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The Awakening: Activations in Africa (By Warren Brett)

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digital era

Activations are the key that unlocks the connection between brands and consumers as they drive to incite trial and drive conversion, selling benefits over features and affecting behavioural changes

DAR ES SALAAM, Tanzania, April 17, 2023/APO Group/ — 

By Warren Brett – Cluster Executive, SEA Region, Smollan Tanzania (https://Smollan.com)

The digital era is on us with the pandemic sealing the deal as tech and ecommerce stepped up and on parade. Tantalising us with seamless, effortless shopping, even at 3am when sleep just won’t play the game – essentially reprogramming our DNA. 

In the bigger picture looking well beyond the horizon (or is it just around the corner?), we are ultimately gearing up to be humanoids where our bodies are landscaped for tech. Super handy, but not just yet. As it turns out we also like the human-on-human experience – to network as a crew, to be part of a crowd and share experiences.

Warren Brett Cluster Executive, SEA Region, Smollan Tanzania, takes a closer look at activations in Africa. Where personal and immersive experiences capture interest and set the scene for a properly engaging story and where the customer feels great about their decision to buy product X or Y. Therein lies the beauty, that cannot be experienced (for now) from a couch.

Activations are the key that unlocks the connection between brands and consumers as they drive to incite trial and drive conversion, selling benefits over features and affecting behavioural changes.

As the market becomes increasingly flooded with a wide range of products and services it breeds a highly competitive environment to gain customer wallet share. So too, consumers are becoming increasingly discerning and with said tech developments and internet penetration they are not only well exposed but also knowledgeable. In turn, retailers and brands have had to shift their focus from awareness to connections, which have proven to offer a longer-term customer lifespan.

We can then measure the effectiveness of activations with the ability to track reach, conversion as well as consumer insights

In Africa, companies are now offering more interactive BTL activities including activations as a must have in their marketing plans from sampling activities, experiential activities, and instore activations to drive brand and increase product uptake. A chance to build, target and engage.

“Activations in Africa are on the increase – an opportunity to position brands differently based on who your target market is, where they are shopping, and what they like to be associated with. As well as addressing specific needs both functionally and emotionally. With the economic difficulties affecting the region we’ve seen that consumers are shifting their shopping behaviour to purchasing more local products that are cheaper. This has forced multinationals to focus on the benefits of selling promotions and association marketing that is primarily being driven by consumer facing activations,” says Brett.

For niche brands – events, high-net worth activities i.e., golf activations and tastings as well mall experiential activations are beginning to sway consumer decision-making. At the other end of the mass brands scale, initiating high traffic activations such roadshows, market storms and home-to-home are reaching B-C2 consumers.

“We can then measure the effectiveness of activations with the ability to track reach, conversion as well as consumer insights which assist in tailoring the activation strategy to fit a specific consumer segment,” added Brett.

That said, there are challenges as reported by www.Ecommerce.co.za. Customers in Africa in generalised terms are happy to experience brands for free during trials and shows, but not necessarily patronise the brand going forward.

Valuable strategies to shift this narrative include:

  • Using activations to increase brand value as findings show that customers in Africa do not regard value as making extraordinary promises but rather, as consistently fulfilling simple promises.
  • Thoughtfully planning and running activations that deliver the right messages to the right audience at the right frequency through the proper channels.
  • Determining the exact role of the activation at each step of the buying journey. Offline and online activations must also be in sync.
  • Prioritising intimate customer engagement over massive events can create new opportunities for understanding customer behaviour, consumption patterns, values, and lifestyles.

“Giving support to value chains and creating a buzz with consumers who have not necessarily experienced these types of events before is incredibly satisfying. We’ve seen first-hand in Kenya how we were able to reach 56,000 consumers in a week with a conversion rate of 91% for one client; 30,000 in-store customer interactions with approximately 7,500 Pcs sales recorded for another, and in a roadshow and caravan format, onboard 19,569 traders. It makes the activation potential in Africa, despite the challenges, so exciting,” said Brett.

Distributed by APO Group on behalf of Smollan.

