million households in Gauteng already covered
Comsol started building its network six months ago and already covers more than a million households in Gauteng. The company is targeting full coverage of Gauteng by March 2027. Expansion into the Western Cape, KwaZulu-Natal and major regional centres will follow in 2027 and 2028.
Comsol aims to blanket South Africa with around 2,000 base stations, representing one of the country’s largest standards-based and highest-capacity 5G networks. The network creates a new wholesale option for South African service providers, giving them more network capacity choice through new infrastructure, enhancing the competitive landscape to the benefit of the consumer.
“Comsol anticipates where the market is heading and builds ahead of demand,” said Stevenson. “This is why we were investing in licensed spectrum years before its strategic value was widely understood and building private 5G before the market had grasped what it would enable. We see 5G-Advanced for the home as a big growth opportunity.
“ICASA has allocated spectrum to network providers to expand broadband access and increase competition in the market. We believe the way to honour that mandate is to build wholesale infrastructure that extends high-speed broadband to new customer segments and creates a platform for more competition at the well-established service provider layer.”
Backed by investors with deep experience in telecom infrastructure
Comsol anticipates where the market is heading and builds ahead of demand
Shaun Clark, CEO of Platform Investment Partners, added: “We have spent years investing in the construction of open-access digital infrastructure in South Africa, and were founding investors in assets such as DFA, Conduct, Vumatel and N99. Our approach has always been to identify trends in technology adoption and invest behind them. We see fixed wireless as an important part of the connectivity market. Comsol is a natural fit with our portfolio of digital infrastructure businesses, which are all centred around a neutral host model.”
Richard Ladbrook, Director of Wimsey Capital, said: “We see a significant opportunity in 5G fixed wireless access to bring high-quality connectivity to more South African households. Comsol has a multi-decade track record of successfully building and delivering advanced wireless networks in diverse contexts. We are excited to back the business and partner with the world-class Comsol team as they build and scale this next phase of growth.”
Said Andile Ngcaba, executive chairman of Convergence Partners and chairman of the Comsol board: “Comsol is well positioned as the world transitions from 5G to 6G. The depth of its spectrum and nationwide network presence across all provinces creates a significant opportunity to serve South Africa’s enterprise, private and public sectors. Comsol’s platform is equally relevant to urban and rural markets, and to companies of all sizes.”
For Nedbank Private Equity this exit concludes a successful nine-year investment in Comsol. “We are proud to have supported the company’s growth, network rollout and value creation journey alongside management and our co-shareholders. The transaction positions Comsol strongly for its next phase of growth,” said Yougan Moodley of Nedbank Private Equity.
The commercial case for advanced home 5G
Comsol’s wholesale 5G-Advanced offering complements existing fibre networks, expanding consumer choice and the reach of home connectivity. Approximately 15% of South African households are connected to fibre, largely concentrated in dense metro areas where trenching costs are justified. This leaves a significant market adjacent to suburban markets where 5G FWA can be deployed quickly and at a substantially lower cost. The 5G-Advanced FWA network deployed by Comsol provides high capacity to support home broadband at scale, enabling entire towns to be covered in weeks.
Regulatory and technology developments in recent years have further strengthened the commercial case for 5G-Advanced FWA home connectivity. Comsol received its C-band spectrum licence from ICASA in 2022, providing investors with the certainty to fund the network rollout. The allocated spectrum supports speed-tiered plans with competitive pricing for consumers. Meanwhile, declining 5G chipset and CPE costs have lowered the upfront cost for consumers and ISPs entering the 5G FWA market. As a new entrant into the 5G wholesale market, Comsol also benefits from a modern 5G-Advanced standalone core, unencumbered by legacy technologies.
These advantages of 5G FWA are expected to drive significant growth over the next five years. ICASA data shows FWA subscriptions growing by roughly 39% year on year in 2025.** BMIT predicts that 5G may account for up to 67% of all residential FWA connections by 2029, up from 35% in 2024.***
Built differently
Comsol’s network is one of only two production 5G standalone cores currently live in South Africa. The network offers a level of ultra-low latency and dedicated capacity control that hybrid 4G/5G deployments cannot match, along with roughly double the uplink performance of typical 5G mobile operator networks.
Comsol’s implementation of 5G-Advanced is IMT-conformant, taking advantage of standards-based technologies that deliver significantly greater capacity at a lower cost per bit. Comsol’s network is purpose-built to deliver high-capacity 5G home connectivity at scale.
Advantages for partners
Comsol operates as a wholesaler and does not compete with its consumer-facing partners. ISPs and other partners retain ownership of their go-to-market strategies, including product commercials, packaging, billing and branding. Comsol’s API-driven platform enables partners to bring a branded 5G-Advanced FWA offering to market in weeks, while retaining a high degree of control over their products and customer engagement.
