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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

CIT VERICASH Recognized as Best Digital Financial Services Platform of 2026 by Global Business Outlook

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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

LAGOS, Nigeria, August 24, 2026/APO Group/ –CIT VERICASH (https://www.CITVericash.com/), the fintech enablement platform serving banks and financial institutions across Africa, has been awarded Best Digital Financial Services Platform 2026 by Global Business Outlook, the UK-based international business publication known for its annual awards recognizing transformative performance across global financial markets.

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.

 

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Comsol enters wholesale 5G home broadband market with backing from new shareholders

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Comsol

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

JOHANNESBURG, South Africa, August 20, 2026/APO Group/ —

  • 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.

 

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Electra Mining Africa: Showcasing the Technologies Shaping the Future of Industry

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Mining

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

JOHANNESBURG, South Africa, August 20, 2026/APO Group/ –As industrial technologies continue to evolve and mining, manufacturing and industrial businesses across Africa pursue greater productivity, improved safety, operational efficiency and more sustainable practices, the need for practical technologies, trusted expertise and strong business partnerships has never been greater. From automation and digitalisation to energy efficiency, sustainability and advanced engineering, organisations are seeking solutions that deliver measurable business value while supporting long-term growth.

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.

 

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