Business

Aurionpro expands its multi-country transaction banking engagement with Diamond Trust Bank (DTB)

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Aurionpro

Aurionpro’s upgraded iCashpro platform for DTB delivers a unified digital experience across payments, trade, virtual accounts, and real-time reporting, enhancing straight-through processing, visibility, and control for both the bank and its corporate customers

MUMBAI, India, April 30, 2026/APO Group/ –Aurionpro Solutions Limited (www.AurionPro.com) (BSE: 532668 | NSE: AURIONPRO)a global leader in banking technology, announced the expansion and upgrade of its transaction banking engagement with Diamond Trust Bank (DTB), to modernize and enhance the bank’s corporate transaction banking capabilities across multiple countries.

Download Document: https://apo-opa.co/4edHUaC

This multi-country transaction banking upgrade covering Kenya, Uganda, and Tanzania aligns with DTB’s intent to enhance customer experience, streamline operations, and support growing transaction volumes as it expands its regional corporate banking footprint. DTB continues to focus on building a more agile, ‘digital-first’ banking experience, particularly around payments for its corporate customers across Africa, and is now well positioned to scale these capabilities. As part of its broader transformation agenda, the bank has been steadily investing in platforms that enhance scale, reliability, and service consistency across markets.

Through this partnership, we are proud to lead the next era of transformation in transaction banking, helping DTB enhance operational agility

Aurionpro’s upgraded iCashpro platform for DTB delivers a unified digital experience across payments, trade, virtual accounts, and real-time reporting, enhancing straight-through processing, visibility, and control for both the bank and its corporate customers. By enabling DTB to standardize and scale its transaction banking operations across countries, the platform ensures consistent service levels, stronger control, and improved efficiency. It also supports enhanced user experience, advanced security, and the flexibility to introduce new features as DTB expands its regional transaction banking footprint.

Murali Natarajan (https://apo-opa.co/48trPdk), Managing Director & CEO, DTB Kenya   commented: “We are delighted to strengthen and broaden our partnership with Aurionpro Solutions as part of DTB’s ongoing digital transformation journey across multiple markets. Our focus on innovation, operational excellence, and customer-centricity continues to guide our technology investments. This upgrade strengthens our transaction banking capabilities, enabling us to deliver greater value to our customers through robust digital channels and seamlessly integrated experiences.”

Ashish Rai, Group CEO, Aurionpro Solutions, commented: “We are pleased to deepen our multi-country engagement with Diamond Trust Bank and support the next phase of its transaction banking modernization. As DTB continues to scale across markets, platform resilience and consistency become paramount. Through this partnership, we are proud to lead the next era of transformation in transaction banking, helping DTB enhance operational agility, deliver superior experiences to corporate customers, and create long-term value across geographies.”

He added, “Aurionpro’s iCashpro lays a strong digital foundation for transaction & wholesale banks across the globe to grow their corporate and SME client portfolio today, while creating a clear roadmap for next- generation capabilities in AI-driven insights, advanced automation and API-led connectivity for businesses in Kenya and across Africa.”

Distributed by APO Group on behalf of Aurionpro Solutions Ltd.

 

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Minerals Council Chief Executive Officer (CEO) Joins African Mining Week (AMW) as South Africa Improves Sectorial Investment Climate

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Energy Capital

Minerals Council CEO to share insights on policy, infrastructure and investment trends shaping South Africa’s mining industry

CAPE TOWN, South Africa, April 30, 2026/APO Group/ –The upcoming African Mining Week (AMW) conference will feature Mzila Mthenjane, CEO of the Minerals Council of South Africa, as a speaker. Scheduled for October 14 – 16, 2026 in Cape Town, the event will bring together global investors, policymakers and industry leaders, with Mthenjane’s participation highlighting the council’s commitment to engaging international stakeholders and promoting investment across South Africa’s mining sector.

His participation comes at a critical moment as the Minerals Council works closely with government on finalizing the Mineral Resources Development Bill 2025, a policy framework aimed at strengthening the country’s mining investment climate and the sector’s contribution to GDP. According to the council, the revised legislation will support new investment across the value chain as South Africa seeks to mobilize R2 trillion over the next five years to unlock its critical minerals potential.