Comsol has designed the network to enable ISPs to reach new customer segments with connectivity geared towards streaming, video calls and smart-home use that make up the bulk of home broadband needs. Its API-driven architecture gives partners the flexibility to build differentiated packages for different customer segments and implement or adapt products within hours, enabling them to respond quickly to changing market demand.
Distributed by APO Group on behalf of Comsol.
Business
Electra Mining Africa: Showcasing the Technologies Shaping the Future of Industry
Published
1 week agoon
August 20, 2026
More than 1,000 exhibitors, technical seminars, industry forums and networking opportunities will bring together the people, products and ideas shaping industrial progress across Africa
Taking place from 7-11 September at the Johannesburg Expo Centre in Nasrec, Johannesburg, Electra Mining Africa will once again provide a meeting place for industry. Recognised as one of Africa’s leading industrial exhibitions, the event will bring together more than 1,000 predominantly local exhibitors, together with international companies, country pavilions, industry organisations, technical specialists, business leaders and decision-makers from across mining, manufacturing and related industries.
By bringing together six complementary sectors—mining, manufacturing, automation, electrical and power, transport and related engineering sectors—under one roof, Electra Mining Africa enables visitors to explore how integrated technologies and solutions can improve productivity, safety and operational performance. The exhibition provides a unique opportunity to compare products, engage directly with technical experts and discover how innovations from different sectors are increasingly working together to support smarter industrial operations.
Reflecting continued industry confidence, Electra Mining Africa has expanded its footprint for the 2026 edition, growing by 4,000m² to a record 44,000m² of net exhibition space across six indoor exhibition halls and expanded outdoor display areas.
Visitors will have the opportunity to explore solutions ranging from large-scale mining equipment and industrial machinery to automation systems, artificial intelligence (AI), robotics, digital manufacturing, predictive maintenance technologies, power solutions and advanced engineering services. The exhibition also features pumps, valves, welding and fabrication equipment, safety solutions, personal protective equipment (PPE), tools, components and specialist industrial services.
Electra Mining Africa has become an important business platform for companies serving markets across Africa. At the previous edition, industry professionals from 58 countries were represented, reflecting the exhibition’s growing international reach and its role in connecting manufacturers, technology suppliers, distributors, buyers and decision-makers from across the continent and beyond. For many exhibitors, the exhibition provides opportunities to strengthen customer relationships, meet prospective buyers, appoint distribution partners and explore new business opportunities. For visitors, it offers access to both internationally recognised brands and locally developed technologies designed to address the operational requirements of African industry.
Electra Mining Africa brings together the technologies, expertise and industry relationships that help organisations make informed decisions
Beyond the exhibition floor
Electra Mining Africa offers an extensive programme of technical knowledge sharing, professional development and industry collaboration. Free-to-attend seminars hosted by the Southern African Institute of Mining and Metallurgy (SAIMM) will explore practical operational challenges and emerging technologies, while the Society for Automation Instrumentation Mechatronics and Computer Engineering (SAIMC) will present specialist workshops on advances in automation and mechatronics. WiMSA’s Women in Mining workshop will provide a forum for discussion around leadership, opportunity and professional development, and the Lifting Equipment Engineering Association of South Africa (LEEASA) will host its two-day National Conference, bringing together industry professionals to share knowledge and discuss developments affecting the sector.
New for 2026, the SA Institution of Mechanical Engineering (SAIMechE) Skills and Career Hub will strengthen collaboration between industry and the education and training sector, encouraging conversations around future workforce requirements, skills development and innovation. Visitors will also be able to experience the Geological Society of South Africa (GSSA) Explorers Pitch, where finalist student teams present their mineral exploration projects to an expert industry judging panel before the winning team is announced.
Also taking place during Electra Mining Africa are the New Products and Innovation Awards, which recognise outstanding achievements by both local and international exhibitors. Adjudicated by the South African Capital Equipment Export Council (SACEEC), entries are evaluated against a comprehensive set of criteria, including innovation, engineering excellence, research and development, product quality, technical expertise and the practical value each solution delivers to industry. The winners are announced during the exhibition, recognising companies whose products and innovations are advancing technology, performance and industrial application.
“Industrial businesses are facing increasingly complex challenges that cannot be solved in isolation. Electra Mining Africa brings together the technologies, expertise and industry relationships that help organisations make informed decisions, identify practical solutions and build partnerships that support long-term growth. That’s what makes the exhibition such an important meeting place for industry, not only in South Africa but for businesses operating across the African continent,” says Charlene Hefer, Portfolio Director at Montgomery Group, organisers of Electra Mining Africa..
Industry professionals wishing to attend Electra Mining Africa can register (https://apo-opa.co/4xthQPH) as a Standard Visitor free of charge. There is also an option to upgrade to a Diamond Select Visitor.
Distributed by APO Group on behalf of Montgomery Group Africa.


