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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

SLB commissions new fluids systems plant in Pemba to support Mozambique’s offshore energy development

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Mozambique

New facility expands in-country drilling and completion fluids capability, advancing the next phase of SLB’s growth in Mozambique

PEMBA, Mozambique, October 9, 2026/APO Group/ –SLB (NYSE: SLB) (www.SLB.com) announced the opening of a new fluids systems plant in Pemba, Mozambique. The new facility strengthens in-country capacity to prepare, store and deliver drilling and completion fluids for offshore operations, reinforcing the infrastructure needed as Mozambique’s offshore activity grows and its role as a strategic energy hub for East Africa continues to expand.

The commissioning of the plant, also known as a liquid mud plant, coincides with SLB marking 70 years of operations in Mozambique. It reflects the company’s long-term commitment to investing in people, infrastructure and capability that support the country’s long-term offshore energy development plans.

 




  

With an initial storage capacity of 21,000 barrels, the liquid mud plant provides a scalable platform for future growth, supporting multiple customers and rising offshore activity while improving logistics and enhancing operational flexibility.

As SLB marks 70 years in Mozambique, this investment reflects our confidence in the country’s future and our commitment to supporting its energy ambitions

“As SLB marks 70 years in Mozambique, this investment reflects our confidence in the country’s future and our commitment to supporting its energy ambitions,” said Miguel Baptista, Central, East and Southern Africa, Managing Director, SLB. The new liquid mud plant strengthens local energy infrastructure, expands opportunities for local content development, and enhances our ability to support customers as they deliver some of Africa’s most significant offshore energy resources.”

The liquid mud plant project was delivered with strong local participation and that momentum is expected to continue into operations. During project delivery, more than 100 jobs were created in Pemba with nationals representing 80% of the workforce, reflecting a focus on building local capability.

The project was delivered with a strong focus on safety, operational integrity, and quality, achieving more than 67,000 hours worked without a recordable safety incident.

This key infrastructure strengthens SLB’s ability to support consistent service quality and enhance supply chain readiness for increasing offshore activity across Mozambique, supporting customers execute safely and efficiently while developing local skills and expertise.

Key Points:

  • SLB has commissioned a new fluids system plant in Pemba, expanding in-country drilling and completion fluids capability for offshore operations.
  • With an initial storage capacity of 21,000 barrels, the facility provides a scalable platform to support growing offshore activity in Mozambique.
  • The investment marks the next phase of SLB’s growth in Mozambique, strengthening local capability and supporting long-term offshore energy development.

Distributed by APO Group on behalf of SLB.

 

 




 

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South African Energy Storage Association (SAESA) welcomes 4,600 MW battery storage prioritisation and calls for integrated energy planning

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Battery energy storage systems (BESS) are becoming critical system infrastructure, supporting flexibility, reducing avoidable curtailment, shifting energy into periods of demand and strengthening security of supply

JOHANNESBURG, South Africa, October 9, 2026/APO Group/ –The South African Energy Storage Association (SAESA) (www.SAESA.org.za) welcomes the prioritisation of 4,600 MW of battery energy storage under the first Integrated Resource Plan (IRP) 2025 Section 34 determination.

 




  

The timing is significant. Recent Integrated Energy Plan (IEP) modelling and assumptions discussions highlighted a fundamental shift that South Africa’s energy planning now needs to capture: we cannot plan the future power system by counting megawatts of generation alone.

We must plan for when energy is available, where it is available, how it moves through a constrained grid and how it is stored and dispatched when the system needs it most.

The announcement reinforces that shift. Battery energy storage systems (BESS) are becoming critical system infrastructure, supporting flexibility, reducing avoidable curtailment, shifting energy into periods of demand and strengthening security of supply.

For SAESA, the message for the IEP is clear: storage, flexibility and system services must be modelled as integral components of South Africa’s future electricity architecture, with their contribution considered from the outset of generation planning.

“The IEP must plan the power system we are becoming, not simply model the power system we have inherited,” says SAESA.

The IEP must plan the power system we are becoming, not simply model the power system we have inherited

Partnership with C&I Energy + Storage Summit

SAESA is an association partner of the C&I Energy + Storage Summit, created by VUKA Group, taking place on 28–29 October 2026 at The Maslow Hotel, Sandton, Johannesburg.

