BRAND AND GROWTH
Our Point of View: Measuring Brand Equity as a Driver of Growth
How four dimensions turn brand health into a clear signal for where to invest.
INSIGHTS
Perspectives on brands, consumers and growth in Africa.
Points of view from the Sprout team on what's shaping markets, marketing and consumer behaviour across the region.
ADVERTISING AND CREATIVE
What it takes to build memorable digital ads in Africa
Reading the shift in how African audiences meet brands online.
BRAND AND GROWTH
Building great brands in Africa: Why emotion anchored on functional performance wins
What it takes for a brand to move from known to genuinely loved.
ADVERTISING AND CREATIVE
Learnings on how to optimize ads in East Africa: How to use messaging
Getting the message right before the media money goes out.
RESEARCH CRAFT
Key Lessons on Overcoming B2B Data Collection Challenges in Africa
Reaching hard-to-access decision makers without compromising quality.
MARKET CONTEXT
How brands are using AI in Africa to deliver exceptional customer experience
Where artificial intelligence is reshaping how brands serve customers.
MARKET CONTEXT
Brand building in tough macroeconomic environment: Lessons from Africa
Why the brands that keep investing through pressure come out stronger.
ADVERTISING AND CREATIVE
Learnings on how to optimize ads in East Africa: How to use humour effectively
When a laugh builds a brand, and when it backfires.
RESEARCH CRAFT
How to conduct market research in East Africa: Key learnings
A practical guide to running studies that reflect real consumers in the region.
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