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CMOs need to plan for ‘The Multiplier Effect’ between brand and performance techniques

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WARC
  • Overinvesting in performance advertising reduces full revenue ROI by an average of 40%
  • Shifting from performance-only to a mixed approach increases full revenue ROI by an average of 90%
  • CMOs should allocate at least 30%, but usually between 40% and 60%, of budget to brand building
    Integration of brand and performance is key; siloed thinking undermines advertising returns
  • Ground-breaking research for effective advertising in the US

WARC in partnership with Analytic Partners, BERA.ai, Prophet and System1 release new research in The Multiplier Effect – a CMO’s guide to brand-building in the performance era

January 28, 2025 – As marketing enters the next phase of change, one steered by algorithm-driven media and AI-generated creative, and faces even greater pressure to deliver results, ground-breaking research is presented in a new report, The Multiplier Effect – a CMO’s guide to brand building in the performance era, to help marketers better understand how to deliver high-impact advertising.

Based on insights and data from a first-of-its kind coalition of marketing effectiveness experts, the report – published by WARC in partnership with Analytic Partners, BERA.ai, Prophet and System1 – makes a data-driven case for effective advertising. Backed by evidence, it argues that many businesses are missing out on significant revenues and profits through an incomplete approach to advertising, and offers advice on how advertising can deliver the best possible returns by building equity for tomorrow while driving sales today.

David Tiltman, Chief Content Officer, WARC, says: “For this new research, we joined forces with other leading experts in the field of marketing effectiveness to set about answering two big questions: First, can we identify US-based evidence to prove how investment in advertising can be the most effective? And second, how can CMOs apply this evidence to their own initiatives in order to supercharge commercial impact for their businesses?

“The result is The Multiplier Effect, a ground-breaking report that demonstrates how the biggest returns come when marketers see brand equity as an accelerant of commercial performance. Although the research is US-focused, the findings are relevant to many marketers around the world.”

Key insights outlined in The Multiplier Effect study are:

The rise of the “doom loop”

Over the past decade, advertising investment has increasingly become focused on performance advertising due to the rise of digital-native businesses, a bumpy economy, a fragmented media landscape, and the related shifts in consumer media consumption.

Performance advertising holds out the promise of immediate returns and near-endless optimization. But misleading metrics and diminishing returns mean marketers in many organizations risk diminishing the impact of their advertising by over-investing in performance and entering the “doom loop” of slow growth and declining effectiveness.

Performance and brand advertising combined deliver greater returns

Research by Analytic Partners reveals the greatest payback comes when performance-led and equity-led advertising are both part of the mix. Moving from a performance-only to a mixed approach can deliver an improvement in total revenue ROI in the range of 25% to 100% – with the average uplift coming in at 90%. Moving to a performance-only approach from a mixed approach, by contrast, results in an average decline in ROI of 40%.

Equity building has an effect on people who are not yet in-market, increasing the chances that they will consider a brand when the time comes to make a purchase.

System1 found that 92.1% of strong equity-building ads with impactful creative performed well in the short-term, too. These ads created both demand among consumers who are ready to buy as well as building long-term equity.

Prophet’s survey of 300 leading marketers in North America further reinforced the need to do both performance and brand advertising in a holistic way. Its survey identified the qualities which set over-performing companies apart – and it was not their spending patterns, which remained largely even across the “winners” and “losers”. 90% of “winning” companies were at least somewhat integrated when it comes to connecting brand and demand.

Introducing The Multiplier Effect

The evidence shows that the key to unlocking the power of brand building is to move away from conceptualizing brand and performance as separate activities (brand + performance), and instead basing advertising efforts on the fundamental codependency between these tasks as part of an integrated growth strategy (brand x performance).

This leads to The Multiplier Effect

Equity-led advertising can help drive sales today as well as in the future. And performance advertising can reinforce the brand while operating as efficiently as possible.

