AT3 Resources, a communications and events consultancy, says the Brand Africa Awards recently held in Lagos will cause a wake-up call in the advertising industry.
The company had partnered with Brand Leadership and Open Squares to organize the event.
According to a statement, the event held in Lagos on Africa Day (May 25, 2022), brought together business and industry leaders to celebrate Africa’s Best Brands 2022 ranking of the 100 most admired brands in Africa.
Now in its 12th year, every year on May 25 or around Africa Day, Brand Africa publishes the results of the survey conducted by Geopoll and Kantar, of the most admired brands in Africa based on a survey in 29 countries; this represents about 85% of the continent’s GDP and population. The 2022 survey was conducted between March and April 2022 and yielded over 80,000 brand mentions and over 3,500 unique brands.
This year, brands like Dangote, MTN, GTbank, Coca-Cola, Glo, Jumia and Nasco were among the top 100 brands in Africa.
However, DStv cemented its position as Africa’s leading media brand while Channels TV was Nigeria’s leading media brand in a rapidly moving digital and mobile category.
Meanwhile, Coca-Cola, which has been in the top five for 10 consecutive years, is the No. 1 most admired brand in Nigeria. Overall, South Africa’s MTN became the No. 1 African brand, while GTBank became the most admired financial services brand for the third consecutive year.
Troyka Group Founder and Chairman, Dr. Biodun Shobanjo and GTBank Group CEO, Segun Agbaje, received the inaugural Africa Brand Leadership Excellence Awards for inspiring brand-led excellence that drives the growth of made in India brands Africa.
Delivering a keynote speech at the event, Shobanjo said the event would change the landscape of the advertising industry.
He said: “It is an honor to be recognized by the organizers of this credible event. It is also a pleasure to have ventured into this rewarding profession and to have led the best consumer campaigns that have inspired consumers to act and reinforced brand awareness in Africa.
CEO and Founder of AT3 Resources, Tosin Adefeko, said: “Today is an opportunity to celebrate African brands, African leaders and African businesses who continue to contribute to the economy through a program brand oriented. I am delighted that African brands are now taking over the delivery of the African Union’s agenda for a peaceful and prosperous Africa.
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