The summit brings together commercial and industrial energy users, project developers, financiers, regulators and solution providers to explore practical approaches to energy security, procurement and storage deployment.

For businesses assessing how storage can support their operations, the event offers an opportunity to meet SAESA and engage with the wider energy community on the decisions shaping South Africa’s evolving electricity system.

Commercial and industrial energy decision-makers are invited to apply to attend as hosted buyers. Qualifying buyers receive complimentary summit access and curated opportunities to engage with industry partners.

 

Meet SAESA at C&I Energy + Storage Summit: Join the Hosted Buyer Programme

The Hosted Buyer Programme connects commercial and industrial energy decision-makers with solution providers shaping South Africa’s evolving private energy market.

Qualified energy buyers receive complimentary access to the summit and curated engagement with industry partners exploring energy procurement, storage deployment and project development.

Apply for the Hosted Buyer Programme (https://apo-opa.co/4ehLijJ)

Distributed by APO Group on behalf of VUKA Group.

 




 

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Afreximbank welcomes launch of Africa Credit Rating Agency as an important step in strengthening Africa’s financial architecture

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Expanding credible rating coverage can improve the information available to investors and support the development of deeper domestic and regional capital markets

PORT LOUIS, Mauritius, October 8, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) welcomes today’s launch of the Africa Credit Rating Agency (AfCRA), an important milestone in strengthening Africa’s financial architecture and expanding the continent’s capacity to generate credible, independent analysis of African credit risk.

 




 
 

Credit ratings play an important role in determining access to capital, influencing investor perceptions and shaping the cost at which governments, institutions and businesses can finance development. It is therefore essential that assessments of African credit risk are independent, rigorous and evidence-based, while reflecting a complete understanding of the structures, institutions and economic realities being assessed.

The establishment of AfCRA adds an important African-led source of credit opinion to the market. Its value will not be measured by whether it produces more favourable ratings, but by the credibility of its analysis, the quality of its data and transparency of its methodology, and its ability to deepen understanding of African sovereigns, sub-sovereigns and corporate credit.

This is particularly important given that many African issuers remain unrated, while local-currency and sub-sovereign markets continue to have limited rating coverage. Expanding credible rating coverage can improve the information available to investors and support the development of deeper domestic and regional capital markets.

AfCRA must set a new benchmark for the continent, maintain its independence, and remain wholly owned and controlled by Africans

Alongside fellow members of the Alliance of African Multilateral Financial Institutions (AAMFI), Afreximbank has consistently maintained that African Multilateral Financial Institutions should be assessed on the basis of their fundamentals, performance, legal frameworks, mandates and operating models. Ensuring that these institutional characteristics are properly understood is essential to achieving informed, balanced and credible assessments of African risk.

Commenting on the uniqueness of the African market, and need for AfCRA’s rating methodology to reflect this, Mr Denys Denya, Senior Executive Vice President, Afreximbank, said: “The rating methodology AfCRA develops must recognise the uniqueness of our environment and its institutional structures. The Agency must set its own standards and not follow those set elsewhere — it must build a unique identity that conforms to an ‘African best practice.”

Highlighting the need for the autonomy of the Africa Credit Rating agency as it takes off, Mr Denya added: “Most importantly, AfCRA must set a new benchmark for the continent, maintain its independence, and remain wholly owned and controlled by Africans. We must all use it, and in return expect a complete assessment of where we (Africa) stand: the strengths the market has ignored, and the weaknesses we still need to fix.”

AfCRA should therefore be seen as complementary to existing international and regional rating agencies, broadening the range of credible analysis available to investors and issuers while strengthening competition, transparency and analytical capacity within Africa’s credit markets.

As Africa seeks to mobilise the scale of capital required for industrialisation, trade, infrastructure and economic transformation, credible African institutions that improve information, strengthen market confidence and deepen the continent’s financial markets will become increasingly important.

Afreximbank congratulates the African Union, the African Peer Review Mechanism (APRM) and all those involved in bringing AfCRA from concept to launch, and looks forward to the contribution the Agency will make to deeper, more transparent and more efficient African capital markets.

Distributed by APO Group on behalf of Afreximbank.

 




 

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