How to harness The Multiplier Effect for success

Marketers wanting to consider the implications of the codependency between brand and performance on their advertising and benefit from The Multiplier Effect should consider some of the following best practices:

For budgeting purposes, CMOs should be allocating at least 30% to equity-driving ads, or the “brand baseline”, with 40% to 60% a typical “best practice” range.
Search investment will vary by brand and category, but, for most brands, spending more than 25% of budgets on search should be a red flag. This is called the “search ceiling”.
Avoid thinking in silos when campaign planning; instead, think of full-funnel creative platforms, where different types of assets reinforce each other. The ideal is to “go deep” by integrating all creative assets within a platform.
Performance-led techniques, such as promotions, should still tie back to the core brand idea.
Build a “measurement stack” that can identify a brand’s “baseline” revenues and the incremental impact of advertising beyond it.

Summing up, Ann Marie Kerwin, Americas Editor, WARC, said: “As we look to continue the project through further rounds of research, there are still a number of questions to answer, such as how does advertising combine and align with other forms of activity to build equity, how do advertisers optimize creativity and how do marketers present this argument to the CFO.

“Ultimately, we need a model for building brands that is fit for the future of marketing. Recognizing the Multiplier Effect is an important first step.”

Business

Nigeria and Senegal Must Follow Ghana and Mozambique Against Exclusionary Practices

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African Energy Chamber

African private sector leaders call for withdrawal from Frontier Energy events that marginalize local talent, championing inclusion, fair contracting and the Alliance model of partnership

JOHANNESBURG, South Africa, April 10, 2026/APO Group/ –The African private sector is raising the alarm over Frontier Energy Network’s policies that systematically exclude African professionals and service providers from meaningful roles in major energy forums. Such exclusionary practices threaten decades of progress in African energy development, including local capacity building, knowledge transfer and economic participation.

Frontier’s approach, framed as a global platform for Africa, is in practice a system that extracts value from the continent while denying Africans the opportunities to lead, participate and benefit. Marginalizing the very people who build, operate and sustain energy projects is not partnership – it is structural exclusion masquerading as opportunity.

African businesses – particularly in Nigeria and Senegal, which drive regional growth – must reassess their participation in platforms that perpetuate these policies. African capital, sponsorship and attendance cannot continue to legitimize forums where local stakeholders are systematically sidelined. Market access must be earned and mutually respected.

Mozambique and Ghana have already set a precedent. In March 2026, Mozambique’s oil and gas industry withdrew from the Africa Energies Summit in London, citing repeated failures by the organizers to improve diversity, transparency and inclusion of Black professionals in leadership, contracting and deal-making roles. In early April 2026, the Ghana Energy Chamber followed suit, formally pulling out of the same summit over discriminatory hiring practices that sidelined African professionals, executives and service providers. These coordinated actions send a clear message: Africa will no longer support platforms that deny its talent the right to lead, contribute and benefit.

Africa will no longer sit quietly while its talent is excluded from opportunities on its own continent

The gold standard for companies to thrive in Africa is robust collaboration with international partners while building local capacity – exemplified by Senegal-based energy services company Alliance Energy. Alliance has advanced African expertise in the sector, notably supporting the launch of the National Institute for Petroleum and Gas in Senegal to train young professionals for leadership roles, while backing diverse energy initiatives across power, solar, gas and wind that strengthen Senegal’s position as a regional energy hub.

This success demonstrates that African companies flourish when local talent, leadership, contracting and workforce development are central to execution, alongside strategic partnerships with the US, UK and Europe. Any entity attempting to operate in Africa without a commitment to hiring or contracting local professionals threatens not only the ecosystem that nurtured companies like Alliance Energy but also the continent’s broader ambition to grow regional capability, ownership and sustainable energy development.

“The message is simple,” says Dr. Ndjuga Dieng, Managing Director of Alliance Energy. “Africa will no longer sit quietly while its talent is excluded from opportunities on its own continent. Nigeria, Senegal and all African nations must follow the lead of Ghana and Mozambique by standing against platforms that discriminate. Protect your people, your companies and your energy future. Inclusion is not optional – it is the foundation of growth.”

African energy markets have historically thrived on collaboration, both within the continent and with international partners. Events such as the Offshore Technology Conference (OTC) and the Invest in African Energy (IAE) Forum exemplify this model, integrating African executives, policymakers and service providers into core programming, deal-making and knowledge transfer.