The policy reforms come amid shifting production trends in the sector. In 2025, South Africa recorded declines in gold and platinum group metals output of 1.9% and 4.1%, respectively. The new regulatory framework is expected to strengthen public-private partnerships and stimulate investment, enabling South Africa to increase production and capitalize on strong global commodity prices. Increased private sector investments is crucial with South Africa seeking targeting to unlock an estimated R40 trillion in untapped iron ore potential as well as maintain its position as the world’s leading producer of chrome and manganese.

At AMW 2026, Mthenjane is expected to outline these trends, providing insights into how the council is contributing to addressing challenges disrupting the sector. Infrastructure and energy costs remain key concerns for industry players. To support the energy-intensive sector, South Africa approved a 35% reduction in electricity tariffs for major ferrochrome producers, helping stabilize an industry that has faced significant cost pressures after electricity prices surged by roughly 900% since 2008.

Logistics constraints are also a priority area for reform. South Africa’s economy is losing an estimated R1 billion per day due to inefficiencies across rail and port infrastructure. As a result, the government is considering measures supported by the Minerals Council to increase private sector participation in logistics. Planned reforms include rail modernization initiatives targeting 250 million tons of freight capacity by 2029, alongside port upgrades and private operator participation aimed at strengthening mineral exports and improving supply chain efficiency.

Beyond infrastructure and policy reforms, the Minerals Council is advocating for stronger exploration investment to support long-term industry growth.

At AMW, Mthenjane is expected to highlight these developments and outline the steps required to reinforce South Africa’s position in the global minerals supply chain. His insights will offer investors and stakeholders a timely perspective on opportunities within the country’s mining sector.

Distributed by APO Group on behalf of Energy Capital & Power.

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Energy

Seychelles Targets Energy Investment Push as Minister Jérémie Joins African Energy Week (AEW) 2026 as a Speaker

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African Energy Chamber

Seychelles energy minister will speak at AEW 2026, positioning her to highlight reforms, renewable projects and investment opportunities as the island nation advances its transition toward a diversified energy system

CAPE TOWN, South Africa, April 29, 2026/APO Group/ –Marie-May Jérémie, Minister of Environment, Climate, Energy and Natural Resources for Seychelles will participate as a speaker at this year’s African Energy Week (AEW) 2026, taking place from October 12–16 in Cape Town. Her participation underscores the country’s growing role in shaping Africa’s small-island energy transition agenda.

Minister Jérémie’s presence at AEW 2026 comes at a critical time as Seychelles accelerates efforts to reduce its heavy reliance on imported fossil fuels. The event provides a platform to attract investment, strengthen policy alignment and showcase bankable projects, positioning the country as a viable destination for private-sector participation in island energy systems.

Seychelles is demonstrating how policy reform and innovation can unlock investment in constrained environments

In May last year, international finance institution the World Bank approved the Renewable Energy Acceleration Program, a seven-year initiative aimed at modernizing the grid and increasing renewable energy penetration to 15% by 2030. The program focuses on unlocking private capital while strengthening transmission infrastructure to accommodate variable renewable energy sources.

Project development is gaining traction in the country, particularly in innovative technologies suited to Seychelles’ land constraints. The 5.8 MW Seysun Lagoon floating solar PV project, developed by independent renewable power producer Qair, is under construction and expected online in 2026.

Alongside renewables, Seychelles continues to pursue upstream opportunities to diversify its economy. The government approved new exploration entrants in 2025 and extended exiting petroleum agreements, while securing an infrastructure partnership with China. Multilateral estimates suggest over $800 million in investment will be required over the next 25 years.

Regulatory reform is central to this transition, with Seychelles introducing an independent power producer framework to open the market to private developers. Standardized power purchase agreements, grid access reforms and strengthened public-private partnership structures are being implemented to improve transparency, reduce risk and accelerate project bankability across solar, storage and emerging wind opportunities.

“Minister Jérémie’s participation highlights the strategic importance of island nations in Africa’s broader energy transition,” says NJ Ayuk, Executive Chairman, African Energy Chamber. “Seychelles is demonstrating how policy reform and innovation can unlock investment in constrained environments. Her insights will be critical to advancing dialogue on resilient, low-carbon energy systems across the continent.”

Distributed by APO Group on behalf of African Energy Chamber.

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