African stakeholders must prioritize platforms that respect local content, equitable hiring and fair contracting. Strategic withdrawal from exclusionary events is not isolationism – it is a stand for principle, economic logic, and the future of Africa’s energy sector. The continent defines its own trajectory and will engage only with partners that recognize African talent as integral, not optional, to the industry’s future.

The position advanced by Alliance Energy aligns with broader advocacy across the continent, including that of the African Energy Chamber, which has consistently called for stronger local content policies, fair contracting practices and greater inclusion of African professionals across the energy value chain. This alignment underscores a growing consensus among African private sector leaders that sustainable industry growth depends on meaningful participation by local companies and talent, not their exclusion.

Distributed by APO Group on behalf of African Energy Chamber.

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Sheraton Nouakchott marks the entry of Marriott International in Mauritania

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Nouakchott

As Mauritania’s cultural and economic heart, Nouakchott offers visitors a glimpse into the serene beauty and rich heritage that define this remarkable Northwest African nation

We are proud to have brought Marriott International to Mauritania with the opening of Sheraton Nouakchott, the first internationally operated and branded hotel in the country

NOUAKCHOTT, Mauritania, April 10, 2026/APO Group/ –Sheraton Hotels & Resorts, part of Marriott Bonvoy’s (www.Marriott.com) portfolio of more than 30 hotel brands, recently celebrated the opening of Sheraton Nouakchott Hotel (https://apo-opa.co/4t3YGO4), marking the entry of Marriott International into a new territory, Mauritania. Since opening its doors, Sheraton Nouakchott has, positioned itself as a new hub for business, events and leisure in the Mauritanian capital.

 

Nouakchott, the capital of Mauritania, is a coastal city where tradition and modernity meet. Nestled between the vast Sahara and the Atlantic Ocean, it serves as a gateway to the country’s breathtaking natural landscapes, from golden dunes and tranquil oases to rugged coastlines and untouched desert plains. As Mauritania’s cultural and economic heart, Nouakchott offers visitors a glimpse into the serene beauty and rich heritage that define this remarkable Northwest African nation.

Ideally located near iconic landmarks such as the Marché Capitale and the National Museum of Mauritania, as well as Nouakchott’s beaches and fishing port — and just a short distance from the desert — Sheraton Nouakchott offers an ideal base from which to discover the destination.

“We are proud to have brought Marriott International to Mauritania with the opening of Sheraton Nouakchott, the first internationally operated and branded hotel in the country. Since welcoming our first guests, the hotel has quickly established itself as a destination for both travellers and the local community. This milestone underscores our commitment to delivering exceptional hospitality experiences in emerging markets, while celebrating the culture and character of each destination,” said Sandra Schulze‑Potgieter, Vice President, Premium, Select & Midscale Brands, Europe, Middle East & Africa, Marriott International.

Local design inspiration

Traditional crafts, from wood carving to metalwork, are woven throughout the hotel’s materials and furnishings, creating spaces that feel both rooted and refined. Every detail tells a story of local artistry, heritage and place, offering guests an immersive experience inspired by Mauritania’s cultural and natural beauty.

Inspired by the legendary landmarks along the Trans‑Saharan trade route, the hotel’s design blends regional heritage with contemporary elegance. The circular ceiling of Feast restaurant draws inspiration from the Richat Structure, also known as the Eye of Africa. Earthy tones and organic materials reference the dramatic landscapes of the Adrar Mountains, while patterns inspired by Chinguetti and Oualata are reinterpreted throughout guest rooms, public spaces and Bene restaurant.

Meeting spaces echo the stone architecture of Tichitt, one of West Africa’s oldest towns and a historic caravan hub.

Guest rooms and suites with local charm

Sheraton Nouakchott features 200 spacious guest rooms and suites, including two Presidential Suites, combining contemporary comfort with subtle local touches. All rooms are equipped with the latest technology and Sheraton signature amenities, including the iconic Sheraton Sleep Experience.

The Sheraton Club offers Marriott Bonvoy Elite members and Club guests an elevated, all‑day experience, with curated food and beverage offerings, premium amenities, enhanced connectivity and a private environment designed for both productivity and relaxation.

Local flavours meet international influence

The hotel features two restaurants, a Lobby Bar and a Pool Bar. Feast, the all‑day dining restaurant, serves locally inspired and international dishes made with seasonal ingredients. Bene offers an immersive Italian dining experience in a warm, inviting setting. The Lobby Bar provides a relaxed meeting point from morning coffee to evening gatherings, while the Pool Bar offers refreshing drinks and light bites by the outdoor pool.

 

Facilities offering a resort feel in the heart of the city

Despite its central urban location, Sheraton Nouakchott delivers a resort‑like atmosphere, centred around an expansive outdoor pool. Guests can maintain their fitness routines in the fully equipped fitness centre — featuring separate floors for women and men, hammam and sauna — or enjoy the outdoor tennis court. The Sheraton Spa features three treatment rooms, offering a peaceful retreat after a day of exploration or meetings.

Meetings & events curated to perfection

Sheraton Nouakchott offers more than 2,600 square metres of flexible Meetings & Events space, including a Grand Ballroom, a Ballroom and four additional meeting rooms. A signature Sheraton Community Table sits at the heart of the hotel, providing a welcoming space for informal meetings, remote work and collaboration. A dedicated events team ensures seamless delivery from concept to execution.

Gatherings by Sheraton

In line with Sheraton’s global community‑centred approach, Sheraton Nouakchott hosts Gatherings by Sheraton, curated weekly experiences designed around enrichment, renewal and local stories. Guests and locals can take part in Mauritanian mixology sessions using local mint tea and fruits, or storytelling evenings inspired by Saharan traditions.

Distributed by APO Group on behalf of Marriott International, Inc..

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African Energy Chamber (AEC) Supports Perenco Partnership to Advance Industry 4.0 Skills in Central Africa

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African Energy Chamber

The African Energy Chamber welcomes Perenco Cameroon and Perenco Gabon’s partnership with UCAC-ICAM to launch an Industry 4.0 lab, advancing local skills development and strengthening Africa’s industrial future

JOHANNESBURG, South Africa, April 9, 2026/APO Group/ –A new partnership between Perenco Cameroon, Perenco Gabon and the UCAC-ICAM Institute in Douala to establish an Industry 4.0 laboratory marks a significant step toward aligning academic training with the evolving needs of the energy and industrial sectors. The facility will give students access to advanced automation, digital simulation and smart production technologies, helping close the gap between academic learning and the practical, industry-ready skills required across Central Africa’s industrial landscape.

 

As the voice of Africa’s energy sector, the African Energy Chamber (AEC) welcomes the initiative as a scalable model for local content development. By equipping students with Industry 4.0 capabilities, the laboratory directly supports the Chamber’s mandate to ensure greater in-country value creation and workforce participation across Africa’s energy value chain. The initiative also addresses critical skills shortages, enabling operators to increasingly rely on locally trained talent.

 

Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa

The partnership underscores Perenco’s long-term commitment to sustainable development and capacity building in Cameroon and Gabon. Designed as a mini-factory, the UCAC-ICAM laboratory enables students to engage with real-world industrial tools and processes. This hands-on approach will support the development of engineers and technicians capable of contributing to key projects, including operations in the Rio del Rey Basin and infrastructure developments such as the Cap Lopez LNG terminal in Gabon.

 

Students across multiple disciplines will benefit from hands-on exposure to the lab’s advanced technologies. General Engineering students will train using robotic systems and virtual reality simulations, while Computer Science Engineering students will focus on industrial IoT and smart technologies. Process Engineering students will gain experience in automated production systems, and Petroleum program students will develop expertise in energy systems and instrumentation control. Graduates from UCAC-ICAM are being actively recruited by leading companies operating in Douala, reflecting growing demand for locally trained, industry-ready talent.

“Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa,” says NJ Ayuk, Executive Chairman of the AEC. “This partnership demonstrates how industry and academia can work together to create a highly skilled workforce that will drive Africa’s industrialization and energy future. It is exactly the type of initiative needed to ensure Africans play a leading role in developing the continent’s resources.”

The UCAC-ICAM laboratory represents a strategic investment in Africa’s industrial and energy future. By strengthening local capacity, advancing technology adoption and supporting independent operators, the initiative aligns with the AEC’s broader vision of a self-sufficient and globally competitive African energy sector.

Distributed by APO Group on behalf of African Energy Chamber.

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